SOME ELEMENTS OF SPECIFICITY OF THE MARKETING IN THE HEALTHCARE FIELD

Abstract

The present paper aims to present some of the specific aspects of marketing in the healthcare field (with strict reference to the products intended for human consumption), in relation to other fields. After a presentation of the fields of marketing applicability in the healthcare, a series of specific elements are presented regarding the nature of the motivations underlying the decision to consume / use a medical product and the elements of appreciation of their value by the final consumers (patients), along with aspects regarding price, distribution and communication. In general, the specificity of the marketing activity is given by the category of products targeted - ideas, tangible goods / services intended for the consumer market, products intended for the business markets, which print certain particularities as appropriate: social marketing, marketing of consumer goods, the marketing of services or business-to-business marketing, as well as the specific needs that these products address, the role of the prescribers in manifesting this behavior or the regulations in the field that aim to protect public health.