Interactive Methods of Teaching Future Masters of Medicine in Marketing Communications

Abstract

The formation of future masters of medicine knowledge of marketing communication in order to develop personal professionalism and implement state policy in the field of health care is carried out through the establishment of balanced communication with consumers of medical services using the marketing environment of the healthcare market. Many market participants do not realize that effective communications directed at the consumer, provider, or health care provider are as much a business resource as finance or time. Interactive learning methods are designed to form future masters of medicine not only high-quality knowledge and practical skills in marketing communication, but also the ability to quickly respond to market needs, create an original product or perform non-standard tasks in non-standard conditions as well as to form the motivation of students of medical institutions of higher education of Ukraine to study. Creative tasks and exercises (in particular, creation of advertising for a product, brand of a trademark, programs of exhibitions or sales exhibitions, creation of corporate style of health care institutions) teach how to demonstrate a product or service; how to convince consumers to buy exactly such a product or exactly such a service; with the help of which levers healthcare institutions can create, use and promote the image of healthcare institutions, trademarks, brands, etc. It is necessary to learn how to rationally implement marketing communications in health care institutions, and interactive methods are focused specifically on the creation and promotion of one's own professional products, we consider them the most effective in the modern conditions of training future masters of medicine.