Marketing communication in healthcare enterprises
Journal Title: Zarządzanie i Finanse - Year 2014, Vol 12, Issue 2
Abstract
The article presents and compares interpersonal communication between medical staff and patient with marketing communication of health care providers. We analyzed interactions in different points-of-care and reviewed theoretical models of relation between patient and care giver. Literature research allows a hypothesis on utilization of communication in healthcare as marketing communication. Therefore similarities and analogies were considered and analytical methods taken from viral marketing were tested. Finally use of communication in perspective of marketing in health care was validated.
Authors and Affiliations
Dominik Meller, Agata Milik
Keywords
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