THE IMPORTANCE OF MARKETING RESEARCH FOR THE SUSTAINABILITY OF MEDICAL SERVICES

Liviu Ciucan-Rusu (), Mihai Timus () and Iulia Elena Varga ()
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Liviu Ciucan-Rusu: ”George Emil Palade” University of Medicine, Pharmacy, Science and Technology of Targu Mures, Romania
Mihai Timus: ”George Emil Palade” University of Medicine, Pharmacy, Science and Technology of Targu Mures, Romania
Iulia Elena Varga: ”George Emil Palade” University of Medicine, Pharmacy, Science and Technology of Targu Mures, Romania

Contemporary Economy Journal, 2020, vol. 5, issue 2, 133-141

Abstract: Marketing strategy has an important role in the success of a business because it ensures consumers access to information related to the products / services of the organization. Like businesses in other areas, medical businesses follow the same rules and are strongly influenced by political, social, economic and natural factors. A marketing strategy that is well conceived could ensure the competitiveness and survival of the business in the context of the obstacles that are shown to it. As a result, a strong marketing strategy cannot be achieved without consistent market research that encompasses current and potential customers. Our paper provides arguments on the importance and added value for the company of marketing research, based on a study of consumer behaviour in the field of dental services, the results of which deserve to become the foundations of business decisions both in terms of product policy and in the field of customer relations management.

Keywords: Marketing research; Healthcare Services; Micro-sustainability (search for similar items in EconPapers)
JEL-codes: I11 I12 M31 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:brc:brccej:v:5:y:2020:i:2:p:133-141

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