Abstract
Purpose: This paper is aimed at justifying the preferability of application of the marketing approach and identifying promising marketing mechanisms for optimizing decision-making regarding the implementation of the National Oncology Program in Russia as part of the concept of digital medicine.
Design/methodology/approach: The authors rely on the comparative study method which we use to compare the directive approach (that is used in present-day Russia) with the marketing (suggested) approach to optimization of decision-making regarding the implementation of the National Oncology Program as part of the concept of digital medicine. We use the opinion polling method to assess the optimality of decisions on the implementation of the National Oncology Program as part of the concept of digital medicine in present-day Russia on the basis of a directive approach.
Findings: It has been established that the directive approach used in present-day Russia actually prevents from making optimal decisions on the implementation of the National Oncology Program as part of the concept of digital medicine. The key problems of the existing approach consist in fundamental failure to achieve return on investment as well as chronic underfunding of the digital modernization of oncologic dispensaries.
Originality/value: The marketing approach coping with the deficiencies in the directive approach and making optimal decisions on the implementation of the National Oncology Program as part of the concept of digital medicine, since it fully meets the present needs of the population in this program, as well as the requirements specified to it by the society, being characterized by interactivity, flexibility and high efficiency.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsNotes
- 1.
Ethical approval was obtained from the ethics committee. Members of the ethics committee are Natalya Vovchenko, Tatiana V. Epifanova and Kanikey T. Samieva. Furthermore, all participants gave their informed consent to be cited anonymously in this study before its commencement. Interview partners also gave their informed consent to be recorded and their statements be transcribed.
References
The Institute for Health Metrics and Evaluation. Global Burden of Disease (2019). http://www.healthdata.org/gbd. Accessed 13 Aug 2019
International Agency for Research of Cancer. GLOBOCAN 2018 (2019). https://gco.iarc.fr/. Accessed 13 Aug 2019
Government of the Russian Federation (2019). Decree No. 1632-R of July 28, 2017 on approval of enclosed Program “Digital economy of the Russian Federation”. http://static.government.ru/media/files/9gFM4FHj4PsB79I5v7yLVuPgu4bvR7M0.pdf. Accessed 13 Aug 2019
News.ru. Statistical information provided by the Ministry of Health of the Russian Federation concerning the incidence of oncological diseases (2019). https://news.ru/health/zdorove-onkologiya-minzdrav-regiony/. Accessed 13 Aug 2019
Popkova, E.G.: Preconditions of formation and development of industry 4.0 in the conditions of knowledge economy. Stud. Syst. Decis. Control 169, 65–72 (2019)
Popkova, E.G., Sergi, B.S. (eds.): Digital Economy: Complexity and Variety vs Rationality. Springer, Heidelberg (2019)
Przhedetsky, Y.V., Przhedetskaya, N.V., Panasenkova, T.V., Pozdnyakova, V.V., Khokhlova, O.V.: Transformation of consumers’ behavior in the conditions of digital economy by the example of services in cancer treatment. Adv. Intell. Syst. Comput. 622, 631–637 (2018a)
Przhedetsky, Y.V., Przhedetskaya, N.V., Przhedetskaya, V.Y., Bondarenko, V.A., Borzenko, K.V.: The role of social-ethical marketing and information and communication technologies in response to challenges of oncology. Eur. Res. Stud. J. 21(Spec. Issue 1), 377–386 (2018b)
Przhedetsky, Y.V., Przhedetskaya, N.V., Przhedetskaya, V.Y., Borzenko, K.V.: Social networks as a tool of early detection of cancer. Adv. Intell. Syst. Comput. 726, 887–894 (2019)
Petrenko, E., Pritvorova, T., Dzhazykbaeva, B.: Sustainable developmet processes: service sector in post-industrial economy. J. Secur. Sustain. Issues 7(4), 781–791 (2018). https://doi.org/10.9770/jssi.2018.7.4(14)
Popkova, E.G., Sergi, B.S.: Will industry 4.0 and other innovations impact Russia’s development? In: Sergi, B.S. (ed.) Exploring the Future of Russia’s Economy and Markets: Towards Sustainable Economic Development, pp. 51–68. Emerald Publishing Limited, Bingley (2018)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this paper
Cite this paper
Przhedetsky, Y.V., Przhedetskaya, N.V., Borzenko, K.V., Panasenkova, T.V. (2020). Marketing Mechanisms of Optimization of Decision-Making Regarding the Implementation of the National Oncology Program as Part of the Concept of Digital Medicine. In: Popkova, E., Sergi, B. (eds) Artificial Intelligence: Anthropogenic Nature vs. Social Origin. ISC Conference - Volgograd 2020. Advances in Intelligent Systems and Computing, vol 1100. Springer, Cham. https://doi.org/10.1007/978-3-030-39319-9_22
Download citation
DOI: https://doi.org/10.1007/978-3-030-39319-9_22
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-39318-2
Online ISBN: 978-3-030-39319-9
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)