Marketing of the Healthcare System in the Light of Sources of Its Financing and Tools for Building a Competitive Advantage

Abstract

The main purpose of the chapter is to review medical systems and their financing, and to popularize these systems through various marketing tools. Within the different approaches to healthcare financing, particular attention has been given to the method of individual medical accounts. According to the authors, this method is conducive to the development of various other methods of treatment due to the availability of funds from one's own therapeutic account and the patient's personal choice of the center and treatment method. In this way, it allows the strengthening of a specific supply of medical services, including alternative treatment methods from the point of view of classical medicine.