A model for managing the competitiveness of business entities by expanding the impact of advertising tools in the context of the intellectualization of innovative changes

The increasing influence of geopolitical and geo-economic factors on mutually beneficial market partnerships with foreign business structures in medicine negatively affects the provision of the national economy with medical supplies: various types of medicines, goods, medical products, etc. The access of domestic business structures to modern technologies in science-intensive areas of medicine is limited.This require large-scale import substitution and expansion of the introduction of domestic high-tech innovative products into practical healthcare that can contribute to the preservation and strengthening of the health of the Russian population. Effective marketing and behavioral adaptation of medical institutions under the conditions of the mobilization factor, based on the expansion of import-substituted medical products, becomes a source of competitive advantages in the field of medical services. An expanding set of advertising and marketing tools through the implementation of the principles of contextual advertising 2.0 in the process of resource-compensation management of business development, taking into account the multidirectional influence of a multi-vector set of factors, allows achieving the desired result while increasing the trust of target consumers in the range of medical services. The communication permeability of partners in the communication fields created by the structures of the medical sphere can contribute to the achievement of marketing and behavioral sufficiency in synchronizing the behavioral reactions of the interacting parties to receive the desired set of medical services by the target customers of the medical market. The proposed model of managing the competitiveness of subjects of the medical services market implements rational marketing and behavioral adaptation of consumers to the challenges of a turbulent market and the needs of target consumers in the context of the intellectualization of innovative changes by improving communication channels between medical institutions and the population based on contextual advertising 2.0, as well as by attracting business structures that informatively ensure such interaction.

medical services, marketing-behavioral adaptation, contextual advertising 2.0, manipulation factor, marketing behavioral modulator, intellectualization-innovation of innovative changes, hybrid marketing, marketing and behavioral sufficiency, human capital, motivational catalyst, "zipper" of subjects' behavioral reactions, trust, competitiveness