Developing Countries on the Path of Implementing the National Oncological Projects: Market Barriers and Marketing Tools for Overcoming Them

The purpose of this chapter is to determine the market barriers on the path of implementing the national oncological projects in developing countries and to offer marketing tools for overcoming them (by the example of modern Russia). The authors study the process of implementation of the national oncological projects through the prism of the elements of marketing mix in model 6P. The authors establish that developing countries face multiple market barriers on the path of implementation of the national oncological projects. These barriers include moral wear and tear of technologies and deficit of equipment due to insufficient financing, absence of paid services or difficulties in obtaining them, low networkization of cancer detection centers, complexity of feedback collection, bad reputation of cancer detection centers, deficit of medical employees and their low efficiency due to labor norming, and low level of service due to insufficient control. The determined barriers are systematized through the prism of the elements of marketing mix in model 6P. The authors offer perspective marketing tools for overcoming them: marketing of investments, marketing of innovations, flexible pricing for different categories of consumers, development of online services, digital marketing, marketing of interrelations, HR marketing (including stimulation of labor), and marketing studies for service control. The authors offer a concept of implementation of the national oncological projects in developing countries based on marketing tools, which is based on the principle of public-private partnership and which ensures high effectiveness of provision of medical services for diagnostics and treatment of oncological diseases. Practical implementation of the authors’ recommendations will allow achieving the increase of healthy life span of population of developing countries, increase of the level of happiness, growth of global competitiveness, and sustainable development of their socio-economic systems.