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Application of Marketing Communication Tools in Healthcare Organizations Management

机译：营销传播工具在医疗机构管理中的应用

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Marketing communication of healthcare organizations is becoming an essential part of marketing management in healthcare. Even though many organizations have been refusing this target group communication tool so far, it is obvious that other healthcare organizations fully realize the need of efficient management of marketing communication. Diversification of health plans due to legislative changes in healthcare will necessitate more and more the use of new methods, tools and styles of marketing communication. Marketing communication may thus become a strong competitive tool of healthcare institutions. The article aims to emphasize the role of marketing communication in healthcare organization management on the one hand, and to present the current level of marketing communication tools in healthcare on the other hand. The purpose of the article is to identify gaps which healthcare organizations have in the use of marketing communication tools and to outline future directions of marketing communication.
机译：医疗保健组织的营销沟通已成为医疗保健营销管理的重要组成部分。到目前为止，尽管许多组织都一直拒绝使用此目标群体沟通工具，但显然其他医疗保健组织已完全意识到有效管理营销沟通的需求。由于医疗保健立法的变化，医疗保健计划的多样化将越来越需要使用新的方法，工具和营销传播方式。市场营销交流因此可能成为医疗机构的强大竞争工具。本文旨在一方面强调市场营销传播在医疗保健组织管理中的作用，另一方面，介绍当前市场营销营销工具在医疗保健领域的水平。本文的目的是确定医疗保健组织在使用市场营销交流工具方面的差距，并概述市场营销交流的未来方向。

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