The Uniqueness of Medical Services in the System of Modern Management, Marketing and Projects: Urgency, Emotional Component, and Digitalization Challenges
Lytvynova O. N., Petrashyk Y. M., Maksymchak I. O.

Lytvynova, Olha N., Petrashyk, Yurii M., and Maksymchak, Ivan O. (2026) “The Uniqueness of Medical Services in the System of Modern Management, Marketing and Projects: Urgency, Emotional Component, and Digitalization Challenges.” The Problems of Economy 1:86–93.
https://doi.org/10.32983/2222-0712-2026-1-86-93

Section: Economics and national economy management

UDC 658.8:614.2:004.7

Abstract:
The aim of the scientific research is to identify the unique features of medical services in the system of modern management and marketing, determine the ethical boundaries of their promotion, and analyze the role of urgency, the emotional component, and digitalization in building patient trust. The work is written to outline a new paradigm of marketing management in healthcare that combines economic efficiency with public good. The research methodology is based on a theoretical analysis of scientific sources, regulatory documents, and the practice of medical institutions. A comparative approach to commercial and medical marketing practices and an analysis of ethical problems were used. The main results of the study indicate that medical services are variable and individual, and their evaluation by the patient is based on subjective quality markers. Ethical marketing implies honesty, truthfulness, and orientation toward the patient’s real needs. Digitalization transforms the interaction between patient and doctor, increasing accessibility and service personalization. Reputation, trust, and communication determine the competitiveness of a medical institution. Further research should be directed toward developing tools for evaluating subjective quality markers, studying communication strategies in crisis situations, and finding a balance between market mechanisms and public good. The methodology requires expanding the interdisciplinary approach, combining medicine, marketing, sociology, and digital technologies. The research results can be used to improve management models in medical institutions, develop ethical advertising standards, introduce digital tools into marketing management, and form long-term patient loyalty strategies. The proposed approaches contribute to increasing trust in the healthcare system, reducing information asymmetry between patient and doctor, and forming policies oriented toward protecting the public good. The study brings a new perspective to marketing management in medicine. Its value lies in forming a conceptual model that allows for balancing the institution’s economic interests with the real needs of patients and the strategic resilience of the healthcare system.

Keywords: marketing, management, project, digitalization, efficiency, medical care, healthcare.

Bibl.: 8.

Lytvynova Olha N. – Candidate of Sciences (Medicine), Associate Professor, Associate Professor, Department of Public Health and Healthcare Management, Ivan Horbachevsky Ternopil National Medical University of the Ministry of Health of Ukraine (1 Maidan Voli, Ternopil, 46001, Ukraine)
Email: lytvynova@tdmu.edu.ua
Petrashyk Yurii M. – Candidate of Sciences (Philology), Associate Professor, Associate Professor, Department of Public Health and Healthcare Management, Ivan Horbachevsky Ternopil National Medical University of the Ministry of Health of Ukraine (1 Maidan Voli, Ternopil, 46001, Ukraine)
Email: yurii.m.petrashyk@tdmu.edu.ua
Maksymchak Ivan O. – Masters Student, Department of Public Health and Healthcare Management, Ivan Horbachevsky Ternopil National Medical University of the Ministry of Health of Ukraine (1 Maidan Voli, Ternopil, 46001, Ukraine)
Email: maksymchak_ivaole@tdmu.edu.ua

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