FEATURES OF MARKETING MANAGEMENT IN HEALTHCARE INSTITUTIONS

Abstract

The article presents a comprehensive analysis of the features of marketing management in healthcare institutions in the context of the transformation of Ukraine’s medical system. It is established that marketing management performs an integrated managerial function that combines strategic, analytical, communication, and technological components aimed at enhancing competitiveness, service quality, and patient trust. The growing role of marketing is driven by global socio-economic challenges, the digitalization of the healthcare sector, increased patient autonomy in decision-making, and intensified competition in the private medical sector. The study substantiates the conceptual foundations of marketing management as a mechanism for creating the value of medical services. It analyzes the key factors influencing the success of marketing strategies, including demand analytics, the emotional component of patient experience, branding, positioning, telemedicine, digital communication, and omnichannel platforms. The article highlights the role of PREMs and PROMs tools in monitoring patient satisfaction and healthcare service effectiveness. The author proposes a generalized model of healthcare marketing management that integrates classical marketing principles (4P/7P) with modern technological solutions based on big data and artificial intelligence. Particular attention is paid to the ethical dimension of healthcare marketing. The article discusses issues of information accuracy, personal data protection, social responsibility, and inclusiveness in patient communication. It emphasizes that healthcare marketing should be based on humanistic principles, promoting trust, partnership, and improved quality of life. The article systematizes regulatory and professional ethical documents that govern advertising and communication activities of medical institutions, including the Code of Ethics for Ukrainian Physicians, advertising legislation, and international ethical standards. The proposed approach to healthcare marketing management is presented as a relevant strategic development tool that enables medical institutions not only to adapt to dynamic market changes but also to improve service quality, build sustainable patient loyalty, and strengthen their social image.