title: ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²Ð¾Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ð²Ð¾ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ðµ Ñ Ð±ÑÐµÐ½Ð´Ð¾Ð¼ 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: Marketing strategies of consumer involvement in interaction with the brand of medical organization
Creators: name: Ð ÐµÐ¼Ð¸ÑÐ°Ð½, ÐÐ¸Ñ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ÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð²Ð¾Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ
Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð² Ð¸Ð½ÑÐµÑÐ½ÐµÑÐµ
Ð±ÑÐµÐ½Ð´ Ð¼ÐµÐ´Ð¸ÑÐ¸Ð½ÑÐºÐ¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ
Ð²Ð¾Ð²Ð»ÐµÑÐµÐ½Ð¸Ðµ Ð² Ð±ÑÐµÐ½Ð´
engagement strategy
internet marketing
internet marketing tools
promotion
internet promotion
medical company brand
brand engagement

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description: The given work is devoted to the development of methodological provisions for the formation of a strategy of consumer involvement in the interaction with the brand of the medical company brand. To achieve the set objectives we analyzed the relevant marketing dynamics. We considered the current state and trends in the market of medical services, including the impact of the COVID-19 pandemic on consumer behavior and the growth of interest in a healthy lifestyle. In the second part of the first chapter, analyzed two types of engagement definition: as a process of active interactions initiated by a company and as a characteristic of consumer behavior. Based on the analysis, we formulated our own definition of brand engagement. Five fundamental types of engagement that are integrated into the strategy of interaction with patients within a medical company are identified, methods of engagement formation with medical clinic clients are systematized, and the relationship between the sales funnel and the customer journey map (CJM) is revealed. The study examined case studies of engagement building practices, which made it possible to identify the most effective engagement strategies. The study identified key metrics that enable effective monitoring of engagement outcomes at different levels. Thus, the results of this study may be useful for healthcare providers seeking to optimize their patient engagement strategies and improve patient engagement. The obtained data and recommendations can serve as a basis for further research and practical application in the field of medical marketing.