[Adaptation possibility of chosen aspects of pharmaceutical marketing for realization of promotion in health care].
Reform of health service in Poland introduced reliable economic bill and elements of competition among its subjects as well. It created a new situation both for doctors and managers of health service. Need of search for rules and ways of competition exists at present among institutions of health care. Certain solutions can be modelled on the example of pharmaceutical companies already present on the market. As an example of such activities, which they can be applied directly in this new situation may serve so called personal sale and related to it case of institutions the best direct contact between the next but more controversial form of marketing activities worth spreading. The use of direct marketing and advertisements carries most problems with itself. This latter should be easier to accept when it selects an important social aim.
Studium Medycyny Społecznej i Zdrowia Publicznego Akademii Medycznej we Wrocławiu. mayrycki@poczta.onet.pl
Marek
M
Syrycki
D004345:Drug Industry / Q000191:economics*; D004465:Economic Competition; D017598:Efficiency, Organizational; D006293:Health Promotion / Q000191:economics / Q000458:organization & administration*; D006801:Humans; D008389:Marketing of Health Services / Q000458:organization & administration*; D018803:Models, Economic; D009936:Organizational Innovation; D011044:Poland; D011332:Privatization; D013222:State Medicine / Q000191:economics / Q000458:organization & administration*