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RESEARCH CENTER FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Implementation of Digital Tools for Promoting Ukrainian Medical Services in the International Market
Reshetnyak O. I., Kramarenko A. M., Yurchenko O. K.

Reshetnyak, Olena I., Kramarenko, Alla M., and Yurchenko, Oleksii K. (2026) “Implementation of Digital Tools for Promoting Ukrainian Medical Services in the International Market.” Business Inform 7:225–234.
https://doi.org/10.32983/2222-4459-2026-7-225-234

Section: Information Technologies in the Economy

Article is written in Ukrainian
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UDC 339.138:339.9:004

Abstract:
The digitalization of the global economy is significantly transforming international trade in services, especially in healthcare: foreign patients are increasingly making decisions about treatment abroad based on digital communication. The aim of this study is to substantiate the theoretical and methodological foundations and develop practical recommendations for implementing digital tools to promote Ukrainian medical services in the international market. During the study, a set of general scientific methods was used: analysis and synthesis, systematization and generalization, comparative analysis, and the abstract-logical method. The essence of digital tools for promoting medical services is revealed, which consists in combining marketing and service functions, determined by the nature of medical services as trust-based services and the cross-border nature of communication with foreign patients. A classification of such tools by functional features (search, content, social, personalized, service-communication, reputational) has been proposed. It was determined that the most efficient for building trust with foreign patients are content marketing, SERM, video marketing, and reputation management, while tools based on new technologies (artificial intelligence, blockchain, mobile apps, chatbots) have the highest potential to differentiate Ukrainian medical institutions in the international market, but they require the largest investments and are currently the least implemented in domestic practice. Key barriers to digital promotion of Ukrainian medical services in the postwar recovery context were identified: destruction of medical infrastructure, institutional fragmentation of digital platforms, low marketing maturity of medical institutions, shortage of specialists in international medical service marketing, and lack of multilingual content and systematic communication of treatment safety. Based on the results of the study, a two-level system of practical recommendations was formulated: for medical institutions and for government authorities.

Keywords: global digitalization; innovative technologies; digital tools; digital technologies; medical services; international market; Ukraine.

Tabl.: 1. Bibl.: 17.

Reshetnyak Olena I. – Doctor of Sciences (Economics), Associate Professor, Head of, Sector of Industrial Policy and Innovative Development of the Department of Industrial Policy and Energy Security, Research Center for Industrial Problems of Development of NAS of Ukraine (2 floor 1-a Inzhenernyi Ln., Kharkiv, 61166, Ukraine)
Email: [email protected]
Kramarenko Alla M. – Postgraduate Student, Research Center for Industrial Problems of Development of NAS of Ukraine (2 floor 1-a Inzhenernyi Ln., Kharkiv, 61166, Ukraine)
Email: [email protected]
Yurchenko Oleksii K. – Postgraduate Student, Research Center for Industrial Problems of Development of NAS of Ukraine (2 floor 1-a Inzhenernyi Ln., Kharkiv, 61166, Ukraine)
Email: [email protected]

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