2018 № 4 Corporate brand as a method of increasing the competitiveness of a non-governmental healthcare system
The article identifies the concepts of brand, corporate brand and branding, problems and methods of using the brand in medical organizations. The results of the conducted research and analysis of efficiency, evaluation of intangible components and values of the corporate brand are presented. The directions of marketing work for increasing competition in the institutions of the non-state healthcare system are suggested. The need to create a single corporate brand for the entire national healthcare system is highlighted
2020 № 8 Problems of relevant medical services markets: research of domestic and foreign experience
The article reflects the results of an analysis of studies by different authors on the problems of domestic and foreign relevant markets for medical services. The essence of concepts is revealed: a medical service, its competitiveness, the market of medical services. The situation is described, associated with problems in the formation of a competitive environment, the main factors hindering the competitiveness of medical services, the nature of their functioning, which determines the need for government intervention in the health sector. The main participants of the medical services market are presented and the reasons for the conflict of their interests are substantiated.