MARKETING ASPECTS OF VACCINATION MEDICAL SERVICES IN THE CONDITIONS OF STATE INFORMATION AND COMMUNICATION SUPPORT

The article analyzes the marketing aspects of the population's attitude to vaccination medical services based on a nationwide survey of respondents. The article analyzes the dynamics of the Ukrainian population's attitude to vaccination based on surveys of respondents in 2016-2020. It was revealed that during this period the share of the population expressing a positive attitude towards vaccination increased. At the same time, there is a positive trend of a decrease in the share of the population that expressed a negative attitude to vaccination, as well as some growth in the category of the population that had a neutral attitude to vaccination. In the process of the research, it was established that an important positive shift in the issue of vaccination of the adult population and children is a decrease among respondents who oppose vaccination in Ukraine, where their share in 2020 decreased to 8.2 percent compared to previous periods. A marketing analysis of respondents who have children in the household and an assessment of their attitude to vaccination in the regions of Ukraine in 2020 was carried out. The percentage of respondents who had the experience of refusing vaccinations for a child was characterized and divided by region (among those who had children under 18 years of age in the household and information about their health status) in 2020. The authors investigated the main reasons for respondents' refusal to receive vaccinations for children in 2018–2020. It was found that one of the main reasons for refusing vaccination was that parents were afraid of complications from the vaccine and that the child was sick during the period when it was necessary to vaccinate children. It is summarized that the implementation of communication and information policy is an important component of immunoprophylaxis for both the adult population and children, which will prevent the outbreak of many types of infectious diseases in the future. Key words: marketing, medical services, population's attitude to vaccination, refusal of vaccinations, communication and information policy of the state, attitudes of respondents.