Marketing strategy of a medical organization: theoretical foundations, methodological approaches and the regulatory context of 2026

The article examines the theoretical foundations and methodological approaches to the development of a marketing strategy for a medical organization in the context of significant regulatory changes in 2025-2026. The relationship between marketing strategy and the overall management strategy of an organization is analyzed; the transition from a subordination model to an integration model of strategic management is justified as the most appropriate approach for organizations operating in socially sensitive segments of the medical services market. The impact of amendments to the Federal Law «On Advertising» and the Federal Law «On Personal Data», which came into force in 2026, on the formation of the marketing strategy of a medical organization is analyzed: the introduction of the ERIR 2.0 system, restrictions on the use of sensitive personal data in advertising campaigns, and mandatory labeling of AI-generated content. Classical and modern methodological approaches to the development and evaluation of marketing strategy effectiveness are systematized in relation to the specifics of narcological and psychiatric medical organizations. The strategic expediency of the Zero-Party Data model is substantiated as a tool ensuring compliance with updated legislation and forming a sustainable competitive advantage. The conclusion is drawn about the need to integrate marketing, legal, digital and operational functions into a unified strategic planning system of a medical organization.