Based on this advertising must ...

Based on this advertising should be as objective as possible, and market research - comprehensive and non-biased. The basis of medical advertising and marketing should be the interests of the patient. Undoubtedly, the state represented by the Health Ministry and its organizations shall monitor the objectivity of advertising. Promotion of medical services and medical supplies, pharmaceuticals, medical technologies and new ideas must be based on free competition in the interests of each individual, population and society as a whole, will contribute to improving health, improving the quality of preventive and curative care, improving the health of the nation . REFERENCES 1. Goluhov GN Reyhart DV, Shilenko Y. Probl. Social Hygiene and the History of Medicine. - 1998. - № 2. - S. 45-49. 2. F. Kotler Marketing Management. - Moscow: Economics, 1980. 3. Luknarova N. Foltan V., Brozman, et al / Pharmacy. - 1990. - № 6. - S. 12-15. 4. Meshkovskii AP Sov. health. - 1990. - № 11. - S. 62-65. 5. SP Nalimov, Yanikezing LR, Moller NE / / Pharmacy. - 1987. - № 2. - S. 5-9. 6. Parnovskii BL, crashes, SG, and Voloshin ME / / Pharmacy. - 1987. - № 1. - S. 11-16. 7. Polyakov, IV, KA Lankin Probl. Social Hygiene and the History of Medicine. - 1997. - № 6. - S. 24-25. 8. Polyakov, IV, SA Uvarov, LS Mikhailova, KA Lankin Ibid. - 1997. - № 1. - S. 49-53. 9. Polyakov, IV, KA Lankin Ibid. - 1999. - № 3. - S. 28-31. 10. Failures SG Sukhanov, LA, Medvedev VG / / Pharmacy. - 1986. - № 3. - S. 12-17. 11. Usenko V. Ustinov VI, Varpahov-parameter MI / Remedium. - 2000. - № 4. - S. 26-29. 12. Sharabchiev YT, Ulashchik VS / / Health. Belarus. - 1995. - № 4. - S. 20-23. 13. Evans JR, Berman, B. Marketing. - Moscow: Economics, 1990. -352 Sec. 14. Chemistry and Industry. - 1992. - N 8. - P. 298-300. 15. Market letter. - 1992. - V. 19, N 44. - P. 21. 16. Market letter. - 1992. - V. 19, N 45. - P. 14. 17. Market letter. - 1992. - V. 19, N 46. - P. 4. The article was published in the journal Medical News

Extremely important is the problem ...

Very important is the problem of duplication and training of professionals to new medical technologies. Marketing of scientific ideas is also a virtually unexplored area of ??science of science, defining the processes of their promotion to the actual use in science, engineering, manufacturing or public practice. An important aspect of marketing of scientific ideas - their legal protection, which is implemented through a system of patent protectable technical solutions, copyright and practice of scientific priority for publication. Marketing research ideas include holding the patent information research, examination of planned and completed research projects, feasibility and market research, the innovation process. One of the stages of marketing science is the study of society's demand for scientific and technical achievements. Practice shows that in the absence of demand for new scientific ideas of the process of their implementation is delayed for many years. Unfortunately, many scientists and science leaders are still not understood the very possibility of the existence of market research ideas with their inherent elements of competition, competitiveness, profitability, feasibility, etc. Instead, preached the concept of science for science, research motivated by personal ambitions and meet their own curiosity. Health care reform in Belarus, aimed at introducing new forms of management, paid medicine, cause of practical interest to marketing as a form of organization and management of health and medical care to the population. Since the marketing concept involves explicit linking of goals and objectives with available resources and demand, the possibility of real use and value of impact in relation to investment, of course, this methodology should be one of the leading forms of medical management. In this connection it is necessary in the near future to implement a number of organizational activities and studies on practical use of marketing in health care, financed from the budget, and in the field of medical business. It may be advisable to hold regular courses in marketing in health care, create a reference and information bureau for marketing and actively identify new medical technologies and teach them practical public health physicians. In conditions of limited foreign exchange resources allocated for the purchase of foreign drugs and medical equipment, the importance of becoming a targeted advertising and marketing research to identify companies in terms of-trial the most lucrative contracts. Limitation of resources allocated to research in the field of health, causes a need for a thorough technical and economic assessment of each newly proposed research in the light phase of innovation research results, as well as possible commercial or social impact. It should be remembered that the marketing of health - this is a special business, in which the interests of firms, profits should not be in conflict with the interests of society and every individual.

In the western market annual growth ...

