HEM 2020
DOI: 10.21272/hem.2020.2-10
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Recommendations for improving the hospital’s marketing policy

Abstract: This article summarizes the arguments and counterarguments within the scientific discussion on improving the marketing policy of the clinic. The purpose of the study is to improve the marketing policy of the clinic. The urgency of solving the scientific problem lies in need to promote medical services, where marketing activities contribute to establishing relations between providers and consumers of medical services. The authors noted that patients have a low level of awareness in medical services, making it d… Show more

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Cited by 2 publications
(3 citation statements)
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“…Others have highlighted the relevance of a custom blend of the four Ps (product (or service), place, price, and promotion) as well as other marketing techniques to transform communications with public service consumers (Serrat, 2017;Kaplan & Haenlein, 2009). Lamb (1987) and Yula et al (2020) have attempted to draw fine differences in the marketing strategies of private firms and public organizations, as well as the solution to marketing problems that create these differences. Much of the available literature on govern- mental marketing deals with the use of the 4C and 7P concepts in the public sector (Scheibe, 2013).…”
Section: Literature Reviewmentioning
confidence: 99%
“…Others have highlighted the relevance of a custom blend of the four Ps (product (or service), place, price, and promotion) as well as other marketing techniques to transform communications with public service consumers (Serrat, 2017;Kaplan & Haenlein, 2009). Lamb (1987) and Yula et al (2020) have attempted to draw fine differences in the marketing strategies of private firms and public organizations, as well as the solution to marketing problems that create these differences. Much of the available literature on govern- mental marketing deals with the use of the 4C and 7P concepts in the public sector (Scheibe, 2013).…”
Section: Literature Reviewmentioning
confidence: 99%
“…Scholars (Mason & Lee, 2022) have proven that the problem of population aging has already become one of the most important social trends in the 21st century, affecting labor (Olivieri et al, 2022;Tan et al, 2022), finance (Dzogbenuku et al, 2022;Guan et al, 2022), housing (Alhodiry et al, 2021;Chum et al, 2022;Gong & Yao, 2022), the environment (M. Ali et al, 2022;H. Chen et al, 2022;Ginevicˇius, Nazarko et al, 2021;Us et al, 2022;Yu et al, 2022), and social security (Crist et al, 2022;Gelber et al, 2022;Yula et al, 2020). According to the Main Data of the Seventh National Population Census (2021), in China, the population aged 60 or above accounts for more than 18%, and the number of people aged 65 or over is 200.56 million, accounting for 14.2% of the total population.…”
Section: Introductionmentioning
confidence: 99%
“…Ali et al, 2022; H. Chen et al, 2022; Ginevičius, Nazarko et al, 2021; Us et al, 2022; Yu et al, 2022), and social security (Crist et al, 2022; Gelber et al, 2022; Yula et al, 2020). According to the Main Data of the Seventh National Population Census (2021), in China, the population aged 60 or above accounts for more than 18%, and the number of people aged 65 or over is 200.56 million, accounting for 14.2% of the total population.…”
Section: Introductionmentioning
confidence: 99%