HEALTHCARE MARKETING - A RELATIONAL APPROACH

CAZACU Lavinia, The Bucharest University of Economic Studies

OPRESCU Alina Elena, The Bucharest University of Economic Studies

Abstract:
This paper aims to identify the unique characteristics of healthcare services, the challenges faced in the implementation of marketing principles into the healthcare services sector and also the behavior tendencies of the healthcare consumer. Taking into account the differences between healthcare services and other services and the importance of the doctor-patient relationship, a new marketing approach seems to be a solution for all problems and a response for all unanswered questions. A review of the theoretical backgrounds of healthcare services marketing and relationship marketing is presented further on.

Keywords: healthcare marketing, healthcare services, consumer behavior, relationship marketing, doctor-patient relationship

JEL Classification: M30, M31, M39

Volume: 67, Issue: 5

Pages: 59 - 72

Publication date: September, 2015

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/67505cazacu&oprescu.pdf

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