HEALTH MARKETING - CONCEPTS, MODELS AND RESEARCH

References: 4th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2017, www.sgemsocial.org, SGEM2017 Conference Proceedings, ISBN 978-619-7408-17-1 / ISSN 2367-5659, 24 - 30 August, 2017, Book 1, Vol 5, 459-466 pp, DOI: 10.5593/sgemsocial2017/15/S05.057

ABSTRACT

Health is a fundamental individual and social value. Nowadays the market approach to health is developing as well from the rise of economic pressures and the gradual introduction of terminology and conceptual management into society. We can therefore analyze health management concepts and divide them into different functional areas, among which health marketing can also be distinguished.
Currently, non-public medical institutions in Poland are increasingly competing at the level of basic care with public medical institutions. However, the medical system in Poland is based on public entities, which are financed from the state budget. Therefore, non-public medical institutions, in order to ensure adequate funding for their activities, adapt management mechanisms and tools from other sectors to the medical services sector. Management methods based on marketing concepts such as relationship marketing or corporate social responsibility are becoming more common. The role of the client has been identified as well as the change of its perception, from passive role to active one.

Keywords: health marketing, relationship marketing, mHealth marketing, social marketing