Кафедра маркетингу

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https://elar.khmnu.edu.ua/handle/123456789/570

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Перегляд Кафедра маркетингу за Автор "Chekalovska, Halyna"

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    Документ
    Marketing research medical service delivery in rural areas aligned to international quality standards: financial aspect
    (2025) Telnov, Anatolii; Reshmidilova, Svitlana; Chekalovska, Halyna
    The article conducts marketing research on medical service delivery in rural areas. The dynamics of healthcare spending in Ukraine were established and these indicators were forecasted for 2025. The forecast of out-of-pocket expenses of patients showed a tendency to increase, which indicates the presence of significant financial obstacles in access to medical services and the lack of financial protection of the population. An analysis of the dynamics of the number of rural settlements on the territory of which paramedical and obstetric stations are located was carried out. The number of medical workers who provided medical services to the population in rural areas for 2014-2023 was analyzed. A forecast of the development of the situation for 2024-2025 was made using the equation of a straight line and a second-order parabola. A trend was established according to which residents of villages are limited in the right to receive emergency medical care compared to the urban population. A SWOT analysis of the marketing environment of rural medical institutions was carried out, which confirmed the results of the forecast. The necessity of applying a series of international ISO quality standards is substantiated in order to prevent risks and possible threats in the activities of medical institutions. The need to develop a program of financial support for the rural population, ensuring their financial protection, state policy for the social development of villages and resolving issues of preserving rural medical institutions and staffing is substantiated. The formulated recommendations for the implementation of international standards in the activities of medical institutions will contribute to the realization of financial and economic benefits through the application of principles, methods and tools of quality management, which will enable medical institutions to improve the quality of services and achieve sustainable success.