Problems of Social Hygiene, Public Health and History of MedicineProblems of Social Hygiene, Public Health and History of Medicine0869-866X2412-2106Joint-Stock Company Chicot35110.32687/0869-866X-2020-28-s1-687-693Научная статьяManagement of advertising communication in health care organizationsAnanchenkovaP. I.ananchenkova@yandex.ruSimonecN. L.-TonkonogV. V.-N. A. Semashko National Research Institute of Public HealthEOTU HE «Academy of Labour and Social Relations»Admiral F. F. Ushakov State Maritime University151220202868769306042021Copyright © 2020,2020The article examines the impact of advertising communications on the patient flow of medical organizations in the Russian healthcare system, reflecting significant changes in the global communication industry. The study of the current changes indicates the relevance of the topic of marketing communications among the heads of Russian and foreign medical companies, government agencies responsible for medicine, the media, advertising companies and consumers of medical services. Issues of concern to the medical services advertising industry and regulatory authorities in healthcare, the impact of advertising on the development of the medical market, and international experience in state regulation of advertising communications in the field of medicine are relevant. Today, the development of an effective policy aimed at attracting new customers and expanding the service sector is a prerequisite for the success of any medical organization. Along with the increasing competition of organizations working in the medical market for consumers of medical services, the need for effective management of advertising communications is also increasing, thanks to which the company's status is maintained, qualified, high-quality treatment is provided, and a high level of service is maintained. Thus, the management of advertising communications in medical organizations has its own specifics and requires compliance with Russian legislation. Ads for medical services must truthfully inform the patient about the nature and direction of the medical organization's work.medical organizationadvertising communicationshealthcare systemadvertising managementeffective managementмедицинская организациярекламные коммуникациисистема здравоохраненияуправление рекламойэффективное управление1.Шарков Ф. И., Селкин В. В. Коммуникология: теория и практика массовой информации: Учебник. М.: Дашков и К; 2017. 160 с.2.Перовский Н. И. Маркетинг: Краткий толковый словарь основных маркетинговых понятий и современных терминов. М.: Дашков и К; 2016. 140 с.3.Мазилкина Е. И. Маркетинг в отраслях и сферах деятельности: Учебник. 2-е изд. М.: Дашков и К; 2017. 300 с.4.Алексунин В. А., Дубаневич Е. В., Скляр Е. Н. Маркетинговые коммуникации. Практикум. М.: Дашков и К; 2018. 196 с.5.Коммуникационные исследования в сфере здоровья. Режим доступа: https://cmd.hse.ru/incomm/health_comm (дата обращения 02.06.2020).6.Исследование рынка коммерческой медицины в России, 2018-2019 годы. Режим доступа: https://assets.ey.com/content/dam/ey-sites/ey-com/ru_ru/news/2020/03/ey_healthcare_research_2018-2019_24032020.pdf (дата обращения 02.06.2020).7.Сайт Министерства здравоохранения РФ. Режим доступа: https://edu.rosminzdrav.ru/normativno-pravovaja-baza/normativnye-pravovye-akty-federalnykh-organov-ispolnitelnoi-vlasti/prikazy-minobrnauki-rossii/ (дата обращения 02.06.2020).