How to Address the Challenges of the Healthcare Business in 2025

Contents:

• Importing equipment has become much more expensive
• Due to a shortage of personnel, it is difficult to find and retain employees
• Reputation has become much more important than service
• Due to marketing restrictions, it is difficult to promote the clinic

Anton Kazantsev, ophthalmologist and CEO of the VISTA Ophthalmology Center, shared valuable experience in the field of ophthalmology. His knowledge and practical experience allow him to offer effective solutions for various eye diseases. The VISTA Center offers a wide range of services, including diagnosis and treatment of diseases, vision correction, and preventative measures. By contacting specialists, patients can count on a personalized approach and high-quality medical services. Running a healthcare business in 2025 poses a number of significant challenges. The physician shortage is becoming an increasingly pressing issue, making it difficult to provide high-quality medical care. Furthermore, interruptions in the supply of medical equipment can negatively impact the efficiency of institutions. Strict laws and regulations governing the medical field require entrepreneurs to constantly monitor legislative changes. It is also worth considering that patients are becoming increasingly knowledgeable and attentive. They not only study medication instructions but also carefully analyze reviews of doctors and clinics, which adds an additional level of responsibility for medical institutions.

In this article for the Skillbox Media "Business" editorial team, I will discuss the main problems facing the industry and offer solutions using my center as an example. We will consider key challenges, as well as effective strategies for overcoming difficulties and achieving business success.

• Importing equipment has become much more expensive.
• Due to a shortage of personnel, it is difficult to find and retain employees.
• Reputation has become much more important than service.
• Due to marketing restrictions, it is difficult to promote a clinic.

Ophthalmologist and CEO of the VISTA Ophthalmology Center Anton Kazantsev shared his experience in the field of ophthalmology. His knowledge and professional approach allow him to effectively solve vision problems and improve the quality of life of patients. The VISTA Center offers a wide range of services, including diagnostics, treatment, and prevention of eye diseases. Anton Kazantsev's experience and highly qualified team of specialists ensure reliable and modern treatment that meets the latest medical advances.

Imported equipment has become much more expensive

One of the key problems in private medicine in Russia is its dependence on imported equipment. Since the beginning of 2022, deliveries of diagnostic and surgical equipment have slowed significantly, leading to increased prices for medical equipment. At the same time, locally produced equivalents do not always meet the required quality standards, calling into question their effectiveness. Amid a shortage of imported equipment, private medicine faces challenges that require urgent solutions to ensure access to high-quality medical services.

Parallel imports offer opportunities, but they also mean longer delivery times and higher equipment costs. As a result, clinics are forced to rethink their business models: recalculate payback plans, postpone purchases, and balance quality with budget. Often, the choice is between expensive but high-quality products and cheaper options that may pose risks to patients.

We chose the first option and purchased equipment with which we have experience and which delivers the desired results. This approach increased the payback period for the business, but significantly strengthened our reputation: patients highly value the quality of the services provided.

Due to a staff shortage, it is difficult to find and retain employees.

Russia is experiencing a shortage of medical personnel. According to the Ministry of Health, the country is short of approximately 63,000 medical specialists. The situation is especially challenging when not just a doctor is needed, but a highly specialized specialist. In such cases, finding the right professional is like a casting call, which significantly complicates access to quality medical care.

To address this issue, we gradually expanded our company and took all necessary measures to retain employees.

The clinic began with a small team, in which my family and I played the main roles. We were responsible for seeing patients, organizing processes, and monitoring the quality of services provided. Our family has a dynasty of ophthalmologists, which allowed us to independently manage appointments. If you are a doctor or have friends who are doctors, this can significantly increase flexibility and reduce start-up costs.

We engage specialists to solve specific problems. Complex cases requiring high-tech procedures are transferred to experienced surgeons under a contract. This approach proves more cost-effective compared to maintaining a highly paid specialist on a permanent basis.

We began investing in hiring as our business grew. The team expanded once we achieved a stable patient flow. During this period, we engaged an HR manager who developed an effective system for onboarding new employees and internal training, which improved the quality of service and teamwork.

We encourage employee growth by providing them with the opportunity to participate in specialized conferences and paying for training. We actively involve them in the development of the clinic. This approach proves more effective than simple cash bonuses.

Creating honest communication is a key aspect of successful collaboration. Transparent conditions, respect for employee experience, and clearly defined expectations form the basis for building an effective team. This approach not only improves interaction within the team but also increases overall productivity. Optimizing processes and maintaining an open dialogue help overcome difficulties and achieve common goals.

Reputation has become much more important than service.

People carefully choose a clinic and specialist based on reviews, forum discussions, and recommendations in chats. Even if a clinic is equipped with modern equipment, offers reasonable prices, and has experienced doctors, potential clients need to be convinced of its reliability and professionalism. Proving your competence and gaining the trust of patients is an important task for any medical organization.

Formation Building a good reputation should begin from the very first day of work. A good reputation is the foundation for word of mouth. Satisfied clients not only return to the clinic but also recommend it to their loved ones. Creating a positive image is important for attracting new patients and building trust in the medical institution.

