Medical marketing. Entrepreneur's view
Medical marketing. Entrepreneur's view
Book Description
Medicine is increasingly moving into commerce and is forced to work according to the rules of business. Marketing is one of the important points of the clinic's growth, and in order to be effective, the manager has to delve into its basics and learn how to manage it. Marketing strategies and techniques used in medicine differ from the methods of other business sectors, it is quite difficult for doctors to live in market conditions, and it is difficult for managers and owners of clinics to promote such a business. Victoria Shmatkova, a medical marketer, PhD in Economics and entrepreneur, shares her experience and gives examples of the largest Russian private clinics. The author writes in simple language understandable to non-marketers. The book will help to understand marketing management, tools that work or do not work in medicine, and will be useful not only for top managers and chief physicians of private clinics, but also for those specialists who want to open their own clinic and make it successful, as well as marketers who want to get an idea of the medical industry.
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