1) Economies of scale for providing the services -ABSENT, as production expenses of the dental services do not depend on the clinic's scale nor the amount of patients.

2) Valuable brands with a high level of loyalty by patients - MEDIUM

Undoubtedly, large dental clinic chains (like “Stoma”, “Medi”, “Intan” etc) possess some competitive advantages relative to single clinics as they are better recognized and enjoy their clients' loyalty due to their spread and a greater advertising budget. This type of clinics provides services to both adults and minors and make up around 50% of Saint Petersburg dental services market [ Медицинский рейтинг 2017, UPD: http://story.dp.ru/medranking#15].

However, there are virtually no large players among the single clinics.

3) Differentiation of children's dental services - HIGH

All the niches are occupied by chain and single clinics having their own client base.

4) The level of cost (permanent and temporary) for the market entry and return on investment -MEDIUM

The major expenses include purchase or rent of premises, repair according to the standards by the sanitary and epidemiological service, various clearances and authorization, obtaining a medical license for providing dental services and children's dentistry in particular, the dental equipment.

The payback period is short as with the improvement of the population's standards of living, they get an opportunity to assign more funds to their healthcare. Moreover, one can observe an increase in demand for children's dentistry.

5) Government intervention - HIGH

There are many government regulations in the area restricting the activities of private clinics, setting licensing rules for medical activities etc. Furthermore, one of the major requirements by the government is the implementation of the Sanitary Regulations and Norms (SanPin). SanPin indicates where and how to establish a clinic, to build and maintain a heating system, water supply system, sewage and ventilation. It also provides parameters for artificial lighting and natural light, the overall environment and air. Following the standards is essential to every medical clinic in Russia.

b) Bargaining Power of Suppliers - LOW

1) Number of Suppliers - HIGH

On Saint Petersburg market, a wide selection of suppliers of dental equipment and medical supplies being either distributors or actual producers are present. This combination provides unlimited resources to the customers.

2) Costs of switching to other suppliers - LOW

Changing a supplier only requires the cancellation of the respective agreement if one exists. Otherwise, the termination of contract occurs immediately.

c) Bargaining Power of Buyers - HIGH

1) Share of Priority Patients - HIGH

In the area of single dental clinics for families, the base of patients developed by the doctors and the family members they bring with them are the major client base. A lower share of the patients comprises primary clients that were attracted thanks to internet responses and advertising.

2) Loyalty to the Brand - MEDIUM

Being clients of a certain clinic, permanent clients do not suffer high switching costs by changing their choice in case of dissatisfaction with current services.

Otherwise, they are likely to attend the same clinic with a whole family as trust to particular doctors and method is essential to taking a decision like that. On the other hand, if a doctor leaves the clinic, their clients will likely follow them.

d) Threat of Substitutes- MEDIUM

Dental services provided to children and present on the market of Saint Petersburg are identical to those among other clinics due to the specialties of children's dentistry in overall. Therefore, there can be no substitutes on this particular market.

At the same time, the main advantage of a late market entry strategy possessed by “newbies” on the market is the time dedicated to R&D as well as technology development, automation of the process, implementation of a CRM-system, creation of a paperless environment. It helps to automate the clinical processes and provide a better and cheaper service for patients thanks to the development of new healing methods and equipment.

Moreover, the market of dental services might soon be joined by more clinics providing a variety of services from different areas of medicine (including but not limited to pediatrists, otolaryngologists, speech therapists) as opposed to regular purely dental clinics.

e) Industry Rivalry on the children's dentistry market in Saint Petersburgна рынке - HIGH

1) Number of Players - the market currently faces a high saturation level of companies. According to the outcome of a research work carried out by RBK and published on Business Planner web-site on 29.12.2017 the overwhelming majority (around 98%) of dental clinics that are located in Saint Petersburg are private while only every 30^th clinic is public. As for the Petrogradsky district, which is the location of “Dental Palace”, it is one of the least populated districts that has a high density of private children's and family dental practices. Thus, there is one clinic per 1507 people which is among highest rates in the city (as opposed to Kurortny district that only has one clinic per 25534 people) [Исследование рынка стоматологии Санкт-Петебурга в 2017 году, UPD: https://business-planner.ru/articles/analitika/issledovanie-rynka-stomatologii-sankt-peterburga-v-2017-godu.html].

