Management of the Patient's Choice of Patients in the Market of Private Narcological Services

Alcohol and Drug Abuse causes great damage to the medical, social and economic nature. In the Russian Federation there is a developed state narcological service, as well as numerous private medical and rehabilitation centers and non-profit organizations. In the conditions of quasi-market relations the problem of consumer choice of patients plays an increasing role. According to the literature, there are many factors that influence the choice of the medical organization by patients. The author's study included three private drug treatment clinics in Moscow. As a result of in-depth interviews with 4 experts, the specifics of practical marketing on the market of private drug treatment services in Moscow and 3 clinics in particular were elucidated. The author also studied the patients' perception of the quality of these clinics and the availability of medical care. Important factors of primary choice of patients were revealed, among them: convenience in the search, modern and informative site, prices, competent work of contact center operators and other. Also, the selection factors important for repeat patients were revealed: satisfaction with the previously obtained clinical result, competence and personal qualities of the attending physician and other . As a result of the study, both hypotheses of the study were confirmed. For primary patients, the most significant selection factors are determined by effective marketing communications, and for repeat patients, by the positive past experience of treatment in these organizations and the service component of the narcological services. Based on this, relevant general and specific recommendations were given to improve marketing communications and the service component of each of the 3 clinics.