Marketing strategy of the medical centre

Размещено на http://www.allbest.ru/

Introduction

The advancement system is a complex of certain elements which should be combined harmoniously among themselves and strengthen final effect in the form of achievement of the purposes of marketing. Advancement of the goods and services urged to generate demand and to stimulate sale, increase of efficiency and profitableness of the enterprise should become a result of that.

Besides the above-stated importance advancement, an urgency of a theme of degree work consists that advancement system connect all activity on management of marketing in a single whole, providing thus an effective utilization of all 4 «p». Therefore in the foreign literature a number of scientists consider advancement by marketing hyper-function. As to the domestic literature advancement systems became object of studying of the Russian scientists more recently - less decades ago. Therefore the basic educational literature of this direction are works of foreign scientists: F.Kotler, Бове. And in the literature each element of advancement (advertising, PR, stimulation) is a separate science, independent object of studying.

The Russian enterprises in the practical work give recently a lot of attention to advancement system. The proof of it is rapid growth of the market of advertising: volumes of advertising services grow, the number of advertising agencies of a various orientation grows, the advertising area of mass-media increases. Already nobody is surprised to spent tastings, discounts, sales.

Today the enterprises any more do not face to a choice: to be engaged in it advancement of the goods or service or not. A problem directed by the correct purposes, a choice of means and the methods providing real effect.

The purpose of the given degree work is carrying out of complex research on working out of specific proposals of perfection of system of advancement in marketing activity of Open Company Diagnostic centre "Health". Object of research - internal and Open Company DTS "Health" environment. The purpose of the given degree work - also to prove recommendations about improvement of work of the given centre.

Problems of degree work consist in the following:

1. To understand theoretical bases of advancement and medical services.

2. To consider organizational structure of DTS "Health".

3. To consider the marketing policy of the medical centre.

4. To spend the SWOT-analysis.

5. On the basis of the spent analysis to develop offers to perfection of system of advancement of the organisation.

Work consists of introduction of three parts, the conclusion and the list of the used literature. In the first part theoretical aspects of advancement and aspects of medical services are considered. In the second DTS "Health" economic situation is analyzed. The third part includes the analysis of use by the enterprise of means of advancement of services, and also offers on their improvement.



Chapter 1. Advancement of services of the commercial organisation

1.1 Concept and advancement functions in marketing

Sellers and buyers connects two streams:

- Sellers deliver on the market the goods / services and messages;

- In exchange - they receive money and the information from buyers.

Modern marketing demands not only creations of the good goods, an establishment of its price and maintenance of availability of the goods for target consumers. Firms should carry out still communications with the customers. The modern firm operates difficult system of marketing communications: with intermediaries, consumers and various contact audiences.

Advancement (Promotion) is any form of the messages used by firm for the information, belief or a reminder to people about the goods, services, images, ideas, public work or influence on a society.

The major functions of advancement:

- Creation of an image of the low prices, innovations,

- The information on the goods,

- Preservation of popularity of the goods (services),

- Change of an image of use of the goods,

- Creation of enthusiasm among participants of sale,

- Belief of buyers to pass to more expensive goods,

- Answers to questions of consumers,

- The favorable information on the company.

The advancement purposes: stimulation of demand and improvement of an image of the company. Concrete actions depend on so-called hierarchy of influence:

Hierarchy of influence of advancement

Hierarchy step

Management specific goals

Structures, advancement realization

Comprehension Knowledge Goodwill Preference Belief Purchase

Granting of the information Creation of positive relations and feelings Stimulation and preservation of intentions

Advertising, creation of favorable public opinion, show-window Advertising in a various news media, use of the trading personnel, Show-window demonstration, dialogue by mail, demonstrations, use of the trading personnel, oral informing

Advancement principal views:

- Advertising;

- Publicity;

- Sale stimulation;

- Personal sales.

Their roles in consumer and industrial marketing differ a little.

If marketing researches have for an object to "listen" to the consumer, advancement - second half of dialogue (fig. 1.1 see).

The legislation regulates activity of firms on advancement. The range of these requirements is wide enough: from an interdiction of installation of publicity boards in certain places to requirements to the popular persons advertising certain products, actually them to use.

There are five basic ways of a legal protection of consumers and competitors from unfair advancement:

- Granting of the full information;

- Acknowledgement;

- Orders on the termination;

- Corrective advertising;

- Penalties.

Granting of the full information demands, that the consumer had all data necessary for acceptance of the correct decision (structure of a product, application consequences etc.).

Acknowledgement demands, that the firm could prove all statements made by it, including by careful tests.

