تاثیر آموزش مراقبت از سلامت مصرف کننده بر استراتژی های بازاریابی سازمان خدمات بهداشت

Health care consumer behavior is increasingly influenced more an more by education, regarded, in first way like part of the cultural environment and in second way, like as a result of the permanent approach consumer information and learning. Level of education of the people registered a significant increase in last few years, at almost all segments of consumers in all European countries, including Romania. Today more than ever, consumers look for services provided by organizations responsible and market-oriented, customer-friendly. In addition, the consumer is now viewed in a new perspective, as a combination of traditional patient and modern consumer, having much more knowledge about the health system, open to innovation and with an active role in establishing the diagnosis, treatment and health improvement. For these reasons, this paper aims to present the influence of culture and education on health care consumer behavior and its impact on marketing strategies of health care organizations.

Health organizations operating within a specific market, determined by certain features of supply and demand and buying and consumption behavior, which leaves its mark on how to develop marketing strategies. Health care consumer behavior is the result of a complex of factors that act with different intensities. Of these, socio-cultural factors have an important role by educating the consumer perspective, therefore, on the one hand, non-formal education, resulting from the belonging to a particular individual's culture and subculture, and on the other hand, due to formal education, resulting from a planned process of transmitting the experience and knowledge, which requires an effort of teaching and learning, and educators. The paper therefore proposes, based on exploratory research, to identify the main socio-cultural factors affecting consumer behaviour health services, and direction of action of organization, which must base their marketing strategies through knowledge of these influences. From this point of view, we will present first, the influence of socio-cultural factor on health care consumer behaviour, and then we highlight the marketing strategies that the health organizations can adopt, to improve quality of services offered, taking into account, the one hand, consumer behaviour, but at the same time pursuing its modification by education. The paper ends with a conclusion on the role of healthcare organizations in educating healthcare consumer.

This study attempted to show that consumer behavior is influenced by health services and socio-cultural factors, especially culture and subculture, social class and education level. Exploratory research undertaken in Romania showed that the Romania healthcare consumer is less informed, not knowing their rights as secured, and the main sources of information are leaflets calling for medicine and personal sources. This behavior is determined by cultural values and a certain level of education. Therefore, the role of industry is its information and education. The main lines of action to educate, are the prevention of certain diseases, but also to involve the consumer in higher quality medical service. To achieve these objectives, organizations can act in the health product, price and promotion. At the level of service provided must follow the most complete and accurate information to consumers on how to conduct the service and its role in increasing the quality of service received. An important role of family doctor, who by constant contact with the patient can greatly contribute to increased consumer education. The role of education in this area is especially important because Romania consumer is not very knowledgeable about the price of service offered, as a result of social health insurance system, but when pay service, the price is perceived as an indicator of quality of service received. In addition, in Romania, there are unofficial costs, which consist of cash or other assets, provided directly to medical personnel. Also, special attention is given and nonmonetary costs caused by the waiting time or effort to obtain full information. Communication policy organizations in the area should focus on quality information about various therapies and providers and services offered, as well as co-payment systems to inform and educate consumers to better manage personal health care effort. Informed consumers will be able to assume increasing responsibilities, and will have a potential major changes in the system-wise.