ANALYSIS OF THE MARKET ENVIRONMENT OF MEDICAL ENTERPRISES FUNCTIONING DURING A CRISIS PERIOD

Abstract

Introduction. The healthcare market in Ukraine in 2025 is significantly influenced by complex crisis phenomena such as war, the COVID-19 pandemic, and economic instability. These factors have dramatically altered the operating conditions of medical enterprises, posing new challenges. One of the main issues is the destruction of medical infrastructure due to combat actions, which makes access to medical services particularly difficult in affected regions. The demand for medical services, pharmaceutical products, and innovative technologies is increasing, requiring prompt responses from healthcare institutions. However, the lack of resources to restore medical facilities and implement new technologies remains a major obstacle. Purpose. This article aims to analyze the functioning of medical enterprises in Ukraine during the crisis period, focusing on the impact of war and the COVID-19 pandemic. The study also aims to identify potential strategies for integrating innovative technologies into healthcare services to improve their accessibility and efficiency in these challenging times. Methods. The research is based on an extensive review of current publications, statistical data, and reports related to the healthcare industry during crisis periods. It involves analyzing trends in healthcare service provision, technological integration, and market adaptation. Additionally, the study examines the role of government support programs and international humanitarian aid in sustaining the healthcare system in Ukraine. Results. The analysis reveals that the Ukrainian healthcare market has continued to grow despite the challenges presented by economic instability and warfare. In 2025, the total volume of the medical services market reached 162.6 billion UAH, reflecting a 17.1% increase compared to the previous year. This growth signals a recovery in medical infrastructure, with rising demand for healthcare services and medical supplies, even during periods of economic hardship. Significant increases in investments in telemedicine, electronic health records, and mobile medical applications are also noted, as these innovations provide a viable solution to delivering healthcare services remotely. The pharmaceutical sector has also seen a rise, with a 17.1% increase in sales in 2025. Moreover, the successful implementation of mobile hospitals and temporary medical facilities in conflict zones has played a crucial role in ensuring access to healthcare services. The introduction of digital technologies like telemedicine and electronic medical records has become a critical aspect of the healthcare sector’s adaptation to crisis conditions. Conclusion. The healthcare market in Ukraine continues to evolve despite significant challenges due to the ongoing war, the COVID-19 pandemic, and economic instability. The demand for medical services, pharmaceutical products, and innovative solutions like telemedicine has increased, pushing the industry to modernize. Government recovery programs and international support have been essential in sustaining medical institutions. However, further integration of digital technologies and investment in healthcare infrastructure remain crucial for the sustainable development of the medical sector in the post-crisis period. The future of the Ukrainian healthcare market hinges on successful technological innovations and continued support from both the government and international partners.