Healthcare Marketing Essay Example | Topics and Well Written Essays - 1000 words

Healthcare Marketing - Essay Example The follow-up is not required and no effort is made to build customer relationship. The transactional marketing relies on its quality and delivers care at sight which meets its broader objectives and goals. The relationship marketing on the other hand, relies on building constructive relations with the patients. Through newsletters and feedbacks, the healthcare organizations build trust of the patients and improve and improvise their services and products to suit the requirements of the patients. Its main focus is on acknowledging customer value and building long-term relations with the customers. The six criteria vis-Ã  -vis goal, customer contact, organizational focus, customer responsiveness, quality concern and time perspectives play significant role in relationship marketing. They provide the basic framework of relationship marketing that strengthen customers’ confidence in the service and the organization. The organizational goal changes from profit to meeting the requirements of the patients. Getting feedback from customers and keeping in touch with them is reflected in the customers’ responsiveness and higher credibility of the organization. The doctor-oriented service mainly refers to the attitude and behaviour of doctors when they are meeting or treating them. The doctors’ indifference to the appointment schedule and their lack of accountability to their patients becomes important issue within customer service in healthcare area. It is one of the major sins in the healthcare industry. The hospitals that are not transparent in their wait-list, billing or the treatment of diseases tend to lose their credibility. Transparency in the operations of healthcare services considerably inculcates trust amongst the patients. Confidential information of patients cannot be divulged to third parties without the express consent of the patients. Hospitals which tend to either disclose confidential information to third parties like research