2) Market Rate of Growth - HIGH

The trend indicating an increase in the share of children's dentistry is an important sign of dental services market development in Saint Petersburg. Emil Agadjian, the owner of premium-class chain of dental clinics “Clinic of a Kind Dentist” ("Клиника доброго стоматолога") exressed his opinion in an article by a Saint Petersburg magazine “Delovoy Peterburg” published on 29.06.2018.

According to him, the children's dentistry will rise at the largest rate because parents are getting better informed and as a result, they realize how important it is to heal their children's teeth therefore raising demand for respective services which causes the industry to respond by extending the chains and establishing new children's and family dental clinics on the market.

6 Conclusions of the Porter's Five Forces Analysis

Thus, the greatest extent of influence can be observed from the point of view of patients and the intra-industry competition. In the process of developing an entry strategy for the family dentistry market, it is necessary to come up with measures for diminishing this influence from either side.

As for the potential threat from the patients, by developing an effective marketing strategy one may achieve a significant diversification of the client base thereby increasing the recognition of the clinic and influx of primary patients thanks to advertising therefore decreasing the dependence of the clinic on a particular segment. “Dental Palace” dental clinic is strongly recommended to avoid any conflict situations involving the patients and carry out regular surveys to monitor the level of their satisfaction with the service. This action is of vital importance because by leaving the clinic, they significantly reduce the potential client base that could be referred by them.

To conclude, the threat of intra-industry competition can be mitigated by being constantly informed about the current state on the market. A significant portion of the budget has to be allocated to marketing research and permanent monitoring of the offers by major competitors. Certainly, one should track the technology development and develop the uniqueness of their services to strengthen one's competitive advantages.

7 Demand for and supply of the children's dentistry services in Saint-Petersburg

The one -time individual online survey of 150 respondents was carried out in a period from 01.05-20.05, 2019. It had 15 questions 4 of which were multiple-choice-designed. The Appendix 1 contains the full question-list.

Basing on the fact that the survey was initially aimed at identification of consumer demand on the children's dental services market, the sampling was made up of parents and their children aged 1-15, living in St. Petersburg. No age-limits were applied to the people questioned, however, according to the results, maximum age group of the respondents was within the following ages: 36-55.

The questioning itself was divided into two parts, the first of which revealed some demographic features of the respondents and their children, while the second was aimed at a more detailed analysis of special characteristics of the demand for children's dental services among the questionees.

Thus, according to the results of the survey the age-groups of the respondents are presented in the following proportion: 14% aged under 25, 33.3% aged 26-35, 51.3% aged 36-55, 1.4% aged over 56. 61% of the respondents have a daughter, 39% have a son. All age groups (1-3, 4-6, 7-9,10-12, 13-15) are presented equally in the survey. As the social status criteria, the following attributes were chosen: the type of employment (more than a half of the respondents work full-time, about 20% of the respondents are housewives and work part-time, 4% still study) and income level.

As for the income level in the family, the respondents were segmented into 4 groups and for each of them it is reasonable to introduce a symbol which is, in fact, an abbreviation for the future ease and clear understanding while discussing the results of the survey. So, the specification of the groups in order of increasing their income is following. The first group has the following description: “We economise a lot, we have enough for daily expenditure, but buying clothes is a hassle” and is indicated as Income Level 1 (IL1). The next group is “We have enough for food and clothes but buying large-size household appliances without a loan is a problem” is indicated as Income Level 2 (IL 2). The respondents of the third group featured the following words about their income: “We are basically well-to-do but cannot afford high-valued items (travelling, a car, ect.) without having a loan or some saved money” and the given segment is mentioned as Income Level 3 (IL 3). The last group (segment) with the highest income is described as follows: “We are very well fixed financially and are well-off. We can afford to buy a car or a luxury holiday quite easily” and is indicated as Income Level 4 (IL 4). According to the statement, the respondents of IL1-2 present the segment with significantly lower material welfare level than assigned nominal average salary in St.Petersburg, calculated by Petrostat and which amounts to 59112 roubles for the period of January-June of 2018. [Оплата труда в Санкт-Петербурге и Ленинградской области в январе-июне2018года,UPD:http://petrostat.gks.ru/wps/wcm/connect/rosstat_ts/ petrostat/resources/647698804727ab03bfa1bfa9f02e5c1a/op2kv18.pdf].

The representatives of the given segment make only 16.7% of the respondents, while the average IL3 segment numbers 64.7% of the respondents, the premium IL 4-18.7%. No particular geographical predominance in segmentation was observed, all St.Petersburg districts are presented almost equally with the exception of Kalininsky and Vyborgsky districts that have a slim margin of 28% jointly.

