STRATEGIES OF THE COMPETITIVE ENVIRONMENT IN THE UKRAINIAN LABORATORY DIAGNOSTICS MARKET UNDER DIGITAL TRANSFORMATION

Abstract

The article provides a comprehensive analysis of the current state and structural dynamics of the medical laboratory services market in Ukraine during the 2023 -2025 period. The research identifies key determinants of brand success, including assortment policy, geographical diversification, and digital interaction levels. The study highlights a significant market transformation, characterized by aggressive expansion of the private sector and double-digit revenue growth of industry leaders such as Dila, Synevo, and Eskulab. It is established that the COVID-19 pandemic acted as a catalyst for technological modernization and intensified competition among major players. A significant part of the research is dedicated to studying the market conjuncture, considering state regulation and healthcare policy. The author clarifies the definition of "laboratory medical service" as a complex of diagnostic measures aimed at verifying clinical indicators for identification, prevention, or treatment of pathologies. The paper classifies market subjects into Producers (state/private) and Consumers (B2C, B2B, B2G, insurance companies), providing a breakdown of service objects including general clinical, biochemical, molecular-genetic, and pathomorphological studies. The author proposes and tests a unique methodology for calculating the Resilience & Innovation Accessibility (RSIA) Index. This integral indicator reflects a company's ability to transform physical scale into digital loyalty by evaluating synergy between physical branches and monthly web traffic. The results classify laboratories into Digital Giants, Local Experts, and Niche Players. Furthermore, the article explores marketing challenges, specifically "negative motivation" goods. The case of Eskulab demonstrates how CSR projects can foster a culture of preventive check-ups. Financial analysis reveals Dila led in revenue, while Dobrobut showed the highest dynamics. It has been proven that hybrid presence strategy and corporate social responsibility constitute the key determinants of competitiveness and market resilience amidst ongoing digitalization.