On the western market, annual growth in sales of medical equipment intended for use at home (a device for measuring temperature and blood pressure, glucose control in diabetes, exercise equipment, contact lenses and optics) is 10.4%.'s largest market for medical techniques for use at home is Germany, followed by Italy, France, Great Britain. Among the various types of medical equipment in terms of sales the largest share falls on the device for computed tomography, fluoroscopy, MRI, electromedical equipment, gathering system donated blood pacemakers, etc. The need for marketing in the field of medical technology is evidenced by the fact that only the United States in the manufacture of medical devices employing 2,600 firms with a total working in them - 179 thousand people. the world's largest manufacturers of medical equipment are the «General Electric "(USA),« Philips »(the Netherlands),« Siemens »(Germany),« Toshiba »(Japan) and others of their products is not only cost but also the conditions of supply, after-sales service, warranty, etc. . All this makes it necessary to conduct marketing research on the part of producers, buyers of medical equipment. Marketing of medical technology - a completely unexplored area of ??health economics and management. under medical technologies should be defined as the combination consistently implemented standardized processes, logically completes the definition of medical intervention or manipulation, the regulated legislative or other documents or traditions. In the structure of medical technology can provide therapeutic and preventive effects, the technology of drugs, diagnostic methods and rehabilitation, etc. In health care, is widely used by various medical technology - from the simplest systems (blood transfusion, etc. etc.) to complex (bone marrow, kidney, etc.). Even in one institution (not to mention the cities and countries), the same operation or method can be performed by different medical technologies. Unfortunately, market for medical technology is widely used only in such market segments as the technology of manufacturing of drugs, technology, operating sophisticated technical medical diagnostic systems, etc. In Western Europe and the U.S. are widely used so-called clinical-statistical groups and treatment protocols, carrying out no only standardization of medical technologies, the possibility of techno-economic characteristics of the diagnostic and treatment methods, but also the possibility of wider use of marketing techniques. Marketing in the health sector should include gathering information on the use of medical technologies and their analysis (both medical and economic terms ), standardization, advertising, promotional activities for the medical market.

However, in each of these groups ...

However, in each of these groups contain different amounts of drugs, and not all kinds of drugs are interchangeable. Clearly, the pharmacological group with high interchangeability of drugs can be relatively smaller number of items. Otherwise, the pharmacy would have to have at least one package of each drug. Although this range is a perfect, yet it is not always beneficial to the pharmacy in terms of its revenue. To achieve an optimum combination of cost-effectiveness of pharmacy with an assortment of drugs, it is necessary to consider both the profitability of each pharmacological group, and the number of commercially available drugs in this group. The level of profitability all pharmaceuticals can be divided into five types [1]. The first type includes antibiotics and synthetic insulins and antidiabetic means, asthma drugs, tranquilizers, lipid-lowering drugs, and vitamins. Preparations of this type are in high demand and stable as the most cost-effective: they usually provide the pharmacy about 75-80% of daily income. At the next level of profitability are the second type drugs: antiplatelet agents, antiulcer, antianginal, sedatives, antihypertensives, antiparkinsonian, anti-inflammatory, antirheumatic and antipyretics, analgesics, digestive enzymes, antifungal drugs. The average yield of second kind by approximately 20-25% lower than the first. The third type of pharmaceutical preparations include antispasmodics, nootropics, expectorants, and synthetic antibacterial agents, antithyroid and anti-allergic means. Cost-effectiveness of these drugs half the cost effectiveness of drugs first type. Pharma fourth kind are antiglaucoma, protivoprotozoynye and Antiparasitic products, antiarrhythmics, diuretics, drugs for treatment and prevention of sexually transmitted diseases, oral contraceptives, antiepileptic drugs and cough drops. For pharmaceuticals the fifth kind are cardiac glycosides, anti-viral drugs, anti-cataract antidiuretiki and laxatives. The sale of these drugs brings pharmacies very little profit, to the extent, however, gradually increases with the expansion of their range. The basis of sound policy, providing the pharmacy trade in high and stable yield, based on the following rules. Primarily in the range of medicines are encouraged to include drugs of the first kind (a few titles for each farmgruppy), and so that customer demand was met by 30-35%. Similarly to proceed with preparations of the second kind, with the only difference is that their range should meet the demand by 40-50%. Preparations for the third, fourth and fifth of this figure is 50, 60 and 70% [1]. Marketing of medical equipment can be divided into the following sectors: medical products designed for the population (medical equipment for use at home), medical equipment, designed for private practitioners, medical equipment for institutions (regardless of ownership).

The intensity of the demand for cardiovascular ...

The intensity of the demand for cardiovascular drugs in people with higher education, 4.6% higher than in those with secondary education. In an environment where demand for drugs far exceeds the available resources (production or imports), the importance attached to the concept proposed by the WHO Essential Medicines (OLS), including drugs needed for medical support of the majority of the population (approximately 80%). Sixth list of essential drugs, approved by WHO in November 1989, contains 288 items, grouped in 26 therapeutic categories. Currently, more than 100 countries (both developing and developed) have national lists of OLS, 40 states have programs to drug supply, based on this concept [4]. In recent years, the Belarusian market of pharmaceuticals, a host of new drugs, which clinicians do not have the necessary information, no experience in their actual use. According to BL Parnovskii et al. [6], the whole range of medicines doctors are actively using only 10%. At the same time, many of these drugs are well known in the developed countries of Europe and America. This points to the need to improve the effectiveness of advertising, targeted marketing, and pharmaceutical information. The existing system currently focused on pharmaceutical marketing advertising of medicines to the public (television, media), which to some extent contribute to the spread of various forms of self-medication. This is due to the fact that foreign firms and their offices are more interested in wholesale and retail pharmacies involved. More appropriate it seems to us a complex system of marketing to advertise medicines primarily in doctors, and secondly - in the population. In this case, a professional advertising can be several levels: for professionals responsible for the bulk procurement of drugs (situational and analytical information, etc.), and for practical public health physicians (information about the indications and contraindications, review and analysis on different groups of medicines drugs on the practical experience of using the advertised drugs) that are directly appointed by the drugs, including prescription medicines. Advertising for the population should be conducted to a large degree pharmacy chain that implements the-counter medications, as well as through television and other media, professional advertising - by scientific medical journals. Marketing of medicines should be carried out not only at the macro level (state, major manufacturers) but also at the micro level - in the pharmacy network. Ideally, each pharmacy must have in its range of all pharmacological groups of drugs.

