Purpose: The problematic of functions and responsibilities' distribution of the public and private sectors is a debatable issue in the study of the most effective PPP models. The objective of this academic paper is to study the features of the application of public-private partnership for the purpose of implementing state policy in the sphere of health care. Design/Methodology/Approach: Based on the in-depth case study for data collection and semi-structured in-depth interview, detailed data on the experience of PPP projects in Ukraine have been collected and analysed with statistical methods. Findings: As a result, the problem of implementing the PPP model has been revealed being the impossibility of municipal authorities to provide guarantees of funds' return to a private partner. This problem is common in the countries with transition economies, where the concept of new public governance has not been implemented yet. The experience of Italy and China as an example of effective implementation of hybrid PPP models in the health care sphere has been studied. Originality/Value: Research proves the importance of compliance with the obligations of the municipality and its active participation in the implementation of the PPP project. The basic limitation is the inability to scale the results, the experience of the PPP project to other regions within countries due to the lack of practice of implementing the PPP mechanism.
Introduction. In Ukraine, in conditions of insufficient funding and too slow reforms, an inefficient health care system (HE) has developed, which is not able to fully meet the requirements of the time and overcome such negative factors as low logistics, low staff costs, underdeveloped system health insurance, etc. Goal. The purpose of the article is to specify the concept of PPP in relation to the specifics of the health sector, as well as to clarify the definition of PPP in the field of health. Method (methodology). In the process of research the methods of scientific cognition were used, in particular monographic, bibliosemantic, historical, dialectical, logical generalization, system analysis. Results. The inefficiency of public administration and financing of the health care system has been stated, which creates obstacles to improving the quality of health care. Foreign experience in attracting private investment in the industry, which will create the foundations for improving the level and quality of health care, maintaining social stability, improving citizens' access to health services. It is established that this will also have a positive effect on optimizing public spending and accelerating the reform of the industry as a whole. A new definition of the term "public-private partnership" in the field of health care has been proposed, which can be used for further scientific and practical developments. The necessity of reforming the industry with the use of alternative ways of attracting investments, namely the mechanisms of public-private partnership, is substantiated. It was found that a promising model of PPP in the field of health care can be the implementation of a private partner reconstruction of a state (municipal) medical institution, as well as obtaining the right to operate and maintain the infrastructure of such an institution during the payback period. It was found that the interaction of the state and private business in the field of health care can also be manifested in the participation of private institutions in providing free medical care to the population. Possible options for cooperation between the state and business within the PPP in the field of health care in Ukraine are considered. Priority is given to the development of health infrastructure based on attracting private investment and long-term interaction between the state and business.
Анотація. Доведено та обґрунтовано необхідність фінансових змін у системі охорони здоров’я у процесі впровадження сучасних реформ. Метою статті є визначення ефективних напрямів механізму фінансування сфери охорони здоров’я в Україні в умовах трансформації системи та її реформування. Досліджено основні положення нормативно-правового забезпечення фінансування охорони здоров’я України в умовах трансформації системи охорони здоров’я (Національна стратегія реформування системи охорони здоров’я на 2015—2020 рр., Закон України «Про державні фінансові гарантії медичного обслуговування населення», Концепція реформи фінансування системи охорони здоров’я). Визначено фінансові можливості країни для реформування фінансового забезпечення системи охорони здоров’я України. Установлено особливості фінансування первинної медичної допомоги державним і місцевими бюджетами. Проведено аналіз державних витрат на охорону здоров’я в Україні, аналіз державного фінансування у сфері охорони здоров’я в розрізі надання видатків за напрямами, аналіз обсягів державних субвенцій, аналіз витрат на первинну медико-санітарну допомогу за останні п’ять років. Запропоновано сукупність напрямів удосконалення фінансового механізму охорони здоров’я України на державному та регіональному рівнях управління, упровадження яких дозволить підвищити результативність державного управління та уникнути ризиків, які зумовлені сучасними реформами і трансформацією цієї сфери. Ключові слова: фінансування, охорона здоров’я, бюджет, реформа, видатки, субвенція. Формул: 0; рис.: 5; табл.: 0; бібл.: 15.
The attention to branding, from theorists as well as from practitioners, had remained at a very high level for the 2000s and 2010s. Many new branches of branding theory have emerged, and place branding was among them. Actually, place branding has become an umbrella term, a generic definition for three areas of study and practice: nation branding, region branding, and city branding. Every year, new scientific, journalistic, business articles, and books on place branding emerge, there are even several specialized periodicals devoted to this field of branding. This study aims to identify the most relevant and effective symbol of the Ukrainian capital city Kyiv as a tourism brand. Questionnaire surveys and the content analysis of literature and mass media are used. Key segments and sub-segments of the target audience of Kyiv tourism branding are determined, as well as the key factor of influence on the formation of the opinion regarding the tourism symbols of Kyiv. The most common popular symbol is compared with the real resources of the city. Thus, a set of relevances is found appropriate for the development of effective branding of Kyiv.
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