Dariusz Krawczyk

The most significant problems in financing the public health system in Ukraine are the permanent deficit of public spending on medicine and the shallow development of the voluntary health insurance market. The aim of study is the search of optimal interactions between stakeholders in the system of relations “state – insurance companies – households” in the context of voluntary health insurance. The study hypothesizes that households can become more active participants in health insurance only if their average monthly income reaches a certain threshold level. It is calculated based on the results of simulation games using the Brown-Robinson iterative method. According to the simulation results, this threshold level is only 7% higher than the actual value of the average monthly income of Ukrainian households during the analysis. At the same time, under this condition, the state in Ukraine will be able to transfer part of the financial burden of compensating healthcare costs to insurance companies. According to the calculations made with the help of the game theory toolkit, with the maximization of insurance payments to the population under health insurance contracts, the burden on public health financing in Ukraine could be reduced by 67.7%. The paper was conducted on the data of the ten most potent insurance companies of Ukraine as of 2021 (it is they who accumulate the lion’s share of household insurance premiums), that is, before the start of a full-scale war between the Russian Federation and Ukraine. The obtained results can be used both by insurance companies during the management of insurance premiums and payments and at the level of state management of costs in the field of public health.

Acknowledgment
This study was undertaken as a part of the research projects granted by the Ministry of Education and Science of Ukraine: “Socio-economic recovery after COVID-19: modeling the implications for macroeconomic stability, national security and local community resilience” (registration number 0122U000778); “The impact of COVID-19 on the transformation of the system of medical and social security of population: economic, financial-budgetary, institutional-political determinants” (0122U000781).

Trust in public services is a driving force of socio-economic development. It ensures effective dialogue between citizens and government and becomes especially relevant in the digitalization. The lack of trust in the public sector can make reforms ineffective and the achievement of the goals of the Ministry of Digital Transformation within the framework of the State Strategy for Regional Development of Ukraine until 2027 in question. For this reason, marketing tools in public services should be directed toward achieving greater trust in those services and the government. This paper analyzes the current research on public sector marketing and its role in building trust as a foundation for the country’s digital development. Implementing multi-level bibliometric (Scopus tools), network (VOSviewer), and comparative (Google Trends) analysis, this study traces the development of marketing research on the process of public services delivery transformation from traditional to digital. 922 studies published between 1968 and 2022 were analyzed. The results show that public sector marketing is a multidisciplinary field of scientific research that is actively developing. Cluster analysis demonstrated that its modernization and the relationship between marketing in services and consumer behavior are the smallest and newest spheres of research. Researchers consider relationship marketing the principal mechanism for building trust in the public sector. This study found little research on the impact of marketing tools on consumers’ trust in public services. The comparative analysis confirmed the hypothesis of the need to change marketing tools due to the massive shift from offline to online services.

Acknowledgment
The authors acknowledge the funding in terms of the projects “Simulation modeling of the trajectory of the impact of behavioral attractors on macroeconomic stability: the role of transparency and public trust (0121U100469)” and “Modeling mechanisms for de-shadowing and de-corrupting the economy to ensure national security: the impact of the financial behavioral patterns transformation (№ 0122U000783)”.