PUBLIC MARKETING AND ITS TOOLS IN THE HEALTH CARE IN UKRAINE
DOI:
https://doi.org/10.31470/2786-6246-2023-6-6-13Keywords:
public marketing, health care, medical services, marketing technologiesAbstract
The article proves that the implementation of marketing technologies in public activities will make it possible to increase the effectiveness of work, successfully solve the problems of the socio-economic development of the state in certain areas, in particular health care, and ensure the provision of medical services at a high level. The purpose of the article is to justify the feasibility of developing marketing technologies in public administration and to identify opportunities for improving the provision of medical services using marketing tools in Ukraine. Studies have proven that public marketing is a system of using the management concept and practical tools of marketing by subjects of public management activity (state bodies and local self-government bodies), which is implemented by meeting the needs of society or its individual communities through the mechanisms of mutual exchange of certain actions and resources. The objects of marketing in public administration and the main features of marketing in public administration are defined: the market nature of relations, limited scope, scale in scope, dependence on the decisions of authorities and the political situation. It has been proven that the interdisciplinary basis of state marketing consists primarily of theories of the economic foundations of social marketing, service marketing, non-commercial marketing, territorial marketing, as well as innovative concepts of state regulation in market conditions. Reforming public administration with the use of marketing methodology means the application of the general methodology of service development. Based on the research of advanced marketing technologies in health care institutions, the prospects of using marketing tools in the field of health care of Ukraine are highlighted: mobile applications, marketing with a narrow specialization, integration in messengers, new generation content in marketing, gadgets for health, development telemedicine.
References
Shatun, V.T., & Zosimova, I.O. (2016). Marketynh v publichnomu upravlinni: sutnist, spetsyfika, klasyfikatsiia [Marketing in public administration: essence, specificity, classification]. Naukovi pratsi. Derzhavne upravlinnia – Scientific works. Governance, 255(267), 181-187 [in Ukrainian].
Romat, Ye.V., & Havrylechko, Yu.V. (2018). Marketynh u publichnomu upravlinni [Marketing in public administration: a monograph]. Kyiv: Kyiv. nats. torh.-ekon. un-t [in Ukrainian].
Ovsianetska, O.Ya. (2012). Perspektyvy vykorystannia marketynhovykh instrumentiv u haluzi okhorony zdorovia Ukrainy [Prospects for the use of marketing tools in the field of health care of Ukraine]. Marketynh i menedzhment innovatsii – Marketing and innovation management, 1, 241-245 [in Ukrainian].
Kaplan, A.M., & Haenlein, M. (2009). The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration. European Management Journal, 3, 197-212 [in English].
Hrydzhuk, I.A. (2019). Realizatsiia kontseptsii marketynhu v publichnomu upravlinni terytorialnym rozvytkom [Implementation of the concept of marketing in public management of territorial development]. Investytsii: praktyka ta dosvid – Investments: practice and experience, 2, 113-117 [in Ukrainian].
Drobiazko, I.M. (2007). Mozhlyvosti vykorystannia marketynhovykh tekhnolohii u diialnosti orhaniv mistsevoho samovriaduvannia [Possibilities of using marketing technologies in the activities of local self-government bodies]. Derzhavne budivnytstvo – State construction, 1(2). Retrieved from http://nbuv.gov.ua/jpdf/DeBu_2007_1(2)__29.pdf [in Ukrainian].
Romanenko, K.M. (2010). Derzhavnyi marketynh yak mekhanizm maksymizatsii sotsialnoi efektyvnosti derzhavnoho upravlinnia [State marketing as a mechanism for maximizing the social efficiency of state administration]. Investytsii: praktyka ta dosvid – Investments: practice and experience, 10, 85-88 [in Ukrainian].
Orlova, N.S., & Drahan, I.V. (2023). Realizatsiia mekhanizmiv derzhavnoho upravlinnia u reformuvanni okhorony zdorovia Ukrainy [Realization of state management mechanisms in health care reform of Ukraine]. Naukovi perspektyvy – Scientific perspectives, 10 (40), 226-241 [in Ukrainian].
Kalinichenko, D. (2017). Publichnyi marketynh z oriientatsiieiu na potreby suspilstva [Public marketing with an orientation to the needs of society]. Traektoriâ Nauki = Path of Science, 3, 4021-4024 [in Ukrainian].
Khanyk, Yu.-B.R. (2021). Publichnyi marketynh: klasyfikatsiia, alhorytm provedennia ta formuvannia zahalnoi systemy [Public marketing: classification, implementation algorithm and formation of the general system]. Investytsii: praktyka ta dosvid – Investments: practice and experience, 10, 142-146 [in Ukrainian].
Havrysh-Musafir, A.O. (2016). Marketynh orhaniv publichnoi vlady yak mekhanizm pidvyshchennia rivnia zhyttia naselennia [Marketing of public authorities as a mechanism for raising the standard of living of the population]. Young Scientist, 8(35), 221-225[in Ukrainian].
Bochko, O.Yu. (2023). Publichnyi marketynh ta yoho skladovi v suchasnomu suspilstvi [Public marketing and its components in modern society]. Naukovi zapysky Lvivskoho universytetu biznesu ta prava – Scientific notes of the Lviv University of Business and Law, 36, 334-340 [in Ukrainian].
