MARKETING RESEARCHES OF THE POPULATIONS HEALTH STATE AS A FACTOR OF DEMAND FORMATION IN THE MARKET OF PAID MEDICAL SERVICES
DOI:
https://doi.org/10.15330/apred.2.13.151-170Keywords:
Marketing, Marketing Research, Medical Service, Population Health, Sampling, Web Analytics StatisticsAbstract
The state of health of the population is one of the most important indicators of the well-being of the nation. Important directions of health care reform are optimization of management, rational distribution of limited financial resources, efficient use of material resources, introduction of health insurance, restructuring of treatment and preventive care to the people.
Marketing of medical services market is one of the most complex types of marketing. Because it is medical services that are connected with the protection and maintenance of the most important values of a person - life and health. The market for medical services is a combination of socio-economic relations in the healthcare sector.
The most important components of the analysis of any market, including the market of medical services, are marketing research, which is a systematic collection, processing, analysis of data and information in order to formulate proposals for effective activities on it.
In the field of public health, marketing can be defined as a complex process of planning, economic substantiation and management of the process of provision of medical services, the formation of a pricing policy of the medical-preventive process, ensuring effective communication with patients.
The purpose of the study is to identify the health of the population and determine the demand factors for paid health services and their demand.
The main task set before market research on the health of the population is the formation and provision of benefits to consumers that meet their needs for qualified medical care and quality of life.
The research methods used in the work are based on probabilistic, stratified, quota, representative samples for the entire population of Ivano-Frankivsk and Ivano-Frankivsk region.
The obtained results allow us to give a realistic assessment of the main trends and allow us to assess the potential of socio-economic adaptation of the population in the conditions of the economic crisis, as well as practical application in the practice of the «Oxford Medical Center “Prykarpattya”.
References
2. European database of medical statistical information, medstat.gov.ua/ukr/statreports/access.html?id=6. Accessed 25 Apr. 2017.
3. Health of the population of Ukraine database “Health for All”, Center of medical statistics of the Ministry of Health of Ukraine, medstat.gov.ua/ukr/news.html. Accessed 25 Apr. 2017.
4. Kadyrova, Ye.F. “Features of market promotion of medical services.” Agency for Cultural and Business Communications, www.cultcom.ru/?p=76. Accessed 25 Apr. 2017.
5. Kotler, F., and G. Armstrong. Fundamentals of Marketing. 9th ed., Williams, 2003.
6. Maslova, T.D., Bozhuk, S. G., and L.M. Kovalik. Marketing: Textbooks for high schools, Peter, 2003.
7. Rusaleva, L. Yu., and A.M. Morozova. “Market researches of the market of medical services.” Vladmedicina.ru, vladmedicina.ru/articles/biznes/2011-02- 22-marketingovye.htm. Accessed 25 Apr. 2017.
8. Stolyarov, S.O. Market of medical services: some of its characteristics, problems and aspects of management. 3rd ed., Az Buka, 2005.
9. Shomnikova, A.V. “Market of medical services: problems of effective use of marketing research.” Scientific papers of NDF, no. 2, 2009, pp. 131-136.
10. Baieva, O.V. Healthcare Management, MAUP, 2007.
11. Iceberg, E.O., Porter, M., and G. Brown. “How to increase competition in healthcare.” Competition, Williams Publishing House, 2000.
12. Shkanova, O.M. Marketing services: training, Condor, 2008.
13. Togunov, I.A. “Doctor and Patient of Medical Services.” Volodymyr Oblast Fund for Mandatory Medical Insurance. Marketing Encyclopedy, www.marketing.spb.ru/lib-special/togunov/. Accessed 25 Apr. 2017.
14. Chekhun, I.A. “Granting paid medical services: civil legal aspects.” Journal of the Kyiv University of Law, no. 2, 2010, pp. 213-216.
15. Zatsna, L.A. “Marketing of medical services and peculiarities of the market development of medical institutions in the context of transforming the economy.” Economy of the Crimea, no. 1 (42), 2013, pp. 363-367.
Downloads
Published
How to Cite
Issue
Section
License
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution NonCommercial NoDerivs 4.0 Unported License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access)
