RELEVANCE OF USING MARKETING TOOLS IN MEDICINE

Abstract

The article analyzes the relevance of the use of marketing tools in marketing at the present moment of time, pays attention to the theoretical basis in relation to the concept of medical marketing. The purpose of this study is to determine the significance and effectiveness of the use of marketing tools in healthcare, as well as to analyze their impact on improving competitiveness, quality of service, changing consumer behavior and patient satisfaction. To achieve the goal, the following tasks were carried out: study of the theoretical foundations of medical marketing and the influence of marketing strategies on the behavior and loyalty of patients, analysis of modern and effective marketing tools used in medicine. The necessity of using marketing tools in the promotion of medical goods and services was substantiated. The specificity of medical marketing is rather complicated due to legal and ethical restrictions, and also due to the fact that unlike other goods and services, it will take an indefinite time to evaluate the effectiveness of the marketing strategy. In order to save time and budget, the company should use marketing tools that are already successfully used by other companies, and it is also of particular importance to work on building a positive reputation of the medical institution.