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Marketing in Healthcare Unit

Author

Listed:
  • Mariana BIRSA

    (County Emergency Hospital Giurgiu, Romania)

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.

Suggested Citation

  • Mariana BIRSA, 2011. "Marketing in Healthcare Unit," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(6), pages 97-101, December.
    • Handle: RePEc:rom:rmcimn:v:12:y:2011:i:6:p:97-101
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    File URL: https://rmci.ase.ro/no12vol1s/Vol-12_No-1S_Article-15.pdf
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    More about this item

    Keywords

    marketing; management; healthcare unit; public services.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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