Удосконалення діяльності державних установ сфери охорони здоров’я на засадах цифрового маркетингу

Aim. To develop scientific and practical approaches aimed at improving the activities of state institutions in the field of healthcare based on the implementation of the marketing management concept focused on the use of digital technologies, increasing the digital competence of the personnel and optimizing the interaction with target audiences. Materials and methods. Scientific methods, such as the analysis of literary sources, legislative and regulatory acts, information sites on the Internet, as well as the system approach, the structural and logical method, methods of comparison, comparison and generalization, the graphic method for visualizing the material presented were used. Results. The changes that have occurred in marketing management in the healthcare sector in recent decades have been analyzed. The conditions for the sustainable development of the marketing concept of management in state healthcare institutions have been studied. The directions for integrating digital technologies into the marketing strategy of state healthcare institutions have been determined. The advantages of using CRM systems, BIG DATA, telemedicine and social networks to optimize the processes of the interaction between public institutions and the population (patients) have been analyzed. Conclusions. The features of marketing management in state healthcare institutions have been studied. Within the framework of the development of marketing management in the public healthcare sector, four stages have been identified, each of which is characterized by certain changes in views on management priorities, the features of communication strategies and the use of the latest technologies. To implement the concept of digital marketing in the activities of state healthcare institutions, an integrated system for improving the digital competencies of the medical personnel has been developed, and an appropriate algorithm for organizing the staff training has been proposed.