Marketing Tools of Implementing the National Oncological Projects in Developing Countries Within the Scenario of Digital Medicine Development

Yuri V. Przhedetsky and Natalia V. Przhedetskaya
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Yuri V. Przhedetsky: Federal State Budget Institution “Rostov Cancer Research Institute” of the Ministry of Health
Natalia V. Przhedetskaya: Federal State Budget Institution “Rostov State Economic University” of the Ministry of Education and Science of the Russian Federation

Chapter 24 in Supporting Inclusive Growth and Sustainable Development in Africa - Volume I, 2020, pp 325-333 from Springer

Abstract: Abstract The purpose of the chapter is to substantiate the necessity and develop the recommendations for applying the marketing tools of implementing the national oncological projects in developing countries within the scenario of digital medicine development (by the example of modern Russia). For substantiating the importance of applying the marketing tools in implementation of the national oncological projects within the scenario of digital medicine development in developing countries, the authors use the method of proof by contradiction. The authors substantiate low efficiency of the regulatory approach, which automatically proved the preference of the alternative marketing approach. The authors perform the structural and logical analysis of statistical data and a sociological research in the form of survey. It is aimed at determining the level of consumers’ satisfaction with the activities of cancer detection centers in the four distinguished directions. The survey was performed in 98 cancer detection centers of Russia in August 2019. By the example of modern Russia, it is substantiated that foundation on the state plan (regulatory approach) leads to low satisfaction of consumers with the activities of cancer detection centers. That’s why in developing and developed countries, it is recommended to use marketing tools for successful implementation of the national oncological projects within the scenario of digital medicine development. Marketing tools for implementation of the national oncological projects in developing countries within the scenario of digital medicine development are offered. For the practical application, the authors recommend organization of the activities of cancer detection centers based on public-private partnership. This will ensure the fullest satisfaction of population’s needs for medical services that are provided by cancer detection centers. As a result, the share of early detection of oncological diseases will grow, and the fatality rate from them will reduce.

Date: 2020
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DOI: 10.1007/978-3-030-41979-0_24

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