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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Social Marketing and Corporate Culture as Tools for Shaping the Brand of Medical Institutions in the Process of Attracting International Capital
Zaverbnyj A. S., Zalizna L. V., Luhovskyi S. V.

Zaverbnyj, Andrij S., Zalizna, Lyubov V., and Luhovskyi, Stanislav V. (2026) “Social Marketing and Corporate Culture as Tools for Shaping the Brand of Medical Institutions in the Process of Attracting International Capital.” Business Inform 4:687–699.
https://doi.org/10.32983/2222-4459-2026-4-687-699

Section: Management and Marketing

Article is written in Ukrainian
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UDC 658.8:614.2:339.727.22

Abstract:
Relevance of the problem lies in the fact that under martial law, significant destruction of medical infrastructure, and limited internal financial resources, attracting international capital to the healthcare system of Ukraine becomes critically important. This necessitates the formation of a strong brand for medical institutions based on social marketing and corporate culture. The aim of the article is to study the role of social marketing and corporate culture in shaping the brand of medical institutions and to determine their significance in attracting international capital to the healthcare sector. Methods used include theoretical generalization, system analysis, comparative analysis, statistical analysis of the dynamics of foreign direct investment in Ukraine for 2005–2025, as well as methods of structuring and logical modeling. The study examines the processes of brand formation of medical institutions in Ukraine, the role of social marketing and corporate culture in enhancing investment attractiveness, as well as the dynamics and structure of investments in the healthcare sector under crisis and postwar transformations. The results of the study reveal the cyclical and crisis-prone nature of foreign investment in Ukraine and the transformation of healthcare financing from private investments to the dominance of international donor and institutional support. It has been found that social marketing contributes to building trust and a positive image of medical institutions at the international level, while corporate culture ensures internal coherence, quality of services, and organizational resilience, which together enhance their investment attractiveness. The necessity has been substantiated to integrate social marketing and corporate culture tools into a comprehensive branding system for medical institutions as a key factor in transforming reputational capital into real investment flows under conditions of increased risk. A phased mechanism has been proposed for forming the brand of medical institutions to attract international capital, which includes analysis of the current state, development of a brand strategy, implementation of social marketing tools, development of corporate culture, activation of investment marketing, digitalization, and performance monitoring.

Keywords: social marketing; corporate culture; brand of medical institutions; international capital; investment attractiveness.

Fig.: 2. Tabl.: 2. Bibl.: 41.

Zaverbnyj Andrij S. – Doctor of Sciences (Economics), Professor, Professor, Department of Foreign Economic and Customs Activities, Lviv Polytechnic National University (12 Stepana Bandery Str., Lvіv, 79013, Ukraine)
Email: [email protected]
Zalizna Lyubov V. – Senior Lecturer, Department of Foreign Economic and Customs Activities, Lviv Polytechnic National University (12 Stepana Bandery Str., Lvіv, 79013, Ukraine)
Email: [email protected]
Luhovskyi Stanislav V. – Postgraduate Student, Department of Management and International Entrepreneurship, Lviv Polytechnic National University (12 Stepana Bandery Str., Lvіv, 79013, Ukraine)
Email: [email protected]

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