{"id":10584,"date":"2022-01-25T20:13:21","date_gmt":"2022-01-25T18:13:21","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=10584"},"modified":"2022-03-05T14:45:42","modified_gmt":"2022-03-05T12:45:42","slug":"vplyv-globalnyh-marketyngovyh-trendiv-na-onovlennya-instrumentiv-medychnogo-marketyngu","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=10584","title":{"rendered":"\u0412\u043f\u043b\u0438\u0432 \u0433\u043b\u043e\u0431\u0430\u043b\u044c\u043d\u0438\u0445 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0445 \u0442\u0440\u0435\u043d\u0434\u0456\u0432 \u043d\u0430 \u043e\u043d\u043e\u0432\u043b\u0435\u043d\u043d\u044f \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0456\u0432 \u043c\u0435\u0434\u0438\u0447\u043d\u043e\u0433\u043e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443"},"content":{"rendered":"

<\/p>\n

\u0412\u041f\u041b\u0418\u0412 \u0413\u041b\u041e\u0411\u0410\u041b\u042c\u041d\u0418\u0425 \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u0418\u0425 \u0422\u0420\u0415\u041d\u0414\u0406\u0412 \u041d\u0410 \u041e\u041d\u041e\u0412\u041b\u0415\u041d\u041d\u042f \u0406\u041d\u0421\u0422\u0420\u0423\u041c\u0415\u041d\u0422\u0406\u0412 \u041c\u0415\u0414\u0418\u0427\u041d\u041e\u0413\u041e \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u0423<\/p>\n

THE INFLUENCE OF GLOBAL MARKETING TRENDS ON THE UPDATE OF MEDICAL MARKETING TOOLS<\/p>\n

\"\"<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 135-142. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>6, \u0422\u043e\u043c 2, 202<\/strong>1 (<\/strong>300)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0411\u0423\u0414\u041d\u0406\u041a\u0415\u0412\u0418\u0427 \u0406. \u041c.
\n\u0427\u0435\u0440\u043d\u0456\u0432\u0435\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u042e\u0440\u0456\u044f \u0424\u0435\u0434\u044c\u043a\u043e\u0432\u0438\u0447\u0430
\nhttps:\/\/orcid.org\/0000-0002-5466-6532
\ne-mail: i.budnikevich@chnu.edu.ua<\/a>
\n\u041a\u041e\u041b\u041e\u041c\u0418\u0426\u0415\u0412\u0410 \u041e. \u0412.
\n\u0427\u0435\u0440\u043a\u0430\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442
\nhttps:\/\/orcid.org\/0000-0002-6769-0590
\ne-mail: e.v.kolomytseva@gmail.com<\/a>
\n\u0428\u041f\u0410\u042e\u041a \u041e. \u0406.
\n\u0427\u0435\u0440\u043d\u0456\u0432\u0435\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u042e\u0440\u0456\u044f \u0424\u0435\u0434\u044c\u043a\u043e\u0432\u0438\u0447\u0430
\nhttps:\/\/orcid.org\/0000-0002-2476-6700
\ne-mail: shpaiuk.oleksandra@chnu.cv.ua<\/p>\n

Iryna Budnikevych
\nYuri Fedkovych Chernivtsi National University
\nOlena Kolomytseva
\nCherkasy State Technological University
\nOleksandr Shpayuk
\nYuri Fedkovych Chernivtsi National University<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2021-300-6\/2-22<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 22.10.2021
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 30.12.2021<\/p>\n

