Effective marketing approaches in the healthcare system: challenges and opportunities

Modern markets are characterized by a high degree of competition, where each company is faced with the need to compete for the attention of customers in conditions of constant shortage of resources. Effective planning of a marketing strategy and flexibility in its adjustment become key to maintaining positions, because marketing is based on the principle of meeting a wide range of public needs and personal desires of people. In fact, it is the inexhaustibility of these needs that makes the use of marketing tools particularly effective and ensures the stable success of the company in the market. The implementation of a marketing strategy in the company's management provides for a clear division of activities into strategic and operational levels. Strategic marketing focuses on long-term planning and the search for empathy for permanent competitive advantages and implies an analysis of the effectiveness of marketing decisions, which is carried out at several levels, each of which corresponds to a specific stage of strategic planning.