title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐ¸ÑÑÐµÐ¼Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ðµ Ð±ÑÐµÐ½Ð´Ð° Ð¼ÐµÐ´Ð¸ÑÐ¸Ð½ÑÐºÐ¾Ð¹ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Development of a system of tools for promoting the brand of a medical organization in the digital environment
Creators: name: ÐÐµÑÑÐ¾Ð², ÐÐ°Ð½Ð¸Ð¸Ð»
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2025
Subjects: ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð±ÑÐµÐ½Ð´Ð°
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cms
crm
digital marketing
brand promotion
promotion tools
social media promotion
website

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description: The purpose of the research is to develop a system of tools for promoting the brand of a medical organization in a digital environment, ensuring increased brand awareness, attracting new customers and strengthening the loyalty of existing ones. The research was carried out on the basis of the FGBU Â«V. A. Almazov NMICÂ», which created the prerequisites for increasing the brands presence in the digital environment. The subject of the thesis is the activity of the Competence Centre of FGBU Â«V. A. Almazov NMICÂ» in the field of quality management and safety of medical activities, specializing in automation of management. Research methods: SWOT - analysis, expert interviews with representatives of the medical industry, practical implementation of the proposed model of the system of promotion tools. The main results of the study: - the goal-setting of medical brand promotion is described, the target audience is defined; - modern marketing methods are characterised, the most effective solutions are evaluated; - the model of application and interaction of selected tools is developed, practical application in a medical organisation is demonstrated; The field of application of results: application of the results of work in the field of organization promotion. The scientific novelty is the development and proposal of an effective approach to the use of digital and traditional marketing methods for promoting of a medical brand. Conclusion: The tasks of the WRC have been solved, the goal has been achieved, the scope of the results has been determined.