MARKETING RESEARCH OF PENZA MARKET OF PRIVATE MEDICAL SERVICES 

Sherstobitova Tat'yana Ivanovna, Candidate of economic sciences, associate professor, sub-department of marketing, commerce and service, Penza State University (40 Krasnaya street, Penza, Russia), tat13392520@yandex.ru
Semerkova Lyubov' Nikolaevna, Doctor of economic sciences, professor, sub-department of marketing, commerce and service, Penza State University (40 Krasnaya street, Penza, Russia), penzamarketing@mail.ru
Kukhtinova Lyudmila Georgievna, Doctor of economic sciences, associate professor, sub-department of management and economic security, Penza State University (40 Krasnaya street, Penza, Russia), lgk-penza@mail.ru

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Background. In conditions of reduction of state funding of national healthcare private medicine should be recognized as an alternative in providing medical care to the population on the basis of price/quality ratio. Development of such services, guided, as all others, by the criteria of consumer satisfaction and company profit, has its on specificity assotiated with socioethical aspects. The article considers formation prospects of national private medicine in terms of the given aspects as well as legal and economic factors.
Materials and methods. The research methodology was based on the works by Russian scientists in the field of healthcare and medical services market. The authors used their own technique of researching consumer’s attitude to medicine, on the basis of which the periodical examinations of the medical services market in Penza were carried out in 2009–2014.
Results. The authors analyzed and revealed the differences in approaches to understanding of the medical service, that allowed to determine the demand features therefor. The article introduces the results of examining the attitude towards private medicine, showing a positive trend of its perception in 2009–2014. The study considers the problems and prospects of private medicine development in conditions of a crisis.
Conclusions. Changes in the system of medical insurance to a large extent influence the development of private medicine. Despite quite positive population’s attitude to it and quite a stable demand, it is necessary to point out a rise of competition among both private centers and state medical institutions. In the economic crisis conditions the authors expect further structuring of the present market and stability maintenance at the expense of low-budget services.

marketing research, private medicine, medical prophylactic institutions, medical aid, medical service, medical insurance, demand for medical services.

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