Profese online 2009, 2(4):176-185 | DOI: 10.5507/pol.2009.017

MARKETING COMMUNICATION IN HEALTH CARE AS ONE OF THE COMPONENTS OF C-MIX

Jana Bellová
Department of Social Medicine and Health Policy, Faculty of Medicine, Palacký University, Olomouc, Czech Republic

This theoretical study deals with the categorization of types of communication in health care as one of the major parts of C-mix. That is the base for marketing strategy of the health care providing institution in question that is crucial for functioning in open market economy as well as in mixed economy. It is therefore necessary to characterize the individual communication categories within the health care providing institution, understand their importance and based on that manage them strategically.

Keywords: marketing C-mix, communication within the health care providing institution, patient

Published: October 2009  Show citation

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Bellová, J. (2009). MARKETING COMMUNICATION IN HEALTH CARE AS ONE OF THE COMPONENTS OF C-MIX. Profese Online, 2(4), 176-185. doi: 10.5507/pol.2009.017
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