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Issue № 73. April 2019

Application of Marketing Management Concept in Medical and Healthcare Products and Services Development

Matvey S. Oborin

DSc (Economics), Professor, Perm Institute (branch) of the Plekhanov Russian University of Economics; Professor, Perm State National Research University; Professor, Ak. D. N. Pryanishnikova Perm State Agricultural and Technological University, Perm, Russian Federation; Professor, Sochi State University, Sochi, Russian Federation.

The article is devoted to the study of strategic marketing or marketing management concept possible adaptation to the development of health products and services; the benefits of its use in the planning of economic and social efficiency are analyzed. The scientific relevance of the research lies in the creating conceptual foundations of marketing management in the development of therapeutic products and services that take into account innovative methods of goal-setting and modeling of socio-economic space for the interests of consumers.

It is vital to eliminate contradictions between the existing resort and recreational potential and efficiency of its use aimed at improving the quality of life and development of industries directly related to the formation of basic services for treatment, rehabilitation and prevention of disease. It is important to use this concept application because it can make it possible to update the strategic relationship between the consumer and the manufacturer of health products and services, taking into account the growing trend towards a healthy lifestyle.

The aim of the article is to adapt the considered concept to the modern process of medical and health services business planning. To achieve the aim, the author solves successively the following tasks: justification of the marketing evolution as an element of economic entities strategy development; the main factors of applying the marketing management concept in the service sector; analysis of potential for producing new products of the spa services market; adaptation of the concept for the developing and justifying the commercial efficiency of new types of services for sanatorium-resort market.

Methods: systemic and situational approaches, modeling business processes, modeling socio-economic processes.

As a result, the application of the marketing management concept for the development of medical and health services has been substantiated, its important role in determining social and commercial effectiveness in the early stages of project activity has been revealed.

It can be concluded that orientation to strategic relations with potential clients can be the basis for the infrastructural development of regions with tourist and recreational specialization, indicators of regional programs and strategies for the socio-economic development of territories. The limits of this concept application are the specification of economic indicators that depend on the quality of management systems in business structures, the optimal level of costs and the digitalization of the treatment and rehabilitation process.


Marketing management, sanatorium-resort product, strategic planning, development, promotion, effect

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