Marketing Practices in Health Sector: A Literature Review

Rojan Gümüş ()
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Rojan Gümüş: Dicle University

Bulletin of Economic Theory and Analysis, 2018, vol. 3, issue 4, 217-235

Abstract: Due to increase in competition at health sector, awareness of consumers and technologic improvements, health professionals were constrained to use marketing tools in order to be successful. This study focused on articles investigated effect of marketing activities on consumer intentions and its relationships between brand loyalty and brand trust in order to reach common results on this issue. In this descriptive research, 102 articles were investigated on database of Dicle University Library and 25 of them were found suitable for the study. During searching articles “health, health marketing, patient, consumer, satisfaction “were used as keywords. According to the findings of the study health consumers focus on empathy and interest of people working in hospitals. The second important issue for consumers is quality of goods and services in the hospitals. Also advertising companies and promotions are important for health service users. For health consumers prices in hospitals and process of activities are not as important as other issues. It was found that different demographic groups had different priorities while choosing e health institute.

Keywords: Marketing; Health; Service; Hospital; Consumer (search for similar items in EconPapers)
JEL-codes: I11 M31 P46 (search for similar items in EconPapers)
Date: 2018
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