Discussion of the results

44% of the respondents from IL1-2 segments noted that prefer to take medical treatment for their child in government medical establishments (clinics) and 28% of the respondents from IL 1-2 deal with private children's dental clinic services and private family clinic services. Nervertheless, as for the respondents with a higher level of income (3-4), only 20% prefer government clinics, 34% prefer family clinics and 46% choose special dental centers.

Figure 3. Governmental establishment or private clinic?

The bar-charts 4,5 illustrate the importance of different criteria on the part of the representatives with different income level while choosing a dental clinic for their child. For majority of IL 1-2 segment respondents (33.3%) confidence in a certain dentist they choose and visit purposively proved to be the most important criterion. 20.5% noted their choice being greatly influenced by convenient location of the clinic and its proximity to the place of living or working, 17.9% pay much attention to the internet comments and reputation of the clinic, 15.4% are reasonable price-oriented and only 12.8% of the respondents consider high standard of service very important.

Figure 4, 5. Convenient location

As for the more well-off parents (IL 3-4) they also marked confidence in attending doctor as a particularly important factor (32.1%) while 22.6% prefer premium clinics with high standards of service. The same percentage of the respondents noted good reputation of the clinic where the child is treated as essential factor, while convenient location and reasonable prices play a significant part only for 11.9% and 10.7% of the respondents respectively.

Moreover, two persons from the whole sampling answered the given question the following way: “The clinic is provided according to the voluntary medical insurance scheme”

The pie-chart 6 shows which sorts of advertising dental services for children are more effective for the people who took part in the survey. Among all the respondents living in different districts of Saint-Petersburg 52% of the respondent consider word of mouth advertising the most effective method attracting attention to a particular clinic. Advertising in internet ranks second in popularity (19%), while outdoor advertising (billboards, roadside advertising structures, street lightboxes) is less effective as the first two types (13%), according to the respondents. The minority of the respondents mentioned TV advertising (11%) and advertising on public transport (5%) as the most influential type while choosing a dental clinic for their child.

Figure 6. Which type of advertising is most effective?

As it may be supposed, outdoor advertising of dental services can be more effective for potential customers living rather close to the clinic. However, judging by the results of the previous questioning, location of the clinic is not so crucial for the target segment patients (IL 3-4) of the clinic “Dental Palace”. It is seen from the statement that focusing on outdoor advertising even in neighboring Kalininsky, Primorsky, Vasileostrovsky and Petrogradsky districts is not effective for promoting dental services of the clinic. It implies that in this case it is essential to consider all the answers of the sampling for advertising effectiveness study.

The diagram 7 shows how often parents visit the dentist with their children of different age groups. It should be also stated that the same trend is observed in both segments (IL 1-2 and IL 3-4) and there is every indication that the income level of the family has no influence on the number of the visits to dental clinics.

Figure 7. Frequency of visits to dental clinics

Nevertheless, it is notable that there are significant differences in visits to the dentist among children of various age groups. As for baby-patients (aged 1-3), their parents (55.90%) take them to the dentist approximately once a year, other respondents with children of this age group equally or once in 3 months- once in 6 months, or less often than once a year (23.50% and 20% relatively).

58% of children of the age group 4-6 are regularly observed by dentists once a year, 30%- once in 3 months-once in 6 months, 4% are treated more often than once in 3 months and 8% visit the dentist less often than once a year.

The following group has another ratio: 39.10% of parents who have children of 7-9 years old take their child to the dentist once a year, 56.5%- once in 3 months-once in 6 months and 4.30% do that less often.

64.50% of parents of children of 10-12 age group choose to visit the dentist once a year, 19.4%- once in 3 months-once in 6 months, 6.50%- more often than once in 3 months and 9.70% go to the dentist less often than once a year.

As for the last age group (13-15), a bit less than half of the parents ( 45.90%) try to take their children to the dentist once a year, 24.30% regularly take their children to the clinic once in 3 months-once in 6 months, 13/50% do it more often and 16.20%- less often than once a year.

The last question was aimed at revealing the proper comparison of two segments of children-patients: the ones for whom visiting the dentist is a big problem (unwillingness, fear) and the ones who have no any negative emotions about the visit.

According to the results of the survey, visiting the dentist causes problems for 34% of children and consequently their parents.

Being asked the last question, the respondents chose the most effective methods applied in dental clinics which help to child to calm down and overcome negative emotions.

