Trends of consumer preferences in the segment of private medical services in Moscow

¹ Kherson State Pedagogical University, st. Universitetskaya, 27, Kherson, 273003, Russian Federation
² V.I. Vernadsky Crimean Federal University, Prospekt Vernadskogo 4, Simferopol, 295007, Russian Federation
³ Financial University under the Government of the Russian Federation, 125167 Moscow, Russia

¹ Corresponding author: kazak_a@mail.ru

Abstract

This scientific article analyzes the factors that influence to consumer preferences and its changes under impact of economic and financial events in the area of modern medical services at the city of Moscow. When there is made a choice of applying of paid medical services and medic institutions, the first of all Moscow residents take into account the educational level and specialization experience of senior medical personnel. According to opinions of medical services consumers the success of treatment depends on the qualifications of doctors that work at the private medic sector at Moscow. These clients are ready to spend relatively large amounts of material resources for consultations and cure by the best specialists. The Covid-19 pandemic and the political situation at the country have made changes to the consumer preferences of Muscovites. On the one hand they began to save more, and health issues became secondary ones at the most cases. On the other hand, they are still willing to invest financial resources in their health and also appearance. This explains the ranking of costs for the services of surgeons, cosmetologists and dentists. The previous financial year was marked by instability not only at the political arena, but also by high volatility of the financial market: the exchange rate of the national currency changed dramatically several times during the year. These data led to increased prices at medic centers. To maintain high level customer loyalty at private centers at Moscow they need train doctors, regularly improve their qualifications, create conditions for their additional education aimed to expanding skills and updating existing knowledge level.