MARKETING MANAGEMENT OF MEDICAL INSTITUTIONS IN THE CONTEXT OF MODERN GLOBAL CHALLENGES

Abstract

The article is dedicated to the study of the importance of marketing management in medical institutions under the conditions of contemporary changes and global challenges, particularly in the context of the ongoing war in Ukraine. The authors highlight the crisis phenomena caused by the war, including the destruction of medical infrastructure, material losses, and significant moral consequences for healthcare institutions and their staff. In addition to the wartime challenges, the Ukrainian healthcare system faces many "outdated" issues such as structural deficiencies, low service quality, financial insecurity, and the need for reform in management processes.

The article also addresses the importance of implementing marketing concepts and strategies to adapt healthcare institutions to the changing market conditions. It is noted that informatization, scientific and technological progress, and Ukraine’s international integration contribute to the expansion of the range of medical services, increasing competition in the sector. Marketing strategies, including the transformation of communication channels, modernization of organizational and economic mechanisms, and the introduction of innovative technologies, are essential for ensuring the competitiveness of healthcare facilities.

The article analyzes the research of Ukrainian scholars studying the adaptation of marketing strategies in crisis situations. It emphasizes that one of the key directions is the adaptation of medical institutions to the unstable macroenvironment, which requires flexibility in management and the implementation of new tools.

The example of the Municipal enterprise «Rivne Regional War Veterans Hospital» of Rivne Regional Council demonstrates how strategic marketing management can ensure the effective functioning of a medical institution amid war and financial difficulties. Special attention is given to adaptive measures, such as organizational improvements, innovations in technology, communication policy, and enhancing service quality. The article emphasizes that marketing management is critical for overcoming modern challenges and building the competitiveness of medical institutions, particularly during socio-economic and political transformations in Ukraine caused by the ongoing war.