Orders on the advertising termination mean an interdiction of concrete advertising without compulsion of a recognition of firm guilty and payments of penalties.

Corrective advertising demands the publication of new announcements for correction of the created wrong representation.

Penalties can be raised in treasury and in interests of concrete consumers.

Planning of advertising activity

As well as for all kinds of marketing activity, in advertising its purposes including should be established:

- Who and where (target audience, its percentage covering, environments Messages).

Most the plan prominent aspect consists that it should be quantitatively defined including by results (in particular, after knowledge and shifts in audience positions by a product recognition).

The advertising campaign budget, as a rule, is defined on the basis of experience. The most popular approaches:

- Whenever possible (depending on separate costs and demanded Profits);

- As percent from sales;

- On the basis of parity with competitors;

- On the purposes and problems (обсчет necessary expenses).

Inspection of the companies of England has shown, that more often in practice three approaches are used:

- Percent from a sales volume (44 % of the companies);

- Estimations of expenses for manufactures (21 %);

- On the purposes and problems (18 %).

Process of advertising researches submits usually to the same rules, as other marketing researches: time and the channel of inclusion of the TV, storing of the advertising message on TV and in newspapers is investigated. «The spontaneous awareness» is measured those shares who remembers mark without any other advancement. «The awareness at advancement» is measured those shares who has learnt mark at its presentation.

The mark recognition is estimated on number of those who has changed the position as a result of the advertising company. And, at last, an integrated indicator is the increase in sales after such campaign. Use also trial marketing for comparison of various campaigns in different regions.

Effective method of research of effectiveness of advertising in a press is the system of coupons - discounts at a coupon presentation in the newspaper. Thus, it is possible to estimate an advertising efficiency under the edition, exit time, an information premise etc.

One of aspects of planning of advertising activity is the advertising agency choice. The following order Is recommended:

1) accurate definition of needs and the purposes;

2) room search - a choice under directories and on the basis of own Experience;

3) the task formulation - optimum advantages, key questions;

4) narrower search - narrowing of alternatives to two or three agencies;

5) a real choice.

Direct and interactive marketing

Direct marketing (direct-marketing) consists of direct (interactive) communications with the selected certain buyer, is frequent in the form of the individualised dialogue to receive the immediate response.

The basic forms of direct marketing:

- Personal (personal) sales - direct interaction with

One or several potential buyers for the purpose of the organisation of presentations, the answer to questions and reception of orders;

- Direct marketing by mail - includes post dispatch of letters,

Advertising materials, booklets, etc. to potential buyers to addresses from dispatch lists;

- Sales under catalogues - use of catalogues of the goods, are dispatched buyers by mail or on sale in shops;

- Marketing by phone (telemarketing) - phone use in

Quality of the tool of direct sale of the goods to buyers;

- Television marketing of the direct response - marketing of the goods and services by means of advertising television (or radio) programs with use of elements of a feedback (as a rule, phone numbers);

- Interactive (on-line) marketing - the direct marketing which is carried out by means of interactive services of a computer communication in real time.

The companies using direct marketing, steadfastly watch conformity of the marketing offer to needs of a narrow segment of consumers or the separate buyer.

Many companies at use of direct marketing are guided mainly by the conclusion of separate transactions. However recently more and more the companies address to direct marketing on purpose to achieve not only more effective exit on target consumers, but also creation of stronger, long-term and individualised relations with them (marketing of mutual relations).

According to the majority of experts, transition from mass marketing to the individual is connected with the changes occurring in housekeeping, with the advent of technologically difficult products, new ways of purchasing and their payment, with intensive competitive struggle, against development of additional channels of distribution and new information technologies.

In direct marketing by a key to success the detailed information on the individual consumer is. The modern enterprises create special databases about buyers who represent a file of detailed data about separate (potential) buyers, including geographical, demographic, psychographic, and also data about features of consumer behaviour. Such databases are used for search of potential buyers, updating or working out of products according to their concrete requirements and for maintenance of relations with them.

Marketing on databases represents process of creation, use, support of databases about buyers, and also other databases (about the goods, distributors, sales, etc.) for the purpose of realisation of transactions on sales and establishments of relations with buyers.

By the companies are applied both separate forms of direct marketing, and the integrated direct marketing which can include all forms

It is necessary to carry to advantages of interactive marketing also:

- Possibility of its application, both large firms, and small;

- Practically unlimited electronic (in difference, for example, from Printing) advertising space;

- Fast enough access and information copying;

- As a rule, confidentiality and speed of electronic purchases.

