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https://repo.snau.edu.ua/xmlui/handle/123456789/13166| Title: | Розвиток маркетингу в сфері охорони здоров’я |
| Other Titles: | Development of marketing in the field of health care |
| Authors: | Капітоненко, Дмитро Анатолійович Kapitonenko, D. A. |
| Keywords: | маркетинг в медицині маркетинг управління marketing in medicine marketing management |
| Issue Date: | 2024 |
| Publisher: | СНАУ |
| Citation: | Факультет економіки та менеджменту ; наук. керівник Н. В. Колодненко |
| Abstract: | Кваліфікаційна робота розглядає теоретико-методологічні аспекти маркетингової діяльності в медичній установі. Проаналізована діяльність лікувального закладу, його майновий і фінансовий стан. Виявлено перспективні напрямки покращення управління маркетинговою діяльністю та перспективи використання маркетингових інструментів у галузі охорони здоров’я. Здійснена оцінка інформаційно-комунікаційного забезпечення маркетингу в лікувальному закладі. Реформування супроводжується численними викликами, серед яких: недостатнє фінансування, нерівність у доступі до медичних послуг між міськими та сільськими районами, недостатня кваліфікація медичних працівників, а також низький рівень довіри населення до медичної системи. Подолання цих перешкод потребує комплексного підходу та залучення державних і приватних ресурсів. Таким чином, реформування системи охорони здоров’я є необхідною передумовою для забезпечення соціального добробуту та економічного розвитку України. Впровадження ринкових механізмів, розвиток конкуренції та інтеграція сучасних підходів до управління дозволить значно підвищити ефективність галузі, що, у свою чергу, сприятиме збереженню та покращенню здоров’я населення. |
| Description: | The qualification work considers the theoretical and methodological aspects of marketing activities in a medical institution. The activities of the medical institution, its property and financial condition are analyzed. Promising directions for improving marketing management and prospects for using marketing tools in the healthcare sector are identified. An assessment of information and communication support for marketing in a medical institution is carried out. The first section identifies the features of marketing activities in the healthcare sector based on an analysis of literary sources. It has been established that the patient himself and his presence play an important role in the marketing process. In the healthcare sector, the effectiveness of work occurs only if there is a consumer (buyer) of healthcare and his readiness to receive the service. Healthcare consumers actively or passively participate in the production of services, their presence affects the activities of a medical institution, since any specialist who meets a patient will make their contribution to the production of services. Patient satisfaction should be the main goal of any healthcare organization, and this requires in-depth knowledge of their needs and expectations. It is advisable to create a complex of marketing research, various directions and stages. The mechanism of research on the medical services market is based on taking into account the features of the process of market interaction of its components. Research activities are aimed at determining demand and supply. The second section consists of three subsections and is devoted to an in-depth analysis of the general characteristics of LLC "Verba Medical" and its financial and economic indicators. An analysis of the state of information and communication support for marketing was carried out, based on a comparative analysis of the official websites of medical institutions and an analysis of social network pages. The impact of the use of marketing tools on the competitiveness of the institution in the medical services market was established. The third section substantiates the directions of implementation of marketing activities in the medical industry. A marketing strategy of intensive growth has been developed and ways of its implementation have been proposed. For effective implementation of the marketing strategy, it is necessary to skillfully manage the components of marketing and timely introduce adjustments to the implementation of the strategy, taking into account the characteristics of the target audience and the resources of the medical institution. An integral part of marketing research is a group of specialists who are able to conduct research, analyze data and make the necessary marketing decisions. The work proves the need to introduce a new position into the staffing of a medical institution - a specialist in methods of expanding the sales market and develops an approximate job description for a marketer. It has been established that increasing the effectiveness of management of healthcare institutions is an improvement in the quality, culture and accessibility of medical services. Competitive struggle for potential consumers determines the need for special guarantees regarding the quality of services. To implement this task, it is necessary to implement a quality management system. Reform is accompanied by numerous challenges, including: insufficient funding, inequality in access to medical services between urban and rural areas, insufficient qualifications of medical workers, as well as a low level of public trust in the medical system. Overcoming these obstacles requires an integrated approach and the involvement of public and private resources. Thus, reforming the healthcare system is a necessary prerequisite for ensuring social well-being and economic development of Ukraine. |
| URI: | https://repo.snau.edu.ua:8080/xmlui/handle/123456789/13166 |
| Appears in Collections: | Економіки та менеджменту |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Капітоненко Д._Кваліфікаційна_робота_2024.pdf Restricted Access | 1,74 MB | Adobe PDF | View/Open Request a copy |
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