The trend towards omni-channel promotion and provision of medical services by medical organizations (market and management aspect)

• Alexander N. Sazanovich

Abstract

Omni-channel as a phenomenon and the concept of constantly expanding the number of channels simultaneously used by an organization to promote and sell its products/services has been formed recently and is becoming more common, acquiring the features of a trend. The grounds for this are associated with the digitalization of the economy and life, which creates an increasing variety of forms of communication and opportunities for their mutual situational integration.

The article presents the main motives and benefits of medical organizations from the use of omni-channeling, the mechanism of action of omni-channeling, and the use of omni-channeling in accompanying and stimulating the patient journey (CJM). The widest possible set of channels is considered, from which a modern medical organization forms its portfolio of channels targeted for itself. A checklist is provided for self-checking the possibility of selecting additional channels for a medical organization.

Keywords:omni-channel; Customer Journey Map (CJM); target portfolio of channels of a medical organization; omni-channel checklist; seamless transition between channels

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