Covers the basic concepts of marketing in healthcare, starting with how marketing balances producer interests against patient needs and how markets have evolved from self-sufficiency to centralised exchange. It then looks at the characteristics of dental services and products, free versus regulated markets, types of marketing, and the four concepts and the four Ps. Also included are a marketing plan outline with a SWOT analysis, communication in healthcare, ethics in dental marketing, and clinical and legal documentation.
Inside: 12 sections · 6 flashcards · 3 min
Topic 6 of 38 in the MU Sofia syllabus for Dental Public Health (Dental Medicine, Year 3). The free AceMed note covers it in 12 sections, about 416 words (3 min of reading), with 6 flashcards.
Marketing = market management; process of balancing producer interests – and consumer/patient needs
Based on two activities:
production – consumption
Goal = satisfy consumer needs while achieving
organizational goals
Evolution of Markets
Self-sufficient market
self-care • home remedies – • herbal medicine
Decentralized exchange
barter system • direct exchange • no fixed currency
Centralized market
fixed currency – • organized exchange • modern healthcare system
Healthcare Market
Healthcare market provides:
services – products
Products:
dentures – crowns – bridges – implants
Services:
examinations – treatment – surgery – orthodontics
Characteristics of healthcare services:
lack of ownership – patient cannot own a service
inseparable from provider – dentist and service occur together variable quality – depends on experience and human factors service takes time – unlike product purchase
Competition is mainly through:
quality – trust – reputation – communication
Free Market & Regulated Healthcare Market
Free market
based on supply and demand
prices change according to market conditions
Healthcare market
regulated by the state
patient health prioritized over profit
influenced by insurance bodies and professional
organizations
Bulgaria
private healthcare advertising is restricted
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