The results can be seen in the Table 1 where the questions are placed in descending order.

Table 1 Problems while visiting the dentist and solution methods.

Methods	Number of answers
Cartoons demonstrated on the screen	80
Small presents given after the visit	79
Dentists' stories about the importance of teeth treatment	52
Colored fillings/ gum shields / braces	33
Doctor's colored smocks and masks	29
Perfumed toothpastes and gels	25

Therefore, cartoons translated on the screen during the visit were chosen as the most effective counter-attracting method in children's dental clinics (80 out of 150 answers), as well as small presents after successful treatment (79 out150 answers). The least calming methods for children were doctor's colour smocks and masks (29) and perfumed toothpastes and gels (25).

7.2 Interview with the head of a third-party clinic

An in-depth interview was conducted with the head of a third-party clinic, in which children's reception is already successfully implemented. This interview was a necessary stage in the course of long-term development of marketing strategy of the company and had a character of benchmarking, i.e. process of definition, understanding and adaptation of the available examples of company's effective functioning for improvement of the own performance.

As the respondent Kosko Anna Valeryevna was chosen, the Dentist-therapist, the orthopedist, the orthodontist, the children's dentist, the Assistant to department of children's dentistry of SZGMU Of I.I. Mechnikov and the Chief physician of the family dental clinic "Dovolny Zub". Anna is a member of the international association of children's dentists of IAPD (The International Association of Pediatric Dentistry) which is a non-profit organization founded in 1969, with the objective to contribute to the progress and promotion of oral health for children around the globe.

As for the clinic "Dovolny Zub" in which Anna works, it was created in 2014 by the group of the like minds doctors who had long-term experience of the clinical work. The clinic consolidated its positions on the market as a family dentistry with stable customer base, it offers all types of dental services both to adults, and children.

The interview was conducted for identification of possible difficulties and for obtaining recommendations about introduction of children's dentistry services from the skilled head who already successfully passed this way and is ready to share the knowledge. For this purpose, a full guide of questions of the in-depth interview was prepared. The guide of the interview was created in a way that the respondent while answering highlighted the full complex of marketing (marketing mix), relevant for children's dentistry (Product, Place, Price, Promotion, Process, Physical Evidence, People). The full list of questions of the interview can be found in Appendix 2, while the full transcript of the interview is available in Appendix 3.

8. The analysis of the survey and interview results and recommendation for "Dental Palace" clinic for successful introduction of children's dentistry

The analysis of the survey and interview results aims to make conclusions and come up with recommendations for “Dental Palace” clinic for designing a successful marketing strategy of adopting children's dentistry.

Having analyzed the interview with Anna Valerievna Kosko (a dentist, head physician and a founder of family dental clinic “Dovolny Zub” some conclusions useful for “Dental Palace” clinic should be done. Moreover, the survey results analysis will also help to figure out some features of demand for dental services that are to be taken into account by “Dental Palace” clinic administration for successful entering the market of children's dentistry.

So, “Dovolny Zub” works in the same patient segment as “Dental Palace”, both of them are private author's clinics and it makes them different from dental chain clinics. Therefore, “Dental Palace” can be guided by the basic marketing principles of Anna's clinic while developing a marketing strategy of introducing children's dentistry.

Also, it should be noted that the major patient base in both clinics has already been accumulated thanks to many years of experience of the specialists working in the clinic, and the flow of new patients is conditioned by recommendations of the patients who have already been treated in the clinic.

On top of that Anna emphasizes that despite the fact that the clinic renders medical services both to adults and children, the demand for children's dental services overweighs and it stresses the need of organizing visiting hours for children in “Dental Palace” clinic. Thus, according to Anna, the clinic has a good chance to increase its patient base in the short run (it is true that if the dentist gained the confidence of a child, the child's parents in most cases become patients of the clinic) as well as in a long run( the children grow up and become adult-patients and bring their children to the family clinic where they used to receive treatment, being children themselves)

In that way, the topicality of a desire of “Dental Palace” clinic administration to introduce children's dentistry was also confirmed during the interview with the expert. Then, basing on the analysis and the survey results, it is necessary to enumerate the recommendations that can help to avoid difficulties while conducting the children's reception.

All the recommendations will be divided into blocks and each of them will deal with a certain mix element.

PRODUCT

In the first place, considering the dental service as a product in the marketing mix, “Dental Palace” clinic should increase the range of prophylactic services children-patients are in need of: hygiene, fluoride treatment, remineralization, dental fissure sealing, using orthodontic appliances. Moreover, particular attention should be given to purchasing special equipment and drugs for sedation and general anaesthesia for younger children.

