This master thesis is focused on marketing of Santé, the private clinic. The first part is theoretical and has two main chapters. Marketing in the field of health care is the first chapter, including the differences between health care marketing and marketing in other fields and other characteristics of the medical system. Next a product is defined, in health care it is the provided service. Marketing mix is described not as 4P but as 4C. Then there is the practical point of view on the health care system. Very important is the patients' satisfaction, which is measured by many different surveys, such as the best hospital, or quality perceived by the patients. The other chapter discusses used methods, defines marketing research and the S-T-P strategy. The practical part of thesis introduces the company Santé followed by the description of their clientele, which is differentiated as individual and companies' clientele. Marketing mix of the company consists of the 4 components already mentioned higher. Next is the SWOT analysis. Analysis of the competition focused on the main competitors of Santé. Very significant moment is the research project created to suit the needs of this thesis only. A complex questionnaire researching the privet clinic market as a whole was prepared. Analysis of the data was complex as well. Open questions were analyzed separately, closed questions were processed with the help of SPPS computer program. By the end of the thesis there are some recommendations for the company that originate in the research project and also from the confrontation of the theory and practice. Last is the conclusion, bibliography and the annex, where you can find already mentioned questionnaire.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:114331 |
| Date | January 2011 |
| Creators | Herlesová, Hana |
| Contributors | Koudelka, Jan, Cinek, Miroslav |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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