ISSUES OF MARKETING COMMUNICATIONS IN ATTRACTING AND RETAINING CONSUMERS IN COMMERCIAL MEDICINE SEGMENT

Abstract

Article examines the relevance of the use of marketing communications in the focus on attracting and retaining consumers (patients) in business activities of commercial medical centers. Authors analyze the positive dynamics of demand in segment of commercial medicine, format and direction of applied offline and online communication solutions. Conclusion is made about the further individualization of marketing communications used by clinics, due to tougher competition and the need for greater personalization in accounting for consumer requests.