Marketing of Healthcare Organizations

Technologies of Public-Private Partnership

By:
Elena S. Akopova, Rostov State University of Economics
Natalia V. Przhedetskaya, Rostov State University of Economics
Yuri V. Przhedetsky, Rostov Cancer Research Institute
Kseniya V. Borzenko, Rostov State University of Economics

A volume in the series: Advances in Research on Russian Business and Management. Editor(s): Elena G. Popkova, MGIMO University.

Published 2020

The book is devoted to substantiating the necessity for starting and supporting the high level of marketing activity of modern healthcare organizations that function in the market conditions under the influence of the competition mechanism. The authors substantiate that state-funded healthcare organizations in Russia, which are the basis of the Russian market of medical services, face the deficit of financial resources and do not have sufficient flexibility for high marketing activity and supporting their competitiveness, which leads to growth of dissatisfaction of society with the healthcare sphere on the whole and increase of demand for services of private organizations of healthcare.

The authors show that a perspective solution to this problem is usage of technologies of public-private partnership, which allow conducting deregulation and attracting private investments into development of state organizations of healthcare, thus creating favorable conditions and stimuli for activation of their marketing activities. Recommendations for application of the mechanism of public-private partnership to development of marketing of healthcare organizations in modern Russia are offered.

CONTENTS
Introduction. SECTION I: FOUNDATIONS OF STUDYING THE THEORY OF MARKETING OF NONPROFIT ORGANIZATIONS AND THE MECHANISM OF PUBLIC-PRIVATE PARTNERSHIP CHAPTER 1: The Conceptual Provisions of the Theory of Marketing of Healthcare Organizations. CHAPTER 2: Marketing of Nonprofit Organizations in Business-Oriented Economy: New Challenges and Priorities. CHAPTER 3: Public-Private Partnership as a Mechanism of Increase of Effectiveness of Marketing Activities. SECTION II: THE MODERN RUSSIAN PRACTICE OF MARKETING OF HEALTHCARE ORGANIZATIONS AND THE EFFECT OF THE SYSTEM OF PUBLIC-PRIVATE PARTNERSHIP CHAPTER 4: Tendencies and Problems of Development of Marketing of Healthcare Organizations in Modern Russia. CHAPTER 5: Preconditions and Perspectives of Development of Marketing of Healthcare Organizations in Modern Russia. CHAPTER 6: Peculiarities of Functioning of the System of Public-Private Partnership in Modern Russia. SECTION III: POSSIBILITIES AND RECOMMENDATIONS FOR APPLICATION OF THE MECHANISM OF PUBLIC-PRIVATE PARTNERSHIP TO DEVELOPMENT OF MARKETING OF HEALTHCARE ORGANIZATIONS IN MODERN RUSSIA CHAPTER 7: Current Tendencies of Development of Marketing of Healthcare Organizations With the help of Public-Private Partnership n Modern Russia. CHAPTER 8: The Mechanism of Development of Marketing of Healthcare Organizations With the Help of Public-Private Partnership. CHAPTER 9: The Algorithm of Applying the Mechanism of Development of Marketing of Healthcare Organizations With the Help of Public-Private Partnership in Modern Russia. Conclusions. About the Authors.