Promotion of Innovative Medical Services in the Segment of Predictive, Personalized Medicine: Problems and Solutions

The paper considers the development and promotion of innovative medical services in the segment of predictive personalized medicine. In the theoretical part of the work the essence, the modern form and normative bases of the predictive personalized services are determined, the features of the advancement of medical services are also considered. In the practical part, a qualitative study was carried out using the method of focus groups consisting of experts in medical marketing, within the framework of which 4 target markets for the B2C segment were identified, their scope and methods of promoting predictive personalized medicine services were determined. Also, by deep in-depth interviews with the leaders of a number of large enterprises, a range of services is claimed by the B2B market, and ways of their promotion are outlined. The paper concludes that it is advisable to enter these segments of the markets, as well as an assessment of the risks to advancement, as well as recommendations for the promotion of predictive personalized services to B2C and B2B markets.