Abstract
The article is devoted to the search for new scientific solutions to ensure the competitiveness of preventive telemedicine in the context of the transformation of the healthcare service system in Ukraine. The main goal of the article is to develop a set of measures to ensure (increase) the competitiveness of preventive telemedicine at different levels of the national healthcare system (national, regional, local, and individual providers of medical services) under the conditions of the transformation of the healthcare service delivery system in Ukraine. The scientific article identifies the critical importance of developing preventive telemedicine in Ukraine in the context of the impact on the national health care system of a set of negative challenges, including Russian military aggression, increasing burden on the healthcare system, a critical shortage of medical personnel, significant migration and emigration processes, and lack of sufficient investment volumes, as well as the processes of digital transformation and the transition to a post-industrial development model. The benefits of introducing preventive telemedicine to the national healthcare system of Ukraine have also been identified. In the study, based on a literature review, an analysis of the development of the global and Ukrainian telemedicine market, a SWOT analysis, and a PESTEL analysis, key problems and negative factors affecting the competitiveness of preventive telemedicine in Ukraine have been identified. Additionally, the article highlights key areas (economic, marketing, political, social, and technological) and measures for ensuring (enhancing) the competitiveness of preventive telemedicine in Ukraine. The practical implementation of the proposals and conclusions of the scientific research will contribute to stimulating the development of telemedicine in Ukraine, including preventive telemedicine. It will also ensure the formation of a set of competitive advantages for preventive telemedicine services.
References
1. De Souza, C., Morbeck, R., Steinman, M., Hors, C., Bracco, M., Kozasa, E., & Leão, E. (2017). Barriers and Benefits in Telemedicine Arising Between a High-Technology Hospital Service Provider and Remote Public Healthcare Units: A Qualitative Study in Brazil. Telemed. e-Health, (23). https://doi.org/10.1089/tmj.2016.0158
2. The World Health Organization (2016). Country Programme on e-Health and m-Health. https://www.who.int/mongolia/news/feature-stories/detail/country-programme-on-e-health-and-m-health
3. Su, Z., Li, C., Fu, H., Wang, L., Wu, M., & Feng, X. (2024). Development and prospect of telemedicine. Intelligent Medicine, 4(1). https://doi.org/10.1016/j.imed.2022.10.004
4. Renub Research. (2025). Competitive Landscape of Telemedicine Market Recent Developments, Company Strategies, Sustainability Benchmarking, Product Launches, Key Persons, and Revenue Forecasts. https://lnk.ua/VOE9OJOcy
5. Horizon Grand View Research (2026). Global Telehealth Market Size & Outlook, 2025-2030. https://www.grandviewresearch.com/horizon/outlook/telehealth-market-size/global
6. Polaris Market Research & Consulting (2025). Тelehealth Market Share, Demand, Global Analysis Report, 2026-2034. https://www.polarismarketresearch.com/industry-analysis/telehealth-market
7. Cabinet of Ministers of Ukraine. (2023). Resolution No. 625-р. Strategy for developing telemedicine in Ukraine. https://www.kmu.gov.ua/npas/pro-skhvalennia-stratehii-rozbudovy-telemedytsyny-v-ukraini-i140723-625
8. USAID. (2024). Assessment of the Resources of Healthcare Institutions in Ukraine Related to the Provision of Telemedicine Services. Report. Kyiv: Project “Sustainable Development of National Healthcare Systems”. https://medplatforma.com.ua/images/79256/zvit.pdf
9. The Business Research Company. (2025). Telehealth and Telemedicine Market Report 2026. https://lnk.ua/J7vJJfP6M
10. Cullen, D., Falconi, A.M., Levin, C., Crawford, G., & Adkins-Svoboda, S. (2026). Telemedicine Utilization and Preventive Services Among a Rural Population. The American Journal of Managed Care, 32(1). https://doi.org/10.37765/ajmc.2026.89866
11. Adler, L., Vered, S., Amran, M. M., Zacay, G., Bar-Ratson, E., Cohen, B., & Yehoshua, I. (2025). The effect of telemedicine on preventive medicine–a case from Israel. Israel Journal of Health Policy Research, 14(1), 31. https://doi.org/10.1186/s13584-025-00696-2
