PARTICULARITIES OF MARKETING APPLICATION IN MEDICAL SERVICES
Corresponding author:
[email protected]
Received
14 December 2021
Revised
17 February 2022
Accepted
04 March 2022
Available Online
15 March 2022
Abstract
THE COMPLEXITY OF MARKETING SERVICES IN GENERAL AND MEDICAL SERVICES IN PARTICULAR IS DETERMINED BY THE COMPLEXITY OF SERVICES. THE NEED TO APPROACH MEDICAL ACTIVITIES FROM A MARKETING PERSPECTIVE IS GIVEN BY THE SIMILARITIES IT HAS WITH THE ECONOMIC ACTIV ITIES IN THE FIELD OF SERVICE PROVISION. THE AIM OF THIS ARTICLE IS TO IDENTIFY THE P ARTICULARITIES OF MARKETING A PPLICATION IN MEDICAL SERVICES. THE MOST STRIKING FEATURES FOUND ARE THE 7 P'S OF THE EXTENSIVE MARKETING MIX. THEREFORE, THE AUTHORS ANALYZE THE PRODUCT – THE SERVICE, PRICE, PLACEMENT, COMMUNICATION, AS WELL AS THE STAFF, PROCESSES AND PHYSICAL RECORDS , WHICH REPRESENT MARKETING TOOLS THAT THE COMPANY USES TO ACHIEVE ITS MARKETING GOALS IN THE TARGET MARKET.
Keywords
MEDICAL SERVICES
MARKETING MIX
4P
7P
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