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Mamedova Guzalya Bakir qizi, doctoral candidate PhD.,1 year of study of the Department of public health and health management, Tashkent pediatric medical Institute Uzbekistan, Tashkent
Muminov Davron Kodyrovich, assistant of the Department of "Faculty internal diseases, military field therapy, occupational diseases, hospital internal diseases and propaedeutic of internal diseases" of Tashkent pediatric medical Institute, Uzbekistan, Tashkent
E-mail: baron-codli@mail.ru
OPTIMIZATION OF MARKETING IN HEALTH INSTITUTIONS
Abstract: The analysis of available literature has shown that marketing in health care is currently in its infancy and it is of particular importance to determine the most effective ways to promote medical services on the market [2]. This is a difficult way of evolutionary development, overcoming numerous difficulties and contradictions, accumulation of experience. And the sooner positive experience becomes available to doctors, heads of health care institutions, the more successfully will be overcome the difficulties and serious shortcomings relating to the most important value of society - human health [4]. The publication presents the results of the analysis of the effectiveness of marketing principles in medical institutions.
Keywords: marketing, medical institutions, management, medical services market.
The main priority of the state policy of the Republic of management and quality of care [5]. Marketing activities in
health care is a system of studying the needs and demand in order to organize the production and provision of health services aimed at meeting the needs of consumers and providing effective forms and methods of sales and service. The essence of medical marketing as a specific form of medical care in the field of market relations is the pricing policy, the promotion of medical services in the market to the patient (consumer), activities for the implementation of these services. Thus, marketing of medical services has its own distinctive features associated with the specifics of consumer demand and the market of medical goods and services. Institutions providing medical services, it must be remembered that medical services - a kind of useful activity that does not create wealth, they usually do not lead to the possession of anything. Therefore, it is necessary to increase the tangibility of the service using various marketing activities. Health-care institutions operate in the public and non-public spheres, and regardless of their form of ownership, they should use marketing based on both commercial and non-commercial principles. The market of medical services in Uzbekistan has undergone significant changes in recent years: along with public health institutions providing free and paid medical services, the role of private medical companies is becoming more noticeable. What are the features and trends in the sphere of medical services, how public and private medical institutions will relate and interact, what development strategy they should choose,
Uzbekistan at the present stage is to preserve and strengthen the health of the population. Health care reforms carried out in recent decades are aimed at the development of the industry and are associated with the desire of the country's leadership to improve the health management system through the implementation of a set of measures aimed at improving the quality of medical care, which is implemented through a variety of mechanisms, including resource, personnel, regulatory and legal support of the industry, as well as improving the management of the industry [1]. Finding ways to improve the quality and effectiveness of health care has been a key challenge for many years. All this was reflected in the development of a variety of system solutions, government programs, major projects, changes in the system of legal regulation, control and licensing mechanisms and other measures [4]. At the same time, it has to be noted that such large-scale transformations in the industry against the background of their significant resource provision have not led to a significant improvement in the quality of medical care. However, it is obvious that against this background, the most important factor in improving the quality and accessibility of medical care is the use of adequate management systems at all levels. All these years, the scientific search for ways to improve the efficiency of the health system continues. In the works of domestic and foreign experts more and more visible innovative guidelines for the development of the industry, based on modern methodology of
Medical science
including in the context of the exceptional social significance of this sphere - these issues are now facing both the state and the managers of medical institutions and affect almost everyone: each of us can become a doctor's patient. Since the end of the 50-60s of the last century, when the scientific and technical revolution began to actively invade the field of medicine, began the process of diversification of medical services based on the development of new medical technologies. Along with the traditional branches (therapy, surgery, Pediatrics, obstetrics and gynecology), specialized medicine (cardiology, cardiovascular surgery, Oncology, urology, ophthalmology, radiology, etc.) began to develop, and in the 70-80 s - highly specialized high - tech medicine (Oncology, Transplantology, various types of endosurgery-endovascular, endobiliary, etc.). All this has dramatically increased the effectiveness of interventions, but the cost of services has steadily increased. Along with great achievements and benefits for society, medicine has proved to be a heavy burden for him - the share of GDP spent on health care has increased. So, if in the US health care costs in the early 60 s were 6-7% of GDP, by the end of XX - beginning ofXXI century they reached 15-16%. Unfortunately, the level of health of the population did not change in proportion to the costs of society - health care costs began to break away sharply from the results. In connection with this situation in most countries of the world in the further development and reform of national health systems, the introduction of new medical technologies, new models of organization and financing of health care has become a fundamental principle of cost-effectiveness. Back in the