Issue № 69. August 2018

Relationship Marketing in Public Health Care Organizations in Changing Market Conditions

Marina Y. Sheresheva — DSc (Econ.), Professor, Faculty of Economics, Lomonosov Moscow State University, Moscow, the Russian Federation.
E-mail:m.sheresheva@mail.ru

Ani A. Kostanyan — assistant, Department of marketing, Faculty of Economics, Lomonosov Moscow State University, Moscow, the Russian Federation.
E-mail: ani.kostanyan@yandex.ru

The article examines approaches to the realization of relationship marketing in the activity of outpatient polyclinic organizations of the public health care. Based on the results of the scientific publications analysis, the origins of the relationship marketing concept formation in different fields of knowledge are highlighted. The author's approach to the presentation of state medical services as a multi-level object in the relationship marketing is offered. The concept of the value chain formation of state medical services has been developed. As a result, there have been made proposals for further improvements in the implementation of the relationship marketing principles in the activities of public health organizations, such as patient education and developing personal brands of doctors.

Keywords

Health care, public sector, outpatient polyclinic organizations, strengthening of competitive positions, relationship marketing, personal brand of a doctor.