Problems of Social Hygiene, Public Health and History of MedicineProblems of Social Hygiene, Public Health and History of Medicine0869-866X2412-2106Joint-Stock Company Chicot111210.32687/0869-866X-2022-30-6-1318-1323Научная статьяThe role of medical marketing in implementation of projects of value-orientated health careZuenkovaYu. A.zuenkova-yua@rudn.ruKichaD. I.-The Federal State Autonomous Educational Institution of Higher Education “The Peoples' Friendship University of Russia” (RUDN University) of Minobrnauka of Russia151220223061318132321122022Copyright © 2022,2022The modern health care is characterized by value-oriented approach. The changes in health care policy shifted research focus on studying patient behavior and emphasized role of marketing targeted on patients. The study of patient values is area of research going beyond the scope of medicine. The active interaction with consumer through analysis and prognostication is daily component of professional activity of marketer.The purpose of the study is to describe main methods of implementing value-orientated approach, to determine required competencies in implementation of projects of value-oriented health care and to value role of marketer in projects realization.The analysis of main techniques and methods of value-orientated approach and necessary competences was carried out. On the basis of the professional standard of marketer, possible areas of interdisciplinary interaction of specialists are identified. The important role in development of value-oriented health care belongs to studies of patient behavior and one's values system that requires good awareness of methodology of such studies. 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