Application of the Concept of Category Management to Improve the System for the Sale of Goods and Services in the Field of Medical Services

Abstract

The article describes the practical applicability of the concept of category management to improve the management of goods and services. Through consideration of some category management tools (in particular, the distribution of categories by roles), the practical benefits of applying the concept of "category management" in the assortment policy of companies have revealed. The practical experience of applying the approach to the field of medical services has studied. A new approach to product categories has proposed – the transition from the traditional classification of services by medical specialty to a client-oriented approach. The new approach involves the transition from a professionally oriented classification using medical terms to the definition of categories according to the types of work performed for users of medical services. This approach is useful when planning marketing activities to attract customers, as it implies a transition to product categories that are understandable to the consumer.