Marketing in Public Health Care (Marketing in Public Health Services?)

The present article represents analytical research of legitimacy of application of marketing actions in modern Russian system of public health services.

The studying is based on understanding of a classical role of marketing as a kind of the management activity for condi-tions what main target is achievement of higher profitability, i.e. profit maximizations.

First of all authors mark for this purpose it is necessary in the medical services system there are good-monetary ex-change relations between the manufacturer and the consumer by their purchase and sale.

Marketing is applicable under indispensable conditions when accountings was used on actual volumes for the rendered medical services and presence of the competitive environment between medical facilities.

Bright example of absence of such relations there are systems which are financed only from the state budget and in which the distributive mechanism of allocation of assignments predominates. At strong budgetary financing the basic economic indicator - profit can't be used. Therefore profitability of the using term «profit» is absolutely not applicable here. Hence, the conclusion is obvious: there is no possibility to apply classical marketing.

As opposite example the state system of obligatory medical insurance (OMI) in which market interests and relations, ac-countings for the executed volumes of medical services take place and in which competitive mechanisms of regulation and managing are shown serves. However, a profit indicator it is not formed by legislation. But financial results of activity contain expenses which on their character should be classified uses as conditional profit. It is an indicator of conditional profit it is possible to apply to an estimation of efficiency of managing.

An activity of the state medical institutions in system OMI which are the overwhelming majority, is regulated by state management structures of public health services. Their any evolution is defined by controls state establishment. Therefore to speak about a marketing of state medical facilities let even working in system OMI, it is problematic.

But at the same time, quality of medical services is one of the major aspects of activity of establishment.

Authors allocate the major factors influencing quality of medical-diagnostic services. In their number they include: 1) professionalism of the medical personnel, 2) productivity of medical products, 3) conditions of comfortable service, 4) efficiency of medical-diagnostic equipment, 5) attentiveness of the personnel to patients.

Detailed studying of each this factor leads authors to conclusions that prices and patients control, stimulated by their possible participation in the co-paying medical services can be tools of regulation of quality.