Scientific journal
Научное обозрение. Медицинские науки
ISSN 2500-0780
ПИ №ФС77-57452

Personal portfolio

THE ROLE OF MARKETING IN THE MODERNIZATION OF MEDICAL INSTITUTION IN MARKET CONDITIONS

Laktionova L.V. 1
1 Federal Research Clinical Centre FMBA of Russia
The article covers the experience of use of the marketing technologies in order to improve the effectiveness of multidisciplinary scientific-clinical centre’s activity in the modern conditions. Realization of marketing activity, which supposes wide public informing about diagnostical and medical potentials of the clinic, formation of the image of the clinic as the modern specialized institution, marketing research with the purpose of detection of patients’ needs, organization of interaction with insurance companies and agents, development of cooperation with medical-prophylactic institutions contributes to optimization of the work of clinic’s divisions. The article presents different vectors of marketing service activity of a large Federal medical institution, which are directed to attract patients, to increase the competitiveness of the organization, to expand the own niche and to create new segments of the market of services, to increase the amount of the most expensive types of medical assistance.