Ensuring the competitiveness of health institutions in the conditions of modern transformations

The article considers the issue of the competitiveness of healthcare institutions in the conditions of modern transformations in order to determine the economic factors that affect the effectiveness, social orientation and adaptability of healthcare institutions in accordance with modern institutional transformations in the field of healthcare. An analysis of scientific concepts and key approaches to ensuring the competitiveness of healthcare institutions has been carried out, including taking into account the conditions of modern economic and institutional transformations. Analytical work has been carried out on the significant changes that the modern healthcare system of Ukraine is experiencing, related to the reform of the financing of the industry, the growth of competition between healthcare institutions for patients and financial resources, the digitalization of medical services and the growing role of information technologies. Also analyzed are the significant changes that the modern healthcare system is experiencing, related to demographic, security (military), social and economic challenges, the strengthening of the role of the labor market for medical personnel and the need for constant improvement of the competencies of specialists. It is proven that the outlined factors contribute to the provision of quality services and active management of finances, marketing, personnel, reputation - as full-fledged subjects of economic competition. Recommendations are provided on scientifically based economic models of competitiveness management using the tools of integration of economic and management methods, assessing the economic efficiency of new formats of medical services. It is proven that the current conditions of activity in the field of healthcare are determined by rapid technological changes, changing social demands and strengthening of regulatory and legal regulation; institutions are forced to work in an environment where the requirements for the quality, safety and efficiency of medical services are constantly increasing. It is established that financial constraints and the need to optimize the use of resources also play an important role. It is substantiated that increased competition among institutions creates the need for the implementation of modern management models and innovative solutions.