CHALLENGES AND BARRIERS TO INNOVATIONS IN HEALTHCARE MANAGEMENT IN UKRAINE

The article examines the current challenges and prospects for the development of the Ukrainian healthcare system in wartime, which require a comprehensive approach to managing the medical sector. The need to introduce digital, remote and mobile mechanisms for providing medical care, in particular digital medicine, mobile medical groups and expanding the network of family doctors, is substantiated. Four strategic directions for reform are proposed: centralized management, development of medical infrastructure, personnel policy and integration of innovative technologies. The main existential challenges that hinder effective reform of the sector are analyzed: insufficient integration of digital technologies, legislative restrictions, resistance to change on the part of medical professionals, funding shortage, uneven access to innovations in the regions and weak development of public-private partnership. It was revealed that the key barriers are the low level of digital literacy of the population, insufficient coordination between public and private structures and fragmented strategic planning. Particular attention is paid to the need to adapt the regulatory framework for the effective implementation of innovations in the field of digital medicine, pharmaceuticals and biotechnology. It was determined that for the successful modernization of healthcare, it is necessary to expand the digital infrastructure, improve educational programs for medical professionals, stimulate investment and ensure equal access to medical services. Promising areas of further research are the development of effective models of digitalization of the medical sector, improving mechanisms for regulatory support of innovations, studying the psychological factors of introducing technologies into medical practice and studying strategies for adapting healthcare to crisis conditions. A comprehensive solution to these issues will contribute to the creation of a sustainable, effective and innovative healthcare system in Ukraine.