\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n

\u00a0 \u00a0 \u00a0 \u00a0\u0412 \u0441\u0442\u0430\u0442\u0442\u0456 \u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043e \u0432\u043f\u043b\u0438\u0432 \u0433\u043b\u043e\u0431\u0430\u043b\u044c\u043d\u0438\u0445 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0445 \u0442\u0440\u0435\u043d\u0434\u0456\u0432 \u043d\u0430 \u043e\u043d\u043e\u0432\u043b\u0435\u043d\u043d\u044f \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0456\u0432 \u043c\u0435\u0434\u0438\u0447\u043d\u043e\u0433\u043e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443, \u044f\u043a\u0456 \u0441\u0442\u0430\u044e\u0442\u044c \u0431\u0456\u043b\u044c\u0448 \u043a\u043b\u0456\u0454\u043d\u0442\u043e\u043e\u0440\u0456\u0454\u043d\u0442\u043e\u0432\u0430\u043d\u0438\u043c\u0438, \u043f\u0430\u0446\u0456\u0454\u043d\u0442\u043e\u0446\u0435\u043d\u0442\u0440\u0438\u0447\u043d\u0438\u043c\u0438, \u043f\u0435\u0440\u0441\u043e\u043d\u0430\u043b\u0456\u0437\u043e\u0432\u0430\u043d\u0438\u043c\u0438, \u0441\u0435\u0440\u0432\u0456\u0441\u043d\u0438\u043c\u0438, \u0434\u0456\u0434\u0436\u0438\u0442\u0430\u043b\u0456\u0437\u043e\u0432\u0430\u043d\u0438\u043c\u0438, \u043f\u0430\u0440\u0442\u043d\u0435\u0440\u0441\u044c\u043a\u0438\u043c\u0438 \u0442\u0430 \u0441\u043e\u0446\u0456\u0430\u043b\u044c\u043d\u043e-\u043e\u0440\u0456\u0454\u043d\u0442\u043e\u0432\u0430\u043d\u0438\u043c\u0438. \u0420\u043e\u0437\u0433\u043b\u044f\u043d\u0443\u0442\u043e \u0432\u043f\u043b\u0438\u0432 \u043f\u0430\u043d\u0434\u0435\u043c\u0456\u0457 COVID-19 \u043d\u0430 \u0434\u0456\u044f\u043b\u044c\u043d\u0456\u0441\u0442\u044c \u043f\u0440\u043e\u0432\u0430\u0439\u0434\u0435\u0440\u0456\u0432 \u043c\u0435\u0434\u0438\u0447\u043d\u0438\u0445 \u043f\u043e\u0441\u043b\u0443\u0433, \u0456\u043d\u0432\u0435\u0441\u0442\u043e\u0440\u0456\u0432 \u0442\u0430 \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0456\u0432. \u0412\u0456\u0434\u0437\u043d\u0430\u0447\u0435\u043d\u043e, \u0449\u043e \u043d\u043e\u0432\u0456 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0457 \u0442\u0430 \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0438, \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0439\u043d\u0456\u0441\u0442\u044c \u0441\u0430\u043c\u0438\u0445 \u043c\u0435\u0434\u0438\u0447\u043d\u0438\u0445 \u043f\u0440\u043e\u0446\u0435\u0441\u0456\u0432, \u0430\u043a\u0442\u0438\u0432\u043d\u0430 \u0434\u0456\u0434\u0436\u0438\u0442\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u044f, \u0433\u043b\u043e\u0431\u0430\u043b\u044c\u043d\u0430 \u0430\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0437\u0430\u0446\u0456\u044f \u043f\u0440\u043e\u0446\u0435\u0441\u0456\u0432 \u043e\u0431\u0441\u043b\u0443\u0433\u043e\u0432\u0443\u0432\u0430\u043d\u043d\u044f \u043a\u043b\u0456\u0454\u043d\u0442\u0456\u0432 \u0442\u0430 \u043d\u0430\u0434\u0430\u043d\u043d\u044f \u043c\u0435\u0434\u0438\u0447\u043d\u0438\u0445 \u043f\u043e\u0441\u043b\u0443\u0433, \u0437\u043c\u0456\u043d\u0430 \u043f\u0440\u0456\u043e\u0440\u0438\u0442\u0435\u0442\u0456\u0432 \u0456\u0437 \u00ab\u043c\u0435\u0434\u0438\u0446\u0438\u043d\u0438 \u0445\u0432\u043e\u0440\u043e\u0431\u00bb \u043d\u0430 \u00ab\u043c\u0435\u0434\u0438\u0446\u0438\u043d\u0443 \u0437\u0434\u043e\u0440\u043e\u0432’\u044f\u00bb \u0432\u0456\u0434\u0440\u0456\u0437\u043d\u044f\u044e\u0442\u044c \u0441\u0443\u0447\u0430\u0441\u043d\u0438\u0439 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 \u0443 \u043c\u0435\u0434\u0438\u0447\u043d\u0456\u0439 \u0441\u0444\u0435\u0440\u0456. \u041d\u0430\u0433\u043e\u043b\u043e\u0448\u0435\u043d\u043e, \u0449\u043e \u0441\u044c\u043e\u0433\u043e\u0434\u043d\u0456 \u0441\u0432\u0456\u0442\u043e\u0432\u0456 \u0432\u0435\u043d\u0447\u0443\u0440\u043d\u0456 \u0456\u043d\u0432\u0435\u0441\u0442\u0438\u0446\u0456\u0457 \u0430\u043a\u0442\u0438\u0432\u043d\u043e \u0441\u043f\u0440\u044f\u043c\u043e\u0432\u0443\u044e\u0442\u044c\u0441\u044f \u0432 \u0446\u0438\u0444\u0440\u043e\u0432\u0443 \u043c\u0435\u0434\u0438\u0446\u0438\u043d\u0443 \u2013 Digital Health.<\/p>\n

