SPECIFIČNOSTI KONCEPTA STRATEGIJE MARKETINGA JAVNIH I PRIVATNIH ZDRAVSTVENIH USTANOVA

Ekonomist 1 (2024) (97-113)

AUTHOR(S) / AUTOR(I): Bojan Šmitran

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DOI: 10.46793/EKONOMIST3.1.6S

ABSTRACT / SAŽETAK:

U savremenom zdravstvenom sektoru, efikasne marketing strategije postaju sve važnije kako za javne tako i za privatne zdravstvene ustanove. Ovaj rad analizira specifičnosti marketing strategija koje se koriste u ovim tipovima zdravstvenih ustanova, s ciljem da se identifikuju ključne razlike i sličnosti u pristupima i implementaciji marketinških aktivnosti. Rezultati pokazuju da privatne zdravstvene ustanove često naglašavaju personalizovane usluge, brigu o pacijentima i inovativne tehnologije u svojim marketing kampanjama, dok javne ustanove fokus stavljaju na pristupačnost, pouzdanost i kvalitet usluga podržanih državnim resursima. Iako postoje razlike u pristupima, zajedničko im je da teže ka izgradnji poverenja i dugoročnih odnosa sa pacijentima. Stoga, rezultati rada mogu naročito koristiti menadžmentu zdravstvenih ustanova u cilju unapređenja njihovih marketing strategija i poboljšanja kvaliteta zdravstvenih usluga.

KEYWORDS / KLJUČNE REČI:

zdravstvo, zdravstvena ustanova, marketing strategija

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