STRATEGIC POSITIONING OF A MEDICAL INSTITUTION IN THE CONTEXT OF CHANGING CUSTOMER PREFERENCES

The modern healthcare sector in Ukraine is facing a number of challenges, among which the change in customer preferences and the growing awareness of patients are particularly important. These changes put medical institutions before the task of effective strategic positioning to ensure competitiveness and meet the needs of patients. The study was conducted based on the study of modern trends in the healthcare sector and the conduct of patient surveys to determine their preferences and expectations. In the article, the authors consider the issue of strategic positioning of a medical institution in the market of medical services, investigate the trends in the development of this market, and argue that the change in customer preferences requires constant adaptation of medical institutions. At the same time, the key factors of strategic positioning are cooperation with patients in order to provide quality services that meet their needs. The study provides recommendations for the development and implementation of strategies that ensure the successful positioning of medical institutions and their rapid adaptation to changes in the competitive environment.