\u0417\u0440\u043e\u0431\u043b\u0435\u043d\u043e \u0432\u0438\u0441\u043d\u043e\u0432\u043e\u043a, \u0449\u043e \u0440\u0438\u043d\u043e\u043a \u043c\u0435\u0434\u0438\u0447\u043d\u0438\u0445 \u043f\u043e\u0441\u043b\u0443\u0433 \u0442\u0440\u0430\u043d\u0441\u0444\u043e\u0440\u043c\u0443\u0454\u0442\u044c\u0441\u044f \u043f\u0456\u0434 \u0432\u043f\u043b\u0438\u0432\u043e\u043c \u0433\u043b\u043e\u0431\u0430\u043b\u044c\u043d\u0438\u0445, \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0445 \u0442\u0430 \u0440\u0435\u0433\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0445 \u0447\u0438\u043d\u043d\u0438\u043a\u0456\u0432, \u0439\u043e\u0433\u043e \u0443\u0447\u0430\u0441\u043d\u0438\u043a\u0438 \u043f\u0435\u0440\u0435\u043e\u0440\u0456\u0454\u043d\u0442\u043e\u0432\u0443\u044e\u0442\u044c \u043d\u0430\u0434\u0430\u043d\u043d\u044f \u043c\u0435\u0434\u0438\u0447\u043d\u0438\u0445 \u0442\u0430 \u0441\u043e\u0446\u0456\u0430\u043b\u044c\u043d\u0438\u0445 \u043f\u043e\u0441\u043b\u0443\u0433 \u043d\u0430 \u0441\u0442\u0432\u043e\u0440\u0435\u043d\u043d\u044f \u0446\u0456\u043d\u043d\u043e\u0441\u0442\u0435\u0439, \u043f\u0456\u0434\u0432\u0438\u0449\u0443\u044e\u0442\u044c \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u0456\u0441\u0442\u044c \u0441\u0432\u043e\u0454\u0457 \u0434\u0456\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456, \u043e\u043f\u0442\u0438\u043c\u0456\u0437\u0443\u044e\u0442\u044c \u0432\u0438\u0440\u043e\u0431\u043d\u0438\u0447\u0456 \u0442\u0430 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u0432\u0438\u0442\u0440\u0430\u0442\u0438, \u0443\u0434\u043e\u0441\u043a\u043e\u043d\u0430\u043b\u044e\u044e\u0442\u044c \u043b\u043e\u0433\u0456\u0441\u0442\u0438\u043a\u0443, \u0440\u043e\u0437\u0432\u0438\u0432\u0430\u044e\u0442\u044c \u043c\u0435\u0434\u0438\u0447\u043d\u0438\u0439 \u0442\u0430 \u043b\u0430\u0431\u043e\u0440\u0430\u0442\u043e\u0440\u043d\u0438\u0439 \u0440\u0438\u0442\u0435\u0439\u043b, \u043e\u043d\u043e\u0432\u043b\u044e\u044e\u0442\u044c \u043c\u0435\u0442\u043e\u0434\u0438, \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0438 \u0442\u0430 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0457 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443, \u043f\u043e\u043b\u0456\u043f\u0448\u0443\u044e\u0442\u044c \u0441\u0435\u0440\u0432\u0456\u0441\u043d\u0443 \u0441\u043a\u043b\u0430\u0434\u043e\u0432\u0443, \u0430\u043a\u0442\u0438\u0432\u043d\u043e \u0437\u0430\u0439\u043c\u0430\u044e\u0442\u044c\u0441\u044f \u0434\u0456\u0434\u0436\u0438\u0442\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u0454\u044e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0433\u043e \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0430\u0440\u0456\u044e \u0442\u0430 \u043e\u0446\u0438\u0444\u0440\u043e\u0432\u043a\u043e\u044e \u043c\u0435\u0434\u0438\u0447\u043d\u0438\u0445 \u0442\u0430 \u043b\u0430\u0431\u043e\u0440\u0430\u0442\u043e\u0440\u043d\u0438\u0445 \u043f\u0440\u043e\u0446\u0435\u0441\u0456\u0432.<\/p>\n

\u00a0 \u00a0 \u00a0 \u00a0\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u0442\u0440\u0435\u043d\u0434\u0438, \u043c\u0435\u0434\u0438\u0447\u043d\u0438\u0439 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u0446\u0438\u0444\u0440\u043e\u0432\u0456 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0438, \u0434\u0456\u0434\u0436\u0438\u0442\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u044f<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

