Russia’s Private HealthCare Market: A Marketing Specialist’s Point of View

Abstract

ABSTRACT This article analyzes the marketing innovations of private medical clinics as a significant internal driver of the transformation and development of Russia’s private health care market. The latter is manifested in the rapid spread of professional practices, new formats, business models, and value propositions. This directly affects the structure and volume of the nongovernmental health care services sector. Product innovations, which are the basis for the value propositions and positioning of medical clinics, form new segments in the private health care market. The author highlights market trends in innovative product categories: multiple products, highly specialized medical services and medical social care, the accessible-clinic format, anti-aging medicine, and painless dentistry with elements of gamification.