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The Importance Of Marketing Research For The Sustainability Of Medical Services

Author

Listed:
  • Liviu CIUCAN-RUSU

    (”George Emil Palade” University of Medicine, Pharmacy, Science and Technology of Targu Mures, Romania)

  • Mihai TIMUS

    (”George Emil Palade” University of Medicine, Pharmacy, Science and Technology of Targu Mures, Romania)

  • Iulia Elena VARGA

    (”George Emil Palade” University of Medicine, Pharmacy, Science and Technology of Targu Mures, Romania)

Abstract

Marketing strategy has an important role in the success of a business because it ensures consumers access to information related to the products / services of the organization. Like businesses in other areas, medical businesses follow the same rules and are strongly influenced by political, social, economic and natural factors. A marketing strategy that is well conceived could ensure the competitiveness and survival of the business in the context of the obstacles that are shown to it. As a result, a strong marketing strategy cannot be achieved without consistent market research that encompasses current and potential customers. Our paper provides arguments on the importance and added value for the company of marketing research, based on a study of consumer behaviour in the field of dental services, the results of which deserve to become the foundations of business decisions both in terms of product policy and in the field of customer relations management.

Suggested Citation

  • Liviu CIUCAN-RUSU & Mihai TIMUS & Iulia Elena VARGA, 2020. "The Importance Of Marketing Research For The Sustainability Of Medical Services," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 5(2), pages 133-141.
    • Handle: RePEc:brc:brccej:v:5:y:2020:i:2:p:133-141
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    More about this item

    Keywords

    Marketing research; Healthcare Services; Micro-sustainability;
    All these keywords.

    JEL classification:

    • I11 - Health, Education, and Welfare - - Health - - - Analysis of Health Care Markets
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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