THE PRIORITY OF CONTEMPORARY MEDICAL UNIVERSITY MODELS IN SUBSTANTIATING BENCHMARKING OF MARKETING SOCIO-ETHICAL STANDARDS.

Socio-ethical marketing standards in medical education must be contextualized within institutional operational models, as different frameworks create distinct ethical tensions and governance requirements. Clinical-entrepreneurial model demonstrates effectiveness in healthcare innovation when implemented with robust ethical oversight. For Georgian universities, model selection requires alignment with national healthcare priorities, institutional capacity, regulatory environment, and commitment to defined socio-ethical standards. The study establishes theoretical foundation and empirical evidence for benchmarking frameworks connecting operational models with socio-ethical marketing implementation capabilities.