[TRANSFORMATION OF ADVERTISING COMMUNICATIONS UNDER THE INFLUENCE OF THE COVID-19 PANDEMIC].

The global coronavirus pandemic (COVID-19) has led to changes in advertising, marketing, advertising spending and media activities, forcing companies and brands to rethink their views on current and future advertising and marketing campaigns in order to maintain a stable revenue stream. This becomes even more important, because as a result of COVID-19, it is expected that starting in 2020, in the future, at least for the next 4-5 years, advertising costs for some advertisers will decrease as revenue decreases and the transition to other forms and channels of communication with the target audience of consumers. As a result, many brands may seek to optimize their marketing practices to better reflect the growth of online transactions, communication, and personal interaction time with consumers.

[The effect of advertising activity on patients' choice of medical organization].

The article presents theoretical propositions concerning placement and dissemination of information about medical organization and practical recommendations of the advertising campaign of medical services. The analysis of the advertising activities' influence on the patient choice of the medical organization out of top annual revenue medical institutions in Russia was carried out. In economically developed countries, the support of possibility of choosing particular medical organization and physician in economic theory and in practice of organization of health care system is targeted to improving medical care quality and health care efficiency.

[Experience in the use of subtotal irradiation at different stages of therapy in lymphogranulomatosis].

A study was made of a possibility to use subtotal irradiation (STI) as an equivalent of chemotherapy for the treatment of 33 Hodgkin's disease patients aged 17 to 77 (of them 25 were treated during the 1st-19th yrs. of therapy, for 8 patients it was the 1st stage of antitumor therapy). ROKUS apparatus and a linear accelerator of 15 MeV were used for irradiation at a single dose of 1.

[Planning combined radiation therapy of rectal cancer taking into account the biological effect of the radiation].

Biologically equivalent doses with various single values, fractionation, irradiated areas, relative biological efficacy, the time of radiation therapy for schedules of intracavitary and gamma-beam radiotherapy were determined for concomitant radiotherapy of rectal cancer patients. A radiation effect implementation factor was introduced making it possible to sum up equivalent dose values in critical points and to obtain equivalent isodose distributions.

[Dose distribution in combined radiotherapy of endometrial cancer using an "Agat-B" apparatus].

The paper is devoted to a comparative analysis of dose distributions occurring during combined radiation therapy of patients with endometrial cancer. A dosimetric analysis has shown that the level of absorbed doses in a primary tumor focus is most adequately evaluated with taking due account of dose exposures in points M but not in points A. Besides it was established that the level of radiation exposure in the irradiated organ can be changed by the individual selection of schemes for the intracavitary placement of 60Co sources of higher activity.