Management of the personnel potential of a medical organization: marketing approach

The relevance of managing the personnel potential and providing conditions for the continuous professional development of specialists is described in the proposed material. Competent use of employee potential and activation of unused knowledge and abilities has a positive impact on the personnel as a whole. The subject of the research is presented as managerial, socio-economic relations that arise in the process of developing and implementing a set of measures to manage the personnel potential in the management system of a medical organization. The goals outlined in the work require theoretical substantiation and development of recommendations for optimizing the mechanism for managing the personnel potential in medical organizations. The authors have developed a set of measures to manage the element of personnel potential (the experience of the personnel of a medical organization), which is based on the use of marketing tools, including building a profile of an internal client (employee of an organization), analyzing the employee’s life cycle, an internal marketing strategy connected with motivation, involvement and loyalty of the personnel. The proposed scope of application refers to the fact that the developed methodological recommendations and indicators can be used in all medical organizations to assess the system of personnel potential management. On the grounds of such an assessment, a conclusion can be made about the advisability of correcting certain career planning activities or about revising the entire system of personnel development managing. In conclusion, the authors evaluated the effectiveness of the recommended measures that will help manage human resources through the profiles, experience and involvement of employees, what would allow the heads of medical organizations to build an effective strategy for managing medical personnel, and as a result, improve the efficiency and work of organizations as a whole.