Healthcare management and marketing : manual textbook

Abstract

The basic concepts of management in healthcare are considered as a scientifically based management process, in particular, at the micro-level: healthcare institutions of public and private ownership, and at the macro-level: national health systems. The basic principles of personnel management in healthcare institutions, the specifics of personnel policy and recruitment in medical institutions, the basics of remuneration in healthcare, basic forms and systems of remuneration of medical personnel and motivational mechanisms of medical personnel management are given. The essence of financial and economic relations and processes in healthcare, the financial environment, the main models and systems of healthcare financing are presented. The basic principles and basic concepts of strategic management in healthcare, the features of strategic planning of healthcare institutions are described. The basic concepts of marketing in healthcare, the functioning of the medical services market and the directions of marketing research, the prospects for the use of medical marketing in healthcare are considered. The features of a comprehensive market study in the healthcare marketing system, the possibility of using marketing models and the features of positioning medical services in the market are presented. The basics of pricing in healthcare are considered, in particular, the emphasis is placed on the structure of the price of medical services and the features of pricing in healthcare at the state level. The basic fundamentals and basic concepts of strategic marketing in healthcare are given. The emphasis is placed on marketing strategies in the healthcare management system and the process of their development. The features of strategic marketing planning based on the technologies of strategic analysis and marketing business planning in medicine are considered. The training manual is intended for applicants of higher education and teachers of medical specialties of institutions of higher education. Also, the material of the training manual can be useful to a wide range of users interested in studying management and marketing in healthcare.