[The medical organization of primary care: competitiveness and reputation]

The article investigated the state of the competitive environment on the market of medical services of the Krasnodar territory, which included socio-economic indicators needed to understand current market conditions such as the number of medical organizations of primary care and health manpower; the volume of paid medical services, rendered to population of the region and individual costs for medical services; the investment performance of the industry, the possibility of participation of private medical organizations in the implementation of the Territorial program of obligatory medical insurance. The author's interpretation reveals the concept of «business reputation of a primary-level medical organization». It is proved that the «business reputation» on the Internet or online reputation has become a strategic tool for ensuring the competitive advantages of a primary - level medical organization. The content analysis of Internet resources conducted in the study showed that the online reputation of a primary care organization is primarily patient reviews (negative and positive), and online reputation management in the Internet is continuous work with patient reviews, the process of communicating with the audience, publishing information materials, etc. Monitoring popular sites on this topic prodoctorov.ru and Yandex. Search and analysis of patient reviews of medical organizations in Sochi allowed the authors to assess the online reputation of primary care organizations. In conclusion, the article presents an algorithm for managing online reputation on the Internet to ensure the competitiveness of primary care organizations.