RESUMO
BACKGROUND: The implementation of the marketing strategies in public hospitals provides management advantages and improves the relationship between customers and staff. AIM: To analyze the application of marketing strategies in a public hospital, from the perspective of the staff. MATERIAL AND METHODS: A structured survey that asked about perceptions in 50 items about communication between personnel and customers/users, customer satisfaction, participation in the development of new policies and incentives for efficiency was applied to a stratified sample of the staff. Factorial and regression analyses were performed to define the impact of marketing strategies on the degree of preoccupation and orientation of the organization towards the satisfaction of customer needs. RESULTS: The survey was applied to 74 males and 122 females. The survey showed that the orientation of the hospital towards the satisfaction of its beneficiaries basically depends on the generation of an organizational culture oriented towards them and the implementation of adequate policies in staff management and quality of service. These basic aspects can be accompanied with practices associated to the new marketing approaches such as a market orientation, customer orientation and relational marketing. All these factors presented positive and significant relations. CONCLUSIONS: New marketing strategies should be applied, to achieve an efficient and customer oriented hospital management.
Assuntos
Atitude do Pessoal de Saúde , Hospitais Públicos/organização & administração , Marketing de Serviços de Saúde/organização & administração , Recursos Humanos em Hospital , Análise de Variância , Chile , Feminino , Hospitais Públicos/normas , Hospitais Públicos/estatística & dados numéricos , Humanos , Masculino , Marketing de Serviços de Saúde/normas , Marketing de Serviços de Saúde/estatística & dados numéricos , Cultura Organizacional , Técnicas de Planejamento , Análise de Regressão , Inquéritos e QuestionáriosRESUMO
Background: The implementation of the marketing strategies in public hospitals provides management advantages and improves the relationship between customers and staff. Aim: To analyze the application of marketing strategies in a public hospital, from the perspective of the staff. Material and methods: A structured survey that asked about perceptions in 50 items about communication between personnel and customers/users, customer satisfaction, participation in the development of new policies and incentives for efficiency was applied to a stratified sample of the staff. Factorial and regression analyses were performed to define the impact of marketing strategies on the degree of preoccupation and orientation of the organization towards the satisfaction of customer needs. Results: The survey was applied to 74 males and 122 females. The survey showed that the orientation of the hospital towards the satisfaction of its beneficiaries basically depends on the generation of an organizational culture oriented towards them and the implementation of adequate policies in staff management and quality of service. These basic aspects can be accompanied with practices associated to the new marketing approaches such as a market orientation, customer orientation and relational marketing. All these factors presented positive and significant relations. Conclusions: New marketing strategies should be applied, to achieve an efficient and customer oriented hospital management.
Assuntos
Feminino , Humanos , Masculino , Atitude do Pessoal de Saúde , Hospitais Públicos/organização & administração , Marketing de Serviços de Saúde/organização & administração , Recursos Humanos em Hospital , Análise de Variância , Chile , Hospitais Públicos/normas , Hospitais Públicos/estatística & dados numéricos , Marketing de Serviços de Saúde/normas , Marketing de Serviços de Saúde/estatística & dados numéricos , Cultura Organizacional , Técnicas de Planejamento , Inquéritos e Questionários , Análise de RegressãoRESUMO
El propósito de este artículo es motivar a los odontólogos a romper sus paradigmas tradicionales, para que puedan asumir una actitud mental positiva. Al enfocar su vida profesional privada de una manera diferente, asertiva y optimista, pensará diferente y por ende actuará diferente. El odontólogo debe asumir el liderazgo de su microempresa, formar un equipo ganador, basado en un sueño o visión. Es necesario tener una visión global para actuar localmente. La proliferación de Facultades de Odontología, la sobrepoblación de odontólogos, no son los obstáculos en el ejercicio profesional, más bien somos nosotros mismos con la forma proactiva o negativa como elegimos responder a las diversas situaciones del mundo moderno (AU)
Assuntos
Liderança , Competência Profissional , Administração da Prática Odontológica/tendências , Organização e Administração/normas , Aptidão , Marketing de Serviços de Saúde/normas , Personalidade , Odontólogos/tendências , EficáciaRESUMO
El propósito de este artículo es motivar a los odontólogos a romper sus paradigmas tradicionales, para que puedan asumir una actitud mental positiva. Al enfocar su vida profesional privada de una manera diferente, asertiva y optimista, pensará diferente y por ende actuará diferente. El odontólogo debe asumir el liderazgo de su microempresa, formar un equipo ganador, basado en un sueño o visión. Es necesario tener una visión global para actuar localmente. La proliferación de Facultades de Odontología, la sobrepoblación de odontólogos, no son los obstáculos en el ejercicio profesional, más bien somos nosotros mismos con la forma proactiva o negativa como elegimos responder a las diversas situaciones del mundo moderno
Assuntos
Competência Profissional , Liderança , Administração da Prática Odontológica/tendências , Personalidade , Aptidão , Eficácia , Marketing de Serviços de Saúde/normas , Odontólogos/tendências , Organização e Administração/normasRESUMO
Hospitals and other health care organizations make continuing use of newspaper and magazine advertising as part of their marketing programs. However, many institutions have questioned the effectiveness of advertising because they have not achieved the results they had hoped for. Part of the problem may lie in the fact that many hospital advertisements violate the principles of good copywriting. Well written advertisements will draw larger readership, and should subsequently prove more effective in helping the institution achieve its communications objectives.
Assuntos
Publicidade/normas , Planejamento Hospitalar/organização & administração , Marketing de Serviços de Saúde/normas , Redação/normas , Comportamento do Consumidor , Análise Custo-Benefício , Humanos , Marketing de Serviços de Saúde/métodos , Comunicação Persuasiva , Estados UnidosRESUMO
This paper deals with quality assurance in health care and its relation to quality assurance in trade and industry. We present the service quality model--a model of quality from marketing research--and discuss how it can be applied to health care. Traditional quality assurance appears to have serious flaws. It lacks a general theory of the sources of hazards in the complex process of patient care and tends to stagnate, for no real improvement takes place. Departing from this criticism, modern quality assurance in health care is marked by: defining quality in a preferential sense as "fitness for use"; the use of theories and models of trade and industry (process-control); an emphasis on analyzing the process, instead of merely inspecting it; use of the Deming problem solving technique (plan, do, check, act); improvement of the process of care by altering perceptions of parties involved. We present an experience of application and utilization of this method in the University Hospital Maastricht, The Netherlands. The successful application of this model requires a favorable corporate culture and motivation of the health care workers. This model provides a useful framework to uplift the traditional approach to quality assurance in health care.
Assuntos
Pesquisa sobre Serviços de Saúde , Marketing de Serviços de Saúde/normas , Qualidade da Assistência à Saúde/normas , Necessidades e Demandas de Serviços de Saúde , Hospitais Universitários/normas , Modelos Organizacionais , Países Baixos , Garantia da Qualidade dos Cuidados de Saúde/normasRESUMO
The health care industry operates in the margin between market competition and social welfare programs. Violations of business ethics on the market side add considerably to costs. When the inefficient use of resources and market distortions due to power and ignorance as well as legal and subsidized monopolies are added, increased costs can approach $100 billion. Modest remedies are suggested.