Digital Relationship Marketing Strategies of Medical Tourism Entities

Abstract

The purpose of the study was to develop a priori perspectives and practical experience of implementing digital marketing strategies of medical tourism subjects. At the same time, communication systems (channels, means, tools) were subject to analysis and digital systems and technologies for providing medical services (techniques, AI-based technologies, etc.) and facility management. The system of digital communications, the nodal channels of the medical product, which are informationally connected in the distribution system, are defined: B2B (medical and tourist companies), B2C (product implementation through other distribution channels), C2C (communication between consumers, in particular opinion leaders, people with successful medical results, etc.). The considered direct distribution channels (B2C) are key drivers of medical product strategy, which should become a priority in the development of state programs for the development of tourism and support for medicine and investment goals for the development and implementation of medical innovations.