Mishchuk A. Marketing competitive strategy formation for health care organizations in the market of healthcare services

The thesis is devoted to the improvement of theoretical and methodological foundations and the development of scientific and practical recommendations for the marketing competitive strategies formation of health care organizations (HCOs) in the market of healthcare services. The focus on the concept of value based competition in health care is the main feature of competition in the market of healthcare services. It is based on the generalization of theoretical positions and scientific developments. The HCOs activities complicating factors list has been extended. It includes: healthcare services quality, health insurance, services production and consumption at the same time, time factors exceptional importance, imperfect competition, legal status of organizations, information asymmetry, state regulation. The structural and logical conceptual scheme of marketing competitive strategy formation for HCOs and the model «Competition – consumer satisfaction» are offered. It allowed to confirm and implement the main idea of the study – the relationship between competition and patient satisfaction through the implementation of selected marketing competitive strategy.