Besides advantages, modern interactive marketing possesses

Some to lacks:

- Limitation of access of buyers and, hence, volumes of purchases;

- Some односторонность demographic and psychographic

Information on buyers;

- A randomness and information congestion in global networks;

- Insufficient safety and privacy of data.

Stimulation of sales

Key characteristics of this kind of advancement:

- Effectiveness for rather short time;

- Direct influences on selling potential, channels of distribution,

Consumers or a combination of these groups;

- Use for some specific actions.

Stimulation of sales unites wide area of possibilities.

The basic advantages of stimulation of sales:

- Growth of sales - the basic short-term benefit;

- Certain target audience;

- An accurate role;

- Indirect roles - possibility of use for achievement of other purposes.

Lacks:

- Short duration of influence;

- The latent costs;

- Possibility of conflicts to advertising representations;

- отсечка the prices - possibility to buyers to expect lower prices in the future.

To methods of target stimulation carry:

- Reduction of prices;

- Coupons (purchase or service under obligations with reduction of prices);

- Financing of following purchases;

- The credit;

- Seasonal reductions of prices.

Not price stimulation:

- A competition of buyers (lottery);

- Personal advancement;

- Free gifts (possibility of the additional free Acquisitions);

- Representation of samples of the new goods for trial operation.

Public relations

PR (public relations, PR) is a spectrum of the programs, which purpose is advancement and (or) protection of an image (image, prestige) firm or separate products.

Publicity (propagation) is one of kinds of public relations and is defined as stimulation of demand impersonal and not paid by the sponsor on the goods, service or activity by means of a premise of commercially important data in a printing news media or benevolent representation by radio, TV or from a scene.

One of the most important problems PR - maintenance of contacts to key journalists in corresponding spheres (the press, magazines, radio, TV). It in essence "investment" process (results instantly will not be shown). First of all it is messages on new results, manufacture novelties, demonstration of such novelties at business meetings, lunch, conferences with use of communication technics. Expediently in firms to create the certain press centres.

To means PR of corporate type carry:

- Communications with shareholders;

- Advertising;

- Communications with local communes;

- Sponsorship;

- Exhibitions.

Exhibitions allow to receive double effect: demonstration of production and personal contacts. Therefore exhibitions should be planned carefully, proceeding from the purposes, a choice of a theme, placing and designing.

The purposes should consider deduction of existing consumers and acquisition of the potential. It can be illustrated a matrix on:

The purposes of sales

The unbribable purposes

Current consumers

Maintenance of relations Message transfer on key questions of Means of service Stimulation of additional sales

Maintenance of image Test of production Gathering of competent minds the Wide exposition

Potential consumers

Contacts to the help of prospectuses Definition of needs Message transfer Communication for the subsequent calls or sales

Contacts to the help of prospectuses the Further creation of image of Test of production Attraction of competent minds

1.2 Necessity of marketing for medicine

Marketing in public health services of Russia - discipline new. It is connected by that within 70 years of existence of public health services medical services were not on sale, and appeared irrespective of their cost. Therefore necessity of use of marketing as philosophies, strategy and the method was not. However the structurally functional reform of branch directed on adaptation of existing state system of public health services to activity in the conditions of market economy, allows to confirm, what exactly marketing is a conceptual basis of deducing of national system of public health services from a condition of stagnation and decomposition which, since 1993, has aggravated public health services crisis.

Management of medical institutions in the conditions of economic reforming of public health services represents difficult enough process, many elements of the theory of management are unfamiliar to heads of establishments of public health services. Development of the theory and practice of management by medical institutions goes a trial and error method.

Residual financing of domestic public health services puts treatment-and-prophylactic establishments in heavy position. Often there are no means for acquisition of medicines and the medical equipment, and also a foodstuff for patients, wages delays are frequent. In life-support of medical institutions there are notable failures thereof quality of rendering of medical aid decreases. Sharply there is a problem of "fastening" of experts as because of a low and untimely payment turnover of staff raises and there is a decrease in motivation of workers of public health services to qualitative work.

Medical aid to the population urged to provide realisation of the major social priority - preservation and improvement of health of citizens. Thus responsibility for quality of medical maintenance should bear not only the state, but also the subjects working in the market of medical services.

Transition to market relations assumes use of mainly economic management methods. Application in practice of economic management methods should optimise the processes connected with development of new strategy of functioning of establishments of public health services in the market of medical services in the conditions of economic reforming and introduction of market mechanisms.

