Marketing Tools for Strategizing Federal Organizations of Medical Sciences: Theory and Practice

Such marketing tools as SWOT and DEPLESET analyses can be applied to medical R&D organizations to strategize their development. These methods could make healthcare institutions more competitive, thus improving the conditions and quality of care provided. The review covered research articles (total: 55; representative sample: 25) retrieved from eLibrary, Google Scholar, and PubMed by search markers marketing in healthcare and marketing research in medicine. The review combined standard research methods with some elements of the Prisma method. The empirical part involved the methods of DEPLESET and SWOT applied to the case of a federal scientific medical institution, i.e., the Research Institute for Complex Issues of Cardiovascular Diseases, Kemerovo, which provides high-tech medical care in the Kemerovo Region and the entire Siberian Federal District. Combined with conventional methods, these tools made it possible to reveal the success and risk factors to be used in strategizing the major growth areas.