THE INFLUENCE OF MARKETING TOOLS ON THE BEHAVIOR OF CONSUMERS OF MEDICAL SERVICES

Abstract

This article is dedicated to studying the current issue of applying marketing tools to influence the behavior of medical service consumers in municipal healthcare institutions. In the context of increasing competition and growing patient demands, the effective use of marketing strategies becomes essential for attracting patients, building a positive image, and ensuring the financial stability of healthcare institutions. Research Methodology: analysis of scientific literature; analysis of statistical data; comparative analysis; use of graphic materials. The article examines the specifics of patient behavior as consumers of medical services, their needs, and expectations. The key factors include the need for care and trust, information orientation, service quality requirements, financial considerations, dependence on external factors, technological behavior, and ethical expectations. Patient segmentation based on behavioral characteristics is also conducted. Key marketing tools analyzed in the study include content marketing, loyalty programs, social media usage, internet advertising and the development of a doctor’s personal brand. Additionally, the article presents a comparative analysis of the decision-making process between patients and consumers of goods, offering a deeper understanding of the specifics of medical marketing. Special attention is paid to the specifics of municipal healthcare institutions, where funding depends on the number of patients. The authors have developed an integrated marketing communications plan that includes expanding online presence, implementing a loyalty program, strengthening cooperation with the media, organizing educational events, and developing corporate social responsibility. The research findings provide concrete recommendations for implementing effective marketing strategies that will attract more patients and improve the financial stability of healthcare institutions. The recommendations outlined in the article will contribute to improving the quality of medical services in healthcare institutions, thereby enhancing accessibility, efficiency and overall patient satisfaction.