MODELING OF BUSINESS PROCESSES AS A TOOL FOR TRANSFORMING THE BUSINESS MODELS OF PRIVATE MEDICAL CLINICS IN UKRAINE

Abstract

The article substantiates a conceptual and methodological model for the transformation of business models of private medical clinics in Ukraine based on business process modeling under conditions of healthcare digitalization, increasing competition, and growing patient demands for service quality and accessibility. Business model transformation is considered not as a one-time managerial intervention but as a continuous process of formalizing, analyzing, and improving business processes, which enables medical clinics to adapt to changes in both external and internal environments.

The proposed model integrates a process-oriented management approach with business process modeling and analysis tools, as well as mechanisms for assessing their impact on key elements of the business model, including the value proposition, cost structure, revenue streams, and relationships with patients. Particular attention is paid to the use of business process modeling as a means of enhancing economic efficiency, improving the effectiveness of managerial decision-making, and creating prerequisites for the implementation of digital solutions in the operations of private medical clinics. A methodological framework for evaluating the outcomes of business model transformation and a phased implementation approach adapted to the specifics of the Ukrainian healthcare market are proposed.

The practical contribution of the study lies in the development of a systematic approach to applying business process modeling as a tool for transforming the business models of private medical clinics, which contributes to strengthening their economic sustainability, investment attractiveness, and competitiveness in a dynamically changing healthcare services market.