Analysis of the market environment of healthcare organizations

Abstract

Purpose: to reveal the essence of the functioning of economic entities, it is necessary to assess the impact of the external and internal business environment on the effectiveness of this organization. To understand the business processes of the functioning of healthcare organizations, it is necessary to study the market environment, competitors and suppliers, customers. The assessment of the market potential of healthcare organizations allows us to analyze the possibilities of influencing an economic entity on the general conditions for the circulation of medical services in the medical services market, the level of prices for storage services, the risks of limiting the penetration of other organizations in the sector into the medical services market. Discussions: the marketing activities of healthcare organizations cover the study of external and internal environmental factors for the activities of the organization. In a healthcare organization, there is a special internal environment, limited by the framework of the activity of a given economic entity, which links the work of healthcare organizations with the achievement of certain parameters of its functioning and needs to optimize the factors of the internal environment. The marketing activity of a healthcare organization is aimed at the subject of research as medical services, studies the tools and materials used taking into account the patient's pathology, takes into account the level of qualifications of doctors or other medical worker providing assistance. Assessment of the structure of the market for the provision of medical services includes an analysis of generalized indicators that allow assessing the quality of market functioning, the presence of obstacles to entering the market of competing organizations, the degree of its openness for interregional and international functioning. Results: the study analyzed the dynamics of the volume of the medical services market, assessed the demand for types of medical services in Russia, carried out a structural-dynamic analysis of the medical services market and the revenue structure of commercial network medical centers in the Russian Federation, which made it possible to assess the competitiveness of the medical services market under the influence of external factors.