Instrumental strategies of marketing of health care institution.
Keywords:
market of medical services, marketing of medical services, elements of marketing mix, medical service, marketing mix strategiesAbstract
The role of marketing of medical services in the activity of health care institutions as an integral part ensuring efficiency of their activities is highlighted. On the basis of the analysis of the works of domestic and foreign authors the choice of the necessary elements of marketing-mix in the field of medical services is substantiated and their place is determined; the key role of the service in the marketing complex of the health care institution is proved; instrumental marketing strategies – service, price, distribution, communication, personnel, process, material evidence are considered; the hypothesis about the presence of significant positive influence of instrumental marketing strategies of health care institutions on their activity is put forward; the author carried out marketing researches by the method of interviewing clients of certain medical institutions of Vinnytsia, the results of which were processed using the embedded statistical functions of the table editor EXCEL. The influence of these strategies on the satisfaction of clients and on the effectiveness of healthcare facilities in the market is estimatedReferences
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