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The Management of marketing of medical institutions

Author: Apetri Luminiţa
Degree:doctor of medicine
Speciality: 14.00.33 - Social Medicine and Management
Scientific adviser: Constantin Eţco
doctor habilitat, professor, Nicolae Testemitanu State University of Medicine and Pharmacy of the Republic of Moldova
Scientific consultant: Grigore Belostecinic
doctor habilitat, professor, Academy of Economic Studies of Moldova
Scientific council:


The thesis was presented on the 28 November, 2007
Approved by NCAA on the 20 December, 2007


Adobe PDF document0.37 Mb / in romanian


CZU 614 :005 (043.3)

Adobe PDF document 1.53 Mb / in romanian
121 pages


marketing, management of marketing, strategy of marketing, quality of medical services, pacient satisfaction, concept SCAP, SWOT analysis, cardio-vascular surgical interventions


Marketing is already a well established discipline in the business and management sciences. It comprises much more than a mere “advertisement” or “promotion” of products and services. The modern concept of marketing includes the so called “4Ps” – Product, Price, Place and Promotion, what makes marketing a comprehensive business strategy that deals with the whole structure of the business organization.

Following the success of business marketing, the social sciences started to adopt either marketing techniques or complete marketing approach in their activity areas. Anyway, they changed the scope or the ultimate goal of the marketing process itself. Whereas business marketing targets to maximase profit and to place the company (the business) in a favorable market position, the social marketing focuses on accomplishing individual and community social goals.

Health marketing as a particular form of marketing is in place since several decades already. International experience shows that both for-profit and non-for-profit health businesses can benefit enormously by applying scientifically the principles of health marketing in their daily practice and (what is the most important) in the strategic planning process of the health organization. The “4Ps” concept is translated into SCAP – Service, Consideration, Access and Promotion what better suits the type of service health organizations offer.

The researcher presenting this thesis performed an in-depth literature review of the international best practices in term of health marketing, followed by the identification of marketing needs among the health institutions of the Republic of Moldova. The Center of Heart Surgery was selected as the implementation place due to the increasing threat that cardiovascular diseases pose on the health of the citizens of the Republic of Moldova. A comprehensive health marketing strategy was drafted through employing contemporary analyzing techniques like Porter model (for assessing the competitive environment) and SWOT analysis. International comparisons were made through the last updated version of the WHO EURO Region “Health For All Database”.

Following the process of drafting and approval of the Marketing Strategy for the Center of Heart Surgery, several marketing tools were elaborated such as a healthy lifestyles campain (1), an analysis and presentation of trend and performance indicators (2) and a patients’ satisfaction survey with the released patients of the center (3).

The oveall conclusion is that the marketing strategy will provide the Center of Heart Surgery with a different point of view in their approach to quality improvement, access to services, strategic planning and development and other marketing related aspects of their activity.