Aleksandr V. TSUPIKOVMoscow State Institute of International Relations of Ministry of Foreign Affairs of Russian Federation, Moscow, Russian Federation 5143310@gmail.com ORCID id: not available
Subject. The article is devoted to the organizational and managerial relations formed in the internal environment of private dental clinic network during the implementation of a patient-centric model of activity. Objectives. The purpose is to justify the system of management control in a network of private dental clinics, determine measures to support the adoption of management decisions by owners regarding the strategic development of the network, investments in new technologies and equipment, and implementation of a unified strategy to promote the network brand. Methods. The study employs the content analysis of existing sources, comparative analysis, statistical data, and expert surveys. Results. We offered a model of management control of compliance of the marketing image of dental clinic network and the implemented business model. It is characterized by monitoring and evaluation of key components of the activity (development strategy, financial results, personnel, innovations and investments, marketing), enabling to solve scaling problems in the management to ensure the development of a unified brand and strengthening competitive advantages in the dental services market. Conclusions. Management control in a network of dental clinics is focused on assessing the effectiveness of measures to maintain the marketing image of the network. The study highlights a significant relationship between maintaining the patient-centric model of activity and its reflection in the financial indicators of the network of clinics.
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