In connection with market economy formation there were the organisations of various patterns of ownership which are engaged in rendering of medical aid and realisation of medical products, and also the making and realising other goods of medical appointment. The market of medical services, work on which in the conditions of a competition demands from the head of establishments of public health services of knowledge in the field of the theory and management practice. There is a necessity structures of management and introduction in it of the new elements which were absent in practice of former public health services.

One of the major places is occupied with the marketing organisation in medical institution as without application in practice of marketing structures one social and economic economy cannot effectively function not. Therefore already today, in the conditions of formation and development of market relations in public health services, it is impossible for itself to present activity of subjects of the medical market without knowledge of marketing as with its help administrative decisions are more effectively made.

Sharp necessity of application in practice of marketing management by medical institutions has arisen in economic reforming of public health services of Russia, in the conditions of deficiency of budgetary financing.

Marketing in public health services covers set of the organizational-economic functions connected with realisation of a complex of improvingly-preventive, sanitary and medical services, medical products, products of rehabilitation appointment.

In the conditions of the market concept of management the marketing methodology is directed on satisfaction of requirements for services of branch, medical products and the goods.

The marketing purposes - maintenance of profitability of manufacture of medical services and medical products, achievement of economic efficiency from their realisation for comprehensible time and within available possibilities.

Possibilities of realisation of services and medical products in public health services depends on action of the whole complex of factors, formation of the prices for medical services, medical products and the goods, and also from a supply and demand parity on out-patient and hospital service.

Now the market of treatment-and-prophylactic services, medicines and the goods is dynamical enough at the expense of occurrence on it of objects of public health services and pharmacy of various organizational-legal forms. Therefore activity of self-supporting structures, and commercial medical institutions, the insurance medical and pharmaceutical organisations, and also other subjects of market activity in the conditions of the market connected with risk. Marketing is intended to lower degree of risk to a minimum.

Until recently marketing in public health activity was used, as a rule, incidentally in the form of separate receptions: studying of demand for medical products, advertising in pharmaceutical production, etc. Complex researches on marketing problems in this area were not spent. Marketing should become the tool of effective activity of establishments of public health services.

Marketing promotes more successful development of the market of medical services and medicinal means at the expense of revealing of those their kinds and groups which use the greatest demand at consumers. Besides, rational construction of a marketing policy of objects of public health services of pharmacy essentially minimises accompanying costs of by more proved and purposeful advancement of treatment-and-prophylactic services, medical products and the goods to their users (patients).

It is necessary to notice, that in Russia activity of medical institutions of the state system of public health services has noncommercial character, and it leaves traces and on their marketing. The sphere of services differs from manufacture by practical use of marketing. To marketing delays or falling of growth of labour productivity, deterioration of services start to address оп to a measure of an aggravation of a competition, growth of costs. And begin, as a rule, with separate elements of marketing, and more often from advertising.

However, most the marketing effective utilisation can be only at the complex approach including studying and forecasting of the market, working out of methods of influence on the market, definition of an effective price policy, supply with information system, working out of the plan of marketing.

In system of public health services a number of researchers defines marketing as system of principles, methods and the measures which are based on complex studying of demand of the consumer and purposeful formation of the offer of medical services of manufacturers.

Subjects of marketing of public health services are: patients (consumers); medical institutions; doctors of the general practice, doctors of private practice (manufacturers); enforcement authorities, funds of obligatory medical insurance, the insurance medical organisations, hospital cash desks (buyers); territorial and departmental controls of public health services (sellers); experts (organisations) in marketing. Activity of any medical institution in the conditions of adaptation to the market of the state system of public health services should be under construction taking into account philosophy (concept) of marketing.

The philosophy of the state medical institution in Russia is till now health services principle of all who would not address in this establishment, irrespective of its financial possibilities, that is a principle «бесплатности» the medical aid guaranteed by the constitution of the country.

The medical institution which is guided by philosophy of marketing, is subject to the environment influence which basic components are controllable and uncontrollable factors.

The formalized controllable factors concern: a sphere of activity, overall aims, a role of marketing for the organisation, a role of other functions, corporate culture of the organisation.

For medical institutions patterns of ownership enter into a sphere of activity, a contingent of patients etc. the list of medical services,

Serious influence on marketing philosophy of the organisation is rendered by so-called conditionally uncontrollable factors which consumers concern, the government, economy, a competition and independent mass media.

Before to carry out planning of medical services, it is necessary to make the analysis and working out of strategy of the target market of these services.

From the point of view of marketing the potential target market consists of set with similar requirements concerning the concrete goods or service, sufficient own financial resources and also readiness to buy offered production.

