MARKETING TOOLS FOR PRICING IN THE CONTEXT OF HEALTHCARE INDUSTRY TRANSFORMATION

Abstract

The relevance of the study is due to the current challenges in the healthcare sector associated with rising healthcare costs, changing demand for medical services and increasing competitive pressure under the influence of globalisation, development of digital technologies and introduction of artificial intelligence. The purpose of the article is to identify the main tools of marketing pricing in the medical sector and the specifics of their application in the current conditions of transformation of the medical industry. Methodological techniques used in the study: analysis and synthesis method – to characterise the theoretical aspects of pricing, comparative analysis – to assess approaches to pricing in different medical institutions, statistical and analytical methods – to collect and analyse statistical data on the cost of medical services, generalisation method – to formulate conclusions and results of the study. Results of the study. The article examines the process of pricing policy formation in the medical sector in the context of the transformation of global healthcare needs and the growth of investment in research and development, digitalization of medicine and the intervention of artificial intelligence in treatment processes. The essence of the pricing process is revealed through the implementation of its successive stages. The main marketing tools and peculiarities of their application in the medical sphere are considered. The optimal approaches to pricing in the healthcare sector that can improve the efficiency of medical institutions and ensure the availability of services for patients are identified.