READINESS FOR INVESTMENT ACTIVITY AND INITIATIVES TO EXPAND MARKET COVERAGE IN THE SEGMENT OF COMMERCIAL SERVICES OF MEDICAL ORGANIZATIONS
The presented article is aimed at identifying the willingness of commercial medical organizations to invest and the initiatives mediated by this willingness that allow them to strengthen their market presence and implement promising projects in federal cities and regions of the country. There is an increased burden on the healthcare sector, insufficient provision of the industry with medical personnel, which requires increasing their motivation in terms of working in the industry, as well as the demand for paid medical services among the population and the need to invest in the development of the commercial medical segment. The methodological framework of this study is based on the assessment of the current situation in the demand for medical services, the analysis of the results of empirical studies on the willingness to direct investments and implement projects in the segment of commercial medicine, as a basis for ensuring the quality of medical services to the population. The article substantiates the continuation of the trend of increasing investments in the implementation of projects for the development of infrastructure and high-tech medical care to strengthen the market position for the commercial medical segment, which mediates the expansion of the range of medical services received by the population and the increase in the quality of life due to medical provision in federal cities and regions. In practice, we are talking about the possibility of investing in expanding the potential of the presence of the commercial medicine segment in the regions in order to improve the quality of life of the population. The study allows us to clarify the most popular projects in the segment of commercial medical services that require investment, which are associated with digitalization, access to new markets, and optimization of business models of interaction with target audiences (partners, patients). Provides an opportunity to assess the current situation and understand future trends in investing in the most promising areas of commercial medical services in federal cities and regions.