期刊名称：Ovidius University Annals: Economic Sciences Series
电子版ISSN：2393-3127
出版年度：2015
卷号：15
期号：2
语种：English
出版社：Ovidius University Press
摘要：Approaching healthcare services from a marketing point of view is a very complex and complicated issue. On one hand, the Health Ministry has the strategic role of writing the health policy of a country, but on the other hand, certain particular interests can appear in the case of pharmacies, hospitals, clinics or individual doctors’ offices etc., interests which might not always correspond to the central policies. Each one of these actors formulates its own marketing policy, creates and supplies specific products (medical investigations, treatments, cures etc.), establishes prices for these products, distributes them through marketing channels and communicates with stakeholders about these products and themselves. The aim of this paper is to present a few aspects of marketing approach in the system of healthcare services.
