Marketing of health services

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Understanding the life cycle of medical services is crucial for effective marketing, encompassing stages from introduction to decline. The book outlines three types of marketing control: annual plan execution, profitability, and strategic objectives. It emphasizes the importance of considering consumer capabilities, institutional resources, service quality, and competition. Key factors include the availability and accessibility of services, technological advancements, and the expertise of medical professionals, all of which influence the marketing strategy of healthcare institutions.