[The marketing analysis of plastic surgery market in Russia].

The article presents analytical review and marketing analysis of the market of plastic surgery in Russia. The characteristics of the segment of plastic surgery services in National and regional markets of fee-for-service medicine in 2016-2019 are given, including characteristics of consumer behavior in this segment. The information was obtained by comprehensive analysis of data from plastic surgery clinics, review of opinions of leading market experts, as well as through study of consumer behavior of Russian customers of medical services. Particular attention is attended to peculiarities of development of market of private plastic medicine in conditions of incipient way out of country of economic crisis. The review includes evaluation of dynamics of private medicine market in Russia and its individual segments since 2015. The study includes detailed description of segment of plastic surgery services of the Russian market of fee-for-service medicine. The first-rate players in the segment are marked out in terms of revenue and number of medical institutions in national and regional market. The review also includes description of consumer behavior in the segment of plastic surgery services. The most required services are identified. The average consumer costs of these services were estimated, as well as the consumer cost of this type of medical services in the last three years was assessed.