title: Offering memorable patient experience through creative, dynamic marketing strategy.
abstract: Creative, dynamic strategies are the ones that identify new and better ways of uniquely offering the target customers what they want or need. A business can achieve competitive advantage if it chooses a marketing strategy that sets the business apart from anyone else. Healthcare services companies have to understand that the customer should be placed in the centre of all specific marketing operations. The brand message should reflect the focus on the patient. Healthcare products and services offered must represent exactly the solutions that customers expect. The touchpoints with the patients must be well mastered in order to convince them to accept the proposed solutions. Healthcare service providers must be capable to look beyond customer's behaviour or product and healthcare service aquisition. This will demand proactive and far-reaching changes, including focusing specifically on customer preference, quality, and technological interfaces; rewiring strategy to find new value from existing and unfamiliar sources: disintegrating and radically reassembling operational processes: and restructuring the organization to accommodate new types of work and skill.
authors.affiliation: Carol Davila University of Medicine and Pharmacy, Bucharest, Romania. victor.purcarea@gmail.com
authors.forename: Victor Lorín
authors.initials: VL
authors.lastname: Purcărea
authors.forename: Monica
authors.initials: M
authors.lastname: Raţíu
authors.forename: Theodor
authors.initials: T
authors.lastname: Purcărea
authors.forename: Carol
authors.initials: C
authors.lastname: Davila
mesh_terms: D003258:Consumer Behavior; D003405:Creativity; D003695:Delivery of Health Care; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D012383:Romania