SATISFACTION OF MARKETING COMMUNICATIONS IN THE ACTIVITIES OF THE DENTAL LABORATORY

Abstract

Purpose: Analysis of the attitude of dental physicians, dental technicians, patients and students of dental technology, about the marketing communication in the work of dental technical laboratories. Material and Methods: The main study was conducted on the territory of Northeastern Bulgaria, using direct anonymous paper questionnaires in the period between April and July 2015. A total of 700 respondents were interviewed, distributed into four groups (dental physicians, dental technicians, students of dental technology and patients of dental laboratories). Results and Discussion: The study was designed to investigate the satisfaction with marketing communications among all participants in dental laboratory activities. Satisfaction of dental physicians with aspects of marketing communication of dental laboratories was 47,39% (n=127), and a negative answer was given from 22,76% (n = 61) of respondents. The majority of dental technicians (75,91%, n=104) were satisfied with aspects of marketing communication with dental clinics/dental physicians, while 29,85% (n = 80) weren’t satisfied. The study of the satisfaction with the communication among the students showed that 60,42% (n=116) of them were satisfied and lack of satisfaction with communication was reported by 1,56% (n=3) of the respondents. Among the studied patients, 81,55% (n=84) felt satisfied with the communication carried out at the dental clinics, and 8,74% (n = 9) among patients were not satisfied. Conclusion: The integrated communications may successfully achieve the goals of a given communication campaign by a well-coordinated utilisation of the different kinds of IMC instruments: advertising, public relations (PR), personal sales, sales promotions and others. The desired synergy is attained when all the IMC instruments are synchronised and mutually enhanced.

Keywords

• marketing communications
• dental laboratories
• dental technician