The significance of marketing in the healthcare sector

Abstract

In modern society, the application of the marketing concept becomes crucial, even in the nonprofit sector, including areas such as healthcare, education, and culture. Although marketing traditionally has not been prevalent in nonprofit organizations, changes in funding sources and increased competition encourage these organizations to reconsider their approach. Analyzing the roles of marketing in the healthcare sector, we emphasize the need for adaptable strategies due to dynamic circumstances and the necessity of embracing the marketing concept in the daily operations of healthcare institutions. Many healthcare institutions have not fully grasped the specificity of healthcare services compared to other service industries, nor the specificity and concept of patients compared to typical customers. Besides healthcare, staff should provide patients with so-called cognitive and emotional care. It is precisely from such specificities, such as patient participation in their treatment, that reasons for building loyalty or patient disengagement from a particular healthcare institution arise. By utilizing numerous studies in the field of relational marketing, this paper aims to highlight numerous shortcomings that healthcare institutions make in their relationships with current or prospective patients. A holistic marketing approach can ensure the influx of new patients, but only the creation and maintenance of quality relationships with them can provide healthcare institutions with patient loyalty, as well as the opportunity for long-term growth and development.