FEATURES OF MARKETING STRATEGIES’ FORMATION IN THE MARKET OF MEDICAL SERVICES
Authors: ZGHURSKA O.O. , LARINA YAR. S. , DYMA O.О. 
Published: March 2024

Topicality. Marketing of medical services (including wellness activities) plays a crucial role in forming the population's motivation to improve health care and an appropriate lifestyle, creating an image of a healthy person, a healthy lifestyle system. The need for marketing of medical services is determined by the fact that consumer demand for medical services tends to increase over time. The use of marketing management methods is direct to attracting consumers of medical services and optimizing the work of medical organizations in the target market. Thus, the first priority is to solve the important task of forming marketing strategies in the medical services market based on improved methods of researching the market of services and, as a result, making timely optimal management decisions, which in the future will ensure the improvement of the efficiency and effectiveness of the activities of participants in the market of medical goods and services and the entire industry in general.Aim and tasks. The purpose of the scientific article is to identify the conceptual features of the marketing strategies’ formation in the market of medical services in order to increase the effectiveness of the organizations’ activities which is functioning in the target market. Objectives of the study: to characterize the main features of medical marketing; to analyses the trends in the development of the medical services market in Ukraine; to diagnose the state of the structure of private medicine in Ukraine; to identify the key features of marketing strategies’ formation in the market of medical services.Materials and methods. The results of the theoretical generalization of scientific works and methodical approaches in the field of medical marketing, highlighted in publications of a fundamental and applied nature, as well as analytical data of the State Statistics Service of Ukraine, the Ministry of Health of Ukraine form the informational and methodical basis of the research. For solving the main tasks in the article have been used a set of methods, namely: methods of generalization and systematization, analytical diagnostics, methods of systemic, structural-logical, comparative, statistical analysis.Research results. Based on the methods of generalization and systematization, the main features of medical marketing and its application features were determined. In the research has been conducted the analysis of trends in the development of the medical services market in Ukraine, which proved the existence of private medicine advantages in the target medical market. It was established that the intensive development of the medical services market implies an increase in the requirements for the quality of medical care, the formation of standards for its provision stimulates an increase in the number of specialized medical services. In the article has been substantiated that the complex use of the formed non-standard methods and tools of medical services’ innovative marketing will ensure a faster and tangible effect during the strategy’s implementation which aim to the of promoting products and services in the medical market. In the research has been improved the method of developing a formation stages’ sequence of effective marketing strategies in the market of medical services in the direction of making timely optimal management decisions in the practice of the medical institutions and organizations’ activities in the target market.Conclusion. The scientific novelty of the study lies in the development of theoretical foundations for the conceptual features’ identification for the marketing strategies formation in the medical services market based on the developed optimal stages of the marketing strategies formation in the conditions of society’s informatization and intellectualization and global competitive challenges in the target market. The practical significance of the obtained results is determined by the possibility of using scientific and applied principles for the strategies’ formation and implementation in the practice of the medical institutions and organizations’ activities for the long run.