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Perceptions among Croatian surgeons of services marketing application to health care organizations

Author

Listed:
  • Đurđana Ozretić Došen

    (Faculty of Economics & Business, University of Zagreb)

  • Vide Bilić

    (Opća bolnica Zabok)

Abstract

This paper deals with the reflections on the problems involved in the marketing of health care services. There are a number of particularities and limitations requiring a creative approach to the application of marketing to health care organizations. The first part of the paper summarizes theoretical contributions on specific characteristics of services marketing in health care. Exploratory research of the perceptions among surgeons of health services marketing, which is described in the second part, provides a useful insight into the possibility of applying marketing to specialist surgical services. Research was conducted among general surgeons employed at Croatian public health care organizations. Results show a discrepancy between the awareness of services marketing and its application to surgical practice. Continuous education is necessary to better acquaint surgeons with services marketing as a business philosophy, which may improve performance in the provision of health services.

Suggested Citation

  • Đurđana Ozretić Došen & Vide Bilić, 2009. "Perceptions among Croatian surgeons of services marketing application to health care organizations," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 21(2), pages 203-218.
    • Handle: RePEc:zag:market:v:21:y:2009:i:2:p:203-218
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    References listed on IDEAS

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    1. Andaleeb, Syed Saad, 2001. "Service quality perceptions and patient satisfaction: a study of hospitals in a developing country," Social Science & Medicine, Elsevier, vol. 52(9), pages 1359-1370, May.
    2. Stremersch, Stefan, 2008. "Health and marketing: The emergence of a new field of research," International Journal of Research in Marketing, Elsevier, vol. 25(4), pages 229-233.
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