Medical marketing. The view of the entrepreneur. Shmatkova V.

Medicine is increasingly going into commerce and is forced to work according to the rules of business. Marketing is one of the important points of growth of the clinic, and in order to be effective, the leader has to delve into his foundations and learn to manage it. Marketing strategies and techniques that are used in medicine differ from the methods of other business sectors, it is quite difficult for doctors to live in market conditions, and it is difficult to promote such a business to managers and owners of the clinic. Victoria Shmatova - a medical marketer, candidate of economic sciences and an entrepreneur - shares his experience and gives examples of the largest Russian private clinics. The author writes in a simple language that is understandable to Nemarkertologists. The book will help to understand marketing management, tools that work or do not work in medicine, and will be useful not only to top managers and chief doctors of private clinics, but also to those specialists who want to open their clinic and make it successful, as well as marketers, Those wishing to get an idea of ​​the medical industry.