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
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