PROMOTION

The first survey results block illustrates that a bigger percentage of IL 3-4 segment prefers private children's clinics and family dental clinics to state policlinics in contrast to IL 1-2 segment, 44% of which choose state medical institutions for receiving dental services for their children.

Applying these results to “Dental Palace” clinic performance, it is important to note that the results support the adequacy of the clinic's positioning in the premium segment as well as its focusing on a segment of higher income level. More well-off patients, initially being the target audience of the clinic themselves, prefer private clinics to state clinics for their children, according to the survey results. It means that their children also become potential patients in children's dental clinics and private family dental clinics. This very segment is the one ”Dental Palace” clinic should focus on while promoting the services and entering the children's dentistry market.

During the interview Anna gave her special attention to the following question: “Who should the clinic focus on in promoting children's dentistry services?” Considering that “Dental Palace” clinic also wants to switch over to private family clinics segment, it has to follow suit and devote greater attention to complex integrated approach that implies working out a promotion strategy for the whole family all in all.

There is no doubt that the children of regular customers will make the main body of the patients at the first stage of children's reception. Consequently, customer loyalty programs and discount systems for the whole family should be developed.

The management of the clinic consider the necessity of outdoor advertising for speeding-up the process of attraction of new patients while entering the children's dentistry market. It is recognized that Petrogradsky, Kalininsky, Vasileostrovsky and Primorsky districts feature a high density of children's and family dental clinics located near “Dental Palace” clinic and which are its competitors. Most of them run intense c activity and give special attention to outdoor advertising which can be proved by a big number of billboards and advertising constructions along the roads in given districts. However, will the similar marketing strategy effective for attracting potential customers of “Dental Palace” clinic?

According to the survey results word of mouth is the most effective method of dental services promotion. As for outdoor advertising, it is trusted the least by all the respondents as parents while choosing a certain clinic for their child. Hence it appears that despite a big number of various business centers and kindergartens that are located near “Dental Palace” clinic, it is not reasonable to place billboards and advertising stands close by. At the same time, while developing a marketing strategy, it is recommended to focus on internet advertising: context advertising, SEO-promotion, social network advertising.

The analysis of the next question will help to answer the following one: “What are the services to be promoted more intensively in children's dentistry? “

First of all, the same trend of frequency of children's visit to the dentist is observed in each income level segment and it is very revealing. It results from this that it will be a wrong idea to focus on a particular income level segment while analyzing this question. Instead of this it would be better to focus on different age segments of children, since serious differences in visits to the dentist of different age groups of children were marked.

As it turned out during the conversation with a head physician of the clinic that children under 12 years of age are recommended to visit the dentist every 3-4 months - the exact period within which caries, in case it appears, has time to reach median or deep stage. So, reaching optimal attendance (once in 3 months- once in 6 months) should be a key target for the clinic at customer acquisition of age segments of children under 12 years of age.

Thus, focusing on the target mentioned above, “Dental Palace” clinic should analyze the segments that need greater attention in the framework of the promotional campaigns. These segments are made of the parents of children under 12, who take their children to the dentist less than it is recommended and they are the ones with children aged 4-6 and 10-12 because the both groups more than 50% of parents take their child to the dentist once a year or less often. Focusing on certain characteristic features of the target audience (herein the age groups of 4-6 and 10-12) defines the content of advertising in social media and possible promotional campaigns.

For example, these are the children of 4-6 years of age who have some characteristic features: by the age of 3 the child has all his deciduous teeth formed as well as temporary teeth occlusion. Within 5-year period the roots of deciduous teeth are formed and their final development take place: the teeth consolidate in jaw bone tissues. Starting with the age of 5-6 the occlusion changes and deciduous teeth are being replaced by permanent teeth that start to form under the set of deciduous teeth which dental development depends on the first teeth proper care.[ Алшимбаева,2011]. The given features define what should be devoted close attention while carrying on promotional campaigns for the parents of children of 4-6 years of age: need for deciduous teeth treatment, individual approach to each child and prophylaxis, aiming at future proper development of molars. Besides, it is essential to remind and explain to the parents that their children should visit the dentist at least 3 times a year.

