Medical marketing in healthcare institutions with public-private partnership mechanisms
The aim – to reveal the essence of medical marketing in healthcare institutions (HCI) with principles of public-private partnership (PPP). The study used general scientific methods of analysis, synthesis, generalization, interpretation of scientific data, as well as systemic and structural-functiona...
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| Format: | Article |
| Language: | English |
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TOV Chetverta Khvylia
2023-06-01
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| Series: | Кардіохірургія та інтервенційна кардіологія |
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| Online Access: | https://csic.com.ua/en/issues/archive/1-2-2023/1377-medical-marketing-in-healthcare-institutions-with-public-private-partnership-mechanisms.html |
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| _version_ | 1841526547125633024 |
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| author | А.V. Ivaniuk |
| author_facet | А.V. Ivaniuk |
| author_sort | А.V. Ivaniuk |
| collection | DOAJ |
| description | The aim – to reveal the essence of medical marketing in healthcare institutions (HCI) with principles of public-private partnership (PPP). The study used general scientific methods of analysis, synthesis, generalization, interpretation of scientific data, as well as systemic and structural-functional approaches. The article reveals the essence, principles and functions of medical marketing in HCI with the mechanisms of PPP. The substantiation of the main marketing tools is given – business processes and integration processes that contribute to effective marketing in HCI. It also identified the key points that form the structure of medical business processes. The process approach to business process management is disclosed, which allows getting benefits for HCI. The definition and significance of the medical processes integration in HCI on PPP principles is provided, which contributes to the coordination of marketing activities with the strategy development within each integrated complex of HCI and the possibility of obtaining a positive synergistic effect. Examples of internal and external integration are given. The system for managing the external integration process is shown. To stimulate the integration process, bundled payment method has been defined.
Conclusions. The article provides justification for medical marketing in HCI with the principles of PPP, focused on business processes and the integration of medical services, which ensures economic, medical and social efficiency and optimal functioning of HCI in market conditions. |
| format | Article |
| id | doaj-art-11fbd157e1b84e16b375113e0c1c1325 |
| institution | Kabale University |
| issn | 2305-3127 |
| language | English |
| publishDate | 2023-06-01 |
| publisher | TOV Chetverta Khvylia |
| record_format | Article |
| series | Кардіохірургія та інтервенційна кардіологія |
| spelling | doaj-art-11fbd157e1b84e16b375113e0c1c13252025-01-16T17:19:54ZengTOV Chetverta KhvyliaКардіохірургія та інтервенційна кардіологія2305-31272023-06-011/2959810.31928/2305-3127-2023.1-2.9598Medical marketing in healthcare institutions with public-private partnership mechanismsА.V. Ivaniuk0Heart Institute of the Ministry of Health of Ukraine, Kyiv, Ukraine Bogomolets National Medical University, Kyiv, UkraineThe aim – to reveal the essence of medical marketing in healthcare institutions (HCI) with principles of public-private partnership (PPP). The study used general scientific methods of analysis, synthesis, generalization, interpretation of scientific data, as well as systemic and structural-functional approaches. The article reveals the essence, principles and functions of medical marketing in HCI with the mechanisms of PPP. The substantiation of the main marketing tools is given – business processes and integration processes that contribute to effective marketing in HCI. It also identified the key points that form the structure of medical business processes. The process approach to business process management is disclosed, which allows getting benefits for HCI. The definition and significance of the medical processes integration in HCI on PPP principles is provided, which contributes to the coordination of marketing activities with the strategy development within each integrated complex of HCI and the possibility of obtaining a positive synergistic effect. Examples of internal and external integration are given. The system for managing the external integration process is shown. To stimulate the integration process, bundled payment method has been defined. Conclusions. The article provides justification for medical marketing in HCI with the principles of PPP, focused on business processes and the integration of medical services, which ensures economic, medical and social efficiency and optimal functioning of HCI in market conditions.https://csic.com.ua/en/issues/archive/1-2-2023/1377-medical-marketing-in-healthcare-institutions-with-public-private-partnership-mechanisms.htmlpublic-private partnershipsmedical marketingbusiness processesservice integration |
| spellingShingle | А.V. Ivaniuk Medical marketing in healthcare institutions with public-private partnership mechanisms Кардіохірургія та інтервенційна кардіологія public-private partnerships medical marketing business processes service integration |
| title | Medical marketing in healthcare institutions with public-private partnership mechanisms |
| title_full | Medical marketing in healthcare institutions with public-private partnership mechanisms |
| title_fullStr | Medical marketing in healthcare institutions with public-private partnership mechanisms |
| title_full_unstemmed | Medical marketing in healthcare institutions with public-private partnership mechanisms |
| title_short | Medical marketing in healthcare institutions with public-private partnership mechanisms |
| title_sort | medical marketing in healthcare institutions with public private partnership mechanisms |
| topic | public-private partnerships medical marketing business processes service integration |
| url | https://csic.com.ua/en/issues/archive/1-2-2023/1377-medical-marketing-in-healthcare-institutions-with-public-private-partnership-mechanisms.html |
| work_keys_str_mv | AT avivaniuk medicalmarketinginhealthcareinstitutionswithpublicprivatepartnershipmechanisms |