Development of a Positioning Strategy for Private Medical Center "Expert"

Student: Minkova Daria

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

The present academic work takes into account the competitiveness and strategic position of the private medical center "Expert" in Nizhny Novgorod. During the study, a detailed review of the medical services market in Nizhny Novgorod was carried out, likewise a mass online survey was conducted. Furthermore, an analysis of the main capabilities of users was carried out and the main segments of the audience were identified using various marketing and technical tools. The main result of the work is fully formed development paths with accordance of both customer's and clinic's preferences. Further positioning of the company was also determined by developing an advertising campaign in some search services, moreover, comprehensive content was formulated for the development of social networks for the "Expert".

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