We took a number of steps to build and strengthen our reputation. First and foremost, we focused on providing high-quality service and maintaining high customer satisfaction. By regularly collecting feedback and incorporating suggestions, we were able to improve our offerings and adapt to our audience's needs. Furthermore, we actively participated in professional communities and shared our experiences, which contributed to increased trust in our company. Our transparency in business processes and willingness to answer customer questions also played a significant role in shaping our positive image. We understand that reputation is a long-term asset, and we continue to work to strengthen it.

We offered safe services to patients, minimizing any risks. In the first months of our operation, we provided consultations and performed basic diagnostics. This allowed patients to get to know us better and establish trust.

We actively engaged with local communities. Initially, we did not invest in advertising, but we paid attention to every review. We collaborated with review platforms, neighborhood forums, and local Telegram chats. These channels not only contributed to our reputation but also attracted new clients.

As our patient flow grew, we implemented a CRM system, automatic reminders, feedback collection, and personalized offers. These measures significantly increased customer loyalty and improved the quality of communication with them. The integration of technologies allowed us to effectively manage interactions with patients, which in turn contributed to improved service and increased customer satisfaction.

Marketing restrictions make it difficult to promote the clinic

In the Russian Federation, advertising of medical services is regulated in accordance with Federal Law No. 38-FZ "On Advertising." Article 24 of this law establishes a number of restrictions regarding medical advertising. Key restrictions include a ban on false information, the need to confirm the effectiveness of medical services, and restrictions on the use of images and statements that may mislead consumers. These measures are aimed at protecting citizens' rights and ensuring the accuracy of information about medical services. Advertisers must take these requirements into account to avoid fines and other legal consequences.

• You cannot promise a guaranteed result, for example, by writing "we will definitely help" or "restore your vision in one visit."
• You cannot compare your clinic with others. Even if you are better, it is patients who say so, not you.
• You cannot create a false sense of security. Statements such as "painless treatment," "absolutely safe," "fast and effective" are prohibited.
• You cannot conceal risks. Any advertisement for medical services must indicate contraindications.

You can rework the text for SEO without adding unnecessary content as follows:

Read also:

Pay attention to Useful resources and articles to help you deepen your knowledge on topics that interest you. These materials can provide valuable information and advice that will be useful in your practice. Don't miss the opportunity to expand your horizons and learn new ideas that can positively impact your development and success.

Using Comparisons in Advertising: How to Avoid Losing 500,000 Rubles

Comparisons in advertising can significantly increase the appeal of your product, but using them incorrectly can lead to significant financial losses. To avoid losses, it is important to adhere to key principles.

First, make sure that comparisons are based on facts. Incorrect or distorted data can cause consumer dissatisfaction and negatively impact your company's image. Second, try to focus on the unique benefits of your product. Comparisons with competitors should highlight exactly what makes your product special.

It is also important to consider the target audience. Different consumer groups may respond differently to comparative analysis. So, before launching an advertising campaign, conduct research to understand which aspects of the product will be most relevant to your audience.

Also, use creative approaches to visualizing comparisons. Bright graphs, infographics, or videos can make your content more engaging and memorable.

Finally, don't forget about legal aspects. Make sure your comparisons comply with the law and don't infringe on competitors' rights. By following these guidelines, you can effectively use comparisons in advertising and avoid significant financial losses.

Communication with patients has its limitations. Doctors shouldn't push drugs or services. Their job is to explain the treatment process to patients, point out cases where it is necessary, and present possible alternatives. It is important that the final decision rests with the patient.

Marketing in medicine must be completely transparent and honest, excluding any false promises. This is not just a trendy trend, but an essential requirement for establishing trusting relationships with patients. Honest information about medical services and procedures contributes to a positive image of clinics and doctors and increases patient satisfaction. Transparency in marketing helps avoid misunderstandings and dissatisfaction, which, in turn, strengthens the reputation of medical institutions and contributes to their successful development.

To comply with the law, we focused on reviewing all marketing materials, including doctor cards and service descriptions on the website. We eliminated terms such as "best," "safe," and "guaranteed results." Instead of phrases like "helps with cataracts," we use more precise expressions, such as: "According to the results of clinical study No. …." This approach allows us to provide information that complies with legal requirements while maintaining high standards of medical care.

We have detailed and accessible descriptions of all procedures, including links to studies, protocols, and standards. For example, when it comes to laser vision correction, we clarify who it is recommended for, the risks involved, and when this procedure may not be appropriate.

Compliance with medical legislation plays a key role in maintaining patient trust and shaping our professional image. While it requires more effort than direct sales, a compliance-focused approach is the only correct one in the medical field. This approach not only protects the interests of patients, but also promotes long-term relationships and the reputation of your medical practice.

Want to learn about business development in Russia? Check out the materials from the Business editorial board from Skillbox Media. We offer relevant articles, research, and advice to help you better understand the market and find effective strategies for growing your business.

• 5 myths about financial strategy that are preventing your business from growing
• Small business support programs in 2025: federal, regional, and industry-specific
• Main changes in legislation that entrepreneurs need to know
• Social contract: how to get 350 thousand rubles from the state to start a business
• Is the customer always right? We talk about consumer terrorism.