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Studying The Specific Features of Marketing Surveillance in Forming Business Models in Medical Organizations
Corresponding Author(s) : Abdumalikov Shoxjahon Jaloliddin O‘g‘li
American Journal of Economics and Business Management,
Vol. 8 No. 4 (2025): April
Abstract
This article highlights the role and importance of marketing research in the process of forming modern business models in the activities of medical organizations. Through marketing research, the health status of the population, its needs, and the level of demand for services are determined, and on this basis, an effective set of services is developed. The specific features of marketing in the medical field are determined by the need to adhere to ethical standards, gain the trust of patients, and adapt services to social strata. The article also analyzes practical methods, innovative approaches, and tools such as SWOT analysis used in creating a business model. The results of the research serve to improve strategic planning and quality of service in medical institutions.
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- M. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors. Moscow: Alpina Publisher, 2019.
- R. Yu. Abdullaev, Economic Reforms and Effective Management in the Healthcare System. Tashkent: Science and Technology, 2019.
- P. Kotler and N. R. Lee, Good Works!: Marketing and Corporate Initiatives that Build a Better World... and the Bottom Line. Hoboken: Wiley, 2011.
- D. R. Anderson and R. A. Camacho, Healthcare Operations Management. Chicago: Health Administration Press, 2019.
- L. L. Berry and N. Bendapudi, Managing Service Quality in Healthcare. New York: McGraw-Hill, 2004.
- World Health Organization, Marketing and Communication for Health: Best Practices. Geneva: WHO Press, 2021.
- P. Kotler and K. L. Keller, Marketing Management, 15th ed. Moscow: Williams, 2016.
- U. Yu. Juraev, Medical Services and Innovative Management. Samarkand: SamDU Publishing House, 2021.
- Sh. Kh. Toshpulatova, Medical Services Market and Marketing Strategy. Tashkent: TDIU Publishing House, 2020.
- R. G. Cooper and S. J. Edgett, Product Innovation and Technology Strategy, 3rd ed. Boston: Stage-Gate International, 2010.
- M. Porter and E. Teisberg, Redefining Health Care: Creating Value-Based Competition on Results. Boston: Harvard Business Review Press, 2006.
- C. Lovelock and J. Wirtz, Services Marketing: People, Technology, Strategy, 8th ed. Boston: Pearson, 2015.
- R. McDermott and G. N. Stock, "Strategic Benchmarking for Healthcare Organizations," J. Healthc. Manag., vol. 46, no. 6, pp. 370–380, 2001.
- V. A. Zeithaml, L. L. Berry, and A. Parasuraman, "The Behavioral Consequences of Service Quality," J. Mark., vol. 60, no. 2, pp. 31–46, 1996.
- A. A. Buriev, "The Impact of Marketing Research on the Healthcare System," Econ. Anal. Innov., vol. 3, no. 17, pp. 102–108, 2022.
- D. A. Shore, The Trust Prescription for Healthcare: Building Your Reputation with Consumers. New York: Health Administration Press, 2007.
References
M. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors. Moscow: Alpina Publisher, 2019.
R. Yu. Abdullaev, Economic Reforms and Effective Management in the Healthcare System. Tashkent: Science and Technology, 2019.
P. Kotler and N. R. Lee, Good Works!: Marketing and Corporate Initiatives that Build a Better World... and the Bottom Line. Hoboken: Wiley, 2011.
D. R. Anderson and R. A. Camacho, Healthcare Operations Management. Chicago: Health Administration Press, 2019.
L. L. Berry and N. Bendapudi, Managing Service Quality in Healthcare. New York: McGraw-Hill, 2004.
World Health Organization, Marketing and Communication for Health: Best Practices. Geneva: WHO Press, 2021.
P. Kotler and K. L. Keller, Marketing Management, 15th ed. Moscow: Williams, 2016.
U. Yu. Juraev, Medical Services and Innovative Management. Samarkand: SamDU Publishing House, 2021.
Sh. Kh. Toshpulatova, Medical Services Market and Marketing Strategy. Tashkent: TDIU Publishing House, 2020.
R. G. Cooper and S. J. Edgett, Product Innovation and Technology Strategy, 3rd ed. Boston: Stage-Gate International, 2010.
M. Porter and E. Teisberg, Redefining Health Care: Creating Value-Based Competition on Results. Boston: Harvard Business Review Press, 2006.
C. Lovelock and J. Wirtz, Services Marketing: People, Technology, Strategy, 8th ed. Boston: Pearson, 2015.
R. McDermott and G. N. Stock, "Strategic Benchmarking for Healthcare Organizations," J. Healthc. Manag., vol. 46, no. 6, pp. 370–380, 2001.
V. A. Zeithaml, L. L. Berry, and A. Parasuraman, "The Behavioral Consequences of Service Quality," J. Mark., vol. 60, no. 2, pp. 31–46, 1996.
A. A. Buriev, "The Impact of Marketing Research on the Healthcare System," Econ. Anal. Innov., vol. 3, no. 17, pp. 102–108, 2022.
D. A. Shore, The Trust Prescription for Healthcare: Building Your Reputation with Consumers. New York: Health Administration Press, 2007.