Роль нейромаркетингу та соціальних мереж у сфері охорони здоров'я

Abstract

У статті розглядається роль нейромаркетингу та соціальних мереж у сфері охорони здоров'я. Нейромаркетинг – напрям у маркетингу, що використовує методи нейробіології для розуміння поведінки споживачів. Соціальні мережі є потужним інструментом для просування медичних послуг та впливу на свідомість пацієнтів. Авторами проаналізовано особливості застосування нейромаркетингу в медичній галузі, зокрема для персоналізації реклами, управління репутацією, емоційного впливу, використання візуального контенту та реалізації профілактичних кампаній. Нейромаркетингові дослідження в соціальних мережах можуть надати компаніям інформацію про те, як їхні комунікаційні зусилля сприймаються споживачами з точки зору емоційної залученості, збереження пам'яті, наміру покупки, новизни, обізнаності та уваги. Також розглядаються етичні аспекти використання нейромаркетингу та соціальних мереж у сфері охорони здоров'я.

One of the industries that is under close control of the state is the healthcare system. This is due to the fact that medical services have a direct impact on the life and health of every person. State regulation of the activities of healthcare institutions, in particular the spheres of management, pricing and financing, contributed to the later implementation of modern marketing methods. The strengthening of the competitive environment, in turn, pushed enterprises (including in the medical field) to develop new marketing strategies and led to the emergence of modern marketing methods, one of which is neuromarketing, that is, marketing activities based on neurobiological research. Therefore, the opportunity to study human relationships, feelings, thoughts and behavior in more detail is no less valuable for health care management than for other areas of activity. Despite the fact that the concept of neuromarketing arose at the intersection of marketing science and medical practice, very little attention is paid to the application of neuromarketing specifically in the field of health care. Indeed, medical activity in most cases is quite centralized, because it is mostly managed by the state. Nevertheless, in recent years in our country we have been observing the process of implementation of management and marketing technologies into this industry, while in other countries this has been happening for a long time. The purpose of the article is to analyze the specifics of the use of neuromarketing in the medical field, in particular for advertising personalization, reputation management, emotional impact, the use of visual content, and the implementation of preventive campaigns. In today's increasingly competitive environment, companies try to innovate, especially in marketing and advertising spheres, in order to survive and stand out from the competition. Reaching the right audience while reducing advertising costs is becoming the most important goal of companies. As a result, the use of neuromarketing has given companies the opportunity to reduce advertising costs, gain detailed information on how to reach the right audience, and increase interest in the product. The practice of many countries, including Ukraine, shows that, although the use of neuromarketing in the field of healthcare is still at a limited level, this direction is promising, and in the future it will receive more and more attention. At the same time, the development of innovative technologies, such as artificial intelligence, is already having a significant impact on both neuromarketing in general and its use in healthcare institutions in particular. At the same time, this situation gives rise to various ethical issues, since today there is no single set of norms and rules regulating the use of neuromarketing. Like any tool, it can be used both to achieve noble goals (for example, to help people get exactly the goods or services that they desperately need right now and that will meet their needs as much as possible), and as a means of manipulating individuals, groups of people or even public opinion. This is especially important in the context of the use of neuromarketing in the field of health care, which has a direct impact on people's lives and health, further increasing the responsibility to society.