Justification of the Choice of Pricing Strategy in the System of Marketing Management of Medical Institutions

Abstract

The purpose of the research. The article substantiates the theoretical and methodological foundations for choosing a pricing strategy within the system of marketing management of medical institutions under conditions of transformation of the medical services market, intensification of competition, digitalization of the healthcare sector, and changes in consumer behavior in the field of medical services. It is proved that under current conditions the price of a medical service no longer performs exclusively the function of revenue generation and is transformed into an important instrument of strategic marketing management that affects the competitiveness of medical institutions, their market positioning, the formation of patient trust, and the provision of financial sustainability. The specific features of the medical services market are identified, including the social significance of medical services, a high level of information asymmetry, the dominance of non-price competition, the significant role of trust in a medical institution, and the growing importance of digital channels of interaction with consumers. Methods. The study employs a set of general scientific and special research methods, including methods of theoretical generalization, system analysis, comparative analysis, classification, structural-logical generalization, and expert-analytical evaluation. Results. Based on the systematization of scientific approaches, the essence of pricing strategy as a component of marketing management of medical institutions is investigated. The key factors influencing the process of choosing a pricing strategy are generalized and grouped into market, competitive, behavioral, internal, digital, and socio-ethical categories. It is substantiated that an effective pricing strategy of a medical institution should take into account not only the level of costs and the competitive environment, but also patients' perception of the value of medical services, the level of trust in the healthcare institution, reputational characteristics, and the quality of service support. The article provides a comparative analysis of cost-based, competitive, premium, value-based, dynamic, and package pricing strategies of medical institutions and determines their advantages, limitations, and feasibility depending on the specifics of medical services and the type of medical institution. An expert-analytical assessment of the feasibility of applying various pricing strategies for multidisciplinary clinics, specialized medical centers, diagnostic institutions, dental clinics, telemedicine platforms, and rehabilitation centers has been conducted. Conclusions. The research results demonstrate that the most promising strategy for the healthcare sector is the value-based strategy, which makes it possible to combine the economic efficiency of medical institutions with a high level of trust, quality, and customer orientation of medical services. It is proved that under conditions of digital transformation, the most effective are combined pricing models integrating elements of value-based, competitive, package, and dynamic approaches. The practical significance of the obtained results lies in the possibility of applying the proposed approaches and analytical tools in the activities of private medical institutions for the formation of effective pricing strategies, enhancement of competitiveness, ensuring financial sustainability, and improvement of the marketing management system.