Innovative approach to University clinics positioning in sustainable economic development concept in conditions of changing challenges
Authors: Kubina Natalia , Kashparov Dmitry , Puryzhova Lyudmila , Kravchenko Irina 
Published: July 2021

The issues related to the development of university medicine in connection with the emerging epidemiological situation and trends for the future are becoming more and more relevant in both research and practical aspects all over the world. The experience of university clinics abroad has been sufficiently studied, however, in Russia, the process of formation and development of medical clinics at leading Federal Universities has begun recently, and is not active enough. Currently, there are no more than 10 university clinics in the country, their experience, functioning mechanisms and contribution to the general results of a healthcare development has not yet been summarized and described in the scientific literature. At the same time, the scientific description and study of the issues of University clinics as medical institutions of a special type capable of providing high-tech medical services to the population and solving the issues of human resources for developing medicine are very relevant and significant in implementing the sustainable economic development concept in the conditions of changing challenges. Based on the analysis of the experience of foreign University clinics, an attempt is made to study the model and generalize the experience of University clinics formation in Russia in order to identify the main problems and prospects for their development. Without pretending to cover the whole range of problems associated with the development of university medicine, the main objective of the study is the issues of an innovative approach to the formation concept of medical centers positioning on the platform of a “University Clinic” brand. Using the example of the University Clinic - Clinical and Diagnostic Center of Immanuel Kant Baltic Federal University (CDC IKBFU) the process of forming the concept of University clinic positioning was described; a situational analysis of the medical services market was carried out in order to identify the problems in sustainable growth goal-setting; possible approaches to the choice of the positioning concept of the University Clinic were analyzed; the concept of the CDC positioning on the platform of the “University Clinic” brand was proposed; a model of a “pyramid of values” was built for a medical organization of this type; an innovative approach to the formation of the clinic’s media policy was proposed; the recommendations were developed to implement the concept of the platform of the “University Clinic” brand positioning in the online environment in the information openness context. The findings obtained make it possible to continue the study of a whole range of issues, both scientific, methodological and practical, concerning the substantiation of an effective model for University clinics functioning; solving organizational, managerial and legislative aspects related to their departmental subordination, coordination of the ministries of education and healthcare, the sources of their funding, the forms of state support and others.