For definition of requirement of the target markets and their satisfaction the organisation can use following methods:

Mass marketing;

Market segmentation;

Plural segmentation of the market.

Mass marketing is characteristic for a large polyclinic which covers the service an territorial zone with the population of 100-150 thousand persons.

Tactics of mass marketing is guided by the wide consumer market with use of one base marketing strategy. The polyclinic fairly considers, that the attached population sale, that finds display an overall objective of mass marketing should receive in an estimation of activity of a polyclinic on number of visitings by patients of the doctor as to the basic indicator of an estimation of efficiency medical aid on the greatest possible range нозологий and is better free of charge as it is attractive to the majority of the population. Such it is possible only at national (nation-wide) level. Strategy of mass marketing leans against the ordinary consumer of medical services, uncharged problems of the true price.

Market segmentation is aimed at specific group of consumers. In system of public health services market segmentation is a part of activity of private clinics, stomatologic offices, the improvingly-cosmetology organizations. A main objective of segmentation of the market - reception of the income from service unit.

Plural segmentation is characterized by that the organization is guided by some segments of the market with creation of strategically managing division on each segment of the market. Within the limits of plural segmentation of the organization try to combine the best parties of mass marketing and market segmentation. As a result of it there are conditions for use by the organization of activity, that is the activity which has been not connected by a main destination on special-purpose designations.

It is necessary to notice, that segments of the market of public health services should will be allocated on the basis of a regional demography, aspects of a demography of the population and vital style of patients. Characteristics of a regional demography, for example, for a polyclinic, include an arrangement of area which reflects its difference from others in level of incomes of the population, cultures, social values and other consumer factors, number and density, level of disease, death rate, distribution on classes of illnesses of the population. Patients are divided into some categories on a sex, age, an average level of incomes, an educational level, by trades, to the marital status and the size of a family, and also as the person and to style of a life.

Summing up, stated above, it is necessary to notice, that feature of marketing in public health services is that public health services establishments render services. For fuller understanding of essence of marketing of services in public health services it is necessary to open concept of medical service.

1.3 Concept and the maintenance of medical service

It is possible to name service, any useful activity satisfying requirement for it requiring. However, economically the following formulation also will be legally more competent.

Service - any action or benefit which one party can offer another and which, basically, are intangible, and do not lead завладению something. Manufacture of services can be, and can and not to be connected with the goods in its material kind. However, economic utility does service by a trade subject.

Service, including medical, represents production of goods with reception of its immaterial product.

In economic aspect of this relation manufacture and consumption of service by subjects of such relation - the manufacturer and the consumer (client) takes place.

In legal sense the specified parties are presented accordingly as the executor (the medical managing subject) and the customer (citizen).

In the professional plan of the party the medical worker (public health services establishment) and the patient represent. In these relations of action of the doctor or medical sister it is considered actions of its employer (medical institution).

Medical service represents a version of professional services. At their rendering by the law increased requirements to qualification of the executor are shown. The legislation establishes special правоспособность not only for the managing subject who is carrying out such activity, but also for the executor of services.

The licensing procedure is based on it on realisation of medical activity and the certificates confirming professionalism of the executor of medical services. To medical activity doctors or medical sisters of corresponding qualification are supposed only.

Medical workers, deal, basically, with the sick person, for treatment, restoration and the strengthening which health the special activity including ways of influence on an organism of the patient is carried out.

Human body as the subject of medical activity and target influence on a state of health as object essentially distinguish medical service from other professional services.

There is a number of classifications of medical services.

The given classification can serve as a reference point for managers, organizers of public health services and experts of the insurance companies in their work.

For simplification of work with classification, considering marketing character of research, it is expedient to give marketing interpretation of some basic categories.

The system of medical services focused on the prevention of various diseases, prevention of distribution of illnesses, preservation of level of health of population, groups of consumers are preventive medical services.

The system of actions of the highly skilled expert (the manager, the doctor, medical sister), ordered in established by the law or the statutory act an order, with a view of studying of degree of perfection of quality of organizational, statistical, diagnostic, medical and other medical services in the course of their performance or their end result, finishing documentary ascertaining of their estimation, is called as expert medical services.

Independent expert medical services - attribute of public health services with various patterns of ownership. The economic equivalent of expert services is defined on set of time and the means necessary for the organisation of examination, the tariff rate of experts, economic efficiency of result of introduction of the expert decision.

Organizational medical services always are a consequence of expert medical services, change developed system of rendering of medical aid with a view of improvement of its quality, increase in efficiency of use of means to public health services resources.

