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Marketing of perinatal care centres
Taberyová, Markéta ; Růžička, Michal (advisor) ; Šedivý, Marek (referee)
The main topic of the presented thesis is Marketing in Obstetrics. Principal goals were set as follows: To describe how does marketing works in an environment of maternity hospitals. What demands have their clients and what clients consider most important during childbirth and after a delivery. The theoretical part focuses on a development of care in maternity hospitals throughout history, legal aspects of this specific care and current trends in society that affect clients' demands. Additionally I depict the specific of marketing in Obstetrics and I present it in a perspective of the 4C mix with emphasis on a communication and a convenience. The empirical part unravels the subject from the point of view of health service providers as well as health service consumers. Data sources used to describe in detail marketing of five maternity hospitals were: interviews, information form internet sites and clients personal experience. Furthermore I led investigation using questionnaire filled by hospitals' clients and I preformed ten in-depth structured interviews, upon which I formulated basic ideas of what clients want and what are the basic shortcomings in obstetric health service. The result of my investigation brought up the fact, that fulfillment of clients' expectations is substantial. The choice of...
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Company Euresis s. r. o. – possibilities of marketing focus
Rokytová, Eliška ; Koudelka, Jan (advisor) ; Tejkal, Ondřej (referee)
The main goal of this bachelor thesis is to characterize the marketing focus of the gastroenterology healthcare facility. Marketing terminology, which is unique for healthcare industry, is characterized in the theoretical part of this thesis. In the practical part of the thesis selected company is presented together with the evaluation of its current marketing focus. The information mentioned in this part were primarily obtained from expert interviews with the owner of the company and their analyze. Subsequently, the patient satisfaction survey is evaluated. Appropriate recommendations for improvement of the marketing activities of the healthcare facility are presented at the end of the thesis.
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The impact of advertising on mothers on maternity leave
Vavřinová, Veronika ; Průša, Přemysl (advisor) ; Odehnalová, Jitka (referee)
The present bachelor's thesis deals with the impact of advertising on mothers on maternity leave. The aim of the thesis is to find out how much women are influenced by marketing campaigns, particularly TV commercials, when they consider buying products for their children. The impact of advertising is demonstrated on the analysis of a particular advertising campaign promoting healing preparations for sucklings and young children. The primary data was collected by on-line questionnaires on the internet, which was attended by 106 respondents. According to the results we can say that mothers on maternity leave are an economically strong group, which is however rarely influenced by marketing promotion. When considering buying products and services, women of this target group take into account mainly opinions of other women in a similar position. They are very careful when they choose new products, they accept commercials sensibly. However, if they are content with a brand, they tend to be loyal and they can be a great contribution for a company.
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