RESUMO
The article examines the impact of advertising communications on the patient flow of medical organizations in the Russian healthcare system, reflecting significant changes in the global communication industry. The study of the current changes indicates the relevance of the topic of marketing communications among the heads of Russian and foreign medical companies, government agencies responsible for medicine, the media, advertising companies and consumers of medical services. Issues of concern to the medical services advertising industry and regulatory authorities in healthcare, the impact of advertising on the development of the medical market, and international experience in state regulation of advertising communications in the field of medicine are relevant. Today, the development of an effective policy aimed at attracting new customers and expanding the service sector is a prerequisite for the success of any medical organization. Along with the increasing competition of organizations working in the medical market for consumers of medical services, the need for effective management of advertising communications is also increasing, thanks to which the company's status is maintained, qualified, high-quality treatment is provided, and a high level of service is maintained. Thus, the management of advertising communications in medical organizations has its own specifics and requires compliance with Russian legislation. Ads for medical services must truthfully inform the patient about the nature and direction of the medical organization's work.