twentieth century, in many countries, there is a need for active use of marketing in almost all industries and activities, in particular, in the field of health. The healthcare industry includes sellers and buyers of medical products and services, suppliers and consumers of medical information, regulatory and self-regulatory bodies, business structures, state enterprises and public associations [6]. The main function of the infrastructure of the health care industry is to provide the necessary conditions for the normal implementation of health, medical, diagnostic and health-prevention processes. Thus, the author points out that the manufacturer of medical services is the main participant of the health care industry, it cannot exist without infrastructure [2]. Health care reforms carried out in recent decades are aimed at the development of the industry and are associated with the desire of the country's leadership to improve the health management system through the implementation of a set of measures aimed at improving the quality of medical care. These measures are implemented through a variety of mechanisms, including resource, personnel, regulatory and legal support of the industry, as well as improving the management of the healthcare industry [3]. In turn, the use of marketing in health
care helps to optimize the activities of medical institutions in the sense that it helps health institutions to plan their activities most efficiently. According to the Decree of the President of the Republic of Uzbekistan from 1.04.2017 year № PP-2863 "on measures for the further development of the private health sector" only in the last 6 years, the number of private medical organizations has increased by 2 times and reached 3.5 thousand, their equipment with high-tech medical equipment has increased by 3 times. The most developed specialization of private medical organizations in the field of dentistry, laboratory diagnostics, therapy, physiotherapy, neurology and others. At this stage, it is particularly important to determine the most effective ways to promote medical services on the market. The market of services in the field of medicine has reached a high level of competition, requiring its participants to constantly work to attract and retain customers. It is known that marketing - makes it possible to predict the turnover, to study the needs of the market of medical services, the use of marketing research makes it possible to determine what services will find demand from the consumer, how much the consumer is willing to pay for it and whether he is willing to pay at all or not. In order for this to become possible, it is necessary to create marketing departments in each health facility with specially trained marketing specialists who would take into account the opportunities and barriers of the medical services market and contribute to the harmonious development of medical institutions in the country in a market economy. Thus, all of the above makes relevant and promising further study of the marketing service in health care institutions of the Republic of Uzbekistan [6]. Purpose of research. Study of the activities of the marketing service in health care institutions of the Republic of Uzbekistan with the development of recommendations for its further improvement.
The results of the study. Installed the advantages and disadvantages of implementation of service marketing in the health care system showed that existing sufficient amount of time on the market, private medical institutions apply the principles of marketing as an integral part of the development of the market of medical services. Managers of private medical institutions, it was noted that they should apply the marketing functions (noted 94%), but not always, they seek this help from professionals in marketing or consulting company to provide marketing services (market analysis of medical services, marketing research, demand analysis and proposals, advertising and promotion of goods or services and many other functions). If you go directly to the marketing of health or marketing in healthcare, we can note the significant growth of interest from institutions working in this area for marketing. Of course, we cannot say that the calving of marketing exist in all private clinics of the Re-
public of Uzbekistan, but the working position - marketing (35%), marketing Manager (28%), marketing specialist (22%), analyst (27%), and often is. More often, or almost always (98%), marketing is present in the pharmaceutical companies, especially in the representative offices of foreign pharmaceutical companies (100%). The experience of foreign pharmaceutical companies has shown high efficiency of marketing, especially in such a highly competitive business as a pharmaceutical. If you compare the level of development of the marketing of pharmaceutical companies and medical institutions that provide medical services, this comparison is not in favor of medical institutions. Another aspect of determining the effectiveness of the application of the principles of marketing in the private health sector had knowledge of the leaders in this field. Knowledge of definitions of marketing heads of institutions in 72% of cases were not complete, in connection with what is important in the development and implementation of marketing principles in
medical institutions of Uzbekistan, which will help to make private clinics medical market is competitive, efficient use of resources.
The conclusions. The work of medical institutions in the market conditions can change dramatically, and under the influence of various factors that be taken as a positive result (profit) or negative (loss). The role of the state in this scheme is limited to the creation of conditions for the existence of the market for medical services and protection of the rights of their consumers, so the state provides a guaranteed minimum of medical care for all citizens and pursues a policy aimed at full satisfaction of social needs of the population. And for this to happen it is necessary to promote the creation and development of marketing in health care with specially trained professionals marketers, which would take into account the possibilities and barriers of the market of medical services and contributed to the harmonious development of medical institutions in the market.
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