Ahetov
A.A., Orazkulov M.O., Amangaliev D.B.
Central
clinical hospital of Medical centre Operating of RK President’s deal, Almaty
About actual problems of improvement of paid medical
care to the population
As it is known,
characteristic of the market of medical services developing in the country is
active participation of the state in it represented by Ministry of Health of RK
which within realization of Uniform national health system, through allocation
of a state order for all main types of medical care to the population and
representation to patients of an option of the medical organization, forms the
market, competitive environment among the state and private medical
organizations. [1.2]
It is natural
that presence of so finance-intensive player in the market of medical services
led to reduction of a niche which was occupied earlier by the private and state
medical organizations providing to the population paid medical services.
Really, from the
point of view of well informed inhabitant, in conditions when opportunities
essentially extended to receive free of charge the most important types of
medical care in the best medical organizations. And the main part of the
population chooses state hospitals where ensured big safety especially when
rendering hi-tech types of medical care. Objective regularities of formation of
the market of medical services and preferences of the population are that. How
to react to these changes?
Both in the
theory, and in practice of the market relations, one of effective instruments
of sharp reaction in the sphere of rendering services to the population, is the
flexible price policy realized in system of discounts for certain categories of
the population.
Here it is
necessary to consider that paid hi-tech hospital services generally use by the
representatives of self-sufficient middle class with the steady income, the
developed culture of consumption of medical services, and also the created
requirements to their quality and safety.
However this
class is very non-uniform and the main reserve potential of attraction them to
hospital is among fluctuating people for whom discounts would become the
starting mechanism of a choice.
Thus the system
of discounts has to be differentiated on social importance for separate groups
of the population; on urgency, on complexity, prime cost and a profile of
rendered medical services. The above fundamental mechanism of attraction of
additional number of patients has to be accompanied by the effective PR support
which basic purpose consists in meeting expectations of potential paid
patients.
Not less
important instrument of attraction of additional number of paid patients is
refusal from excessive and often clinically unreasonable purpose of expensive
diagnostic testing and medical procedures, and also from planning of this
income. The paid patient, outside the established clinical standards, has to
choose additional medical services itself.
It would be
necessary to change a pricing technique at determination of cost of paid
medical services. They have to be formed on the basis of the differentiated
accounting of the actual expenses, level of profitability and their market
appeal.
It is obviously
necessary to reconsider annually them taking into account change of their
demand, volume and structure of labor and medico-technological expenses,
understanding that price level on paid medical services in itself is the
powerful self-regulatory of their competitiveness and demands.
Also, in our
opinion, development and deployment by a sponge of system of discounts and
preference for various social groups of the population is important when
rendering same according to the contents, but differing on technological
complexity and labor input of paid medical services.
Separately it
should be noted need of development and deployment of objective criteria and
indicators of an assessment of medico-technological fullness and the end
results expected by patients at the organization of paid medical services.
And, it concerns
not only the surgical help, but also therapeutic at which rendering expectation
of patients often remains unsatisfied.
All these
measures in a compartment have to provide considerable break in increase in
volume, the range and improvement of quality of rendered paid medical services
to the population.
It is represented
that the most important reasons should be looked for in market appeal of
provided paid medical services, their innovative contents and quality.
In this work as
the first priority there has to be a continuous studying of fast-changing
demand of the population in specialized and highly specialized medical care and
rapid response to its change by the organization of new competitive medical
services.
In realization of
this task modernization of marketing activity of hospital has the extreme importance.
Proceeding from
the above, the imperative need of completion of service of marketing by
marketing specialists of medical services ripened; on modern the Internet and
to PR technologies which would concentrate the activity on the following major
directions:
1. Realization of the strategy
providing: research, analysis; assessment and forecasting of the potential
markets of the state and private medical services; real and potential
consumers; studying and assessment of competitiveness of participants of the
market of medical services; adjustment of marketing communications with use of
active methods (round tables, presentations, seminars, videoconferences);
maximizing sale of medical services (modern PR technologies).
2. Realization of the strategy providing:
detailed studying of institutional opportunities of hospital on granting on the
market of competitive types of specialized and highly specialized medical care;
analysis, assessment and development of competitiveness of structural divisions
of hospital (quality and list of the medical services demanded in market,
completeness of use of the available equipment and equipment, level of service
of service); the analysis and assessment of individual competitiveness of
doctors (clinical activity, extent of innovative return from trips on
conferences, training).
Thus, it is possible to conclude,
the income from paid medical services, still, are the stable source of
financing of the hospital help. However effective marketing support and
continuous updating of rendered medical services are necessary for maintenance
of high level of the income from this activity.
Literature:
1. State program of development of health care of the
Republic of Kazakhstan "Саламатты Қазақстан" for 2011-2015.
2. Uniform national health system. Astana.-2010.
3. Aniskina N. N. How to turn SMK into the instrument
of increase of success of the organization//quality management Methods. 2008.
No. 3. Page 16-19.
4. Vyalkov A.I., Kucherenko V. Z., Latfullin G.R.,
etc. Management and health care economy/under an edition of acad.
A.I.Vyalkova's Russian Academy of Medical Science. - the 3rd prod. additional –
M: "Geotar-media", 2009.-Page 507.
5. Dudov A.S. Improvement of activity of producers of
paid medical services in a context of development of municipal health
care.-Branch economy (24) UEKS, 4/2010. – Page 33-36.
6. Management in health care. Yekaterinburg: NPRTs
"Bonum", Saltman R. B., Figerays of J. Health system reforms in
Europe. Analysis of modern strategies. М: Geotar Meditsina, 2000.-135с.
7. Whether S. Griner Mozhet to be effective the health
care based on laws of market.//Management of health care. 2005.-No.3.-Page
28-31.
8. RBC.Exploration of the markets. Growth rates of the
market of paid medical services. 16.03.2012. -
ttp://marketing.rbc.ru/news_research/16/03/2012/562949983265939.shtml
In exploration is presented the material reflecting a modern situation
in the sphere of rendering paid medical services to the population. Objective
regularities of their formation are designated. It is shown that in the
conditions of the market relations, one of effective instruments of sharp
reaction is the flexible price policy realized in system of discounts for
certain categories of the population. Authors recommend to change a technique
of pricing and annually to reconsider it taking into account change of their
demand, volume and structure of labor and medico-technological expenses. The
conclusion that the income from paid medical services, still, is the stables
source of financing of the hospital help is almost important.
Keywords: medicine, services, paid, regularities, formation, market