Secondly, the term of patent protection ...

Secondly, the term of patent protection for many drug-sales leaders will expire, and in the next two-three-year market share of manufacturing companies, will decrease as a result of the market of generic drugs. Obviously, the optimal solution in this situation is the concentration of resources in research and the union offered to the market product range. In addition, each year increasing costs of conducting research in the field of pharmacy. In recent years, pharmaceutical companies spending on research and development increased significantly. For example, if in 1976 such costs for one new drug at an average of $ 125 million, in the mid-90's - about 300-500 million dollars. As a result of mergers of pharmaceutical companies top 10 pharmaceutical companies of the world took up almost half of the world pharmaceutical market (according to preliminary results, 45.5% in sales volume combined companies as at October 1999), while in 1996 this figure was 34 8%. Thus, the process of concentration of the world pharmaceutical market is growing rapidly. As for Russia, the overall production of the ten world's largest companies (according to their merger) covers about 12% of Russian market. Efficiency and quality of drug services for the population is largely determined by the full range of medicines in pharmacies and optimize the management of medical stocks, avoiding, on the one hand, the deficit, on the other - the excess of established standards of commodity stocks. Demand for drugs is a form of expression needs (whether actual, realized and unfulfilled) and can be identified by sociological methods [10]. Analysis of laws affecting the consumption of drugs can improve the system to meet the needs of the population and health facilities in the medicines. Their consumption depends on the emergence of new treatments and drugs, the presence of analogues. Much of the nomenclature of the global medicines market (70%) are in preparations counterparts. At the same time taking into account the varying quality of drugs, analogues and anti-monopoly positions is desirable to have a fairly large selection of drugs [4]. Dynamics of drug consumption is seasonal and from year to year varies considerably [5]. N. Luknarova et al [3] showed that the consumption of drugs increases with age and is higher in women than in men. The most commonly used drugs of the following groups: analgesics, antipyretics, antibiotics, vasodilators, antirheumatic, antipsychotics. BL Parnovskii and others [6] as a result of sociological studies have revealed that the demand for drugs is dependent on gender, age and social structure of the population. More than 81% of the demand for cardiovascular drugs have on the population over age 40, age of strong demand for women is 55-59 years for men - over 60 years.

Europe's share in the global market of anti ...

Europe's share in the global anti-infective market funds is 26% of antibacterial drugs - 25%, anti-virus - 33%, an antifungal - 25%. Japan market anti-infective, antibacterial, antiviral and antifungal agents covering 30, 32, 17 and 30% respectively [16]. First place in the world by sales of prescription drugs in the first half of 1999 took the company «Merck & Co.»: More than $ 8 billion (19% increase compared to c the same period in 1998). Second place at «Pfizer» - 7,7 billion (21% increase), y «GlaxoWellcome» - third place (Table 3). Significant growth of the company «Pfizer» were associated with the drug for the treatment of erectile dysfunction Viagra (sildenafil), with sales only in the second quarter of 1999 increased by 61%. Growth «GlaxoWellcome» hindered decrease in sales volumes of the drug Zantac (ranitidine) by 19% due to expiration of patent protection on the active ingredient of this drug. Company «Bristol-Myers Squibb» remained in fourth place, and the company «Roche» fifth place. Success of the company «Roche» contributed explosively increasing demand for the drug for the correction of overweight Xenical (orlistat), as well as growth in sales of other innovative products that are used to prevent kidney transplant rejection, such as CellCept (micophenolate mofetil) and Zenapax (daclizumab) . Company «Johnson & Johnson» (sixth place) showed the greatest growth in sales in the first half of 1999 - 22%. Company «Novartis», despite the fact that the rating it has moved two places down, showed a positive growth trend in sales of pharmaceutical products from 1% in the first half of 1998 to 5% in the first half of 1999 global trend "domination" of the largest manufacturers of original products is not typical for the Russian market, where sales volumes lead mostly generic companies (in 1999, according to RMBC, first among foreign manufacturers took the company «Gedeon Richter»). The share of the largest manufacturers of drugs, such as corporations «Merck & Co.», "Novartis", the global market does not exceed 5%. At the same time, the situation in the pharmaceutical business develops in such a way that only the integration can enable companies to survive and grow in the face of fierce competition and high growth rates for spending on research and development, which at some firms is higher than the growth in sales volumes. Examples of major mergers announced in 1998 and ended in 1999, was a merger «Rhone Poulenc Rorer» and «Hoechst Marion Roussel» with the formation of the company «Aventis»; «Astra» and «Zeneca» - of «AstraZeneca»; «Sanofi» and «Synthelabo» - of «Sanofi-Synthelabo». The merger of major international pharmaceutical companies and the formation of mega-corporations today is especially important. Firstly, according to forecasts of most analysts, in the next 5-10 years in the world of pharmacy is expected developments of the crisis - now existing drugs will be included in the downward phase of the life cycle, when the volume of their sales will decline gradually, and scientific laboratories belonging to the manufacturing companies as well as independent biotech firm, yet not be able to offer the market a radically new medicines.

