Abstract:
The article dedicated to analysing the changes in the paradigm of
healthcare marketing amid the transformation of the healthcare system, shaping its
modern model, and identifying prospective directions for its implementation in the
management of healthcare organizations. To achieve this goal, the authors applied
various methods, including a systematic approach, analysis, synthesis, induction, deduction, comparison, and graphical methods, during the study of the
evolution of healthcare marketing approaches and the assessment of the new
paradigm’s impact on the healthcare system and its key stakeholders—healthcare
organizations and patients. Because of the research, the authors have identified an
active transformation of the modern healthcare marketing paradigm under the
influence of digital technology integration (Big Data, artificial intelligence,
telemedicine, wearable devices, the Internet of Things (IoT), and others). The authors
outlined the primary approaches—patient-centred, value-based, informationcommunication-
oriented, and behavioural—that shape a new conceptual model
addressing contemporary challenges in the healthcare system. Significant attention in
the article is devoted to the patient-centred approach, which serves as the foundation
for utilizing innovative marketing tools in healthcare management. The authors argue
that the ongoing processes in the paradigm of healthcare marketing will contribute to
achieving the following outcomes: ensuring an appropriate quality level of healthcare
through standardization and the implementation of innovative technologies; expanding
patient access to services, especially in remote regions, via telemedicine and digital
platforms; optimizing costs and increasing the profitability of healthcare
organizations; fostering trust and patient loyalty through transparency, service
quality, and innovation; improving the psychological well-being of patients through
personalization, emotional support, and active involvement in the treatment process;
ensuring cultural and spiritual needs of patients are considered in service delivery;
and raising patient awareness regarding their rights, health status, and potential
treatment options. The authors propose the following directions for further research:
evaluating the effectiveness of digital technologies and their impact on patient
satisfaction and the performance of healthcare organizations; investigating ethical
aspects in the application of digital marketing technologies; and analysing the features
of regional marketing strategies, considering local socio-economic conditions.
