THE EFFECTIVENESS OF ANTI-CRISIS MANAGEMENT BASED ON THE HARMONIZATION OF MARKETING AND STRATEGIC ASPECTS OF THE ACTIVITIES OF PRIVATE MEDICAL ENTERPRISE
Abstract
The article examines the effectiveness of anti-crisis management of a private medical enterprise under conditions of economic instability, structural transformation of the healthcare market, increasing competitive pressure and growing uncertainty of the external environment. It is substantiated that crisis phenomena in the activities of private medical institutions are formed under the influence of a complex combination of external and internal factors, among which the most significant are changes in regulatory and legal frameworks, pandemic threats, fluctuations in solvent demand, limited financial resources, as well as insufficient coordination of strategic and marketing management decisions. The purpose of the study is to identify directions for improving the effectiveness of anti-crisis management through the harmonization of marketing and strategic aspects of private medical enterprise activity. The research methodology is based on the application of general scientific and special methods, including system analysis, structural-functional analysis, comparison, generalization, logical modeling, and interpretation of modern approaches to crisis management. The results of the study indicate that the integration of marketing tools with long-term strategic development goals contributes to strengthening financial sustainability, optimizing costs without reducing the quality of medical services, preserving patient trust, and enhancing competitive positions in crisis conditions. A comprehensive approach to anti-crisis management is proposed, which includes diversification of medical services, development of online services and telemedicine, improvement of marketing communications, implementation of a risk management system, and ensuring the adaptability and flexibility of the organizational structure of the enterprise. The practical significance of the research lies in the possibility of applying the proposed recommendations in the activities of private medical enterprises in order to increase their adaptability, resilience and competitiveness in conditions of crisis transformations, market volatility and long-term strategic uncertainty.
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Porter M. E. (2015) Competitive advantage: Creating and sustaining superior performance. New York: Free Press.