In addition, the world's leading ...

In addition, the world's leading pharmaceutical firms are «Sandoz», «Bayer», «Abbott» and other pharmaceuticals market is estimated (1999), more than 208 billion dollars a year. At the same time on the U.S. accounts for 43.3%, Japan - 23.8%, Germany - 7,8%, France - 7,0%, Italy - 4.6%, UK - 4,4%, Spain - 2 7% Canada - 2.3% Brazil - 2.3% Mexico - 2.0% [11]. Volume of sales of medicines in 12 major markets around the world in 1999 (Table 1) amounted to 208.5 billion dollars, 21.2 billion more than in 1998 is projected IMS Health, over the next five years, beginning with 1999, the volume of world pharma market will grow by an average of 8%. The sales volume of drugs on the Russian market in 1999 totaled about 1.8 billion dollars in producers' prices. In this case, up to 37% of this amount (658 million U.S. dollars) accounted for pharmaceutical products, manufactured within the country. By the end of 2000 the volume of the Russian pharmaceutical market grew to 1.9 billion dollars, while the ratio of imported and domestic products continues to slowly move in the direction of foreign drugs. In general, Russia's share in the global pharmaceutical market is very small - according to various estimates, from 0.5 to 1% (for comparison: in 1996-1997. It ranged from 1,5 to 2,5%). Among the ten pharmacological groups of drugs in the world market in terms of sales through pharmacies in 1999 were in the lead agents for the treatment of cardio-vascular system, which retails for 12 major regional markets of the world in 1999 reached 40.8 billion dollars, up 9 % more than in 1998 behind them, according to IMS, followed by drugs acting on the digestive system and metabolism (32.4 billion dollars, + 8%), and for the treatment of patients with disorders of the central nervous system (31,5 billion, + 13%) (Table 2). In 1999, the first place in sales growth out drugs for the treatment of diseases of the musculoskeletal system (sales increased by 18%). Second place was shared by cytostatics and means acting on the nervous system (increase of 13%). In third place and two groups of drugs - drugs affecting the blood system and blood forming organs, and diagnostic tools (increasing sales by 12%, Table. 2). The market share of cardiovascular drugs ranged from 22.5% in the UK to 31% in France. The largest markets for cardiovascular drugs (in billions of dollars): U.S. - 8.6, France - 3,3, Germany - 2,9, Italy - 2.3, UK - 0.9 [15]. For the market cardiovascular drugs characterized by the fact that beta-blockers are the most widely used in Britain, vasodilators - in France. This is mainly due to differences in medical education and reimbursement of medicines policy, traditions and other factors [15]. The share of North America in total global market of anti-infective is 35%, antibiotics - 33%, anti-virus - 42%, an antifungal - 35%.

The main feature of marketing ...

The main feature of marketing on the market of medical goods and services is a combination of a comprehensive study of this market, given its demographic, social, economic, valeological parameters, with an active influence on the market and the formation of citizens' needs for medical services. Market segmentation of medical services and to determine its capacity implemented on the basis of data on the number of patients served and the amount of their average per capita income, the level of expenditure on medical care and medicines, medical supplies. Functional scheme of marketing in health care includes health facilities, market intermediaries and patients. These elements are connected by four main streams: the stream of medical services, the flow of cash received in payment for health care, information flow, the flow of communications. Health facilities - health care providers, on the one hand, and elements of market infrastructure, which sold and consumed medical care - on the other. Market for medical services - view a specific market, where offered and consumed by these services. Marketing intermediaries - are organizations that help producers of goods and services in the promotion, marketing and distributing its products to customers, to identify specific markets that provide communication between producer and consumer. These include resellers, businesses, marketing services agency, financial institutions, insurance, health care organizations. Marketing concept in health care in market conditions and health insurance involves the emergence of new economic actors Health - health insurance organization, providing a system of linkages between health facilities and the consumers of medical services, accumulating funds to pay for and paying for medical services, collecting and analyzing the coming of the medical services market information and transmits it to the clinic. The state's role in this scheme is limited to creating the conditions for the existence of the medical services market and protecting the rights of their consumers, ie State provides a guaranteed minimum health care for all citizens and pursuing a policy aimed at full satisfaction of social needs. Marketing in the pharmaceutical industry (pharmaceuticals) differs significantly from other areas of production so that products are produced in strictly necessary quantities, not available directly to consumers, pricing, directly or indirectly determined by the government, in national markets present huge number of competitors, and none of the firms has a substantial market share. At the same time the share of the firm "Glaxo SmithKline" has 7,3% of the world pharmaceutical market; «Pfizer» (+ Warner Lambert) - 6,7%; «Astra Zeneca» - 4,6%; «Aventis» - 4 4%; «Merck» - 4,4%; «Novartis» - 4,1%; «Bristol-Myers Squibb» - 4,1%; «Johnson & Johnson» - 3,6%; «Roche» - 3 2; «Lilly» - 3,1% [11].

Technology Marketing versatile ...

