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Management of Consumer Choice in the Market of Modern Medical Technologies (on the example of Refractive Eye Surgery)

ФИО студента: Ased Guliev

Руководитель: Olga Obukhova

Кампус/факультет: Faculty of Social Sciences

Программа: Health Care Administration and Economics (Master)

Оценка: 9

Год защиты: 2020

This master's study is devoted to improving consumer choice management in clinics which are working with refractive surgery. The purpose of this study is to offer a complex program of consumer choice management for clinics with different forms ownership. Recommendations were formulated for a complex program of consumer choice management based on the analysis of regulatory acts, foreign clinic’s experience in attracting consumers, the assessment of the performance of the market for refractive surgery market. The recommendations were implemented in two clinics, the first is a private medical clinic, the second is an outpatient center based on the federal state budgetary institution. The recommendations were adapted for each medical clinic separately and implemented in steps, depending on the resources of clinics. The results were evaluated, first of all was evaluated amount of refractive surgeries in clinics. This program which includes the application of a consumer choice management program at all stages of the clinic’s and patient’s interaction, as well as work in the way of increasing patient satisfaction with the medical services provided, has significantly increased the number of patients who received medical services in both public and private medical organizations. The results were higher in a private medical organization due to the implementation of the most complex set of measures for the consumer choice management program.

Full text (added May 26, 2020)

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