CHARACTERISTICS OF MARKETING ACTIVITIES IN THE HEALTHCARE SYSTEM

• Muminova Dono Fakhrtdinovna

  Assistant, Department of Fundamental Medical Disciplines Kimyo International University in Tashkent

  Author

• Royfe Milana Shmulevna

  3rd-Year Student, Faculty of Medicine Kimyo International University in Tashkent

  Author

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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