THE IMPACT OF COVID-19 ON THE MARKETING ACTIVITIES OF MEDICAL INSTITUTIONS

Abstract

The article is devoted to topical issues of the COVID-19 impact on the marketing activities of medical institutions. Attention is paid to the analysis of the main innovations in medical marketing that arose in response to the challenges caused by the coronavirus pandemic. The authors paid attention to the maintenance of pages in social networks, setting up targeted advertising, developing health care websites, partnerships between medical institutions, virtual help of doctors and others. Using the example of the medical center, the introduction of new marketing trends into the work of the medical institution is described (digitization, upgrade of pages in social networks, implementation of online patient appointments, maintenance of expert accounts, online appointment). The advantages of introducing such innovations into the activities of medical institutions and the prospects for their improvement have been studied.

Keywords

• marketing activity
• pandemic
• covid-19
• marketing strategy
• regional system of medical institutions