Problems of Social Hygiene, Public Health and History of MedicineProblems of Social Hygiene, Public Health and History of Medicine0869-866X2412-2106Joint-Stock Company Chicot83810.32687/0869-866X-2022-30-1-129-133Научная статьяThe electronic technologies of modern marketing in health care and medicine: The foreign publications reviewPlutnitskyA. N.-KarimovB. N.bulat_karimov@mail.ruSidorenkovF. V.-AverchenkoR. R.-The Medical Biological University of Innovations and Continuous Education of the Federal State Budget Institution “The State Research Center of the Russian Federation - The A. I. Burnazyan Federal Medical Biophysical Center” of The Federal Medical Biological Agency of Russia1502202230112913317022022Copyright © 2022,2022In conditions of reformation of health care system, just marketing permits health care to penetrate modern economical mechanism of development of economics. In conditions of market relationships, profound investigation of need in medical care instead of waiting for visits of patient for medical care becomes a new standard for for medical organization. The purpose of the study is to examine technologies of modern marketing in forein health care. The study applied various techniques of searching for foreign publications in such international databases as Scopus, Web of Science, MedLine, The Cochrane Library, EMBASE, Global Health, CyberLeninka, RSCI, eLIBRARY.RU. The search for viable patient flows requires communication skills allowing health care and medical institutions to engage, inform and attract current and potential customers. Ultimately, this gives large number of patients and share of institutional market. There are many ways to reach desired audience, in particular, direct marketing that permits to effectively deliver messages from health care institutions directly to desired audience, due to high measurable performance, ability to transmit significant volumes of information. At the same time, direct marketing, because of its direct interaction property, can violate confidentiality of receivers. There are also problems of database management.direct marketinghealth caremarketing communicationsdatabasetargetingпрямой маркетингздравоохранениемаркетинговые коммуникациибаза данныхтаргетинг[Fortenberry J. L. Jr. Health care marketing: tools and techniques. 3rd ed. Sudbury: Jones and Bartlett; 2010.][Elrod J. K., Fortenberry J. L. Jr. Catalyzing marketing innovation and competitive advantage in the healthcare industry: the value of thinking like an outsider. BMC Health Serv. Res. 2018;18(Suppl 3):922.][Fortenberry J. L. Jr. Cases in health care marketing. Sudbury: Jones and Bartlett; 2011.][Fortenberry J. L. Jr. Nonprofit marketing. Burlington: Jones and Bartlett; 2013.][Nash E. Direct marketing: strategy, planning, execution. 4th ed. New York: McGraw-Hill; 2000.][Stone B., Jacobs R. Successful direct marketing methods: interactive, database, and customer marketing for the multichannel communications age. 8th ed. New York: McGraw-Hill; 2008.][Kotler P., Keller K. L. Marketing management. 14th ed. Upper Saddle River: Prentice Hall; 2012.][Perreault W. D. Jr, Cannon J. P., McCarthy E. J. Basic marketing: a marketing strategy planning approach. 19th ed. New York: McGraw-Hill; 2014.][Berkowitz E. Essentials of health care marketing. 4th ed. Burlington: Jones and Bartlett; 2017.][Belch G. E., Belch M. A. Advertising and promotion: an integrated marketing communications perspective. 11th ed. New York: McGraw-Hill; 2018.][Andrews J. C., Shimp T. A. Advertising, promotion, and other aspects of integrated marketing communications. 10th ed. Boston: Cengage; 2018.][O’Guinn T. C., Allen C. T., Scheinbaum A. C., Semenik R. J. Advertising and integrated brand promotion. 8th ed. Boston: Cengage; 2019.][Godin S. Permission marketing: Turning strangers into friends and friends into customers. London: Simon and Schuster; 1999.][Thomas R. K. Marketing health services. 3rd ed. Chicago: Health Administration Press; 2014.][Tapp A., Whitten I., Housden M. Principles of direct, database, and digital marketing. 5th ed. London: Pearson; 2013]