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- Title
SAĞLIK HİZMETLERİ PAZARLAMA STRATEJİLERİ: BİR NİTEL ARAŞTIRMA.
- Authors
Bostan, Sedat; Tehci, Ali
- Abstract
Health is one of the priority areas that enable sustainable development of societies. Healthcare is a critically important service sector that is different from other sectors. Developments in health institutions that are directly proportional to the welfare levels of societies and the increase in the number of private health institutions, the formation of competition and awareness of consumers increase the importance of marketing activities in health services. It is seen that marketing activities in health services is a subject that attracts the attention of service providers and researchers. This research covered the marketing of health services operating in two cities in Turkey is a qualitative study aimed to examine the marketing strategy of private health care institutions. As a result of the research, it was concluded that the arguments used by private healthcare organizations in marketing strategies are service quality, smiling face, patient satisfaction and word of mouth communication.
- Subjects
WORD-of-mouth communication; HEALTH facilities; MARKETING strategy; MARKETING research; QUALITY of service
- Publication
International Journal of Economic & Administrative Studies, 2020, Issue 26, p181
- ISSN
1307-9832
- Publication type
Article
- DOI
10.18092/ulikidince.590734