Στρατηγικός σχεδιασμός marketing στον κλάδο των υπηρεσιών υγείας
Health services strategic management
SubjectMedical care -- Greece -- Marketing ; Medical care -- Marketing ; Strategic planning ; Ιατρική περίθαλψη -- Ελλάδα -- Μάρκετινγκ ; Ιατρική περίθαλψη -- Μάρκετινγκ ; Στρατηγικός σχεδιασμός
During the last years growing demand for private health services attract many investors. Basically, on the one hand there is legislation which allows the private sector to develop and on the other hand there are low standards of public services, which create the demand for more quality health services, at the time and the place the individual needs, receiving the most of the know how and the technology for the supply of the services he will receive. A private health business needs such business tools that will help the organization work properly having as a target the highest service outcome, for both consumers and suppliers. In terms, of strategic marketing plan in such an environment it is mandatory to differentiate from the classical marketing procedure, even in relation to marketing involved with services. Such specifications in the field of health compared to any other service or good. This case study is going through a research on two high standards private health service providers in Greece, on both strategic model and the development of marketing actions compared with practices of the United States. The purpose of this dissertation, once we make clear the difference between marketing in health services compared to classical marketing techniques and marketing of services, is to point out conclusions and to provide suggestions in relation to strategic marketing plan in the health services sector.