THE CONCEPT OF CLINICAL MARKETING: BACKROUND AND THEORY
The rapidly changing health needs of society and the unmet demands of healthcare systems around the world provide a powerful impetus for the development of new marketing concepts. The formation and progress of industry-specific marketing tools are driven by the evolution of marketing ideas. The specifics of the healthcare industry impose restrictio...
By Iuliia Zuenkova
APPLYING THE BEHAVIOR CHANGE TECHNIQUES FOR MODERNIZING HEALTHCARE AT THE NATIONAL LEVEL
Behavior change techniques (BCTs) represent a pivotal yet often overlooked component in the national-scale modernization of healthcare systems, particularly in resource-constrained settings where infrastructural upgrades alone are insufficient to improve clinical outcomes. The Integrated Perinatal Care Project in Uzbekistan provides a compelling ca...
By Iuliia Zuenkova