Healthcare Marketing Plan
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Annals of the „Constantin Brâncuşi” University of Târgu Jiu, Economy Series, Issue 2/2013 MARKETING PLANNING IN HEALTHCARE INDUSTRY Bobeica Ana Amaria PhD Student in Marketing Academy of Economic Studies e-mail: abobeica yahoo.com Abstract The purpose of this paper is to develop a perspective on what is important or critical to the discipline of healthcare marketing by analyzing the marketing plan from the institutional (or organizational) perspective.. Pricing Policy „ACADEMICA BRÂNCUŞI” PUBLISHER, ISSN 1844 – 7007 105 Annals of the „Constantin Brâncuşi” University of Târgu Jiu, Economy Series, Issue 2/2013 Price promotions once thought of as tools for short-term sales tactics, are increasingly being used on a regular and continuous basis and may have implications for long-term marketing strategy.. Public appearances by sales and management staff with prospective clients or sales personnel visits to different businesses, client’s visits to hospital venue to open Days marketing programs can improve image etc 8 Also Hospitals might need to experiment with their own publications, personal contacts, and other promotional techniques to determine how their clients respond to the different stimuli.. Table 2: Key characteristics distribution of the 4P’s in Healthcare Market Industry Methodology Case Study In order to make the analysis of the impact of the Marketing planning on Private Healthcare Sector in Romania we developed a Model of Study with 4 variables: price strategy, promotion strategy, quality of healthcare and marketing planning.. (See Figure 2) and we defined the following hypothesis: Hypothesis H1: Price strategy influences the quality of services H2: Promotion strategy influences the quality of services H3: Quality of Services influences Marketing Planning We have obtained the answers of 55 Managers and CEO’s of Private Hospitals and clinics from Romania based on a Questionnaire which was send by email to all the CEO’s and Marketing Managers from more than
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