Theoretical and Applied Economics
No. 3 / 2009 (532)
Grounding the Marketing Strategy of the Organizations in the Field of Health Care
Gheorghe Orzan
Violeta Rãdulescu
Mihai Orzan
Academy of Economic Studies, Bucharest
Abstract. The application of marketing in the health services presents certain particularities determined by market characteristics, of the organizations, products, staff and consumers. The consumers of health services are different of those of other goods and services, due to the lack of information concerning the means of rendering a service and its price, the means of taking a decision, the purchase and consume conduit, the capacity limited by the assessment of the services’ and result quality. In addition, within the last years there have been registered major changes in the conduit of the consumer of health services pursuant to the significant modifications occurred at the demographic and social level.
Under these conditions, the grounding of the strategies of the organizations which function in the health field, both at macroeconomic, and microeconomic level, cannot be performed without a deep knowledge of the consumer of health services, with its needs, preferences, and its conduit of purchase and consume.
Contents
The Use of Performance Contracts for Delivery of Social Services in the United States
Marketing of Local Public Services under the Reduction of Administrative Expenditures
Is the Incidence of the Monetary Policy on the Mortgage Market Possible?
Some Aspects Regarding the Analysis of the Life Insurance Market
Dashboard Auditing of Activity-Based Costing (ABC)
Considerations on the Remuneration System of the Public Administration – an Analysis on Electoral Cycles and Scenarios Development
Grounding the Marketing Strategy of the Organizations in the Field of Health Care