The importance of managerial communication in substantiation of medical services organisations marketing communication

Gardan Daniel Adrian and Gardan(GEANGU) Iuliana Petronela

Impact of Socio-economic and Technological Transformations at National, European and International Level (ISETT), 2015, vol. 6

Abstract: Contemporary healthcare services organizations currently face a strong dynamic environment both at the level of internal and external environment. Relationship with other socio-economic entities from within the external environment is becoming more and more complex in parallel with staff motivation related processes emergence, productivity and efficiency. In order to identify how to integrate effective managerial communication principles at the level of marketing communication within medical clinics, authors propose a exploratory marketing research, original both at the level of the content as well as for the approach used. The research is meant to analyze the health clinics managers communication style and the degree to which this is correlates with the implementation of integrated marketing communication. The results are interpreted from the perspective of medical staff motivation and potential effects on healthcare services consumers behavior.

Keywords: managerial communication; marketing communication; decisional process; healthcare marketing; internal communication; organisational culture (search for similar items in EconPapers)
JEL-codes: M31 M52 (search for similar items in EconPapers)
Date: 2015
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