title: [Marketing in health service--a necessity or a temporary whim?].
abstract: Permanent changes occurring in economy and politics, open borders, a greater number of people with higher education as well as growing social awareness concerning taking care of health are followed by changes in healthcare sector. In response to an increased social demand, new medical institutions are being founded. They offer their patients a vast array of services ranging from therapeutic to preventive and highly specialized procedures improving their standard of living. In order to attract regular patients, and therefore receive regular income, it is necessary to stabilize such institutions on services market. It can be achieved by numerous marketing tools which, when applied appropriately, enable to create a positive image of a medical institution.
authors.affiliation: Medical University of Lublin, Poland, Department of Human Anatomy.
authors.forename: Wojciech
authors.initials: W
authors.lastname: Dworzański
authors.forename: Anna
authors.initials: A
authors.lastname: Dworzańska
authors.forename: Ewa
authors.initials: E
authors.lastname: Niezabitowska
authors.forename: Maciej
authors.initials: M
authors.lastname: Czerwonka
authors.forename: Barbara
authors.initials: B
authors.lastname: Madej
authors.forename: Franciszek
authors.initials: F
authors.lastname: Burdan
mesh_terms: D008389:Marketing of Health Services / Q000379:methods* / Q000458:organization & administration*; D011044:Poland