THE ROLE OF SOCIAL NETWORK MARKETING IN THE PROMOTION OF MEDICAL GOODS

Abstract

The article is devoted to determine the features of the promotion of medical products in social networks. The relevance of the topic is that neglecting the conditions of the modern market, such as the use of marketing in social networks, can lead to low recognition among the target audience. Given that social media has become an integral part of business, its impact on consumer choice should not be underestimated. The research methodology involves analyzing the experience of promoting global medical brands in social networks. It was found that the promotion of medical products in social networks has its own characteristics and differs from the promotion of grocery and household goods. It is established that the promotion of such a narrow spectrum as medical products allows the company to reach its target audience and increase the level of sales. It is concluded that social media are appropriate due to their low cost, viral coverage, ease of use and accessibility. Digital technologies are constantly becoming more accessible, which contributes to the constant growth of Internet and social network users. People turn to social media as a way to connect with each other, build communities and seek information. As social media becomes an integral part of people's lives, it will also be important for the growth and promotion of medical products. It is highlighted that the technology of social platforms, focusing on user-generated content and a culture of participation, continues to evolve. As a result, not only the way people interact with each other changes, but also the way companies interact with their customers. The most important of these changes is to increase the use of social networks. Users spend more time on social networks after the start of quarantine restrictions to compensate for the lack of live communication. It is determined that advertising on Facebook and Instagram temporarily prohibit for certain medical and other high-demand products related to COVID-19. Such goods include medical face masks, including masks used by health professionals to protect against various diseases, COVID-19 diagnostic test systems self-diagnostic products etc.