STRATEGIC MANAGEMENT OF A HEALTHCARE INSTITUTION IN THE CONDITIONS OF UNCERTAINTY OF THE MEDICAL SERVICES MARKET

The purpose of the article is to substantiate the theoretical foundations and develop practical approaches to the strategic management of a healthcare institution in the conditions of an unstable and unpredictable medical services market. Theoretical foundations are substantiated and practical approaches are proposed to the strategic management of healthcare institutions (HCI) in the conditions of an unstable and dynamic medical services market. The features of the management environment are studied, in particular, external and internal factors that form the complex conditions for the functioning of HCI. The main factors of uncertainty are characterized, including legal instability, unpredictability of financing, fluctuations in demand for medical services, increased competition, technological changes, socio-economic instability. It is determined that in conditions of such uncertainty, strategic management should be carried out as a continuous process of forming and implementing decisions aimed at achieving long-term goals of the organization's development. The content of the main stages of strategic management is disclosed: environmental analysis, formulation of the mission and strategy of the HCI, strategic planning, strategy implementation, monitoring and control, and adjustment of management decisions. It is shown that effective strategic management of health care institutions requires a systematic approach, integration of modern tools, such as SWOT analysis, PESTEL, benchmarking, strategic mapping, stakeholder analysis, financial sustainability assessment, KPI method. Special attention is paid to the possibilities of using the LEAN method to optimize medical processes, improve the quality of services and reduce costs. The feasibility of its integration with the Six Sigma method is indicated. The feasibility of implementing strategies for adapting to changes is revealed: flexible planning, investment in digital technologies, diversification of services, building a risk management system and strengthening interaction with patients. It is concluded that the use of strategic management in conditions of market instability is a necessary condition for achieving efficiency, competitiveness and sustainable development of health care institutions.