Efficiency of organizational medical services is estimated on quantitative change of indicators of health (groups of the population, region). Positive change of a quantity indicator of health testifies to correctness of organizational medical service, objectivity of the expert judgment, a solvency of the manager.

Absence of dynamics of a quantity indicator of health as a result of action of organizational medical service and financial injections at its introduction, on the contrary, underlines its inefficiency. Competence of experts and the heads of the public health services who have prepared its introduction is called into question.

Expert and organizational services - the products intended in the market of the seller of medical services for group using.

Actions of the medical worker (the doctor, medical sister) with a view of an establishment of the correct and dynamically changing diagnosis of disease and its complications, the forecast of a current of illness of the patient (consumer) - diagnostic service.

It is necessary to allocate diagnostic medical services of the doctor-clinical physician and the doctor-instrumentalist. Services of the first are a product of constant supervision and consumer studying. A product of the second - reflexion of anatomic, functional changes in an organism of the consumer at the moment of research.

The doctor-clinical physician - the customer of medical services of the doctor-instrumentalist. Unlike the doctor-clinical physician the doctor-instrumentalist uses for performance of the ordered service diagnostic devices (beam), electrophysiological, laboratory. The Doctor-clinical physician forms the diagnosis on the basis of the cumulative information, defines tactics of diagnostic process.

Medical services inseparably linked with diagnostic also are focused on restoration of the anatomic and functional changes, accompanying diseases in optimum short terms. They differ variety (psychotherapeutic, surgical, etc.).

Realization of medical services can be a straight line (medical), mediated (the doctor - the medical device - the patient), group doctoring. In the state system of public health services the seller of medical services is the state. The volume of medical services is regulated by public health services financing.

The customer of medical services of the state system of public health services is the doctor-clinical physician, the consumer - the patient. It is necessary to notice, that medical services of the state system of public health services depend on the accepted schemes of the organization of medical-diagnostic process, the standard of a segment of the market, differ rigidity in restriction of possibilities of a choice of medical services, both for their "seller" (doctor-clinical physician), and for "buyer" (patient). The desire of the patient to get medical services in other sector of the market of the state public health services in a planned order, as a rule, dared at level of public health services and in each case demanded known efforts for the consumer.

The maintenance of medical service can be divided conditionally into its especially professional basis and service attributes at its rendering. The procedural organization of granting of service has considerable value. Absence of turns, the organization of short leisure before the medical reception, the interested relation to inquiries of the client will be it, undoubtedly, are estimated (however service attributes fall outside the limits a legal regime of rendering of actually medical services).

The integral part of medical services - use of diagnostic or medical means (equipment, an account material, medicines), their applied importance for medical services is defined by requirements of necessary sufficiency.

Application of innovations in the presence of usual means is justified by only corresponding medical indications or an orientation of will of the client.

Introduction of more perfect diagnostic aids, treatment and preventive maintenance it is caused not by administrative compulsion, and economic stimulus in the conditions of a competition,

To services, as well as the physical goods, consumer risks are inherent. However, historically services, unlike manufacture of material products, were not accompanied by granting of any guarantees. Intangibility of medical services, it is frequent and after their reception creates a problem of the advanced trust of the consumer to the manufacturer of such services.

Risk of the buyer in transactions of purchase and sale of services essentially above, than at sale of the goods and to estimate it is more difficult. Definition and measurement of quality of services is complicated, especially in the appendix to medicine high degree of uncertainty in general is inherent in Services. And medical process of an exhaustive regulation (and unifications) is not subject to standardization. Each doctor carries out it differently.

Service does not exist before its granting. It does impossible comparison and an estimation of service before its reception. To compare it is possible only expected benefits and received.

Key problem - possible rupture between expectation of the client and actual perception of the received service. Requirements of the consumer of professional services can be overestimated. Receiving service, he counts on such result which is unequivocally unattainable or achievable in a part or under conditions of multifactorial preference.

On the other hand, the reference behind medical aid is caused by necessity of correction of a state of health. Addressed has the right to expect, that to it will render, the appropriate medical service directed on treatment from illness. Whether it means, what the patient has the right to count on recover.

The service rendered to the citizen by the medical managing subject, is provided with the enclosed professional work directed on certain result with the purpose it to reach.

Professional service is to the transaction which actual completeness is substantiated by the enclosed work of the professional. The consumer receives that gives, can and the manufacturer of professional services in transaction conditions should give for its blessing.

Desirable result to give out for forced wrongfully.

