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Grounding the Marketing Strategy of the Organizations in the Field of Health Care

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Author Info
Iuliana Cetina (Academy of Economic Studies, Bucharest)
Gheorghe Orzan (Academy of Economic Studies, Bucharest)
Violeta Radulescu (Academy of Economic Studies, Bucharest)
Mihai Orzan (Academy of Economic Studies, Bucharest)

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Abstract

The application of marketing in the health services presents certain particularities determined by market characteristics, of the organizations, products, staff and consumers. The consumers of health services are different of those of other goods and services, due to the lack of information concerning the means of rendering a service and its price, the means of taking a decision, the purchase and consume conduit, the capacity limited by the assessment of the services’ and result quality. In addition, within the last years there have been registered major changes in the conduit of the consumer of health services pursuant to the significant modifications occurred at the demographic and social level. Under these conditions, the grounding of the strategies of the organizations which function in the health field, both at macroeconomic, and microeconomic level, cannot be performed without a deep knowledge of the consumer of health services, with its needs, preferences, and its conduit of purchase and consume.

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Publisher Info
Article provided by Asociatia Generala a Economistilor din Romania - AGER in its journal Theoretical and Applied Economics.

Volume (Year): 03(532) (2009)
Issue (Month): 03(532) (March)
Pages: 71-78
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Handle: RePEc:agr:journl:v:03(532):y:2009:i:03(532):p:71-78

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Related research
Keywords: patient; consumer; need of health services; demographic and social changes; image of health services.;

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This page was last updated on 2009-11-25.

This information is provided to you by IDEAS at the Department of Economics, College of Liberal Arts and Sciences, University of Connecticut using RePEc data on a server sponsored by the Society for Economic Dynamics.