For the second group, children of 10-12 years old, some features which the clinic needs to take into account for attraction of new patients are also observed. For example, the bad hygiene of an oral cavity is very often observed what is closely connected with features of psychological development of children at this age [UPD: https://babysmiledent.ru/polezno-znat/prorezivanie-zubov-u-detey/ot-9-12-let]. The process of formation of the molar's roots, which are already cut in the oral cavity, comes to the end by 10 years, and one of the typical problems at this age is the wrong connection of sets of teeth [Бимбас, Сайпева, Шишмарева, 2016].

Therefore, such dental services as orthodontic treatment and professional cleaning of the oral cavity are most relevant for patients by 12 years, therefore clinic "Dental Palace" should pay more attention to advertising this services to this segment of patients.

At the age of 7-9 years children, based on the answers of respondents, in most cases visit dental clinics with a necessary frequency -once in 3 months- once in 6 months. As for other age groups, certainly, targeted advertising is also important for their attraction, however, according to the survey results, most of the parents, bring their children at the age of 1-3 and 13-15 years according to the recommended norm - once a year.

PLACE

The second block of survey results considers location of clinic as a factor of attraction of new patients. Based on the statement from the previous part, "Dental Palace" clinic is recommended to continue to focus on the IL3-4 segments. Characteristic of this segment, according to the answers about the most important criteria when choosing the clinic, is the insignificant attention paid to the prices and location of the clinic. Indeed, being wealthy, parents more often select the clinic according to other criteria (quality of service, trust to doctors, etc.) as they have an opportunity to treat the child in a more expensive and far located clinic, but with great comfort and confidence in the result. Therefore, for "Dental Palace" it is not so important to aim at the people living in nearby areas as the convenient location is less important for them than trust, good reputation (comments) and high level of service. It is possible to draw a conclusion that the target audience of the clinic is not "tied" to the geographical sign.

Besides, it is necessary to emphasize how important was trust to a certain doctor both for UD3-4, and for the general selection in general. This criterion considerably prevails in relation to other separate criteria, therefore, attracts patients much more effectively. However, the contradiction here is that trusting relationship between the doctor and the patient develops only during the long period what means that most of parents trust only those doctors with whom they already had a positive experience of interaction within the dental help.

PRICE

When developing the price list on new children's dental services, it is necessary to take additional costs of treatment of young patients into account. Also, according to Anna's experience, it is possible to enter so-called coefficient of "complexity" which considers the extra time and efforts spent by the doctor on treating the most problem young patients. That will increase the cost of services for children. However, at the initial stage of entering the market of children's dental services, "Dental Palace" is not recommended to use this practice, but to provide services at average market prices of the segment.

PEOPLE

Because of the fact that no doctor in "Dental Palace" clinic has specialization in children's reception there are two solutions of this problem: to carry out a group professional training of several doctors of the clinic at department of children's dentistry with the subsequent certification, or to employ new doctors with already available certificates. This decision has to be made by the management of the clinic; however, it is recommended to choose the first option. There are many nuances and possible challenges when choosing the second option: first of all, new members of the collective can not share the organizational culture of the company. Besides, it is necessary to employ doctors with already available base of young patients because, as it was already mentioned in the previous block, trusting relationship with the doctor is the priority criterion for parents when choosing the clinic. In turn the doctors who are already working in this clinic and having constant base of adult patients who trust them, when passing a certified course will considerably increase the number of patients of the clinic.

PHYSICAL EVIDENCE

Necessary step to the beginning of conducting children's reception is obtaining the license for children's dentistry by the clinic. There is a number of challenges for the dental center "Dental Palace" at this stage. First of all, according to the requirements of SanPiN and to the words of Anna, a separate entrance in the clinic for children is necessary. In view of features of the building where "Dental Palace" clinic is located, this entrance can be made from the courtyard as from outer side the "Chekhov" restaurant is located. In the window of this restaurant one can see alcoholic beverages, therefore, it is necessary to avoid a visual contact of young patients with this establishment. It is also necessary to make a separate children's office and a toilet that is possible thanks to the big area of the clinic. Anyway, Anna recommends to address services of the third-party specialized legal companies which will be able to provide more exact recommendations about obtaining the license.

PROCESS

For the successful beginning of children's dentisrty, the management og "Dental Palace" clinic has to develop new approach to which will adhere both the doctors, and other personnel (the general welcome phrases for children, appearance, the general atmosphere in the clinic) because of the increased anxiety of children. This factor also influences equipment of children's dental offices; about a third of respondents claim that the visit of the dentist for their children causes unwillingness and many problems. In this regard, in dental offices according to survey results different animated cartoons have to be shown on the special screen. This method most effectively distracts young patients from negative emotions connected with visiting the clinic. Besides, it is recommended to prepare a set of small gifts which will be given to the patients after each successful dental appointment, for additional motivation of the children.

