Marketing promotion of medical services provided by doctors – analysis of possibilities and restrictions
Journal Title: Medycyna Ogólna i Nauki o Zdrowiu - Year 2015, Vol 21, Issue 2
Abstract
Introduction. Market mechanisms, in particular continuous increase in competition in the market as well as growing consumer awareness, have led to a rapid adaptation of promotion tools to the specificity of medical services. Medical services are of special nature. It is associated with their subject (health, human life) as well as a special role of medical staff that determine health and even life of patients. Objective. The aim of this study is to analyze possibilities and restrictions of the usage of various marketing promotion tools for medical services. Current state of knowledge. Marketing promotion is a set of measures by which a specified entity can provide their potential clients information about its business or specified products and services. In medical practice an increasingly important role has a concept of marketing management of doctor’s office, in which the promotion tools are designed not only to build positive image of a doctor, but also to increase sales in offered services and patients’ satisfaction. However, the appropriate choice of specific tools is often very difficult. On the one hand, the potential effectiveness of used tools and reached effects connected with incurred financial costs must be considered, on the other hand it is necessary to take into account that in case of the health care system, there are a number of legal restrictions. Conclusions. This article discusses the issues related to the legal restrictions on the advertising of medical services and the opportunities offered by the Public Relations.
Authors and Affiliations
Sylwia Kiełbasa, Natalia Kaźmierczak, Rafał Patryn, Antoni Niedzielski
Keywords
Related Articles
- EP ID EP58493
- DOI -
- Views 168
- Downloads 0
Opinions of medical staff on hospital information system implemented in medical health care setting
The majority of human activities are successful provided one possesses adequate information that allows making proper decisions. This is especially important in the field of medicine where so much depends upon the proper...
Occurrence of [i]Clostridium tetani[/i] in horse breeding environment
[b]Introduction. [/b] At the age of promoting the spending of an active free time, the risk of tetanus infection among people who have contact with horses by practicing horse riding as a sport, or even recreationally, is...
Komentarz do publikacji „Łagodne zdarzenia niepożądane po podaniu jodowego środka kontrastującego w badaniu tomografii komputerowej”
Artykuł dotyczy ważnego, aczkolwiek niechętnie poruszanego tematu stosowania jodowych środków cieniujących w diagnostyce obrazowej. Cieszy więc fakt podjęcia rozważań związanych z ich niepożądanym działaniem.Autorzy arty...
Medical certificationin the context of the sense of health safety
Health safety is one of the most important aspects, both in the life of an individual, a specified community, or the whole population. This primarily concerns the necessity to provide an equal and easy access to medical...
What problems should be tackled in the education of pregnant women concerning delivery not burdened with pathology?
introduction. The birth of a baby is an important event in the history of each family, evoking many positive emotions, but also fear of delivery. Women count on properly prepared staff guiding them through this most impo...