On this page, we will try to address the common problems of our hospitals. Our topic today is marketing in health. Undoubtedly, the main function in hospitals is diagnosis and treatment procedures where human life is protected. However, it should not be forgotten that there is a large system behind this area. This system is a hospital institution in general. 

Marketing and communication stand out as parts of the health sector that are increasingly important in this system. We see that these two units are handled together in many institutions. In the next issue, we will touch on the subject of communication. Marketing is essentially a promotion business. The most healthy and ethical way of branding and being indispensable in the eyes of patients is to express oneself correctly. In the face of changing and increasing expectations of patients, only the right communication and marketing strategies can be sustained. Marketing isn’t just about finding a “customer”, it’s about making the most of the potential available. 

For example, increasing the awareness of our staff and technological equipment also ensures the on-site use and efficiency of these resources. According to marketing professionals, the main marketing problems are as follows: Instability in the sales team, not being able to break the periodic approach of marketing, so sustainability cannot be achieved, loss of motivation by not setting targets at a realistic level, difficulty in determining a strategy, or inability to reproduce the determined strategy in a healthy way, inadequacies in the training or inclination of the personnel. rapid circulation of personnel, etc. When addressing a problem, the ideal thing to do is to take a step back. Our experience shows that institutionalization inadequacies lie behind the difficulties experienced in the field of marketing. Mistakes that can be made in the establishment of the marketing team and the creation of the strategies can cause deadlocks in the field later on.

Are institutions flexible enough to adapt themselves to change and the requirements of the age? For example, can field studies and promotions be adequately supported by digital marketing techniques? Is the job description of the personnel fully defined? Has it undergone an up-to-date and effective training process within the framework of this definition? Are the marketing personnel able to raise what is expected of them to a realistic and possessive level in the workplace and in the field? Branding and brand protection, crisis and reputation management are the medium and long-term stops of the marketing strategy. Persons in decision-making positions in hospitals; They should be able to evaluate the paradigm change in the sector, the measures to be taken against increasing costs, the physical and demographic characteristics of the hospital. In short, the issue of vision is perhaps the first move of healthy marketing.