Technology Marketing versatile in many areas of health. The starting point is to answer the following questions: what medical assistance is needed, why, for whom, when, where, by whom and how it will be provided, by whom, how and to what extent it will be financed. Marketing as a universal mechanism of control systems, aiming at the fullest satisfaction of human needs, is directly related to the most diverse areas of health, including quality assurance system of medical care (ILC). In this widely used methods of interviewing, questioning patients and medical staff, independent examination. Studies IV Polyakova, KA Lankina [7] showed that the proportion of persons who are not satisfied with the Commission, predominates in the middle age groups (up to 56% in age from 40 to 60 years) among those with secondary or higher education, those employed in medicine and economics, as well as among students. The availability of medicines, the price level of aid and medical products, friendly attitude of health personnel, material and technical condition of medical facilities and scientific and technical level of medical care leading to the population have taken on 2, 3, 4, 5 and 6 seats. The purpose of market research is to obtain objective information and analysis in the development of market forecasts of health care services, optimization strategy for health care, addressing a market of new services to better meet the demand for them. Thus, the medical market has relevant information field, which can be studied, measured and evaluated. Organisation of marketing research conducted by a specially rehearsed practices. Study the demand for goods and services are based on a matrix and functional systems and their combinations. A functional system of marketing research aimed at studying a particular type of medical-diagnostic, recreation and wellness, pharmaceutical activities and information support. Matrix system includes the following main aspects: geographic, customer, product range. Medical marketing, along with analysis, monitoring and forecasting of demand also means demand management. The active position in the medical marketing is implemented in diverse technological solutions. Each state of demand (negative is missing, potentially, a reduced, hesitant, full, excessive, irrational) correspond to their methods of action: conversion (changing), stimulating, developing, remarketingovye, sinhromarketingovye supporting, demarketingovye opposing. Marketing research in the market of medical goods and services are based on a thorough and comprehensive study of needs and financial capabilities of actual and potential consumers and buyers pharmaceutical drugs on the analysis of the level and dynamics of prices on the identification of many other factors affecting the development of health and health care .

We can assume that in Belarus ...

You can assume that in Belarus and other CIS countries in the health sector develops spontaneous market. Market nature of relationships in health care supported by the presence of the shadow market of medical services, the existence of demand outstripping supply in many ways and opportunities for hospitals. The transition to a market economy in health care is accompanied by psychological stereotypes as the population and health care workers. In health care marketing may include aspects such as advertising a healthy lifestyle, medications, attitudes toward health, treatment options, rehabilitation, etc. Marketing in Health Care has its own distinctive features associated with specific consumer demand and market medical products and services. His ability is largely due to the form of health financing and payment of medical services (private, insurance, government) as well as ownership of enterprises producing medical supplies and health service providers (private, municipal, government, charities, etc.). Health marketing can be divided into five areas: 1) the marketing of medical services, 2) marketing of pharmaceuticals, and 3) marketing of medical equipment, and 4) marketing of medical technologies, 5) marketing research ideas [12]. Marketing medical services (including recreational activities) is important for shaping public health and motivation of an appropriate style of life, creating an image of a healthy person, of a healthy lifestyle. The need for marketing of medical services due to the fact that consumer demand for health services has always been, is and will. Analysis of health statistics shows that, despite significant achievements in health care in certain areas of society as a whole becomes healthier. Reducing mortality from several diseases in developed countries is accompanied by demographic changes (aging population, declining birth rates), giving rise to the growth of chronic disease and disability. All this contributes to increased demand for medical services, which probably will continue to grow. Determining demographic segment of the consumer market in health care, we should first identify the most vulnerable in terms of health categories of people: children under 7 years old and elderly people aged 65 and older. Ceteris paribus a greater demand for services and medical supplies is typical for people with large financial incomes, high levels of education and culture, as well as for urban residents. Marketing of health services is possible and even necessary in the circumstances not only for private and insurance, but also the state of medicine. It should include a review of the needs of the population in the various medical services, information about the opportunities they provide, the formation and regulation of the medical services market.

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.

Characterization and analysis of the situation ...

Description of the situation and an analysis of the organization: products (general information about the organization of manufactured products), market (size and capacity of the market, the main development trends, consumer attitudes to products produced by the organization), the competitive environment (comparison of products manufactured organization with similar products of competitors on prices, quality, consumer attitudes, advertising support, etc.). Section 2. The objectives of marketing: strategic (to strengthen the financial position of the organization, increase its profitability, growth in production and development of new markets), intermediate (improving the quality of goods (services) and service culture, diversification of activities, etc.), support (rational use of available resources, organization and management improvement). Section 3. Events: market conditions of the goods (services) for a planned period ; identification of key areas for further research of the market in order to obtain the data necessary for program marketing for the future development of the nomenclature policy of the organization, formation of pricing policies, planning an advertising campaign and the choice of methods to promote sales; grouping events in time for their implementation. Section 4. Budget Marketing : calculation of the costs associated with implementing a marketing program (in countries with market economies, marketing budget health-medical services and medical supplies are usually equal to one-third of their ultimate value). In the Western European, American and Japanese firms, the aggregate marketing costs account for about half the final price many commodities. Of these, the advertising spent an average of 2-4%. In the U.S., the largest amount spent on advertising of medicines and perfumes and cosmetics - from 10 to 20% of turnover. [2] The central part of marketing research is the segmentation (decomposition) of the market, allowing potential customers to differentiate on a number of objective evidence in order to find the segment, the most promising to advance him the specific types of goods and services. Marketing in Healthcare. The principles of marketing can be carried out not only in trade and services, but also in health care. It is known that human health is the first priority need, followed by professional achievement, business success, recognition, etc. need to be healthy causes a person to be proactive in finding ways of healing and gives it a certain direction. the social and health care reform need to define the optimization supply, demand and consumption of health services, effective use of available resources and identify funding. At the same time, such aspects of the organization of health, as the ratio of population to the consumption of medical care, the dynamics of demand for various types of medical care, assessment of its quality, manufacturability and cost effectiveness never been analyzed and were not a criteria for evaluating the effectiveness of the industry.

