Principles of integrating marketing strategy into the private medical care industry

the purpose of the study is to determine the main tools for integrating a marketing strategy in the private medical care industry. Methods: the work lists business models that help conduct external and internal business analysis to make fair management decisions. Results: the study considers the most practically applicable business models that cover the issues of forming a list of services, a service system and attracting attention to objects of the commercial medical care industry. Thanks to a clear structure, desk research of the market and the commercial medicine industry can form the basis of an updated marketing strategy for the development of the private medical treatment industry. Conclusions: the principle of customer focus helps to bring the enterprise to a new level of development. The more attentive a business is to its clients, the more indispensable it becomes for clients. This trend is especially visible in the medical care industry. Where the human factor is more important than anywhere else. Modern business modeling tools help to structure data and look at the work of the clinic from different angles.

customer focus, marketing strategy, market, integration, business model, AIDA, Kotler's five-level model, Product-Service positioning matrix