出版社：University Business Academy - Faculty of Economics and Engineering Management, Novi Sad, Serbia
摘要：The system of private health care and health care institutions in the Republic of Serbia; despite the fact that certain clinics have been in existence for almost 20 years; are still at the beginning of development in every sense of the word. Given that each private health institution depends only on the income earned from patients who themselves choose to use their services; it is without any doubt that having the information from the profile of an average client/patient is one of the priorities of each private clinic. The knowledge of their characteristics; habits and expectations is crucial for the choice of sales tools to be implemented in the market. In this sense; it is necessary to investigate the selected group of clients/patients; based on which we can largely determine the right strategy of marketing and sales; ranging from pricing to the creation of loyalty programs.
关键词：privatna zdravstvena ustanova; klijent; pacijent; zadovoljstvo i briga o klijentima; prodajni procesi
