[Marketing macroenvironment of a sanatorium and spa facility as a study object and a factor of strategic decision making].

Analysis of marketing macroenvironment is an important stage in the formulation of the strategy for the development and operation of a therapeutic and preventive healthcare facility making possible rapid adjustment to sharply changing marketing conditions. The possibility of using expert evaluation for the analysis of the marketing macroenvironment of a sanatorium and spa facility and a concrete medical care service provided (peloidotherapy) is illustrated. The study covers five aspects of marketing macroenvironment, viz. socio-demographic, technological, economic, political and ecological.