Marketing management practices in an emergency care department.

Ligia Sanda Marinela Pop-Micle,Iuliana-Raluca Gheorghe,Victor Lorin Purcarea,Norbert Dacian Stenczel,Gabriela Hoffer Oniga

doi:10.25122/jml-2021-0059

Ligia Sanda Marinela Pop-Micle, Iuliana-Raluca Gheorghe + Show 3 more

Open Access

https://doi.org/10.25122/jml-2021-0059

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Abstract

The aim of this case study was to identify effective marketing management strategies in the Emergency Care Department of a Romanian Emergency Hospital. An observational design study was conducted, and the instrument for collecting the data was the self-administered questionnaire. Out of 100 questionnaires completed, 74 proved to be valid. The statistical analysis was performed using the IBM SPSS Statistics software version 20 and Microsoft Office Excel 2013. Quantitative variables were described by means and standard deviations, whereas for the qualitative variables, frequencies and percentages were used. Most of the respondents were aged between 28 and 35 years (33.8%) and women (60.8%). The emergency room (ER) physicians identified the following factors as being important in becoming very good doctors: continuous specialization (81.1%), reading medical literature (78.4%), and getting involved in more complicated cases (78.4%). The ER physicians mentioned that most of their patients were satisfied with the medical information received (31.1%), properly understood the medical information received (18.9%), and 68.9% of the doctors considered that patients were showing them total respect. Although 40.5% of the ER physicians declared they were suffering from burnout, 25.7% felt satisfied and joyful in their daily activities. Today’s context triggered the need to integrate the concept of consumer value-driven care in the health care system, especially in the ER departments, by implementing the principles of efficient marketing management practices.

Highlights

Marketing focuses on the connection between two central elements: the product and the market since the main goal of the marketer is to establish a link between them
Regarding objective 2, the distribution of the emergency room (ER) physicians in relation to what is necessary to be a very good doctor, 81.1% of them considered that continuous specialization is a significant factor, followed by 78.4% of the physicians who considered that constantly reading medical literature is a critical factor in becoming a good doctor, while 78.4% of the doctors considered that involvement in more complicated cases is an important factor and 81.1% of the doctors considered that discussing with their colleagues from other specialties is essential to become a good doctor
47.3% of the ER physicians stated that they think that the healthcare organizations they work for offer the necessary support to become a very good doctor

Summary

Introduction

Marketing focuses on the connection between two central elements: the product and the market since the main goal of the marketer is to establish a link between them. The first challenge for health marketers is to design the “product” that, in this case, should respond to keywords such as “health”, “effective results”, and “quality of life”. Marketers must have the ability to correctly segment the audience that requires a healthcare service directly or indirectly. Before an organization can implement an effective marketing plan, it must first develop its strategy through basic planning, such as creating a vision, setting a mission, identifying key resources, and setting goals [1]. Through this activity process, the organization identifies stakeholders and consumers to ensure proper development and implementation

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