STAKEHOLDER RELATIONSHIP MANAGEMENT IN HEALTHCARE AND PHARMACEUTICALS

Abstract

The article explores the theoretical and methodological foundations as well as practical mechanisms for managing stakeholder relationships within the healthcare and pharmaceutical sectors. The relevance of the study is driven by the need to ensure effective interaction among key actors in the medical and pharmaceutical environment amidst ongoing healthcare reforms, growing patient needs, and increased demands for business transparency and accountability. The essence and typology of healthcare stakeholders are revealed, including government agencies, medical institutions, pharmaceutical enterprises, professional associations, civil society organizations, and patients. The article offers a classification of stakeholder interaction management models and substantiates the relevance of applying adaptive, network-based, and partnership approaches under modern conditions.

The research analyzes mechanisms for coordinating stakeholder interests, such as legal regulations, contractual relationships, communication tools, accountability and transparency mechanisms, and the role of digital technologies in facilitating interaction. Particular attention is given to practices of building trust, fostering social responsibility, and enhancing reputational capital as key factors in sustaining partnerships between healthcare institutions and pharmaceutical companies. The role of public institutions, particularly the Ministry of Health of Ukraine, is highlighted as a central coordinator of reforms, communication processes, and policy development in the healthcare domain. The study identifies barriers to effective interaction, including conflicts of interest, information asymmetry, and an underdeveloped regulatory framework. Directions for improving management mechanisms are proposed, taking into account international best practices and the specifics of the Ukrainian context. The findings provide theoretical value for further scholarly research on governance models in healthcare and practical relevance for developing recommendations aimed at improving decision-making at all levels of the healthcare system.