DEVELOPMENT OF A MARKETING STRATEGY FOR A MEDICAL ORGANIZATION BASED ON AN ANALYSIS OF THE SEGMENTATION OF THE MEDICAL SERVICES MARKET

The article presents approaches to developing a marketing strategy for a medical organization based on the analysis of medical services market segmentation. Marketing activities of a private medical organization (PMO) include market segmentation assessment, market situation analysis, and competitor identification. The main marketing activity for any PMO is the study of the medical services market and its segments. The key objects of segmentation are medical services, patients, and the PMO itself. Correlation and regression analysis is used to assess key factors affecting the competitive capabilities of the PMO. A comprehensive assessment of the PMOs marketing and management activities made it possible to determine its correct positioning in the medical services market using an algorithm to support management decision-making on determining the cost of a specific consultative, diagnostic, or treatment service using the aggregate summation of sales volume, consumer demand, and competitors price range.