At the same time the interests of the company ...

At the same time the interests of the company, customers and society as a whole do not always coincide. To achieve consensus concept of social and ethical marketing involves linking the company's goals with the needs of both individual consumers and society as a whole, not only with short-term but also long-lasting. In accordance with the manufacturer is forced to produce products for the environmentally sound technologies are not only useful but harmless to humans and the environment. Thus, when making marketing decisions should take into account three main factors: consumer interests, the interests of the company, the interests of society. Marketing system includes suppliers, marketing intermediaries and competitors, various public and governmental organizations, financial institutions, media, legislative bodies, take into account political, demographic, economic, scientific, technological and other spheres of public life. At the core of marketing strategy are five types of market activity: market segmentation, selection of target markets, the choice of methods to market, the choice of methods and tools for marketing, the timing of market entry. The concept of market segmentation based on the fact that each market consists of separate parts, including customers with different needs, consumer behavior and stereotype. Each segment is different in different marketing opportunities of certain goods (eg goods market for young people, older people, women, etc.). Before making any decision, Marketing Specialist must have detailed, accurate and timely information received. Marketing information system includes a subsystem of the internal accounting records (data on orders, sales, inventory levels, receivables, etc.), a subsystem of the external marketing data and marketing research (the study of consumer preferences, advertising effectiveness, market conditions, prices, placement principle production and storage facilities, product range, international market, the rights of consumers, the impact on the environment, market size, shares of firms in this market, market structure, sales volume, the views of customers and market demand, etc.). To study the demand in the consumer market should collect the following information: 1) that is purchased on the market, 2) why is purchased, and 3) who buys and 4) how the purchase, 5) when done buying, 6) where the purchase is carried out, 7) are similar goods sold on the market and at what prices, 8) how well-versed in consumer characteristics similar items. An important feature of the consumer market is the knowledge of market demand, ie the amount of certain goods that are sold annually in the region. The difference between the volume of sales and a potential capacity of the market shows the possible effectiveness of marketing in this area. When conducting market research should be allocated to the following sections [1]: Section 1.

Literature. Most medical ...

References. Great Medical Encyclopedia, Moscow, 1989, M. Woodley and A. Whelan, Therapeutic Guide University of Washington, M.1995, the SP Kapitsa, SP Kurdyumov, GG Malinetskii, Synergetics and projections of future , 1998 S. Kurdyumov, Malinetskii, Synergetics - the theory of self-organization, 2000 L.Levkovich-Maslyuk, on the edge of chaos and chaos, 1998 YP Lisitsyn, Handbook on Social Hygiene and Public Health Organization, M ., 1987 Malinetskii, Chaos. Impasses and paradoxes, hope, 1998 AF Serenko, VV Ermakov, BD Petrakov, Fundamentals of outpatient care to the population, M.1982, the NV Elshteyn, therapists and specialized medicine, Tallinn, 1973, 01/07/2002 Part-time chief internist Cherkessk (Yakovlev) Address: 369000, KCR, Cherkessk, st. Chervonoarmijs'ka 63, kv.19 Yakovlev, Gleb Ivanovich E-mail: gleb_y2000@mail.ru yglb@rambler.ru 

Marketing Strategy in Healthcare Management

YT Sharabchiev Minsk Marketing strategy in health care management Yu.T. Sharabchiev term "marketing" or "market management concept» (marketing concept of management), appeared in the late XIX - early XX century and literally means the market activity, work with the market. JR Evans and B. Berman [13] give the following definition of marketing: "Marketing - a prediction, control and satisfy the demand for goods, services and ideas through sharing." This implies that the objects of marketing can be not only goods, services and ideas, but people (politicians, actors, etc.), organizations (Red Cross, public funds), land (eg, resorts). F. Kotler [2] pointed out that marketing is an activity aimed at meeting human needs through exchange. Commodity - a means by which we can satisfy a need or solve a specific problem, ie, "Packaged" services. The idea of ??sharing leads to the concept of the market. Market - an area of ??potential exchanges. Once there is the potential for trade, then there is a market [2]. Modern marketing - a kind of "philosophy" of big business, which is a business associated with the direction of the flow of goods and services from producer to buyer or consumer. Using the marketing firm does not passively reacting to market phenomena, and conducting thoughtful and coordinated policy conquest of markets, on the one hand, fitting assortment of products to the market demands, on the other - actively forming needs and demands in order to achieve maximum profit. Japanese specialists in marketing say that should not sell what is produced, and produce what is bought. Marketing concept based on the fact that it is easier to offer something that meets the desires of customers than to persuade buyers to change their desires [2]. Marketing Management - a demand side management, conscious process aimed at achieving the desired volume of sales of goods in the target market.

Moreover, doctors of this specialty ...

