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.
