Effectiveness of the implementation of the medi-cal tourism development strategy

Abstract

To ensure effective state management of the development of medical tourism as a new direction in national socio-economic policy, it is necessary to rely on an objective assessment of key performance indicators (KPIs). These indicators make it possible to determine the dynamics of changes in the industry, assess the effectiveness of management decisions, and form strategic guidelines for attracting investment and expanding the country's participation in the global medical services market. The current stage of development of medical tourism is characterised by a tendency to distinguish new and specialised areas from traditional forms of tourism, which contribute to increasing the profitability of the sector, expanding the range of medical tourism services and creating conditions for entering new domestic and foreign markets. The growth in demand for medical services is accompanied by an expansion of supply, which is due to the intensification of entrepreneurial activity, high return on capital and the presence of significant competitive potential.

In the context of globalisation and digital transformation, medical tourism occupies one of the leading places among innovative instruments of state strategic management in the service sector. Its development stimulates budget revenues, creates new jobs, increases the country's investment attractiveness and contributes to improving the trade balance. The main goal of this direction is to provide quality medical services to foreign citizens, both within the country and in cooperation with international partners. From a macroeconomic point of view, state policy in the field of medical tourism should take into account demographic challenges, growing needs for rehabilitation and prevention, as well as changing consumer priorities towards individualised medical services.

In the international market, medical tourism is rapidly becoming a separate segment with high investment potential — from the construction of medical hotels to the modernisation of existing resort and medical infrastructure. This requires targeted government management based on systematic monitoring of key performance indicators for strategy implementation, including: the number of foreign patients who have received services in Ukraine; the volume of direct and related revenues from the provision of medical services; patient satisfaction levels; investments in medical infrastructure; the volume of international partnerships and contracts; the country's position in global medical tourism rankings; the number of institutions certified according to international quality standards; and the dynamics of the development of the sanatorium and resort network.

The goal of effective public administration in this area is not only to coordinate the activities of market participants, but also to create a favourable environment for the development of medical tourism as a strategically important direction. This involves integration with other sectors (tourism, healthcare, education, digital infrastructure), improving the regulatory framework, and introducing support mechanisms at all levels, from local to central. Due to the increase in the recreational and medical needs of the population, as well as the growing demands for quality treatment, the sanatorium-resort system is transforming into a resort-recreational cluster focused on prevention, recovery and the continuation of an active life. In this context, public administration should be flexible, analytical and effective — focused on achieving specific performance indicators and their continuous improvement.