Conclusion

The paper is devoted to development of a new marketing strategy of the private dental clinic in Saint- Petersburg. This case - study was carried out basing on the example of "Dental Palace" clinic which management plans to introduce services of children's dentistry.

For developing a marketing strategy for introduction of children's dentistry services, it was necessary to study the internal and external environment of the organization and also the features of demand on the market of children's dentistry of St. Petersburg. As a source of authoritative expert opinion on this matter, the experience of the head of a third-party private family clinic, which successfully conducts children's reception for about 5years, was taken.

So, at the first stage the review of theoretical background was carried out and the articles devoted to marketing in medicine were chosen. Basing on the examples of these articles, it was considered, how different authors interpreted the model of the marketing mix to a medicine context, revealing features of each of the 4 components of the mix (product, price, place, promotion) for the companies on the market of healthcare services. However, the simplified 4p system was considered as insufficient for a deep consulting project, so for this reason a decision to develop a marketing strategy of the clinic was made, basing on the expanded version of the marketing mix (7p). This system tracks throughout the whole practical part of the work devoted to the case-study. So, all "coordinates" of marketing planning (7P) will be considered in a separate branch of medicine - children's dentistry.

First of all a full overview of the clinic was conducted and all provided services were described. Further, for a more exact description of the company and definition of its main competitive advantages on the market, the analysis of the internal environment of the company was carried out: the organizational structure and organizational culture were described. On the basis of the analysis the conclusion was drawn and it runs as follows: the main advantage, which distinguishes the clinic from competitors on the market, is its internal environment to which much attention is paid by the management. In view of the fact, that the clinic operates for more than 20 years, the management succeeded in creating a united team and friendly atmosphere. However, by drawing up SWOT analysis it was revealed that much smaller attention and unsufficient part of the budget is allocated to external marketing, while the main problems were revealed in Social Media Marketing and SEO marketing. The negative points of the Internet advertizing strategy of the clinic is the lack of rights on the main website (and also the irrelevance of the information kept on it), and the trend of Instagram promotion of certain dentists, but not the brand of the clinic.

The analysis of the external environment of the organization was the next stage. The target audience of the clinic was described and the consumer's portrait was created: he is a patient of about 30 years, with high income level who in most cases comes to see the dentist for the services of prosthetics and implantation. He demands individual approach to the problem and maximum attention level from the personnel. Being satisfied with treatment and service, the patient recommends the clinic to the acquaintances, expanding the patient base of the clinic.

The next important disadvantage of the clinic's strategy was noted in the undeveloped system of cooperation with suppliers: lack of long-term contracts with suppliers of materials and equipment and choosing suppliers only at the moment of the shortage of goods.

Further, more detailed attention was paid to the decision to enter the market of children's dentisty. For a start, influence of the external environment on "Dental Palace" clinic was investigated in the form of Five Competitive Forces of M. Porter provided implementing children's dentistry services.

Influence of the threat of New Entrance was estimated as medium, in view of high differentiation of children's dental services on the market, the middle level of costs of entering the industry and heavy intervention of the state in the private medicine.

The bargaining power of suppliers for private children's dentistry turned out low because of the big number of suppliers presented on the market and low expenses of switching to other suppliers.

Patients of dental clinics have the high power on the market, as the main demand in author's dental clinic segment accounts for the existing base of patients who expand it thanks to recommendations and bringing members of the family for the treatment, thus directly influencing the profit of the company.

The threat of substitutes in the sphere of dental services was estimated as medium. as on the one hand all children's dental services are already presented on the market, and on the other, there is a possibility of dramatic advancement in the field of technologies that will allow to provide services with higher quality and for a lower price. Besides, there appear clinics with wider range of experts.

The last factor of the external environment is the competition between the existing companies on the market of children's dentistry of St. Petersburg which was estimated as high. The number of players increases every year and the market is saturated both with demand for children's dental services and supply.

Thus, while assessing the influence of the external environment for entering the market of children's dentistry, the strongest threats were revealed from the buyers and the intra-industry competition, middle - from new players and substitute products, while the threat from suppliers was the lowest. These features of the external environment of the children's dentistry market in St. Petersburg need to be considered when developing a competitive strategy of entering a new market. The following recomendations were developed: the proposal to develop effective advertizing campaigns for diversification of the patient base, to conduct regular surveys on their satisfaction with the service and to allocate a separate part of the budget for continuous monitoring of the main competitors' offers.