Moreover, doctors of this specialty is really waiting for reform ("conversion, does not destroy the existing structure," Encyclopedic Dictionary). But, without waiting for the Ministry of Health has attracted more than a family doctor - Eyes on the USA. Meanwhile, there is a way to becoming a GP in a reputable specialist. Undoubted advantage of the principle of the precinct, primarily in the fact that the physician has the ability to quickly collegially with other professionals to solve the most complex issues in one place - in the clinic, using all the powerful resource of a single institution. (Family medicine abroad spontaneously evolves along this path, when several doctors of different specialties together for mutual professional). The industry has the opportunity to immediately address public events to provide medical assistance in emergency situations such as mass infectious diseases, and various emergency situations, when forces only MOE can not do, to carry out mass complex medical examinations, with the participation of several specialists, and others need a GP with a reorganization of responsibilities exemption from routine and low skilled work (receiving patients with acute catarrh of upper respiratory tract, acute rhinitis, etc.) that do not require medical expertise, takes him at least 30% of the time and effort, but, except for anger, no emotion no objections. Local doctor should turn from the dispatcher that distributes patients to specialists, an integrator of information about a patient obtained by all available means. Based on a complex of these data and should be carried out treatment and rehabilitation of sick district doctor. Such an algorithm is characteristic of highly-qualified consultants - it is such a doctor and should be the precinct. A family doctor can never rise to such heights by virtue of the concept of its tasks. He primarily a collector of information, greatly limited the personal level and personal opportunities. And this is - significant differences. Period bifurcation may occur in the near future. Statistics by region of the country shows that the present position of district therapists employed by 30% - 50%. Taking into account the holidays and temporary disability, the actual implementation of tasks falls on the shoulders of 20% - 40% of doctors from the proper number of them. Time «S» could be the first epidemic of influenza, which will highlight the impossibility of existing human potential therapists provide the population with the necessary medical care. "Replacer" local doctor - family doctor (general practitioner) in quantitative terms so few, that can not even take into account country-wide. The proposed administrative measures (to revive the distribution of graduates of medical schools) will provide only short-term effect - for the duration of compulsory mining, after which the brain drain will continue. The reorganization GP training and his duties are separate topic and therefore in this article are not considered.

This surgery (all variants), where ...

This is a surgery (all variants) in need of craft skills; obstetrics gynecology with the problems of reproduction, ie, separation from the flesh of the mother of a new being - the continuation and preservation of information support the species, pediatrics, controlling the parameters of child development before reaching maturity; therapeutic specialty (easy - therapy) - everything else. The concept of Soviet public health: the mass accessibility, free medical care resulting from the declared principles of the society of that time could not be realized in previous versions of medical care on a platform local doctor. The time has come «S», where translational motion is impossible because of the inefficiency of the concept, a different choice - the result is unknown. Point of instability - the bifurcation point (see chart), when the most insignificant is able to push to translate the development of the upper or lower branches. Must bow to genius founders of the Soviet health care for what has been found extremely accurate solution to the organization of the precinct therapeutic services - core health protection. Today, therapeutic office close to the next bifurcation point «S1». In view of the above reasons, it is likely that development can go on the lower branch, where a great danger, due to unforeseen contingencies, rather than regular bifurcation of a progressive development of "dumping" on the line of least resistance at the level of the concept already existed, exhausted and therefore appropriate for so-called underdeveloped countries. The specified path is marked by a dotted line. Fig. 2. The schedule of therapeutic services to a local peasant community of the principle of Soviet public health, the possible ways of further development in the post Soviet era. The dashed line indicates the possible directions that differ from the behavior when a random factor. Is there a more accurate version. You can tell - is. First, once again, for the sustained development requires a concept fundamentally different from that previously existed under the condition when operating has already exhausted itself on the level of stability (horizontal sections in the figure). And here we must note that the disruption of stability can occur as a result of natural causes and man-made when it comes to issues of organization management, as in this case the destruction of the system may occur not because of its imperfections, but because intentionally or unconsciously embedded solutions are illiterate. Until the fruit is not ripe, it is not necessary to pluck - quickly deteriorate and can not be used. While the new concept is not formed, can not destroy is available, because development itself is not through destruction, but through the gradual creation, which occurs with an acceleration in the ascending section, when the idea is understandable to the masses, they have adopted and enthusiastically implemented. Nothing like this in the therapeutic service no.

This brief review does not ...

In this brief review does not make sense to consider the merits and advantages of both systems, since this is another problem. Much more important to analyze why the family doctor remained in the west (and even then not in all countries), for some deep reasons he may or may not, conform to Russian problems. Family (general practitioner) is a continuation of the ideas Zemsky Russian doctor in the historical conditions of low availability and accessibility of health care. In fact - it brings services to the consumer. Before the local doctor was not the practice of free or affordable price compulsory service patients in the community. Exit to the people demanded the universality, which had a district doctor. The level of knowledge at that time (the information security profession) appropriate for the learning and retention of the necessary information a professional, and the possible effects (of treatment) were also quite modest. The physician was limited to primary care. Similar variations in the same era emerged in other Western countries. It was a very effective form of organization of medical affairs with plenty of features, but still she could not provide services to the entire population. She was not able to organize mass actions. Overseas payment of organizational and conceptual flaws in general practice was carried out by the country's wealth and investment of additional costs in episodic events, the development of subsidiary tool and paraclinical laboratory techniques, and finally, the strict regulation of completing the studies, the establishment of various schemes of diagnosis, given the number of available parameters who have been assigned to the category of diagnosis verification, etc. We see that the correction is carried out, mostly using linear statistical regularities. Despite all these improvements to achieve the desired mass coverage, access to health care, including skilled, failed. Of course, there are many other moments, but, adhering to the rules of allocation of "order parameters", we will not lose the mainstream discussion. Given the large amount of time in excess of average time intervals for the development processes of this level, we can predict that the institution of the family doctor is close to the bifurcation point. Parameters of the system does not match the level of age and needs of consumers. No matter how we have improved the coach, it is impossible to give the dynamics and possibilities of a modern car. The main task of general practice is to collect information and use it across several, fundamentally different specialties, each of which even within the medical profession requires specific knowledge and skills significantly different from the profession of physician and little to integrate with it. These include basic medical specialty, evolutionarily isolated on the principle of self-organizing systems, rather than voluntarist principle of fragmentation is optional.

