ABSTRACT
Background: The implementation of the marketing strategies in public hospitals provides management advantages and improves the relationship between customers and staff. Aim: To analyze the application of marketing strategies in a public hospital, from the perspective of the staff. Material and methods: A structured survey that asked about perceptions in 50 items about communication between personnel and customers/users, customer satisfaction, participation in the development of new policies and incentives for efficiency was applied to a stratified sample of the staff. Factorial and regression analyses were performed to define the impact of marketing strategies on the degree of preoccupation and orientation of the organization towards the satisfaction of customer needs. Results: The survey was applied to 74 males and 122 females. The survey showed that the orientation of the hospital towards the satisfaction of its beneficiaries basically depends on the generation of an organizational culture oriented towards them and the implementation of adequate policies in staff management and quality of service. These basic aspects can be accompanied with practices associated to the new marketing approaches such as a market orientation, customer orientation and relational marketing. All these factors presented positive and significant relations. Conclusions: New marketing strategies should be applied, to achieve an efficient and customer oriented hospital management.
Subject(s)
Female , Humans , Male , Attitude of Health Personnel , Hospitals, Public/organization & administration , Marketing of Health Services/organization & administration , Personnel, Hospital , Analysis of Variance , Chile , Hospitals, Public/standards , Hospitals, Public/statistics & numerical data , Marketing of Health Services/standards , Marketing of Health Services/statistics & numerical data , Organizational Culture , Planning Techniques , Surveys and Questionnaires , Regression AnalysisABSTRACT
El propósito de este artículo es motivar a los odontólogos a romper sus paradigmas tradicionales, para que puedan asumir una actitud mental positiva. Al enfocar su vida profesional privada de una manera diferente, asertiva y optimista, pensará diferente y por ende actuará diferente. El odontólogo debe asumir el liderazgo de su microempresa, formar un equipo ganador, basado en un sueño o visión. Es necesario tener una visión global para actuar localmente. La proliferación de Facultades de Odontología, la sobrepoblación de odontólogos, no son los obstáculos en el ejercicio profesional, más bien somos nosotros mismos con la forma proactiva o negativa como elegimos responder a las diversas situaciones del mundo moderno