Marketing in the field of telemedicine: significance, implementation features, and development prospects

Анотація

Introduction. The article explores the specifics of marketing activities in the telemedicine services market, considering the rapid development of digital technologies and the growing popularity of remote medical care. The main trends shaping the telemedicine market are summarized, and the barriers hindering its implementation are analyzed. Purpose of the article. The purpose of the study is to generalize the modern features of the telemedicine services market, analyze the state of telemedicine development in Ukraine, identify the most popular types of telemedicine services among patients, justify the necessity of using marketing technologies for promoting telemedicine services, and develop recommendations for their implementation in the practical activities of domestic healthcare institutions. Research methods. The study employs methods of analysis and synthesis, comparative analysis, systematic generalization, and marketing research methods to assess the impact of marketing tools on the development of telemedicine services. Results. The article summarizes the factors influencing the development of telemedicine, identifies potential challenges, risks, and threats that may hinder its growth, highlights current trends in the telemedicine services market, and determines the most popular types of telemedicine services worldwide and in Ukraine. It also defines the specifics of marketing activities in the telemedicine market, emphasizes the need for a comprehensive approach to promoting telemedicine among the population, develops an algorithm for healthcare institutions' marketing activities to promote telemedicine services, compiles a list of the most effective marketing technologies for healthcare institutions in the telemedicine market, and identifies the most promising combinations of these technologies. Conclusions. The proposed marketing approaches will contribute to increasing public awareness of telemedicine opportunities, building trust in online consultations, and creating effective communication channels between medical institutions and patients.

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