Chichirez C M, Purcărea V L
Carol Davila University of Medicine and Pharmacy, Bucharest, Romania.
J Med Life. 2018 Apr-Jun;11(2):119-122.
Taking into account that the medical practice and health systems have evolved considerably nowadays, medical establishments require the implementation of marketing guidelines to help maximize performance, with beneficial effects from the social, economic, and medical point of view, to differentiate from competitors. Communication is a fundamental clinical skill that, if performed competently and efficiently, facilitates the establishment of a relationship of trust between the medical staff and the patient-customer, a truly therapeutic alliance. In addition to the medical personnel's competence and the facilities at the doctor's disposal, the willingness manifested during consultation, kindness, openness and attention are offered to patients-customers. The way medical personnel responds to their needs and requests is an element that boosts performance, contributing to an increase in the prestige of the medical unit and the growing interest of patients-customers in it.
考虑到如今医疗实践和卫生系统已发生了相当大的演变，医疗机构需要实施营销指南，以帮助实现绩效最大化，从社会、经济和医学角度产生有益影响，从而与竞争对手形成差异。沟通是一项基本的临床技能，如果能够胜任且高效地进行，将有助于在医务人员与患者 - 客户之间建立信任关系，这是一种真正的治疗联盟。除了医务人员的能力和医生可利用的设施外，在咨询过程中表现出的意愿、友善、开放和关注也会给予患者 - 客户。医务人员回应他们需求和请求的方式是提升绩效的一个因素，有助于提高医疗单位的声誉以及患者 - 客户对其日益增长的兴趣。