Being mistaken, but to a being of the transaction the consumer and the manufacturer of professional services are ignorant rather its result owing to legal uncertainty of their mutual relations which model is not established by the legislator.

The doctor cannot bear legal responsibility for not approach of result expected by the patient if has made everything that could and should make. Service comes to the end at the moment of the termination of actions under the accepted obligations, instead of at the moment of the termination of approach of result. Rupture between end of service by result approach can be big enough.

Result, despite of a correctness of the complete professional; services, can be full or incomplete or be absent in compliance with individual reaction of an organism. And these bases do not allow to recognize service inadequate.

The result of service is a model of expectation, the purpose. Danger can represent any banal medical intervention. The probability of a legal outcome is not excluded and at operation carrying out.

Predicted harmful effects of medical intervention in a state of health of the patient are included into contractual conditions of granting of professional service. Concerning possibility of their approach the patient should be informed, and they should be designated in the corresponding form in the contract between the medical managing subject and the citizen.

Four characteristics which are necessary for considering by working out of marketing medical programs are inherent in services: intangibility, inseparability from a source, inconstancy of quality.

Increase of tangibility of services, decrease in consumer risk is possible. This purpose is served by licences, certificates and recommendations. For trust strengthening to itself from the patient the medical worker can accept a number of measures.

First, it can raise tangibility of the goods.

Secondly, it can direct attention on connected with service benefits.

Thirdly, for increase of degree of trust the supplier can think up the branded name for the service or services. For example «the beauty centre» or «the health Center».

Fourthly, for creation of atmosphere of trust the supplier of medical services can involve any celebrity in propagation of the service.

Inseparability from the source of medical service is obvious, whereas the goods in a material kind exist irrespective of presence or absence of its source. Service will be any more that if the well-known surgeon doing unique operation, other surgeon who is not possessing similar experience replaces.

There are some strategic approaches to overcoming of the given restriction. The supplier of service can learn to work with more numerous groups of clients. Psychotherapists were already switched from therapy of separate persons or small groups with the big audiences. The supplier of service can learn to work quickly, spending for each patient has less time at the expense of what to accept much more patients.

Inconstancy of quality of medical service fluctuates over a wide range depending on their suppliers, and also from time and a rendering place, from organism specific features.

The qualified expert surveys the patient and will appoint treatment better, than the young doctor. In the clinical, well equipped hospital better childbirth, than to the car or in a train will be accepted.

1.4 Advertising of medical services

advancement marketing enterprise

Advertising - the information on consumer properties of the goods and types of service for the purpose of creation of demand for them.

Before advertising can put set of specific targets in the field of communications and sale. They can be classified depending on, whether advertising is intended to inform, admonish or remind.

If advertising informative, its problems the following:

- The story to the market about a novelty or new applications of the existing goods;

- Informing of the market on change of the prices;

- An explanation of principles of action of the goods;

- The description of rendered services;

- Correction of wrong representations or dispersion of fears of the consumer;

- Formation of an image of establishment.

Exhortative advertising has such problems, as:

- Formation of preference of the given kind of medical service;

- Encouragement to switching on this concrete kind of medical service;

- Belief of the consumer to buy the given service, not postponing.

The reminder advertising solves following problems:

- A reminder to consumers that the goods (service) can be demanded by it in the near future;

- A reminder to consumers about where it is possible to buy the goods (service);

- Goods deduction in memory of the consumer in inter-season period;

- Maintenance of awareness on the goods at high level.

In public health services advertising can be directed on the basic means of production. In this case advertising is as though turned to other enterprises, making these means of production.

Other kind of advertising - advertising of services. It is directed on the consumer.

Advertising with a view of creation of prestige in a society is in a close connection with intrafirm advertising and uses following means: contacts to representatives of the press, the announcement in the press, advertising achievements in the field of new technologies, participation of heads in a public life. Advertising with a view of expansion of sale of medical services - the basic form of advertising activity closely connected with coordination of all interdependent factors, services influencing sale.

The main principle of advertising activity and the main condition of its success is a start in the constant reference of advertising which the consumer remembers and identifies with concrete services.

Advertising is closely connected with studying and the analysis of psychology of the consumer, its motives at a choice of services. Advertising creates possibility to distinguish one competing services from others. It is served by creation of the firm name which should correspond completely to the given services and their consumers.



Chapter 2. The analysis of activity of the enterprise

2.1 Historical aspect of activity of the enterprise

Diagnostic centre "Health" is private establishment of public health services and concerns a private property - has been created in 1997 by the common decision of three private businessmen which and became further founders.

