The formation of the imperative of clinical marketing in the management of sustainable development of innovations in the medical industry

DOI: 10.33917/mic-4.117.2024.39-48

The article discusses the concept of clinical marketing as one of the types of marketing in healthcare. The imperative of clinical marketing has been defined. The prerequisites for the development of clinical marketing include the transition to the principles of evidence–based medicine, regulation, and an increase in the cost of R&D for innovative medical products. The key success factors of medical products that accelerate the penetration of medical innovations into the market are highlighted. The program and the main tools of clinical marketing, the scope of their application is described. The scope of application of clinical marketing has been determined in accordance with the class of medical devices. It is shown that the use of elements of clinical marketing can have a positive impact on the commercialization of innovations in the context of the import substitution policy of the medical industry.

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