Private Healthcare Market in Russia: a Marketologist View
E. A. Tarasenko, M. M. Dvoryashina
National Research University Higher School of Economics
Keywords: маркетинг медицинских услуг, рынок частной медицины, ценностно-ориентированное здравоохранение, сервисная составляющая, уберизация и макдональдизация, маркетинг взаимодействия, healthcare marketing, private healthcare market, value-based healthcare, servitization of healthcare, uberization and McDonaldization of healthcare, marketing interaction
Abstract
The article analyzes the marketing innovations of private medical clinics as a significant internal driver of transformation and development of the private healthcare market in Russia. The transformation of private healthcare market, with high rate of dissemination of professional practices and new formats of activity, business models and value propositions, directly affects the structure and volume of the market potential of private medical clinics. Product innovations, which are the basis for the value proposition and positioning of medical clinics, are forming new segments of Russian private healthcare market. The authors identified main directions of the formation of innovative product categories in the market of private healthcare in Russia such as multi-products, highly specialized medical services, highly specialized medical care, “accessible clinic” format, anti-age medicine, pain-free dentistry with gamification elements.
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