Modern approaches to the development of a marketing strategy for the promotion of medical services at the corporate level

• Жохова Валентина Владимировна

  Valentina V. Zhokhova. Vladivostok State University. Vladivostok. Russia

• Степулёва Людмила Федоровна

  Lyudmila F. Stepuleva. Vladivostok State University. Vladivostok. Russia

The relevance of the study is due to the high competition in the regional medical services market, in particular, in the field of vertebroneurology and manual medicine in Primorsky Krai. Health, as the main value of life, occupies a high step in the hierarchy of human needs, and medical institutions face the need not only to provide high-quality services, but also to effectively "fight" for the attention and trust of patients. Choosing the right marketing strategy will help organizations attract more patients, increase revenue, and improve the clinic's reputation. The paper considers the segmentation of the target audience of the Vladivostok Institute of Vertebroneurology and Manual Medicine, analyzes consumer preferences and conducts an online consumer survey of the Institute to study the effectiveness of using the site in the implementation of medical services. Recommendations for developing a strategy for promoting medical services in the regional market are proposed, including a content plan, creation of professional profiles, interaction with the audience, targeted advertising, analysis and adjustment of the SMM strategy.
Keywords: Primorsky Krai, medical services market, competitive environment, corporate level, target audience, segmentation, SWOT-analysis, marketing strategy, modern approaches