Разработка маркетинговой стратегии внедрения новой услуги на медицинский рынок

The paper examines different aspects of strategic marketing in the context of the healthcare organization. The review of studies on marketing in medicine proved that the sphere of medical business has a set of important features that directly influence marketing planning of the company. These features were revealed in 4 components of the marketing mix (promotion, price, place, product), however, there are no papers studying the extended version of this marketing model (7P) in medicine. In the case study the dental clinic “Dental Palace” in St. Petersburg is considered. Current market position of the clinic was considered both from the inside (internal environment), and from the outer side (analysis of external environment). SWOT analysis is conducted based on the results. The paper is written in a project-analytical format, which implies analyzing a problematic or challenging situation: implementation of a child’s dentistry, which is planned by management of the clinic. So, in the project part, the new service is considered by interviewing an expert in child’s dentistry, demand is analyzed using an online survey and recommendations on introduction are provided. Moreover, the core hypothesis is proved: innovative marketing tools used in dentistry for implementing a new service has a set of features in all 7 components of marketing mix: promotion, price, place, product, physical evidence, people, process. Keywords: healthcare marketing, innovative marketing, dental clinic, “Dental Palace” Saint Petersburg, children’s dentistry.