In foreign literature the problem ...

In the foreign literature marketing problem in health care covered in relation to private and medical insurance. With regard to marketing in terms of state regulation of health, now the problem is studied not enough. Using the definition of goods from the theory of marketing (product - a product or service can satisfy a need), we note that the service is aimed at improving human health, including health service - a commodity that has value due to its ability to meet human need in maintaining health. According to the marketing of health encompasses a set of organizational and economic functions associated with the implementation of a package of health-care, sanitation and medical services, drugs, products of therapeutic and rehabilitative purposes [8]. American Medical Association defines marketing in health care as a complex process of planning, feasibility and production management services to health, pricing policies of health care process, promotion of services (of medical value) to consumers, as well as their implementation. Market of medical services occurs when there is a potential for exchange (in the theory of marketing market - an area of ??existing and potential exchanges). Market for medical services is determined by the presence of two parties - in need of medical services and offering them the presence of market participants - the necessary medical facilities, where there may be implementation and use of medical services or goods, the presence of freedom of choice of mutual offers of producers and consumers of medical services. Marketing in Healthcare (in the classical sense it) is possible if the medical services market, market relations between doctor and patient, competition doctors (medical services), manufacturers of medicines and medical goods. As in the Health Organization in Belarus remains rigidly fixed the patient's physician and the district health-care establishment (LR) of residence, and the system of funding does not include the cost of medical services as a commodity, it is obvious that our country has distorted the market of medical services. Small sector of the real market for medical services include paid services, a few more - the shadow market, basically the same sector (80%) - a potential market of medical services in which the state acts simultaneously in three persons: the vendor of medical services, the actual purchaser of health services and the owner medical institutions. It would seem that this situation contributes to the flexibility of state regulation of the volume, quality, value, order the provision of medical services, but the real situation can hardly be called a regulated market.