title: The management of external marketing communication instruments in health care services.
abstract: In order to become known and attract consumers, a health care organization has to develop suitable external communication campaigns. Consequently, management instruments are employed to effectively evaluate the success of a campaign. The BCG Matrix, SWOT analysis and the Gantt Diagram were used in this paper to ensure the consistency and accuracy of the external communication process at an empirical level.
authors.affiliation: "Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania.
authors.forename: L
authors.initials: L
authors.lastname: Bobocea
authors.affiliation: "Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania.
authors.forename: St
authors.initials: S
authors.lastname: Spiridon
authors.affiliation: "Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania.
authors.forename: L
authors.initials: L
authors.lastname: Petrescu
authors.affiliation: "Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania.
authors.forename: C M
authors.initials: CM
authors.lastname: Gheorghe
authors.affiliation: "Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania.
authors.forename: V L
authors.initials: VL
authors.lastname: Purcarea
mesh_terms: D003142:Communication; D006801:Humans; D008389:Marketing of Health Services
keywords: BCG Matrix; Gantt Diagram; SWOT analysis; external marketing communication; health care services