Ways to Develop the Services Market for the Population Older Than Working Age Based On Public-Private Partnership Principles

This article examines the development of the services market for the population older than working age based on public-private partnership principles. The study focuses on the formation of a regional elderly services market as a separate socio-economic segment that includes home care, medical and rehabilitation services, digital assistance, social adaptation, transport support, consulting, leisure, and active ageing services. Unlike traditional approaches that consider elderly services mainly as a budget-funded social support mechanism, this article substantiates the need to develop a mixed market model in which the state, private sector, mahalla institutions, non-governmental organizations and digital platforms participate as complementary actors. The research proposes a public-private partnership model based on service vouchers, social orders, subsidized service packages, co-financing mechanisms, accreditation of private providers, digital monitoring and risk-sharing contracts. A methodological framework for estimating the market potential and institutional readiness of PPP-based elderly services is developed. The results show that public-private partnership can expand service supply, improve accessibility, increase quality, attract private investment, create new jobs and reduce the excessive burden on public budgets. The article also proposes practical recommendations for introducing “Silver Service Vouchers”, “Regional Silver Service Centers” and a digital registry of elderly service needs.