Medical activity is regulated by corresponding articles of the Constitution of the Russian Federation, the Basic legislations on health protection of citizens and accepted in their execution and development by other acts of the Russian Federation, and also the Charter regulating:

- Kinds of medical activity;

- An order of granting of reports on activity;

- Observance of the Russian Federations confirmed by enforcement authorities and subjects of the Russian Federation standards of medical and medicinal activity;

- Observance of the rights of the patient, medical secret and norms of medical ethics.

Property rights, order and sources of financing, the account and the reporting are fixed for the Charter confirmed by corresponding bodies.

Financing of medical services can be carried out:

- On the basis of the contract with the insurance company in volume of the base program of obligatory medical insurance;

- On the basis of the contract with the insurance company within the limits of voluntary medical insurance;

- According to the direct contract with the patient;

- According to the contract with the customer (enterprise) of medical services in favour of the third party (patient);

- Under contracts within the limits of federal, territorial, charitable programs

Medical activity is carried out in the volumes established by the given out license by corresponding bodies on licensing.

At realisation of medical help:

- Renders in case of emergency medical aid without dependence from property relations with the person requiring the help;

- Conducts the medical documentation reflecting health of the patient, volume of the medical services rendered to it and their results according to the established order;

- Annually represents to bodies local (or regional) public health services managements the medical statistical reporting;

- Gives to the patient in the form accessible to it the information on the character, frustration available for it, methods and duration of treatment, about possible risk and results, in necessity cases advises the patient with other experts or directs on hospitalization.

The conclusions and the documents which are given out ДЦ, have an identical validity with the conclusions and the documents which are given out by the state and municipal medical institutions.

- Increase of volumes and quality of diagnostics at a pre-hospital stage, expansion of possibilities of out-patient-polyclinic establishments;

- Granting of the advisory, diagnostic and medical help;

- In as much as possible short terms carrying out of complex inspection of patients in out-patient conditions (according to the available equipment, techniques);

- Concentration and an effective utilisation of the available medical equipment, techniques, an account material, rational use of the personnel;

- Granting to patients of consultation of leading experts of a city and area;

- Perfection of technology of diagnostic process, introduction in practice of the proved and effective methods of diagnostics;

- In case of need the subsequent hospitalisation of patients in leading clinics of Irkutsk;

- Maintenance of high quality of service;

- Definition together with local authorities of public health services of requirement for the diagnostic equipment;

- As far as possible - participation in realisation federal and regional medical programs on a free basis;

- Maintenance of contacts and cooperation with leading clinics of Irkutsk, Russia;

- Continuous continuation of professional medical training;

Structure of the diagnostic centre:

- An office of ultrasonic researches;

- Functional diagnostics of cardiovascular diseases;

- Obstetrics and gynecology;

- Medical - diagnostic эндоскопия;

- Cosmetology branch (therapeutic, surgical)

- Medical - diagnostic urology and surgery;

- A neurologic office;

- A therapeutic office;

- A hospital of short-term stay (a day hospital) with the operational block;

- A physiotherapeutic office for treatment pathologies;

- The registry which is carrying out also dispatching function.

In ДЦ the medical and diagnostic actions which list is co-ordinated with corresponding bodies (federal service on supervision in sphere of public health services and federal development) are carried out.

Management is carried out by the General director who works under the contract with the founders.

The director exercises administration according to the current legislation within the competence defined by the Charter of establishment, has the right depending on volumes and requirement of the diagnostic and medical help to establish regular number.

Divisions keep account also the reporting as it should be and in terms under the forms established by statutory acts and higher bodies of management.

Planning of activity and definitions of prospect of its development are carried out independently in coordination with the founders.

Shots are the main resource of the enterprise, from quality and which efficiency of use results of activity of the enterprise and its competitiveness in many respects depend. That fact testifies to high labour potential of the diagnostic centre, that it is in active labour age that is visible.

The analysis shows, that in structure of number of the working persons at the age from 25 years till 45 years, that is at that age when already there is an operational experience dominate, and the organism is in blossoming of physical strengths. Administration DTS "Health" with care thinks and of the future.

Turn factor on reception of workers (К_пр)

К_пр= = 0,05

Turn factor on leaving (К_в)

К_в = = 0,06

Factor of turnover of staff (К_т)

К_т= = 0,04

Factor of a constancy of structure of the personnel of the enterprise (К_п.с.)

К_п.с = = 0,89

In the course of a choice of the worker from all candidates questioning and interview is used.

The organizations occupied on data workers constantly are in process of training as there is a new equipment, new technological processes are applied, management reorganization is carried out.