RESUMO
In 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.
