CHARACTERISTICS OF MARKETING ACTIVITIES IN THE HEALTHCARE SYSTEM
Abstract
In the context of ongoing transformations of healthcare systems driven by demographic changes, technological advancement, and increasing public expectations, healthcare marketing has emerged as a critical instrument of socio-economic governance in the sector. According to the definition proposed by the American Medical Association, healthcare marketing is a comprehensive managerial process encompassing the planning, economic justification, and control of medical service provision, pricing strategies for preventive and curative care, promotion of healthcare services and medical products, and management of their delivery to consumers. This definition highlights the systemic nature of healthcare marketing, which extends beyond purely commercial objectives and is closely linked to public health outcomes.
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