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Planning the Marketing Activity in the Health Care Services

Author

Listed:
  • Violeta Radulescu

    (Academy of Economic Studies, Bucharest)

  • Iuliana Cetina

    (Academy of Economic Studies, Bucharest)

  • Gheorghe Orzan

    (Academy of Economic Studies, Bucharest)

Abstract

The integration of marketing in the field of health care, starting with the 50’s, was accompanied by a series of controversies generated by the ethical and moral aspects that this type of services imply, as well as by the difficulty in determining exactly the demand, the unequal access to information of participants, the regulated mechanism for the establishment of prices and of rates and the intervention of the third party payer, the significant role of the state in ensuring the fair access of population to basic services, etc. The formulation of the marketing strategies, in the marketing planning process, starts from the generic strategy chosen by the organization according to its mission and objectives. As it has to adapt to the environment where it acts, to cope with the changes that appear, the organization must benefit from a perspective vision, all its actions must be subordinated to this vision in a whole marketing policy.

Suggested Citation

  • Violeta Radulescu & Iuliana Cetina & Gheorghe Orzan, 2008. "Planning the Marketing Activity in the Health Care Services," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania / Editura Economica, vol. 6(6(523)), pages 57-66, June.
    • Handle: RePEc:agr:journl:v:6(523):y:2008:i:6(523):p:57-66
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