The Role of Marketing in the Management of Health Services: the Case of the Madalena Clinic Group
António Morão,
Carlos Brito,
Sónia Nogueira
et al.
Abstract:Objective: The main objective of this study was to analyse the role of internal marketing in managing health services in the Clinicas de Santa Madalena (CSM) group.
Theoretical Framework: Internal marketing is a management strategy aimed at motivating and involving employees, aiming to improve the performance and quality of services, which positively impacts customer satisfaction.
Method: It uses a qualitative methodology based on a case study and semi-structured interviews at six clinics in the Santa Madale… Show more
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