Few Aspects Concerning the Marketing Particularities in Healthcare Services

Silvia Muhcina () and Veronica Popovici ()
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Silvia Muhcina: Faculty of Economic Science, Ovidius University of Constanta
Veronica Popovici: Faculty of Economic Science, Ovidius University of Constanta

Ovidius University Annals, Economic Sciences Series, 2015, vol. XV, issue 2, 300-305

Abstract: Approaching healthcare services from a marketing point of view is a very complex and complicated issue. On one hand, the Health Ministry has the strategic role of writing the health policy of a country, but on the other hand, certain particular interests can appear in the case of pharmacies, hospitals, clinics or individual doctors’ offices etc., interests which might not always correspond to the central policies. Each one of these actors formulates its own marketing policy, creates and supplies specific products (medical investigations, treatments, cures etc.), establishes prices for these products, distributes them through marketing channels and communicates with stakeholders about these products and themselves. The aim of this paper is to present a few aspects of marketing approach in the system of healthcare services.

Keywords: marketing; healthcare; services (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
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