Iii международная научно-практическая конференция

MARKETING IN HEALTHCARE PROSPECTS AND
CHALLENGES IN RUSSIA 
Sadurdinov A. O. 
Kazan State Medical University 
(Kazan, Russia) 
 
Annotation.
The problem of marketing in the healthcare sector is currently 
relevant, because it’s associated, first of all, with the distribution of financial 
obligations between the main economic actors, which are represented by the state, 
medical institutions, corporations and individuals. It’s important to note, that this 
engagement process is based on a comparison of the benefits they will ultimately 
receive. 
Key words: 
marketing, healthcare, prospects and opportunities, Russia. 
Public health is one of the key intangible assets that determines the dynamics 
of the socio-economic development of the Russian Federation. Questions concerning 
the financial provision of medical services to the population are based on the 
structure of their organizational and economic relations. 
The increased involvement of the private sector in health care is one of the 
most fundamental trends associated with the influence of neoliberalism on the politics 
of the most economically developed countries. 
Nowadays, the following reasons for the development of marketing relations in 
the healthcare sector can be distinguished in Russia. The main reasons are presented 
in the theses below: 

fast pace of globalization; 

increasing difficulties in the functioning of the pharmaceutical business; 

a pragmatic approach to healthcare due to digital transformation, which 
has affected healthcare services and services. 

---

III Международная научно-практическая конференция
 
164 
III International Scientific and Practical Conference 
The commercialization of the medical structure is also represented by a variety 
of forms. Doctors become co-owners of commercial medical organizations and can 
also recommend them to their clients. Particularly, medical staff are partners of 
pharmaceutical companies, receive monetary privileges and "bonuses" from such 
cooperation [1]. 
The marketing strategies used by medical technology and drug providers also 
involve physicians who act as liaisons between companies and customers to deliver 
their services. Medical practice faces ethical problems, so commercialization is a real 
challenge for the entire system. Market relations call for a specific type of behavior 
that is based on the sale of goods and services, which is contrary to the traditional 
values of medicine. There are also problems associated with corruption mechanisms 
that involve doctors and other medical personnel in financial schemes in order to 
“promote” certain medicines, services and devices in this sector. 
The development of marketing has reached such proportions that in the era of 
globalization with the development of information technology, the problem has 
acquired a large-scale scope in Russia. Medical services, according to the economy of 
market relations, can be distributed using a variety of media platforms. Currently, the 
main source of promotion of medical services were radios, print media resources 
(catalogs, newspapers, outdoor advertising, etc.). With the spread of television in all 
developed and developing countries of the world, medical technologies and drugs 
began to be actively advertised with the help of small commercials, where the 
contacts of medical centers were necessarily indicated, as well as phones for 
purchasing goods from suppliers [2]. 
The post-socialist countries, as exemplified by Russia, show, that social 
programs should provide citizens with high-quality medical care. They must function 
and develop, which doesn’t slow down the process of extremely active integration of 
the business sector into the medical system. Medical services remain free, but its 
quality, as you know, may deteriorate, which is associated with poor funding of the 
medical sector, so people began to turn to private specialized clinics. 
"Commercialization" of medicinal products has become such a common 
occurrence that in ordinary grocery hypermarkets in the cosmetics departments, 
medicines, dietary supplements and sports nutrition are sold. The same goes for the 
excessive use of fortified supplements, which can be harmful to a person. As a rule, 
people are guided by reviews to find out how a particular product works. 
Consequently, this is largely due to the development of marketing in the healthcare 
sector. 
With the advent of innovative technologies that are being actively implemented 
in all spheres of human life, the medical industry is developing at an even more rapid 
pace, because now it’s possible to track diseases, identify them and treat them in 
advance. Among other things, people can use bionic prostheses, because, thanks to 
the development of the media, they will learn about such an opportunity, which is 
also not cheap. At the same time, the development of digital technologies will help to 
take a fresh look at the entire medical system and its effectiveness. Government 

---