Organization of the Marketing System in Public Health Institutions

At the present stage of development of health systems, medical marketing plays an extremely important role, both in the private and public sectors. The relevance of the work is confirmed by the increased activity of patients in the role of consumers of high-quality and affordable medical care, and on the part of state healthcare institutions - with the need to attract an additional flow of patients and overcome competition with the commercial segment to increase income from paid medical services, including as a source of funds for provision of free medical care. The purpose of this work is to develop the rationale for the strategy of organizing the marketing system in public health institutions. The scientific novelty of the work lies in the formation of a scientific basis for the development of marketing of paid medical services in public health institutions. The paper analyzes statistical information on the practice of using the main marketing tools in state healthcare institutions of the Russian Federation - analyzes the possibilities of expanding the use of a set of marketing measures in public healthcare institutions. The study also assesses the impact of marketing tools on attracting patients with the help of a quantitative sociological study, describes the main prospects and possible ways of developing the marketing system in public health institutions, and provides recommendations for improving this system.