[TRANSFORMATION OF ADVERTISING COMMUNICATIONS UNDER THE INFLUENCE OF THE COVID-19 PANDEMIC].

The global coronavirus pandemic (COVID-19) has led to changes in advertising, marketing, advertising spending and media activities, forcing companies and brands to rethink their views on current and future advertising and marketing campaigns in order to maintain a stable revenue stream. This becomes even more important, because as a result of COVID-19, it is expected that starting in 2020, in the future, at least for the next 4-5 years, advertising costs for some advertisers will decrease as revenue decreases and the transition to other forms and channels of communication with the target audience of consumers. As a result, many brands may seek to optimize their marketing practices to better reflect the growth of online transactions, communication, and personal interaction time with consumers.

[The effect of advertising activity on patients' choice of medical organization].

The article presents theoretical propositions concerning placement and dissemination of information about medical organization and practical recommendations of the advertising campaign of medical services. The analysis of the advertising activities' influence on the patient choice of the medical organization out of top annual revenue medical institutions in Russia was carried out. In economically developed countries, the support of possibility of choosing particular medical organization and physician in economic theory and in practice of organization of health care system is targeted to improving medical care quality and health care efficiency. The process of expanding possibilities of choice is officially declared as one of the priorities of development of Russian health care. However, the influence of consumer choice of patient of medical organization while addressing for medical care is still to be an object of research study in Russia.