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The goal of the study is to conduct a market research and an evaluation of the consumer preferences related to the use of mobile healthcare apps (mHealth) in Russia to support and promote patients' adherence to drugs. Materials and methods. The survey involved 1,099 mHealth consumers from two target segments. The first segment (S1) included intermediate consumers: real (264 pharmacists from 22 regions of Russia) and potential (293 students with major in Pharmacy). The second segment (S2) included 542 final consumers, or members of the general public, from 28 regions of Russia. Field studies were conducted using the oral survey (27 %) and web-based survey (73 %) methods with a structured questionnaire. The qualitative method with a twodimensional perception chart and the quantitative method of individual point estimates with the calculation of integral indicators were used for positioning. Results and discussion. The marketing study of drug adherence has revealed that over 50 % of the respondents in S2 have low degree of adherence. The most common ways to support adherence were to take medications as part of the normal daily routine (87.1 %) and to use mobile healthcare apps (66.4 %). According to 98.2 % of the pharmacists and students (S1), mHealth apps could be more widely recommended for use. The leaders among mobile apps for drug control in Russia have been established as a result of positioning using qualitative and quantitative methods. A mechanism for promoting mHealth has been proposed in order to more fully satisfy consumer preferences. Conclusion. The obtained results provide the basis for the development of a set of strategic measures for the further development of the basic segment of the mobile healthcare app market to support drug adherence and to increase the competitive advantages of mHealth, which will contribute to the effective treatment and prevention of chronic diseases in Russia. [ABSTRACT FROM AUTHOR]

The objective of the present comparative study was to estimate the efficacy of the rehabilitative treatment of the patients presenting with knee joint osteoarthrosis using sinusoidal modulated current electrophoresis of a phytopreparation. It was shown that the combination of phyto- and electrotherapies allows to more efficaciously alleviate pain in the knee joint and improve its function than pharmacotherapy or its combination with amplipulse therapy. The proposed approach produces no adverse effects. Its ultimate effect is a marked improvement of the patients' quality of life.

This work had the objective to study kinetics of the release of flavonoides from peat peloid compositions containing extracts of medicinal herbs in model systems.The key parameters of the process are defined. The rate of liberation of flavonoides is shown to depend on their initial concentration in the compositions being used. The influence of the flavonoide composition of the tested extracts and dimethylsulfoxide on the release of biologically active compounds contained in the starting material in the model environment is estimated. The possibility of the layer-by-layer deposition of the compositions and peat peloids in order to increase the efficacy of flavonoide release from the starting composition and to ensure more rational utilization of the extracts of medicinal plants is demonstrated.

Successful introduction of modern technologies into the national health care systems strongly depends on the current pharmaceutical market situation. The present article is focused on the peculiarities of marketing research with special reference to physiotherapeutic services and commodities. Analysis of the structure and sequence of marketing research processes is described along with the methods applied for the purpose including their support by the use of Internet resources and technologies.

The objective of the present study was to demonstrate the possibilities to analyse selected segments of the target market of physiotherapeutic services provided by medical and preventive-facilities of two major types. The main features of a target segment, such as provision of therapeutic massage, are illustrated in terms of two characteristics, namely attractiveness to the users and the ability of a given medical facility to satisfy their requirements. Based on the analysis of portfolio of the available target segments the most promising ones (winner segments) were selected for further marketing studies. This choice does not exclude the possibility of involvement of other segments of medical services in marketing activities.

Analysis of marketing macroenvironment is an important stage in the formulation of the strategy for the development and operation of a therapeutic and preventive healthcare facility making possible rapid adjustment to sharply changing marketing conditions. The possibility of using expert evaluation for the analysis of the marketing macroenvironment of a sanatorium and spa facility and a concrete medical care service provided (peloidotherapy) is illustrated. The study covers five aspects of marketing macroenvironment, viz. socio-demographic, technological, economic, political and ecological.