MARKETING APPROACH IN MANAGING DENTAL SERVICES IN MODERN CONDITIONS

Abstract

Currently, due to market economic conditions, the efficiency of management of a medical institution has decreased. Problems of managing healthcare in general and dental services in particular, have become the subject of scientific research. Management of dental clinics remains one of the less developed sections of scientific knowledge, in terms of scale and social significance. Literary sources report the uselessness of management in socialist healthcare as such. Functions such as planning, marketing, monitoring and reengineering processes were not in demand. Therefore, most managers of dental clinics do not have experience in managing in a competitive environment. The problem of acquiring knowledge about the sociological and socio-psychological characteristics of medical teams is a necessity in the practical activities of managers of medical organizations. The purpose of the study was to review domestic and foreign literature sources to analyze the need for the concept of marketing management of dental clinics. Material and methods. A review of the available Russian and foreign scientific literature over the past 10 years has been carried out, which allows us to more fully evaluate the concepts of marketing management proposed by many authors. Results and discussion. In our opinion, the main goal of marketing management should be to consider meeting the current and potential needs of the population for dental services. The concept of marketing medical dental services impoverishes its content, since the scope of marketing activities is much wider. In our opinion, marketing management in the field of dental services is the science of organizing and regulating the system of providing services and goods in accordance with the needs of the population, aimed at maintaining and strengthening the dental health of the population, reducing dental morbidity, increasing the duration and quality of life. Conclusions. 1. The main reasons causing shortcomings and problems in the management of dental services in general have been identified. 2. The introduction of modern technologies, theoretical approaches and strategic management mechanisms that correspond to the principles of the development of market relations into the management of dental services will ensure further organizational and managerial development of dentistry.