In connection with the market transformations carried out in Russia, accompanied by the emergence, development and intensification of competition among economic entities involved in treatment-and-prophylactic and medical-production activities, they have to master new methods of working in the market of medical goods and services in order to use resources more efficiently, increase profit, more fully meet the growing demands of consumers.
In comparison with the recent past, the number of product names has increased by several orders of magnitude. As a result, it became difficult for specialists, and especially consumers, to navigate the market for medical and pharmaceutical services.
The need for constant analysis of the state of the market for medical products, monitoring the dynamics and identifying trends in the ratio of supply and demand led to the reorientation of medical organizations, both state and commercial, to use the marketing concept as a systemic philosophy of managing a set of market activity factors.
Talking about the need to use the concept marketing complex in public health care, the following argument can be made: despite the fact that the main activity of non-profit institutions is reduced to providing medical assistance to the population under the compulsory health insurance program, they can also carry out entrepreneurial activities.
There are several cases in which a non-profit institution can provide paid medical services:
· Lack of appropriate medical services in the city program of compulsory health insurance and targeted comprehensive programs of the Department of Health;
· The desire of a patient who has applied for a medical service to receive it for a fee, incl. provision of medical services with increased level comfort;
· Provision of paid medical services to nonresident residents and citizens of foreign states within the framework of voluntary medical insurance.
When positioning paid medical services, determining the level of their quality and ensuring it is one of the priority tasks of a medical institution. But quality must be considered not only from a professional, but also from a consumer point of view.
It was found that consumers evaluate the quality of a service by comparing the expected and obtained results, the discrepancy between which is commonly called the “quality gap”. As a consequence, the main task in the process of quality management from the point of view of marketing and PR comes down to narrowing this gap. A very important factor is the timeliness of the medical care provided. Politeness and attentiveness play an important role. medical professionals... In general, the patient needs the symptoms of the disease to be eliminated and the disease itself to be prevented or stopped.
For a practical assessment of the results of the work of medical workers, it is recommended to use the following characteristics of the qualitative parameters of their professionalism and work success:
· Professional competence;
· Reputation;
· Degree of accessibility;
· Effectiveness;
· Interpersonal relationships;
· Efficiency;
· Continuity;
· Safety;
· Convenience.
Professional competence reflects the knowledge and skills of medical and support personnel and is determined by how personnel in their activities follow evidence-based clinical guidelines, protocols and standards in terms of conducting preventive work, diagnosing and treating a patient.
Reputation is positive public opinion about the organization.
The availability of medical care means the possibility of receiving quality medical care by the patient, regardless of geographical, economic, social, cultural, organizational or linguistic barriers.
Effectiveness is fundamental to the quality of care. Performance assessment provides answers to the following questions:
1. Is it possible, when using one or another medical technology in prevention, diagnosis and treatment, to obtain the results set forth in guidelines, clinical protocols?
2. Will the chosen technology lead to results in specific conditions?
In clinical practice, it is necessary to use technologies, the clinical result of which has been confirmed (proven) in the leading clinical centers of the country.
Interpersonal relationships - the relationship between healthcare personnel and patients, between healthcare professionals, healthcare facilities, healthcare authorities and the public. Good relationships create an atmosphere of trust, responsiveness, mutual respect, which is more conducive to positive attitude of both patients to the treatment being carried out and the attitude medical staff on the success of ongoing treatment and prevention activities. The patient likes the courteous, considerate, and helpful staff.
Efficiency is measured as the ratio of the results obtained to the expended resources. Performance analysis is most often done to compare alternative technologies. Based on the analysis of the effectiveness, it is necessary to select the optimal treatment technology that ensures the achievement of the result at an acceptable cost.
Continuity means that the patient must receive all the necessary medical care without delay or interruption, in accordance with the standards of diagnosis and treatment. In this case, the management of the patient is carried out by one doctor who interacts with the ambulance service, hospitals, and medical rehabilitation organizations. Failure to adhere to continuity negatively affects performance, reduces efficiency, and impairs interpersonal relationships.
Safety means minimizing the risk of possible injury, infection, treatment side effects and other unwanted consequences of medical care. When deciding on the choice of a particular medical technology, the doctor should proceed from the minimum risk of harm, both to the patient's health and to his own.
Convenience means that the patient has the opportunity to receive medical care in conditions that are as close to home as possible, depending on the severity of the course of the disease. These conditions include: neat appearance personnel and material objects, comfort, cleanliness, confidential environment and so on.
Some of the factors presented are related to the quality of the final service, while others are related to the quality of the delivery process. Thus, the creation of a medical service occurs with direct interaction between the patient and the doctor. Based on this, the marketing of services requires both internal and bilateral marketing.
Internal marketing involves effective motivation and training of staff in direct contact with patients. To provide a service of the highest quality, a medical institution must sufficiently motivate the doctor, orient him towards the consumer. One of the main levers of influence in the theory of motivation is material incentives. For Russian healthcare Due to the inadequate remuneration of medical workers, this leverage is of paramount importance.
In turn, two-way marketing assumes that the quality of the service largely depends on the quality of the interaction between the doctor and the patient.
A city polyclinic can provide paid medical services, while providing additional services, for example: a doctor's visit to the house, a reminder of the need for a visit, etc. A reinforced service is more likely to be in demand in the market.
The distribution methods of a medical service are predetermined by one of its main properties - the coincidence of the time of delivery and consumption, that is, the only distribution channel is direct sale.
In addition to the coincidence of the time of provision and consumption of the service, when determining marketing strategy in health care specialists should take into account its other (areas) features:
1. Usually those who pay for health services ( Insurance companies), have limited control over the purchase or cost of services (in some cases, they can set a limit on compensation payments for medical services or exclude or restrict the use of certain types of services);
2. The choice of a hospital and the decision on the appointment of procedures is usually made not by the client, but by the service provider - usually the attending physician;
3. Paid medical services can be painful and unpleasant, making clear the difference between what is desired and what is needed.
4. Potential consumers do not need to be convinced that they need hospitals, doctors and nurses... It is enough for consumers to have a guarantee that they will receive all this if necessary. Consumers are most interested in paying for their health care needs. Compared with financial issue all others are secondary.
In the process of implementing any marketing strategy, there is inevitably a need to create effective system promoting the product to the market. To successfully sell even competitive products, it is not enough just to offer them to potential consumers at an attractive price.
It is necessary to ensure that the most important distinctive qualities of the product are known through the use of appropriate media such as public relations, advertising and sales promotion. target group buyers.
Due to the practical intangibility or limited tangibility of the services provided to the population, the media and public relations play an important role in their promotion to consumers. In order to attract the attention of paying patients, medical organizations must take care of maintaining their image. Establishment and strengthening of relations of a medical organization with the public is carried out through targeted informational impact on various audiences. In order to create an atmosphere of mutual understanding and, as a consequence, increase the level of consumer confidence in the organization's activities, most medical organizations use the possibilities of television, the press and other means of influencing the consciousness of consumers.
It should be noted the rapid growth of the revolutionary influence on the field of promotion of medical services and goods. medical purpose global computer network Internet. By the beginning of 2000, more than 500 medical production structures had their own sites or web pages.
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