Arredondo EJH

Language: English
References: 2
Page: 187-190
PDF size: 164.69 Kb.

ABSTRACT

Introduction: Due to the high latent competitiveness between the medical community product of demand and supply, it turns out to be imperative to implement marketing strategies that attract the biggest number of clients, motivated not only by the service provided, based on the ethics and specialists knowledge updating, but even for external factors as it can be that one is provided with parking lot for the future patients.
Type of strategies: Marketing strategies are divided into external and internal; the first ones involve the demographic, psychological and market competition studies, aimed to know the type of clients searched, the specialists level and capacity, as well as the equipment with which the nearby hospitals or laboratories are provided. On the other hand, the internal strategies are targeted to optimize the doctor-patient relationship through the evaluation of all the involved ones in the above mentioned relationship (receptionists, nurses, technical staff and doctors), whose attitude towards the patient will have an effect in a pleasant stay of the patient and, hence, in the permanence and especially the recommendation of the clients.
Conclusion: The market research in the medical environment is essential not only because it improves the doctor-patient relationship, but because it fosters a healthy competition between the hospitals.

REFERENCES

1. Edelstein MM. Advanced marketing 101. Admin Radiol 1997; 16: 8-10.

2. Sutton J. Marketing on a shoestring. Radiol Manag 1999; 21: 34-7.