Conceptual use of polymorphic advertising asrod-media marketing programs, tools sanatoria clinics and hospitals
This article states that in Russia in 2005-2010, has created an environment for the conceptual introduction of new forms of advertising (as a media tool of marketing programs health care resorts). This conceptual framework is largely associated with the term "marketing polymorphism ', ie the ability of the same advertising admission to crystallize in various forms of media tools in the differentiation of the marketing function of sanatoriums, clinics and hospitals in the context of their form of ownership. Such is reflected in a number of policy documents of the Health Ministry of Russia, policy-depleting federal and local government institutions (hospitals, clinics, etc.) provide the approved price list of additional medical services to the public when these services are not included in the current standard of compulsory medical insurance for citizens of Russia.