New Marketing Mix Element for Marketing of Medical Devices

Tina Vukasovic and Anita Sluga
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Tina Vukasovic: International School for Social and Business Studies and DOBA Business School, Slovenia
Anita Sluga: VenoFarmacija d.o.o., Celje, Slovenia

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Abstract: The research focuses on the views of the actors involved, who are employed in laboratories, hospitals and health centers. The research problem is based on verifying the correlations between the elements of the 4P marketing mix, after-sales activities and their influence on the preparation of tender documentation in the marketing of medical devices to social welfare institutions. The research question related to the research problem reads as follows: Do after-sales activities have at least as statistically significant influence on the preparation of the public procurement tender documentation when marketing medical devices to social welfare institutions as the elements of the marketing mix (product, price, promotion, distribution)? We created a marketing mix model for the marketing of medical devices through public procurement, which companies will be able to use in this type of marketing.

Keywords: Public procurement; Medical devices; After-sales activities; Social welfare institutions; Marketing mix (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp20:193-199

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