The main function of the healthcare industry infrastructure is to provide the conditions for the regular implementation of medical and sanitary, diagnostic and health-improving and preventive processes. Medical staff and preventive, medical and rehabilitation organizations and diagnostic centers directly meet the needs of patients who want to improve their health. Today, it is more important than ever to invest in healthcare marketing (Mehta, 2022). Hospital capabilities, doctor specialties, ratings, reviews, infection rates, and more influence consumers opinion. The idea of socially oriented marketing is that solving social problems can be effective in terms of commerce and public utility.
Marketing medical services are of great importance for forming the population’s motivation for promoting health and an appropriate lifestyle, creating the image of a healthy person and a healthy lifestyle system. However, in order to correctly create a marketing strategy for an organization, it is necessary to know and understand the needs of consumers (Mehta, 2022). In this regard, it is essential to understand the consumer’s decision. That, in turn, helps to plan marketing or sales strategies based on identified needs.
The formation of an environment of fierce competition led managers to realize the importance of a positive image of the organization. Such an image will contribute to strategic stability and provide new viable benefits, which can be correlated with the quality of goods and services sold and the organization’s internal characteristics. The social image of the enterprise is of great importance in forming a positive image of the organization (Mehta, 2022). Recognition and choice by consumers and potential partners will depend on the general public’s perceptions of social goals and the role of the enterprise in economic, social and cultural life. Thus, understanding the needs of consumers will create an effective marketing promotion, which will increase the image of the organization, which as a result, will positively affect the health of the population.
Reference
Mehta, S. (2022). Healthcare Marketing. Healthcare System Management, 239–260.