Keywords
Abstract
This scientific article examines the fundamental aspects of marketing in medicine, focusing on its main features, objectives, ethical dimensions, and the application of modern digital tools in healthcare management. The study highlights how marketing has become an essential component of medical institutions’ strategic development, contributing to the improvement of patient trust, satisfaction, and service quality. Unlike traditional marketing, medical marketing emphasizes social responsibility, transparency, and compliance with ethical and legal standards. Special attention is given to the use of innovative technologies such as CRM systems, artificial intelligence, and online communication platforms, which have significantly transformed the relationship between healthcare providers and patients. The research underscores that ethical and patient-centered marketing is a key factor in achieving sustainable growth and advancing healthcare services in the digital era.
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