DESIGNING MARKETING ACTIVITIES OF BUSINESS STRUCTURES IN THE SERVICE SECTOR IN CONDITIONS COVID-19

Анотація

COVID-19 encourages companies to quickly change their approaches to marketing activities and the competitiveness of various systems. Entrepreneurial structures face a number of new systemic priorities and challenges - the risks of disruption of business continuity, sudden quantitative changes in supply and demand, real-time decision-making, reduced productivity, threats to physical security. The purpose of the study is to highlight the features of the design of marketing activities of enterprises in the field of medical services in a pandemic COVID-19. It is substantiated that the peculiarities of marketing activities of enterprises in the field of medical services in the context of the COVID-19 pandemic are: a highly dynamic market; high speed of capital turnover, given the short productive cycle of the service itself; high sensitivity to changes in market conditions; specific provision of services; enterprises have high mobility; diversification, personalization and individualization of services. The main areas of distribution of medical services, the relevance of which has increased in connection with the adoption of measures in response to the pandemic COVID-19 include: virtual medical services; analytics as a powerful tool for improving health and the economy; stability of supply chains; important technology-based innovations in clinical trials. Virtual medicine holds great promise for patients with limited mobility or accessibility issues, but it can create additional inequalities or exacerbate current inequalities if vulnerable populations lack mobile devices, the connectivity and digital literacy to access these services. Healthcare enterprises should consider the possibility of access to technologies for vulnerable segments of the population when designing their strategies and focus more on ensuring cybersecurity, take into account the requirements of legislation on the protection of personal data and provide for effective protection systems in the developed solutions and products.

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