INNOVATIVE MARKETING APPROACHES IN MEDICAL INSTITUTIONS
DOI:
https://doi.org/10.55640/Keywords:
medical marketing, innovative approach, digital marketing, telemedicine, healthcare, brand management, digital transformation, patient loyalty.Abstract
This article analyzes the theoretical foundations of innovative marketing approaches in medical institutions, their impact on the economic efficiency of the healthcare system, and their role in meeting patient needs. The study highlights the role of modern marketing tools such as digital technologies, telemedicine, CRM systems, brand management, and service quality management in medical practice. It also explores the key directions of implementing innovative marketing concepts in Uzbekistan’s healthcare system and their influence on the competitiveness of the medical services market.
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