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  • Kotler's 4Ps Marketing Mix Model in Healthcare

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    Ghiles Battache
    125 views19 pages
    This document discusses marketing orientation in healthcare organizations. It describes how healthcare has shifted from a product orientation to a marketing orientation where the needs and wants of patients are the priority. A marketing orientation focuses on understanding customer needs and coordinating efforts to satisfy those needs. The document outlines the key aspects of marketing for healthcare services, including the 7 Ps of marketing adapted for healthcare. It also discusses quality improvement approaches like PDCA cycles to enhance customer satisfaction. Overall, the document promotes adopting a marketing mindset in healthcare to place greater emphasis on meeting patient needs through service quality and continuous improvement.

    Original Description:

    التسويق الصحي

    Original Title

    مفهوم التسويق الصحي لعجال العمرية

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    This document discusses marketing orientation in healthcare organizations. It describes how healthcare has shifted from a product orientation to a marketing orientation where the needs and wants of patients are the priority. A marketing orientation focuses on understanding customer needs and coordinating efforts to satisfy those needs. The document outlines the key aspects of marketing for healthcare services, including the 7 Ps of marketing adapted for healthcare. It also discusses quality improvement approaches like PDCA cycles to enhance customer satisfaction. Overall, the document promotes adopting a marketing mindset in healthcare to place greater emphasis on meeting patient needs through service quality and continuous improvement.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    125 views19 pages

    Kotler's 4Ps Marketing Mix Model in Healthcare

    Uploaded by

    Ghiles Battache
    This document discusses marketing orientation in healthcare organizations. It describes how healthcare has shifted from a product orientation to a marketing orientation where the needs and wants of patients are the priority. A marketing orientation focuses on understanding customer needs and coordinating efforts to satisfy those needs. The document outlines the key aspects of marketing for healthcare services, including the 7 Ps of marketing adapted for healthcare. It also discusses quality improvement approaches like PDCA cycles to enhance customer satisfaction. Overall, the document promotes adopting a marketing mindset in healthcare to place greater emphasis on meeting patient needs through service quality and continuous improvement.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 19

    .

    Kotler

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    :
    :
    )
    .(
    :
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    Consumer-oriented (
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    ) :
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    Product, Price, Promotion, Place (4Ps)


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    :

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    Process

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    Sales Orientation

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    Marketing Orientation
    .

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    Societal Marketing Orientation


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    :ii
    :(

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    ":
    .
    ":
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    (Quality)
    .

    Inseparability

    intangibility
    Heterogeneity

    Lack of

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    :

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    :

    1
    .Internal medical dept
    .Surgery dept
    .Pediatrics dept
    .Obstetrics & Gynecology dept

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    .radiography dept

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    III

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    iii "

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    (O M S)
    .iv

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    Berry
    .vi

    The Joint Commission on Accredition of Hospitals (JCAH)


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    ."(

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    Technical competence

    1
    .

    Accessibility

    .
    Effectiveness

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    Inter personal relations

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    Efficiency

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    .

    Continuity

    Safety
    Amenities

    6
    7
    8

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    :vii

    -3

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    Berry et
    autres
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    .
    Louppe & "

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    )

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    "

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    :ix
    .

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    )
    .

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    "

    :(La relation Client-Fournisseur)


    :

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    (La qualit de ralisation)

    conception)

    xi

    : xii
    .

    :(Le client)
    :(Les clients externes)

    . ...
    :(Les clients internes)
    .

    .xiii
    :

    .xiv
    .
    :
    (Processus)
    .
    :
    " :

    .xv"

    (Processus)

    :
    ....
    :

    (Les logigrammes)

    :
    : xvi
    (

    .
    (Le personnel en bas arrire)

    .
    .
    :
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    .(PDCA)
    :(

    1951
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    -1

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    ("Act"

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    .
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    ii

    "

    .187 .
    iv
    Promotin37eme ; l evaluation en sante , seminaire de 4eme annee encadre par Mr GUENNOUNE. OP.Cit.
    v
    Claire HURLMAN , Aproche conceptuelle de la qualite des soins ,accreditation et qualite des soins
    hospitaliers, ADSP, n35, Juin2001, p.26.

    iii

    www.tishreen.shern.net/new%20site/univmagazine/VOL272005/Eco/No2/6.doc - vii
    viii

    KOLTER et B DUBOIS ? OP.CIT , P.471.


    Bernard HONORE , l hopital et grand malade, 1er colloque international d economie de la sante ; faculte de
    droit et des sciences economique , UNIVERSITE DE BEJAIA ? (13,14 et 15 novembre2006).p.177.
    ix

    .63.

    2002-2001

    xi

    Myriam HUBINON, op .cit.p.35.


    Herve LETEURTRE et autre, op.cit.p.335.
    xiii
    Idem, pp.333-334
    xiv
    Idem,pp.334-335.
    xii

    xvi

    .32 .
    Eric VOLGER ,Management strategique des services, DUNOD, paris, 2004,p.81.

    xv

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