IPLUSO 19577

Healthcare Marketing

• ApresentaçãoPresentation

  Currently the profile of consumers is increasingly demanding in the evaluation of the product, the characteristics of the service, the quality attributed to the products / services and the respective costs. In the health area, the marketing of goods and services is covered by these aspects and is based on 3Hs: humility, holisticity and humanity. In this case, the client, when looking for the health service, wants the best service, however, fear, anxiety and discomfort are often barriers in the relationship between client and health promoting agent. In this curricular unit, the concepts of marketing and strategies practiced in other industries will be addressed, as well as their applicability in products and services in the health area.
• ProgramaProgramme

  Marketing: theories and principles. Concepts, models and marketing tools. Definition and customer analysis. Identification of target audiences and segments. The marketing mix variables (4 P¿s) Development of marketing mix variables (4 P's). Structure of a marketing plan. Strategic communication planning in healthcare organizations. Qualitative studies and focus group - customer satisfaction Brand management and its importance in health management. Promotion services. Promoting actions to improve the quality and image of products and services. Importance of monitoring. The sensory marketing as a new trend. Marketing staff in the health perspective. Social marketing in health. Social responsibility applied to health. Customer loyalty.
• ObjectivosObjectives

  Prepare a report that features the organization's stage of development from a marketing perspective. Know the areas of strategic and operational marketing based on new market trends in the provision of health services; Collect, understand and relate the information needs of "customers - users", allowing you to build a value proposition taking into account the capacity of the provision of health services organizations; Solve problems: determining the actions which will satisfy the needs of "customers / users" through the rigor of planning, implementation and control of marketing activities in a competitive market; Know and use the marketing tools tailored to each segment of "customers / users" of health services; Understand the importance of service excellence to the "customer / user".
• BibliografiaBibliography

  Thomas, R. K. (2004). Marketing Health Services, Health Administration Press, Chicago, AUPHA Press, Arlington, VA. Smith, M. C., Perkins, J. G. & Siecker, B. R. (2000). Pharmaceutical Marketing ¿ Principles, Environment and Practice. Taylor & Francis. Smith, M. C. (1991). Pharmaceutical Marketing: Strategy and Cases. CRC Press.  
• MetodologiaMethodology

  In this curricular unit, the Team-based learning (TBL) methodology is used, with tasks carried out in small groups, allowing the development of the ability to analyze and apply theoretical concepts.  
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não