title: МАРКЕТИНГОВЕ ЗАБЕЗПЕЧЕННЯ СФЕРИ МЕДИЧНИХ ПОСЛУГ
abstract: The article discloses the main stages of marketing activity in the sphere of medical services, among which the important role is played by market analysis (microenvironment and macroenvironment), market segmentation, development of marketing mix, etc. The role of marketing communications, through which medical institutions bring to the consumer benefits from using the offered service, is studied. The basic tools of the marketing communications complex are highlighted. Online and offline communic
journal: PROBLEMS AND PROSPECTS OF ECONOMIC AND MANAGEMENT