EMPIRICAL ANALYSIS OF COMPETITIVENESS ASSESSMENT IN MEDICAL SERVICES BASED ON THE MARKETING MIX

Vaisov Dilshod

Authors

Vaisov Dilshod PhD, Lecturer at Mamun University,

Keywords:

Medical services, competitiveness, marketing mix, 10P model, patient’s satisfaction, empirical analysis, survey, digitalization, private healthcare, medical services market.

Abstract

This article focuses on an empirical assessment of medical services competitiveness based on the expanded 10P marketing mix model. The results of a survey conducted in Uzbekistan with 253 respondents indicate that the most important factors are staff qualifications (82.85%), physical evidence (80.40%), and service outcomes (78.34%); while promotion received the lowest rating (62.13%). The study emphasizes the need to improve staff qualifications, standardize processes, implement digitalization, and enhance additional services. It also provides recommendations for improving the methodology of assessing competitiveness in the non-governmental medical sector.

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