Webinar: Systematic Marketing in the Medical Business

UCU Business School invites you to the webinar «Systematic Marketing in the Medical Business» on July 21. Many medical institutions perceive marketing merely as promotion. However, the number of patients, their loyalty, and financial results depend on a holistic system where each element impacts customer value.

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Speaker:
Olha Polishchuk – Founder of the strategic development studio Healthy Management, business consultant in medical management and marketing, and expert for the Healthy Workplace project (supported by the Ukrainian-Swiss project Act for Health and the UCU Center for Public Health). She has extensive experience developing marketing strategies and patient communication automation solutions for medical centers, including R+ Medical Center, DentaDerm, Medialt, Varta, Lama-Lu, Vita Medical, Spizhenko Clinic, Symetryka, and others.

During the event, we will:

  • Briefly compare the 4P and 7P models and discuss why the 7P framework is more relevant for the medical business.

  • Explore Product — the role of the product and medical services in creating value for the patient.

  • Discuss Price as an element of value and perception, rather than just the cost of services.

  • Examine Place and the accessibility of medical services through various patient interaction channels.

  • Talk about Promotion and its role within the overall marketing system.

  • Discuss People and the impact of doctors, administrators, and the team in shaping the patient experience.

  • Analyze Process through the lens of the patient journey and the internal operations of the medical institution.

  • Cover Physical Evidence and the importance of space, digital touchpoints, and other factors that build trust in the clinic.

Value of the Webinar
Participants will gain a holistic view of marketing as a system, along with a tool to evaluate their own marketing model using the 7P framework. The core takeaway is understanding that marketing is a comprehensive ecosystem, not just advertising.

Who will benefit from this event:

  • Owners, CEOs, directors, and operational managers of medical institutions.

  • Marketers, brand managers, and communication specialists in healthcare.

  • Department heads, administrators, and professionals responsible for patient experience, service development, and client acquisition.

  • Individuals looking to evaluate their own marketing model through the 7P framework and build a cohesive system.

Date and Time: July 21, 2026, at 18:00
Format: Online
Cost: 500 UAH