Further development, as we know ...

Further development is known, must either go to the top of the curve (on schedule), or on the bottom, that depends entirely on the decisions taken and the competence of those who make these decisions. Thus, there are three ways in the two approaches: an unstable continuation of what we have, with some amendments do not alter radically the existing order (straight dotted line on the graph), the development of a "plus" on the rising branch in the well, well chosen new concept change the form itself or as part of the same, if possible, the development of a "minus" is actually a regression in the case of a false conception or not the relevant time, place and level of technology used information. The first way - the current state of therapeutic services with the "mechanical" reduction of the load at the doctor, due to fundamental limitations of professional information, preserving and increasing the amount of bureaucracy (piling up excessively overwrought reporting and records), use of physician time to perform work or unskilled work with dubious results. Little effective work without moral incentives and satisfaction leads to chronic stress, frustration and loss of motivation. For example, outreach work to identify diseases among the population without further provide recreational activities and causes alienation among health professionals and the public. And they both come to the conclusion that the failed job just for the sake of statistics - a pointless waste of time. In the medical profession, as experience shows, professional moments, compassion and duty are often at significantly higher than adequate remuneration. Loss of professional interest has a much greater effect on brain drain and fill. It is a psychological factor, contrary to all calculations the organizers of Health, showed himself as the laws of self-organizing systems. It seems that the moral aspects of the planning in this case were not taken into account. If we want to maintain an effective therapeutic service is an urgent need to revise the conceptual aspects of the medical practitioner, focusing on the return of his doctor's clinical features with the realities of new knowledge. The Ministry of Health, realizing the danger point near the bifurcation decides the revolutionary transformation of the service. Without further ado, and not in a position (unfortunately!) To offer a progressive concept of operation of the service, and the industry as a whole, a decision widely advertised option, "a well-proven history" - Zemsky, a modern sound - a family doctor, the more what is fashionable to make reforms on the western variant, where the institute is preserved. It does not take into account that the WHO, taking into account the many deficiencies in medical care organization on the principles of a family physician, recognized more progressive, efficient and economical institute GP GP Soviet public health and recommended it as a basic model, not only developing but also developed countries.

Increasingly, the situation began to emerge ...

Increasingly, began to arise a situation where a patient with a bundle of numerous studies and consultations could not find a specialist who can join, explain and apply the benefit of all of this information. Secondary changes occurred in the structure of hospital beds, as each newborn person must have had a hospital for "their" profile. Apologists for such reforms "discovered" for myself know how, according to which has been suggested to eliminate all of the major hospitals therapeutic beds. Psychological factor, indicating the instability of the system, began to manifest itself from an unexpected quarter, primarily in the outpatient service. That is where the massive problems is particularly important. Factors that fuel the growth of instability and leading to the emergence of a bifurcation phenomenon was the transition of social relations from a totalitarian regime to democracy, bypassing the authoritarian period. Collapsed a long time existed a system of distribution of young professionals, and therapeutic staff were progressively reduced. The influx of young doctors, there was partial staff shortage. The industry continues to operate due to be finalized until retirement and working pensioners. The system came close to the bifurcation (see Fig. 2), when you need an extraordinary solution to the development went along the upper branch, ie progressively. Policymakers understand the problems encountered, but decide largely opportunistic, and not calculated according to the laws of nonlinear dynamics. The situation poses very specific challenges: to overcome the psychological factor and create conditions for voluntary influx of young professionals who will be a force capable of resolving difficulties, finding the basis of real material interests, to revive a specialist who would be able to unite the scattered information and could implement it for the benefit of the patient ; solve organizational questions of massive medical interventions among the population, which until recently so successfully solved the precinct therapeutic service. Unexpected and extraordinary solutions, however, is not always indicative of their accuracy and appropriateness for all the original proposals. Stereotypes include the development of two basic approaches for solving such problems: Improving the existing system if it is conceptually corresponds to the period of development and had not exhausted options for effective functioning at entry to her organizational, methodological, technical and economic adjustments; complete replacement system for radical, revolutionary changed the concept of development in connection with the occurrence of significant discoveries and achievements, technologies, allowing a totally different way at a lower cost and with greater efficiency to obtain the results of different quality than that allowed its previous level. The first approach development continues normally in an evolutionary way. In the second path are all conditions for the occurrence of instability, with the bifurcation process.