文章基本信息

标题：Greek health executives' attitude towards marketing in health services. An empirical study in 9 hospitals of attica.
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作者：Paul Sarafis ; Maria Malliarou ; Basiliki Roka 等
期刊名称：Balkan Military Medical Review
电子版ISSN：1107-6275
出版年度：2009
卷号：12
期号：1
页码：9-20
语种：
出版社：International Medical Journal Management and Indexing System
摘要：The international financial situation in combination with an aging population and the appropriation of health services impose the man- agement of hospital services as a necessity for the survival of hospitals. We aimed to examine the per- ceptions of 450 upper administrative hospital exec- utives (Nursing, Medicine and Administrative ser- vices) in the wider region of Attica, on marketing, communication, and public relations in health. Four hundred and fifty (450) higher health execu- tives from the three basic fields of service in health institutions (medical, nursing, administration) con- stituted the total sample in the research. These peo- ple are employed at 9 of the 36 in total hospitals in the 3 Health Regions in Attica (H.Re). The type of research program that was selected (for gathering data) for the study of attitudes and perceptions of health personnel in health institutions in the G.H.S.(Greek Health System) is a survey. Results: People in the survey even though they had some reservations they formed a favorable attitude towards marketing and its application in the field of health. From statistical analysis emerged (a) sta- tistically important correlations between the per- ceptions of executives and their socio-demographic background including age, sex, education, profes- sion, work experience in health and specifically in the current position in the services. (b) statistically important differences between doctors, nurses and administrators as to their perceptions of some issues in marketing. Conclusions: From the com- ments in the survey it appears there is a need to apply marketing correctly when providing quality care, respecting the patients' rights and using human and not financial criteria as a guide. Based on the results of the research, important proposals are being submitted in the areas of health research, education and clinical practice.
关键词：attitude; perception; marketing; strat- egy; health services.