Literature Reviews
doi: 10.25005/2074-0581-2020-22-4-548-552
MARKETING OF HEALTHCARE ORGANIZATIONS: TOOLS FOR ATTRACTING AND RETAINING PATIENTS

E.I. Aksyonova1, A.B. Zudin2

1Research Institute of Healthcare Organization and Medical Management, Moscow Healthcare Department, Moscow, Russian Federation
2N.A. Semashko National Research Institute of Public Health, Moscow, Russian Federation

Objective: To analyze marketing strategies and patient attraction instruments in medical organizations of the Russian medical services market.

Methods: The analysis of marketing strategies and tools for attracting patients in medical organizations of the Russian medical services market was carried out on the basis of the study presented by EY during a three-step survey of the largest Russian private medical organizations operating in the commercial medicine market in the Russian healthcare system.

Results: In the condition of growing competition in the medical service market, a significant factor in attracting and retaining patients is the high level of qualifications of doctors and medical personnel. Another factor is the doctor’s skill in finding contact with the patient, so far as consumers of medical service cannot always assess the quality of received medical aid and therefore very often form their impression of visiting a medical organization based on the communication and participation of the doctor.

Conclusion: The analysis of the research results allowed to make conclusions about the development of online advertising on the Internet as an effective marketing instrument for medical service.

Keywords: Marketing, healthcare, medical service market, marketing strategy, advertising.

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Authors' information:

Aksyonova Elena Ivanovna
Doctor of Economic Sciences, Full Professor, Director of the Research Institute of Healthcare Organization and Medical Management, Moscow Healthcare Department
ORCID ID: 0000-0003-1600-1641
SPIN: 1448-9797
Author ID: 667820
E-mail: eiak@yandex.ru

Zudin Aleksandr Borisovich
Doctor of Medical Sciences, Director of the N.A. Semashko National Research Institute of Public Health
Scopus ID: 6508336453
ORCID ID: 0000-0002-6966-5559
SPIN: 5954-1170
Author ID: 878732
E-mail: zudin@nptemp.ru

Information about support in the form of grants, equipment, medications

The authors did not receive financial support from manufacturers of medicines and medical equipment

Conflicts of interest: No conflict

Address for correspondence:

Zudin Aleksandr Borisovich
Doctor of Medical Sciences, Director of the N.A. Semashko National Research Institute of Public Health

105064, Russian Federation, Moscow, Vorontsovo pole str., 12, building 1

Tel.: +7 (968) 8613810

E-mail: zudin@nptemp.ru

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