12. De la Torre, K., Min, S., Lee, H., & Kang, D. (2025). The application of preventive medicine in the future digital health era. Journal of Medical Internet Research, (27), e59165. https://doi.org/10.2196/59165
13. Yang, Y., Zhang, W., Liu, C. et al. (2026). Transforming telemedicine through predictive, preventive, and personalized medicine (PPPM): innovations, challenges, and future directions. EPMA Journal, (17). https://doi.org/10.1007/s13167-026-00441-y
14. Liu, X. O., & Sengupta, A. (2025). Competition or Complementarity Among Telemedicine Tools in Ambulatory Care Practice: Cross-Sectional Analysis. JMIR Medical Informatics, (13), e75246. https://pmc.ncbi.nlm.nih.gov/articles/PMC12775760
15. Goetz, D. (2023). Telemedicine competition, pricing, and technology adoption: Evidence from talk therapists. International Journal of Industrial Organization, (89). https://doi.org/10.1016/j.ijindorg.2023.102956
16. Furlepa, K., Tenderenda, A., Kozłowski, R., Marczak, M., Wierzba, W., & Śliwczyński, A. (2022). Recommendations for the Development of Telemedicine in Poland Based on the Analysis of Barriers and Selected Telemedicine Solutions. International Journal of Environmental Research and Public Health, 19(3). https://doi.org/10.3390/ijerph19031221
17. Stoltzfus, M., Kaur, A., Chawla, A., Gupta, V., Anamika, F.N.U., & Jain, R. (2023). The role of telemedicine in healthcare: an overview and update. The Egyptian Journal of Internal Medicine, (49). https://doi.org/10.1186/s43162-023-00234-z
18. Oliveira Hashiguchi, T. (2020). Bringing health care to the patient: An overview of the use of telemedicine in OECD countries. OECD Health Working Papers, (116). https://ideas.repec.org/p/oec/elsaad/116-en.html
19. Shah, P.K., Ramya, A., & Narendran, V. (2018). Telemedicine for ROP. Asia-Pacific Journal of Ophthalmology, 7(1). https://journals.lww.com/apjoo/Fulltext/2018/01000/Telemedicine_for_ROP.9.aspx
20. Haleem, A., Javaid, M., Singh, R. P., & Suman, R. (2021). Telemedicine for healthcare: Capabilities, features, barriers, and applications. Sensors International, (2), 100117. https://doi.org/10.1016/j.sintl.2021.100117
21. CDC. (2024). Telehealth Interventions to Improve Chronic Disease. https://www.cdc.gov/cardiovascular-resources/php/data-research/telehealth.html
22. The State Statistics Service of Ukraine. (2025). Number of deaths by cause of death. https://ukrstat.gov.ua
23. Caponnetto, V., Ornello, R., Papavero, S.C., Fracasso, A., Di Vito, G., Lancia, L., Ferrara, F.M. (2022). The COVID-19 Pandemic as an Opportunity to Improve Health Care Through a Nurse-Coordinated Multidisciplinary Model in a Headache Specialist Center: The Implementation of a Telemedicine Protocol. Telemedicine and e-Health, 28(7). https://doi.org/10.1089/tmj.2021.0414
24. Saxena, V., Bahurupi, Y., Mishra, A., Singh, A., Parate, S., Sandhu, H. (2022). Strength, Weakness, Opportunities, and Threats (SWOT) Analysis of Virtual Outpatient Department Under Telemedicine Department During the COVID-19 Pandemic. Cureus, 14(2). https://doi.org/10.7759/cureus.22476
25. Chen, J. (2024). Analysis of Market Trends and Strategies in the Health Industry: A Perspective Based on the PESTLE Model. Advances in Economics, Management and Political Sciences, (136), 136–146. https://doi.org/10.54254/2754-1169/2024.18657
26. Khan, S., Fatima, F., Khan, F., Sahil, M., Jahangir, Bashir, S., Khan, Z.A., Javaid, M., Haleem, A., Zaman, T.Uz. (2025). Analysing the barriers to adoption of telemedicine in healthcare sector using fuzzy DEMATEL method. Intelligent Hospital, 1(2). https://doi.org/10.1016/j.inhs.2025.100012
27. UNDP. (2026). The Sustainable Development Goals. https://www.undp.org/uk/ukraine/tsili-staloho-rozvytku
28. UNDP. (2017). Sustainable Development Strategy for Ukraine by 2030. https://www.undp.org/uk/ukraine/publications/stratehiya-staloho-rozvytku-ukrayiny-do-2030-roku
29. Ministry of Health of Ukraine. (2025). Ukraine Health System Development Strategy 2030. https://moz.gov.ua/storage/uploads/3b12eed8-260c-46e5-baa7-b8418d7187ee/UKR-Strategy-2030-.pdf
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Copyright (c) 2026 Yuliya Pereguda