DEVELOPMENT OF THE MEDICAL SERVICES MARKET AND DIGITAL TRANSFORMATION OF BUSINESS MODELS IN THE HEALTH SECTOR OF UKRAINE

Abstract

The article examines the current state of the Ukrainian medical services market and identifies the main trends in development and the impact of digital transformation on the business models of healthcare institutions. To achieve this goal, the theoretical definition of medical services and the digitalization of medicine from the perspective of the transition to preventive and personalized medicine are analyzed; the characteristic properties of medical services as an economic category are studied. The criteria for assessing the quality of medical services are considered, and segments of the medical services market are identified based on the criterion of meeting the medical needs of patients. The article identifies types of innovative business models of institutions operating in the medical services market, which improves the accuracy of forecasting market trends. The results of the study are recommended for further scientific developments in studying the impact of digital transformation on people's healthcare in Ukraine, taking into account local traditions and problems encountered in practice. Innovative development of all spheres of human life is taking place under the influence of Industry 4.0. or the Fourth Industrial Revolution, the essence of which is that physical objects will be connected in some way to a single global network - the Industrial Internet of Things in order to exchange information between them without direct involvement of a person in the digital process; a person will perform exclusively organizational and managerial functions. Industry 4.0 is accompanied by the accelerated implementation of the following technologies: IoT platforms, cyber security, Big Data analytics, artificial intelligence, collaborative robots, 3D printing, blockchain, augmented and virtual reality, and others. The conclusion proposes to develop world experience that will help identify effective strategies for integrating digital technologies and maintaining the quality and sustainability of medical care.