Značaj razvoja prodaje u izgradnji brenda privatnih zdravstvenih ustanova u Republici Srbiji
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Uspešnost razvoja privatnih zdravstvenih ustanova u velikoj meri zavisi od pravilnog organizovanja prodajnih procesa i predviđanja izazova sa kojima se ovakve ustaJove susreću u tržišnoj utakmici koja je upravo počela. Definisanje oblika i segmenata prodajnih procesa je prioritetni zadatak menadžmenta privatnih zdravstvenih sistema, jer upravo od njih zavisi u kojoj meri i kako će se određeni zdravstveni brend pozicionirati na tržištu. Ovaj rad će nastojati da, shodno dosadašnjim iskustvima, da osnovne smernice za navedeno predviđanje i da identifukuje ulogu prodaje u nivou ostvarenja zadovoljstva i lojalnosti klijenata. Neodstajuća literatura i naučno bavljenje ovim problemom u našoj zemlji, delimično će se nadomestiti iskustvima inostranih stručnjaka koji su se bavili istom ili sličnom problematikom. Takođe, kroz analizu rezultata empirijskog istraživanja koje je u prethodnom periodu sprovedeno u nekoliko medicinskih ustanova i kompanija na teritoriji Beograda, biće prikazani stavovi, ocene i očekivanja pacijenata sa jedne strane i nadležnih menadžerskih struktura kompanija koje organizuju zdravstvenu zaštitu svojih zaposlenih kao određeni benefit, sa druge strane.
Razvoj prodaje, izgradnja brenda, zadovoljstvo ibriga o klijentima, socijalno odgovorne kompanije
Короткий адрес: https://sciup.org/170204163
IDR: 170204163 | УДК: 005.412:614.2(497.11); 658.82 | DOI: 10.5937/ekonsig1402001J
Importance of sale in brand building private health care institutions in the Republic of Serbia
Successful development of private health institutions largely depends on the proper organization of the sales process and forecast the challenges that these institutions face in the market that has just begun. Defining the shape and segment sales process is a priority task for management of private health care system , because it is from them depends to what extent and how the specific health brand positioning in the market. This paper will try that, according to past experience, the basic guidelines for that prediction and to identify the role of sales in the level of achieving customer satisfaction and loyalty. Lacking the scientific literature dealing with this problem in our country will be partly compensated by the experience of international experts who have dealt with the same or similar issues . Also, by analyzing the results of empirical research that had previously been conducted in several medical institutions and companies in Belgrade will present attitudes , evaluations and expectations of patients on the one hand and the competent management structure of companies that organize health care of its employees as defined benefit, on the other hand.
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