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Main arrow Archive of previous Issues arrow ╣4 2014 (38) arrow Marketing analysis of community need in biosocial and information technologies in the context of therapeutic resort
Marketing analysis of community need in biosocial and information technologies in the context of therapeutic resort Print
Monday, 01 September 2014

S.V. Korolev
Central clinical hospital of the Russian Academy of Sciences, Moscow

Abstract. Background. Active restructuring of the national healthcare is impossible without improving management of healthcare. Introduction of market relations into the work of health care facilities including health resorts makes the managers focus on marketing processes on analyzing and meeting demands for all types of health services. Therapeutic resorts that produce and sell rehabilitation and therapeutic services should focus on shaping demand for services and practicing and developing certain marketing activities with due regard to the type of services demanded. Knowing profile of consumers of therapeutic and educational services becomes, therefore, of great value.

The aim of the study was to analyze demand for health-preserving information technologies among consumers of therapeutic resort services to achieve greater success in developing appreciation of health value and demand for preserving health among people.

Objectives included the following: a) to analyze attitude of patients towards their education in healthy life style at therapeutic resorts; b) to identify major health-preserving technologies and knowledge of maintaining and preserving good health among the patients.

Results. The analysis showed that the highest demand was identified among male respondents of older age groups with poor health, with cardiovascular diseases especially with co-morbidities that develop less than 5 years ago, that are highly medically active, and that associate their disease with unhealthy life style and rate their knowledge of healthy life style as satisfactory or poor. Such factors as ability to pay and social status of patients affect demand for health-preserving technologies.

Practical implications. The study results help legitimately include rehabilitation and therapeutic treatment in the list of guaranteed social services for people with chronic conditions, and disabled people that need social protection.

Keywords: health-preserving technologies; patients; therapeutic resort; rehabilitation; demand.


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