Planning the Marketing Activity in the Health Care Services

Violeta Radulescu, Iuliana Cetina and Gheorghe Orzan ()
Additional contact information
Violeta Radulescu: Academy of Economic Studies, Bucharest
Iuliana Cetina: Academy of Economic Studies, Bucharest

Theoretical and Applied Economics, 2008, vol. 6(523), issue 6(523), 57-66

Abstract: The integration of marketing in the field of health care, starting with the 50’s, was accompanied by a series of controversies generated by the ethical and moral aspects that this type of services imply, as well as by the difficulty in determining exactly the demand, the unequal access to information of participants, the regulated mechanism for the establishment of prices and of rates and the intervention of the third party payer, the significant role of the state in ensuring the fair access of population to basic services, etc. The formulation of the marketing strategies, in the marketing planning process, starts from the generic strategy chosen by the organization according to its mission and objectives. As it has to adapt to the environment where it acts, to cope with the changes that appear, the organization must benefit from a perspective vision, all its actions must be subordinated to this vision in a whole marketing policy.

Keywords: health care services; the health care services consumer; the physician-patient relation; third party payer; health insurance; the financing of the health care services; strategic planning; marketing strategies. (search for similar items in EconPapers)
Date: 2008
References: Add references at CitEc
Citations:

Downloads: (external link)
http://store.ectap.ro/articole/314.pdf (application/pdf)
http://www.ectap.ro/articol.php?id=314&rid=38 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:agr:journl:v:6(523):y:2008:i:6(523):p:57-66

Access Statistics for this article

Theoretical and Applied Economics is currently edited by Mircea Dinu

More articles in Theoretical and Applied Economics from Asociatia Generala a Economistilor din Romania / Editura Economica Contact information at EDIRC.
Bibliographic data for series maintained by Mircea Dinu ().