ANALYSIS OF ADVERTISING ACTIVITIES OF PRIVATE MEDICAL ORGANIZATIONS AND DEVELOPMENT OF RECOMMENDATIONS FOR THEIR IMPROVEMENT (USING THE EXAMPLE OF MEDSI JSC)

Abstract

This article analyzes the advertising activities of private medical organizations and develops recommendations for improvement, using MEDSI JSC as an example. The paper examines the specific aspects of marketing in the medical services sector, which are driven by strict regulation, high demands for information reliability, and the need to balance commercial goals with ethical standards. Particular attention is paid to the analysis of modern online and offline promotional tools used by leading private clinics in Russia. Based on the analysis, problematic aspects of MEDSI's advertising strategy were identified, such as insufficient use of contextual and targeted advertising, duplicate content on social media, and an unoptimized mobile app. The paper concludes with specific practical recommendations for optimizing digital presence, using a television channel, tailoring content on social media, and dramatically improving mobile app functionality. This study has a practical focus, and its results can be used by marketing departments of medical organizations to develop effective communication strategies.