Marketing in Healthcare Unit

Mariana Birsa
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Mariana Birsa: County Emergency Hospital Giurgiu, Romania

REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, 2011, vol. 12, issue 6, 97-101

Abstract: Healthcare marketing is a part of public services marketing. In developed countries, healthcare marketing can be applied to a microeconomic as well as to a macroeconomic level. The main feature of healthcare marketing is that there are products, markets, but there is no cash equivalent. For both traditional marketing and public healthcare marketing, the user of a product or service is called consumer and a group of consumers is mentioned as a market. Acceptance of marketing by USA heath specialists in the „80s was the start in considering marketing as a function of health organizations. Stating marketing strategies, the process of planning marketing starts from the generic strategy for which the organization has opted, in accordance to its mission and objectives. Marketing strategy is not either a static or final approach. Actually, it has to be renewed and modified as needed. A patient satisfaction survey was applied using an anonymous questionnaire. This questionnaire was developed and administered among patients in total 100 respondents who had termination of treatment in the County Emergency Hospital.

Keywords: marketing; management; healthcare unit; public services. (search for similar items in EconPapers)
JEL-codes: M10 (search for similar items in EconPapers)
Date: 2011
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