Marketing Mix in Healthcare Services

Abstract

In a highly competitive environment, considering the characteristics of nowadays society and the large number of businesses in the field of medical services, competitive advantages and marketing tools are essential for differentiation. For a company to act and react in accordance with the needs of its customers, it is important to consider the components of the extended marketing mix. The aim of the paper is to present the particularities of the components of the marketing mix and their applicability in the field of healthcare services. The methodology was based on a quantitative deskresearch method. The paper contributes to an enrichment of the literature on marketing characteristics of health services.

Keywords

• marketing mix
• healthcare
• services