За корпоративната социална отговорност в сферата на здравеопазването
On corporate social responsibility in health

Summary/Abstract: In recent years, corporate social responsibility (CSR) has been recognized as an important part of socially sustainable business models and has become common practice in many countries. The purpose of this article is to reflect the increasing role that CSR has in healthcare and its impact on the stakeholders. The latter should, in a dialogical mode, become agents of change and contribute to improving the health of the population. On the other hand, researchers in the field of public health and social dialogue should analyze how CSR can have a positive impact on the health of the population in the short and in the long term. This would only happen by identifying the role that the business plays in the sustainable development and the sustainable health of the population, regardless of the stage of economic development of a society. The Corporate Social Responsibility offers the opportunity for business organizations to address universal health challenges through shared management; personal and professional responsibility; holistic approach to medicine and cooperation for the corporate good. The article looks at the theoretical foundations for motivating corporate social responsibility in the healthcare sector, which are linked to ethical and moral aspects in different cultural settings. The principles of passive and active social responsibility have been introduced and their impact on the social and market goals of the healthcare facilities has been presented so that the responsible behavior in hospitals can be determined. A number of practical examples from the Scandinavian countries, Sri Lanka, India, Guinea, Brazil and others are presented, analyzing the role of CSR in the development of modern technologies such as telemedicine and mobile applications, on the one hand, and the fight against corruption, on the other. In conclusion, the healthcare organizations, especially the hospitals, should balance their financial and clinical outcomes with corporate responsibility. It is critical for them to respond to stakeholder requirements through guarantees of efficiency, ethical conduct and value. In this way, the adequate corporate governance and the corporate strategy create together a gold standard of social responsibility.

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