МАРКЕТИНГЪТ В ЗДРАВЕОПАЗВАНЕТО – ПРАВНИ АСПЕКТИ
MARKETING IN HEALTHCARE – LEGAL ASPECTS

Author(s): Maria Ivanova Radeva
Subject(s): Social Sciences, Economy, Sociology, Health and medicine and law, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: marketing; healthcare; advertising
Summary/Abstract: In the context of increasing competition and digital transformation, healthcare marketing is gaining growing importance. The legal framework introduces restrictions aimed at ensuring the ethical conduct of medical practice and the provision of accurate information to patients. The study analyzes the regulatory framework in Bulgaria and highlights the need for a balanced approach that reconciles modern marketing practices with patient protection and the public interest.

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