[The pilot studies for the development of the combined methods of rehabilitation of the patients as exemplified by the application of phyto- and physiotherapeutic modalities]. / Poiskovye issledovaniia pri razrabotke kompleksnykh metodov reabilitatsii bol'nykh na primere fito- i fizioterapii.

Under the modern market conditions, the process of development of the methods for the combined rehabilitation of the patients is becoming increasingly more complicated. For the reduction of potential risks and leveling the factors responsible for the uncertain market situation influencing the creation of new methods, it is necessary to carry out the full-scale pilot studies with the use of the marketing analysis methods. The objective of the present work was to create and elaborate the rationale for the graphological structure (the scheme) of the process of exploratory research with a view to the development of the combined rehabilitation methods as exemplified by phyto- and physiotherapeutic modalities. The work is based on the application of the existing approaches to the structural, comparative, systemic, and situational analyses. The proposed graphological structure (scheme) of the exploratory research process consists of 6 stages. Its distinctive features are as follows: a fractional stage by stage evaluation of a variety of issues including the study of physical factors, characteristic of the means of herbal medicine with special reference to the mechanisms of their production and application under the current market conditions, monitoring the marketing environment with the constant focus on the trends and behavior of the target market, the parallel pursuing of serial studies with the application of the iterative procedures; the use of the previously created data bank to expand medical services at the stages of development and maturation of the life cycle, the evaluation of the possibility of establishment of the industry of parapharmaceutical products.

[The influence of the main components of the ultraphonophoresis phytocomplex method on the release of the biologically active substances (an experimental study)]. / Vliianie osnovnykh komponentov metoda ul'trafonoforeza fitokompleksa na vysvobozhdenie biologicheski aktivnykh veshchestv (éksperimental'noe issledovanie).

The present study was designed to investigate kinetics of flavonoidrelease from the working compositions containing a phytocomplex. The basic parameters of this processes during phonophoresis were determined in the model in vitro experiments. The study has demonstrated the dependence of the flavonoid release rate on their initial concentration in the working compositions and the influence of dimethylsulfoxide (as well as the main and auxiliary agents of the working composition) on the release of biologically active substances. The technological methods designed for the enhancement of the effectiveness of the phytocomplex phonophoresis technique are proposed.

[The marketing evaluation of the consumers' preference as regards the use of medicinal and medicinal table mineral waters].

The development of modern technologies in physiotherapy with the use of mineral waters, the expansion of the assortment of the medicinal and medicinal table waters as well as increasing the competitive advantages of domestic products require the more extensive marketing survey of the consumers' preferences in the market of mineral waters. AIM: The objective of the present study was the marketing evaluation of the consumers' preference in the segment of medicinal and medicinal table mineral waters in the city of Moscow. MATERIALS AND METHODS: The survey involved 697 consumers of medicinal and medicinal table mineral waters. The sampling was carried out by the deterministic quota method. The field research was conducted by means of personal verbal interviews (32%) and the CATI to Web method (phone recruiting and on-line questioning) (68%) with the use of the structured questionnaire. Positioning was carried out making use of the two-dimensional schematic map and scoring assessment on an individual basis with calculation of integrated indicators. RESULTS: The marketing evaluation has demonstrated that the principal motive for purchasing mineral waters in more than 40% of respondents was the treatment and prevention of various diseases including disturbances in the urogenital system as well as digestive and respiratory disorders that appear to be the most frequent reasons for the consumption of mineral waters. The main factors that form the preferences of the consumers as regards the use of a concrete variety of mineral waters were elucidated. Of crucial importance for approximately 40% of the consumers (p<0.01) proved to be their health condition, the medical indications, and the available information about the therapeutic effectiveness of one or another type of mineral waters. Other factors were the quality of mineral water, its cost, the manufacturer and/or place of production, the attractiveness of the packaging, etc. CONCLUSION: The evaluation of the positioning of the mineral water consumers' preferences made it possible to identify the most preferable products in the group of medicinal mineral waters and in the group of medicinal table mineral waters. The mechanisms governing the formation of the consumers' preferences as regards the use of various mineral waters have been clarified in the course of the present study.

[The release of biologically active compounds from peat peloids].

This work had the objective to study kinetics of the release of flavonoides from peat peloid compositions containing extracts of medicinal herbs in model systems.The key parameters of the process are defined. The rate of liberation of flavonoides is shown to depend on their initial concentration in the compositions being used. The influence of the flavonoide composition of the tested extracts and dimethylsulfoxide on the release of biologically active compounds contained in the starting material in the model environment is estimated. The possibility of the layer-by-layer deposition of the compositions and peat peloids in order to increase the efficacy of flavonoide release from the starting composition and to ensure more rational utilization of the extracts of medicinal plants is demonstrated.

[Physiotherapeutic care marketing research: current state-of-the art].

Successful introduction of modern technologies into the national health care systems strongly depends on the current pharmaceutical market situation. The present article is focused on the peculiarities of marketing research with special reference to physiotherapeutic services and commodities. Analysis of the structure and sequence of marketing research processes is described along with the methods applied for the purpose including their support by the use of Internet resources and technologies.

[The application of sinusoidal modulated current electrophoresis of a phytopreparation for the rehabilitation of patients with knee joint osteoarthrosis].

The objective of the present comparative study was to estimate the efficacy of the rehabilitative treatment of the patients presenting with knee joint osteoarthrosis using sinusoidal modulated current electrophoresis of a phytopreparation. It was shown that the combination of phyto- and electrotherapies allows to more efficaciously alleviate pain in the knee joint and improve its function than pharmacotherapy or its combination with amplipulse therapy. The proposed approach produces no adverse effects. Its ultimate effect is a marked improvement of the patients' quality of life.

[Segment analysis of the target market of physiotherapeutic services].

The objective of the present study was to demonstrate the possibilities to analyse selected segments of the target market of physiotherapeutic services provided by medical and preventive-facilities of two major types. The main features of a target segment, such as provision of therapeutic massage, are illustrated in terms of two characteristics, namely attractiveness to the users and the ability of a given medical facility to satisfy their requirements. Based on the analysis of portfolio of the available target segments the most promising ones (winner segments) were selected for further marketing studies. This choice does not exclude the possibility of involvement of other segments of medical services in marketing activities.

[Marketing macroenvironment of a sanatorium and spa facility as a study object and a factor of strategic decision making].

Analysis of marketing macroenvironment is an important stage in the formulation of the strategy for the development and operation of a therapeutic and preventive healthcare facility making possible rapid adjustment to sharply changing marketing conditions. The possibility of using expert evaluation for the analysis of the marketing macroenvironment of a sanatorium and spa facility and a concrete medical care service provided (peloidotherapy) is illustrated. The study covers five aspects of marketing macroenvironment, viz. socio-demographic, technological, economic, political and ecological.