Export of medical services: how to increase the competitiveness of Russian healthcare organizations

Abstract

The goal of the Federal Project “Development of the export of medical services, approved by the Government of the Russian Federation in 2019 (included in the national project ‘Healthcare’) is to increase the export of Russian medical services by 4 times (in US dollars) by 2025. In this regard, a special role is played by the professional and ethical characteristics of medical personnel, which can have a significant impact on improving the competitiveness of medical organizations. One of these competitive advantages can be the introduction of a special corporate culture of personnel in Russian medical organizations, which includes taking into account the interests of patients belonging to different ethnic and religious groups. The purpose of the study: to determine the competitiveness of Russia in the field of export of medical services and to consider ways to improve it (competitiveness), in particular, through the introduction of a corporate culture aimed at taking into account the interests of various confessional and ethnic groups of the personnel of medical organizations. Methodology: analysis of secondary data and publications on the research topic. Results: based on the analysis of secondary data, as well as publications on the topic of the study, Russia’s place in the field of medical services export is determined, the competitive advantages and disadvantages of Russian medical services from the point of view of the 5P model of the marketing complex are revealed. It is proposed to improve the corporate culture of the personnel of Russian medical organizations. Discussion: one of the possible ways to improve the basics of corporate culture is to provide additional training for staff on the basics of interaction with patients belonging to different ethnic and religious groups. Conclusion: improving the competitiveness of Russian medical organizations can be achieved by competently promoting the quality characteristics of the staff, such as a tolerant attitude towards patients belonging to different religious and ethnic groups, and taking into account their interests in the process of treatment and interaction.