\u00a0 \u00a0 \u00a0 The article examines the impact of global marketing trends on the updating of medical marketing tools that are becoming more customer-oriented, patient-centered, personalized, service, digitalized, partner and socially oriented. The impact of the COVID-19 pandemic on the activities of health care providers, investors and consumers is considered. It is noted that new marketing technologies and tools, innovation of medical processes, active digitalization, global automation of customer service and medical services, changing priorities from “disease medicine” to “health medicine” distinguish modern marketing in the medical field. It is emphasized that today the world’s venture investments are actively directed to digital medicine – Digital Health. Among the global marketing trends are: telemedicine, voice search, chatbots and messengers; content marketing and interactive content; data-based marketing and management; mobile marketing and mobile devices; “Uberization of consumption”, innovative marketing campaigns, portals and aggregators; working with feedback and reputation management; testing and screening; outsourcing, consolidation, mergers and acquisitions; development of new market niches, “retailization” of medicine and others. The digitalization of medical marketing has strongly covered both the medical market in general and the laboratory segment in particular, offering a large number of tools, services, platforms, projects, moving towards the creation of multifunctional platforms and marketplaces.<\/p>\n

It is concluded that the market of medical services is transformed under the influence of global, national and regional factors, its participants reorient the provision of medical and social services to create values, increase efficiency, optimize production and marketing costs, improve logistics, develop medical and laboratory retail, methods, tools and technologies of marketing, improve the service component, are actively involved in the digitalization of marketing tools and digitization of medical and laboratory processes. It is noted that it is necessary to develop special tools for rapid audit of medical institutions on the main queries in Google, ranking market players on the criteria of accuracy, comfort, safety, expertise, establishing stable online communications with patients, choosing the most relevant health insurance program, etc.<\/p>\n

\u00a0 \u00a0 \u00a0 Key words:<\/strong> marketing trends, medical marketing, digital marketing tools, digitalization.<\/p>\n

References<\/strong><\/p>\n

    \n
  1. Analysis of the medical and laboratory services market in Ukraine. 2020. URL: https:\/\/pro-consulting.ua\/en\/issledovanie-rynka\/analiz-rynka-medicinskih-i-laboratornyh-uslug-v-ukraine-2020-god<\/li>\n
  2. Anti-crisis solutions in quarantine from SAGA Development, Planeta Kino and Synevo. URL: https:\/\/cases.media\/column\/antikrizovi-rishennya-v-umovakh-karantinu-vid-saga-development-planeta-kino-ta-sinevo<\/li>\n
  3. Marketing in medicine: its features and examples of use. URL: https:\/\/www.bigtime.ventures\/ru\/blog\/marketing-v-meditsine-ego-osobennosti-i-primery-ispolzovaniya<\/li>\n
  4. Medical marketing in the postcovid period: tools of the future. URL: https:\/\/www.trush.com.ua\/blog\/medicinskiy-marketing-v-postkovidnu\/<\/li>\n
  5. Medical marketing is not just a trend: what works today and will remain relevant in 2020. URL: https:\/\/vc.ru\/marketing\/101135-medicinskiy-marketing-ne-prosto-trend-chto-rabotaet-segodnya-i-ostanetsya-aktualnym-v-2020-godu<\/li>\n
  6. We sell part of the analysis “to zero”: an interview with the director of “Synevo Ukraine”. URL: https:\/\/24tv.ua\/mi_prodayemo_chastinu_analiziv_v_nul__intervyu_direktora_sinevo_mikoli_skavronskogo_n1222927<\/li>\n
  7. “The unwillingness of Ukrainians to monitor their health hinders their development.” Bogdan Kidon`, “Synevo” – about the analysis industry digitalization. URL: https:\/\/evo.business\/razvivatsya-bystree-meshaet-nezhelanie-ukraincev-sledit-za-zdorovem-bogdan-kidon-sinevo-o-didzhitalizacii-izmeneniyax-v-industrii-analizov\/<\/li>\n
  8. Romasenko V. In search of the “corona”: how the market of laboratory diagnostics has changed and what to expect in the nearest future URL: https:\/\/mind.ua\/openmind\/20223686-u-poshukah-koroni-yak-zminivsya-rinok-laboratornoyi- diagnostics<\/li>\n
  9. CB Insights, Healthcare Report Q1, 2020 URl: https:\/\/www.cbinsights.com\/research\/report\/healthcare-trends-q1-2020\/<\/li>\n
  10. IDC Corporate USA. URL: https:\/\/www.idc.com\/getdoc.jsp?containerId=US46180320<\/li>\n
  11. IDC FutureScape: Worldwide Health Industry 2021 Predictions URL: https:\/\/www.idc.com\/getdoc.jsp?containerId=US45834920<\/li>\n
  12. Virtual health clinics are expanding in China URL: https:\/\/www.androidpit.com\/virtual-health-clinics-in-china<\/li>\n
  13. Wolmort Health URL: https: \/\/ www.walmart.com\/cp\/care- clinics \/ 1224932<\/li>\n<\/ol>\n

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