O MARKETING DE SERVIÇOS DIFERENCIADOS NO MERCADO DE HOSPITAIS PRIVADOS NO BRASIL: ESTUDO DE CASO EM HOSPITAIS DE ALTA RENDA

Abstract

This study aimed to analyze the private hospital market business environment on the prism of marketing tools services that have been implemented in this hospital. The research aims to identify the supply of differentiated services in this segment, specifically offering services to high net worth clients and how occur the targeting of marketing services activities in these health organizations. In this environment we identified the decreased supply of inpatient beds, the increased demand for care in private hospitals in Brazil and the progressive sophistication of society seeking differentiated services in healthcare, and some hospitals, strategically seeking greater opportunities for growth, differentiation and competitive advantages through the use of marketing. The universe of research was composed of five hospitals offering differentiated services to their customers, and exploratory studies were conducted through semi-structured interviews with key executives of these hospitals. The analysis in this study identified that there is management directed to marketing in the health sector as well as marketing tools is being applied in a positive and productive management, such as marketing services applied to the hospitals segment