MECHANISM OF COMPETITIVENESS MANAGEMENT IN THE PUBLIC HEALTHCARE: A PRACTICAL ASPECT

Abstract

Healthcare is a key element of the state's national security. The effectiveness of the healthcare industry functioning is a relevant object of research today, especially after the outbreak of the COVID-19 pandemic, during which this sector globally demonstrated its potential and problems. It necessitates a comprehensive assessment of the competitiveness of the healthcare industry and institutions as an important component of their effective management. The objects of the research are public healthcare and institutions as service organizations. The purpose is to develop a scientific-methodical approach to managing the competitiveness in the country’s healthcare industry. That is, the research is aimed at developing a market-oriented competitiveness management mechanism for public healthcare institutions. The construction of the mechanism is based on the analysis of statistical data on Ukrainian healthcare institutions according to indicators based on the "7P" marketing concept. Clustering methods, an integral indicator of competitiveness, and multidimensional methods of taxonomic analysis were also used for assessing the level of competitiveness of healthcare institutions and the comparative effectiveness of alternative measures to increase it.