Marketing Research Trends of the Healthcare Market
The article highlights the key trends in marketing research of the healthcare market, describes new approaches to data collection. The general trend towards value-based healthcare determines the new needs of the industry - the study of patient values, their experience, adherence to treatment, mapping the «patient’s pathway», assessing satisfaction with the quality of medical services. The study of patient values is an area of research that goes beyond the medical field. Working with consumers - analysis, forecasting - is a routine component of a marketer’s professional activity. Medical specialists do not have the necessary knowledge and skills for a comprehensive study of consumers-patients, which determines the need for an interdisciplinary approach to the study of this issue. Changing models of scientific study and increasing the importance of «real world data» create conditions for effective cooperation of specialists in the field of marketing research, health care managers and clinicians. The main focus of marketing research of the healthcare market in the near future will be aimed at studying the behavior of consumers-patients, their values, decision-making models concerning their health. Marketing research is becoming an important basis for public health management in the medical services market.