Building an image of dental clinics through public relations tools
Journal Title: Annales Academiae Medicae Silesiensis - Year 2014, Vol 68, Issue 2
Abstract
INTRODUCTION The increase in patient awareness, technological developments and competition which have appeared on the market of medical services, all have led to the need to ensure a good image of health protection institutions. Promotional marketing activities and particularly public relations tools implemented in a planned, systematic way allow one to create a positive image of a medical facility. PR can build mutual, positive relations with the environment. The main aim of this paper is to present the methods and the use of PR tools in the process of building the image of selected dental practices. MATERIALS AND METHODS The questionnaire methodology was an in-depth interview. The study was of a qualitative nature. 31 dental of-fices in the city of Bytom were examined. The results were analysed statistically. RESULTS Three-quarters of the respondents consciously use various PR tools in the process of creating their image. They use a wide range of techniques and ways of interacting with the environment. A quarter of the surveyed offices did not knowingly take such action. CONCLUSIONS The surveyed clinics have organized various activities for patients within PR. They collaborate with multiple entities from the external environment. However, in the offices, PR management is still poorly organized and minimally configured. Dental practices make use of many forms of communication. The most popular medium of communication channel used by dentists is the Internet.
Authors and Affiliations
Magdalena Syrkiewicz-Świtała, Tomasz Holecki, Katarzyna Bryła
Keywords
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