Marketing Communication and Promotion in Health Services

Marketing communication in the health sector is the communication of the products or services produced by health organizations to the potential users and convincing them about the benefits to be provided. Although the use of the concept of health services and promotion is controversial, promotional activities in health services are different from promotion activities in other sectors. Public relations (PRs) rather than advertising are in the forefront of promotion activities in the health sector. Health institutions, especially hospitals, are highly complex systems both in terms of services provided and organizational structure. The aim of this study is to reveal the importance of promotion activities in health care and their different aspects from other sectors. In this context, the international literature on health marketing was searched, and this content was created. As a result, the aim of promotion in health services is not to direct the patient unnecessarily to consumption but to inform patients, to convince them about benefits of the services, and to facilitate their service delivery by increasing their participation in the service process. If promotion tools are used correctly in health care, they can help in early diagnosis of many diseases

Marketing Communications in Health Care Institutions

The aim of this study was to give general information about marketing communication and marketing communication tools in health institutions. Marketing communication is the tools that organizations use to increase brand value and associate their location and character with consumers. Therefore, marketing communication is useful in representing the voice of the brand, engaging in a dialog with consumers, explaining or showing how, where, by whom, and when a product or service can be used. In addition, it contributes to informing consumers about who produces the product or service, what the organization and brand represent, encouraging consumers to try the product or service, and creating brand image by placing the brand of the institution in the minds of consumers. Marketing communication helps to create a stronger consumer-brand connection by creating brand awareness and brand image. As a result, although the marketing communication activities carried out in health institutions are similar to the practices in other institutions, there are differences. Marketing communication in health services does not lead the patient to unnecessary consumption, but rather informs the patient, convinces them about the benefits to be provided, and brings them to a more participatory position in the diagnosis and treatment process

Word of Mouth Marketing in Mouth and Dental Health Centers towards Consumers

Influencing the shopping style of others by passing on the experiences of goods purchased or services received is a way of behavior that has its roots in history. The main objective of th is research is to analyze the effects of demographic factors within the scope of word of mouth marketing on the choices of mouth and dental health services. Consumers receiving service from mouth and dental health centers of the Turkish Republic Ministry o f Health constitute the environment of the research. The research conducted in order to determine the mouth and dental health center selection of consumers within the scope of word of mouth marketing. The research has been conducted in Ankara through simpl e random sampling. The sample size has been determined as 400. In terms of word of mouth marketing which has been determined as the third hypothesis of the study, as a result of the analysis of the statistical relationship between mouth and dental health c enter preference and demographic factor groups, it has been determined that there is a meaningful difference in terms of age, level of education, level of income and some dimensions of marital status and that no meaningful difference has been found in term s of gender. It has been attempted to determine the importance of word of mouth marketing in healthcare service