Further the analysis of the demand for children's dental services in St. Petersburg by means of online poll of 150 respondents was carried out. Besides, the deep interview with the head of third-party family dental clinic Kosko Anna was conducted to identify the features of providing children's services. The conclusions drawn on the basis of the survey and interview results analysis were collected in the separate block aiming at developing recommendations for "Dental Palace" clinic for the successful marketing strategy of implementation of children's dentistry.

First of all, the relevance of introduction of the services of children's dentisry in "Dental Palace" clinic was confirmed, since being based on long-term experience of Kosko Anna, this decision has positive influence on activity of the clinic both in short-term, and in long-term perspective. All recommendations were divided into blocks, each of which highlights a certain element of the expanded marketing mix.

Product: it is recommended to pay special attention to such services of children's stomatology as hygiene, fluoridation of teeth, remineralization, sealing the fissures, using prophylactic orthodontic devices, in view of great demand for these types of the services.

Promotion: after the analysis of survey results the positioning of "Dental Palace" clinic in a premium segment and its focus on a segment of patients with higher income level was confirmed. When promoting the services to this segment it is recommended to advertise services by the combined approach, that is to develop such a promotion strategy which will be effective for the whole family as a target audience of targeted advertising. Also need for outdoor advertising in Petrogradsky district was disproved, and it was stated, that the greatest attention should be paid to development of the website of the clinic and advertising on social media.

The next conclusion defined what services need to be advertised for a certain age groups of children. It was revealed that for effective promotion it is necessary to concentrate on parents of children 4-6 and 10-12 years old, and, as for services, for the first category advertising of prophylactic treatment for the correct further development of molars is relevant, and for the second category - orthodontic treatment and hygienic cleaning of an oral cavity.

Place: the conclusion was drawn that the target audience of clinic (patients with high income) is not tied to the geographical sign, therefore, it is not important to focus on people living in nearby areas. Also, the main criterion when choosing dental clinic by patients of this segment was trust to a certain doctor that needs to be considered when developing strategy of CRM.

Price: despite possible additional costs for treatment of young patients, is not recommended for the clinic at the initial stage to enter the "complexity coefficient" for the most problem patients, but to be guided by the average prices in the segment.

People: during the analysis was proved the need of a group training of several doctors of the clinic for obtaining the certificate on children's dentistry and further expansion of their own base of patients.

Physical evidence: for obtaining the license for rendering dental services to children, "Dental Palace" clinic is recommended to make a separate entrance for children from the courtyard, to make a separate office and a toilet for children. The appeal to the specialized legal organizations which will be able to provide more exact recommendations about obtaining the license can be a positive practice.

Process: it is recommended to equip a children's office with the special screen for screening the cartoons and to prepare sets of small gifts for patients. These methods will help to cope with the increased anxiety of children most effectively. This is relevant for every third young patient, as visiting the dentist causes big problems for them.

So, in the paper the recommendations for each element of marketing strategy were developed.

However, the research has some restrictions. To the primary limitations of the thesis relates following. The results of the research may have critical constraints, what makes it difficult to prove the validity of the research. They are potential threats to external validity. Taking into account that it is a case study and only one clinic in Saint-Petersburg is studied, it can be hard to provide decent arguments to support the generalization of the results to the next level. The reason is, that clinics in different regions of Russia and even in different districts of Saint-Petersburg can operate differently, choose different strategies and marketing actions and have different competitors. To avoid this kind of threat, it could be useful to formulate characteristics and recommendations of the marketing tools that can be implemented for every private medical organization in a big district of a big city in Russia, without considering typical features of dental clinics in Petrogradsky district in Saint- Petersburg.

Despite the fact that in the course of work all the elements of the extended marketing were captured, there are several areas in which the topic of this research could be further developed in future research. The first of them is the analysis of the results after implementation of the children's dentistry services in the clinic. Analysis of the service customer base, scope of the service, costs of the service rendering, rough estimate of the future prospects.

Besides, in view of the undeveloped system of cooperation with suppliers, development of a new strategy in this field can also bring the company to higher profit level and coverage of a bigger share in the market.

Also, it was mentioned that the main disadvantage of clinic's external marketing strategy is undeveloped Internet marketing. As further development of a subject it is offered to develop an effective strategy of online marketing to promote brand of the clinic on social media and create the new website of the company.

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