Problems of Social Hygiene, Public Health and History of MedicineProblems of Social Hygiene, Public Health and History of Medicine0869-866X2412-2106Joint-Stock Company Chicot12910.32687/0869-866X-2019-27-4-424-428Научная статьяThe marketing of anti-aging services in aesthetic medicineBajenovaS. A.serena24@yandex.ruDanilovaL. G.-ChetoshnikovaL. A.-The Novorossiysk Branch of The Federal State Educational Budget Institution of Higher Education «The Financial University under the Government of the Russian Federation»1512201927442442806042021Copyright © 2019,2019The article defines the main trends of the market of medical anti-aging services and prospects of aesthetic medicine. The paper presents the data of research on the impact of contextual advertising in social networks on the decision of patients of middle and retirement age on the use of anti-aging cosmetology and treatment for the provision of cosmetic services of an aesthetic nature.The article presents the analysis of the main options of Internet advertising of a medical nature for anti-aging subjects, in addition, describes the methodology that is developed for commercial medical organizations, and analysis of anti-aging medical procedures in the aspect of aesthetic medicine and the search for the necessary information on anti-aging medicine in social networks. The article draws an important conclusion that an important factor affecting the medical market of aesthetic medicine services is the decrease in consumer activity and solvency of the population, which requires a revision of the price and assortment policy of clinics.The article demonstrates the results of obtaining valuable data on popular requests and effective advertising sources, conversion into circulation from different advertising channels and from different devices, the activity of consumers of medical aesthetic services during the week and day. Special attention was paid to the advertising of anti-aging aesthetic medicine in social networks.aesthetic medicinepaid services in medicineanti-aging medicinemedical advertising in social networksthe impact of advertising on the choice of anti-aging treatmentsэстетическая медицинаплатные услуги в медицинеантивозрастная медицинамедицинская реклама в социальных сетяхвлияние рекламы на выбор антивозрастной процедуры[Adams R. Occupational skin diseases. New York: Grime and Stratton Inc; 1990.][Berardesca E., Maibach H. I. Sensitive and ethnic skin. A need for special skin-care agents? Dermatol. Clin. 1991;9(1):89-92.][Исследование компании Zion Market Research. Доступно по ссылкам: http://planovik.ru/research/2011/09/07/5293.html и http://marketing.rbc.ru/research/562949983244728.shtml][Benedetto A. V., Griffin T. D., Benedetto E. A. Dermabrasion: therapyand prophylaxis of the photoaged face II. J. Am. Acad. Dermatol. 1992;(27):439-47.][Oпрос Vademecum. Доступно по ссылкам: http://www.rosmedstrah.ru/articles.php?show=1&id=629&offset=0&theme=26,http://www.budgetrf.ru/Publications/Magazines/VestnikSF/2011/VSF_NEW201112071104/VSF_NEW201112071104_p_004.htm и http://www.guta.ru/press/smi/2125/][Лившиц К. А. Маркетинг в здравоохранении. Мир медицины. 2018;(6):14-5.][Bodello P. C., Yeglio S., Pippione M. C. Efficacia del sodio cromoglicato in un casodi teleangiectasia macularis cruptiva perstans. Ital. Dermatol. Evenerol. 1994;(9):455-8.][Ashok B. T. A1IR The aging paradox: free radical theory of aging. Exp Gerontol. 1999;349(3):293-303.][Autier P., Dore J.-F., Luther H. The case for sunscreens revisited. Arch. Dermatol. 1998;134:509-10.][Галкин Р. А., Двойников С. И., Павлов В. В., Поляков И. В. Маркетинг, лизинг, логистика в здравоохранении. Самара - Санкт-Петербург; 2017.][Закирова С. А. Маркетинг в здравоохранении. Здравоохранение РФ. 2013;(1):17-22.][Игнатенко А. В. Особенности управления развитием сферы услуг здравоохранения в современных условиях хозяйствования. СПб.; 2015.][Ренсфелд М. Д. Новейшие научные разработки для эстетической медицины. Les nouvelles esthetiques. 2015;(3):50-2.][Appa Y. Actinoid therapy: compatible skin care. Skin Pharmacol. Appl. Skin Physiol. 1999;12(3):23-6.]