The role of content marketing in the promotion of medical goods and services

Abstract

The main purpose of the research is highlighting the role of quality medical content marketing, the main problems that arise in the implementation of content strategies on the example of modern Sumy medical institutions, providing recommendations for its improvement. Systematization literary sources and approaches for solving the problem indicates that the search for new marketing tools to inform and stimulate the purchase of customers about medical goods and services (passive demand) in the online sphere remains a very relevant topic