Researching the Importance of Atmosphere Parameters in the Medical Institution for Younger Audience

Abstract

In order to attract the attention of customers and build their loyalty the trade enterprise should stand out at the background of others. One factor promoting attainment of this goal is the shop atmosphere. This category is essential for the service sector. The idea of atmosphere is also topical for medical institutions as enterprises of the service sector. What are its components in the field of public health and how can they be used? Can the atmosphere of the medical institution influence patients’ mood? You can find answers to these questions in this article. Analysis of the degree of this problem development in Russian and overseas publications allow us to speak about insufficient attention to its marketing component. In overseas literature the atmosphere of medical institutions is discussed only from the point of view of its therapeutic effect for patients and medical personnel, while Russian publications have not considered this issue. The list of atmosphere parameters consists of well-known elements. Traditionally it is investigated in the field of retail trade, as it makes possible to create and strengthen communication with clients in places of goods selling, to increase sales of the product range and profit. Is the list of parameters the same in medical institution? This question is still topical. The authors identify important parameters of the atmosphere in the medical institution influencing the younger generation – customers of medical services.

Keywords

• atmosphere of the medical institution
• decoration of the medical institution
• design
• colour
• lighting
• background music
• smells