Marketing aspects of maintaining accessibility of medical services in Ukraine in war conditions

Introduction. An important component of an effective health care system both in Ukraine and in the world is timely access of the population to medical services, especially for patients with chronic diseases. In the conditions of a full-scale war between Russia and Ukraine, this problem is gaining significant relevance. Purpose and objectives of the article. The purpose of the article is to analyse the population's access to medical services in the health care system in Ukraine in the conditions of a full-scale war between Russia and Ukraine. Method (methodology). An interdisciplinary approach was applied, which includes system analysis, content analysis of scientific sources, empirical modelling and comparative analysis. Results. The article analyses the general dynamics of the population's access to medical care in the presence of chronic diseases in patients in 2022–2024, characterizes the main problems and obstacles to access to medical services for the population with chronic diseases in 2023, analyses access to medical care for chronic diseases depending on the status of the displaced person (with their differentiation into internally displaced persons and those who remained in their native communities) in 2022–2024.