Digital transformation of marketing communications in the private healthcare market

The article examines the specific characteristics of the private healthcare services market and highlights the significant role of digital marketing communications in building patient relationships and enhancing patient satisfaction. To identify the key factors determining the competitiveness of private medical clinics in Yekaterinburg, the competitive environment was analyzed using Porter’s Five Forces framework. The analysis revealed a high degree of supplier bargaining power, intense intra-industry competition, and significant buyer power, represented by patients. A set of strategic measures aimed at mitigating these risks is proposed, including the development of physician brands; partnerships with medical equipment manufacturers and the implementation of proprietary digital solutions; loyalty programs and personalized health check-ups; the development of evidence-based content marketing; positioning the medical facility as a center of expert diagnostics; and personalization of patient interactions. A survey was conducted to identify patients’ preferred communication channels with medical clinics. Based on the findings, a framework for distributing content across digital platforms is proposed. The results of the study provide a basis for developing recommendations for attracting new patients and strengthening the trust of existing patients in private healthcare providers.