Medical sector: patient-oriented as a recipient of medical services

Problem setting. The active development of the service sector contributes to the growth of scientists’ attention to the concept of marketing relations, the center of which is a customer-oriented approach. This concept is especially relevant for the field of medical services, as the quality of these services not only forms aspects of patient satisfaction, but also determines their quality of life and longevity. The Ukrainian model of health care and the provision of medical services has recently been in the process of reform. The changes affect key elements of the functioning of the medical sector: transformation of the structure of the medical services market, aimed at increasing the share of the private sector, changing the principles and conditions of financing, improving the system of medical education and quality of health care. The insurance mechanism in the system of medical services is being reformed and the system of legal regulation of state medical institutions is being changed. One of the key tasks of the reform is to ensure the orientation of the health care system to meet the needs of patients in treatment. This necessitates scientific research in the interaction of two key aspects of medical service – the patient (recipient of medical services) and the medical worker (institution of medical services). Recent research and publications analysis. Ukrainian researchers have devoted their work to analyzing the needs of patients in the system of patient-medical institution and finding effective mechanisms for managing medical institutions to meet these needs. The analysis of patients’ opinions on the availability, satisfaction with the provision of medical services and health care reform was conducted by scientists Shkrobanets, V. Galkin researched the issue of improving outpatient therapeutic care as an urgent task of health care. English scientists S. Cavanagh and K. Chadwick identified the basic needs of public health. They analyzed the needs, aspirations and goals: welfare, quality of life and public policy in the field of medicine, and conducted applied research on the quality of life. However, given the realities of the development of the medical services market in Ukraine, patient orientation issues need to be explored in more depth. Highlighting previously unsettled parts of the general problem. Ukrainian patients face significant difficulties in obtaining medical services. In addition to physiological problems, there are psychological problems associated with the implementation of the choice among the complex processes of diagnosis and treatment. The greatest responsibility for health care processes lies with physicians, heads of health care facilities, and other health care providers who are aware of patients’ needs and are responsible for the functioning of the system. Their ability to identify problems and respond appropriately to public demand is fundamental to working in terms of their competencies. Thus, the competence of health professionals is a systemic factor that contributes to the patient’s receipt of high-level medical services. Paper main body. Modern market relations are subject to economic laws that are specific to management and are in conflict with the methods of administration. Medical care within market relations is a specific type of intangible production, filled with economic characteristics. In recent years, Ukraine’s medical sector has achieved significant results in overcoming the crisis that arose during the establishment of independence in all spheres of society, and, as a result of global social, political and economic changes, continues to be reformed. The essence of the current stage of health care reform in Ukraine is characterized by objective conditions under which medical services become a commodity, and the relationship between doctor and patient in its content begins to be defined as marketing with the predominant role of the patient. The introduction of economic criteria in the activities of the medical sector in modern market relations is determined by the need to develop the health care system. At the same time, the reform of health care delivery is being transformed into a system that regulates supply and demand in the health care market. Conclusions of the research and prospects for further studies. According to the results of the research, it is established that Ukrainian consumers average the patient’s focus on medical services. Among the key, unresolved issues that hinder the introduction of patient orientation are the insufficiently comfortable conditions of patients’ stay in inpatient facilities and treatment, insufficient effectiveness of treatment in general and the results obtained. Weaknesses include low awareness of health services in public health facilities, lack of focus on patient health, lack of psychological support for patients during treatment and rehabilitation, late delivery of services, and problems with non-compliance. This creates a field for new research to address the identified problems.