Quality, What It Really Matters

Quality, what it really matters? The secret of the profitability for the health professionals consists of creating an attendance that fulfills to the real necessities and desires of the patients, facilitating the access to this service, of a form that provides to value and satisfaction. The services of this type are created by means of the combination and dosage of marketing definitions, which we call mix marketing. The mix of marketing are a set of controlable instruments, tacticians and, who the professional must use to generate the result that she intends to obtain in its market-target, in the case the clinics and doctor’s offices. In the decade of 60, the mix of marketing were composed for four Ps, considered for Prof. Jerome McCarthy. They are: Product, Price, Point and Promotion. Philip Kotler, subsequent to its book Marketing for century XXI (1999), that still it was limited to the four Ps, contributed with an addition of more three Ps, thus finishing the formation of the mix of marketing for services.

The three last Ps is: Physical evidences (Physical Evidence), Processes and People. Product: it is the combination of services that the lender offers, with the objective to satisfy the necessities of its customers; Price: it consists of the addition in money that the customer must pay to receive definitive product. The open assembly time in the reception, the localization of the doctor’s office, the form fulfilling, among others things, everything is taken in account so that the patient analyzes the cost of this service; Point: this includes everything that the professional of the health makes to keep its clinic or doctor’s office to the disposal of the customers. Example: localization, reception, attendance, appearance, easinesses, differentials of attendance, etc.; Promotion: the referring activities to the communication of the service are all, that they aim at to convince the customers to use them.