BALAURE V MARKETING PDF

There is a principle similar to the theory of exchange in the marketing of health services, meaning that what is delivered to the target market i. The price level in the marketing mix is influenced by how the consumer perceives the respective medical service and is quantified in the profit and the turnover of the organization respectively. The cost of the medical act as a whole is the value of all the tangible and intangible variables associated with it, and the planning, distribution and promotion of the product must be taken into account in the price setting. Product, 2. Price, 3.

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There is a principle similar to the theory of exchange in the marketing of health services, meaning that what is delivered to the target market i. The price level in the marketing mix is influenced by how the consumer perceives the respective medical service and is quantified in the profit and the turnover of the organization respectively. The cost of the medical act as a whole is the value of all the tangible and intangible variables associated with it, and the planning, distribution and promotion of the product must be taken into account in the price setting.

Product, 2. Price, 3. Placement, and 4. Promotion McCarthy. Customer requirements and wishes, 2. Cost to the customer, 3. Convenience and 4. The price of health products is the amount cost that the target market associates with the product offered by the medical organization.

The price is one of the main elements with direct implications for all the activities and the marketing actions of the medical organization. It represents the exchange value of the health care service, meaning the amount of money that the patient offers to obtain that service in return for the benefits of using it [ 2 - 4 ]. Since patients are not well informed about the quality of health services in relation to the price of medical activity, the price strategy involves taking into account some factors that patients consider when addressing a specific service.

The price policy is diversified according to the health services offered: prevention services, diagnostic and treatment services, medical recovery services, medical research services, etc. The distribution of health services is a complex process involving decisions regarding the place, time and methods of supplying the services. It encompasses all the activities that provide patients with access to healthcare services along with the relationship system established between providers, patients and other intermediaries.

In the field of healthcare, distribution includes all the activities taking place in the space and the time separating the patient from the services provider [ 5 , 6 ].

At the same time, an important factor that should be underlined is that there is a strong connection between the health services and their distribution system due to the influence that the medical service has on the patient. The healthcare distribution network consists of all the locations in which the medical units medical offices, clinics, diagnostic and treatment centers, hospitals, etc.

An important role in the distribution strategy is that the health service provided is performed in the most pleasant and beneficial conditions for the target audience. Optimal distribution strategies, similar to those in the marketing of goods, should take into account several factors: location of the medical unit, time schedule, home medical facilities, comfort conditions, waiting periods, etc. The easier these elements are to achieve and, consequently, to be obtained by the patients, the greater their interest in obtaining these services.

When determining the correct price level, healthcare organizations should take into account the way patients appreciate the value of health services and other factors that influence the direction of a particular medical service. The net benefit of the service, which is the difference between the amount of benefits received and the sum of the costs associated with that service is taken into account in determining the value of the health service by the patients.

A wrong perception of the value of medical services can be influenced by the erroneous interpretation of how patients define the value of that service or by suggesting a lower quality of the service due to uncompetitive prices. Although strong medical organizations can charge higher prices for medical services, the price supplement cannot be exaggerated.

Unless appropriate investments are made in the value of the service, price differences will make the medical organization more vulnerable to the competition, from those with lower-priced medical services. In terms of potentiating the correlation with the other components of the marketing mix, the distribution of strategy also targets the selection of intermediary partners and those involved in the overall medical policy of the organization.

The choice of a particular strategy must be the result of a profound analysis aimed at balancing and efficiently coordinating all the activities required for the optimal deployment of the healthcare distribution phase. Therefore, the entire process of establishing the distribution strategy involves the following conditions:. By implementing its distribution strategy, the medical organization must seek to harness the full potential of distribution as a component of the marketing mix, in conjunction with its other elements.

National Center for Biotechnology Information , U. Journal List J Med Life v. J Med Life. Author information Article notes Copyright and License information Disclaimer. Received Jan 24; Accepted May Abstract There is a principle similar to the theory of exchange in the marketing of health services, meaning that what is delivered to the target market i. Keywords: price policy, distribution policy, marketing mix strategy, Romanian healthcare services. Discussion Price policy The price of health products is the amount cost that the target market associates with the product offered by the medical organization.

Distribution policy of healthcare services The distribution of health services is a complex process involving decisions regarding the place, time and methods of supplying the services.

Conclusions When determining the correct price level, healthcare organizations should take into account the way patients appreciate the value of health services and other factors that influence the direction of a particular medical service. References 1. Kotler P, Keller KL. Marketing management [in Romanian] 5th Edition.

Bucharest, Romania: Teora Publishing House; Market policy as an innovative element of marketing in the Romanian healthcare services - an approach focused on the patient. Journal of Medicine and Life. Social Marketing: Improving the quality of life.

Second Edition. London, U. Olteanu V. Marketing services. Balaure V. Bucharest, Romania: Uranus Publishing House; Support Center Support Center. External link. Please review our privacy policy.

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Price and distribution policies in healthcare marketing in Romania

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