As in any other sector, health organisations must develop strategies that enable them to develop competitive advantages. To do so, we must use marketing mix techniques that deal with: product, price, distribution and promotion. It was Kotler who referred to marketing mix as the set of controllable and interrelated tools which, when properly arranged, facilitate managers' actions and strategies aimed at satisfying the needs of a market (health market) and thus achieving the organisation's objectives....

Being classified as an essential service does not imply being understood as a low value process, on the contrary, it is directly related to the lifestyles, social environment, and productive capacity of our patients. The fact of providing an essential service that implies the recovery of health is not something minor....

Leer en español The concept of a health service must understand what the wishes and needs of the patients are, i.e. put the needs of the patients at the centre. A medical diagnosis alone does not determine the health service to be provided because this diagnosis indicates exactly a need for cure, improvement or rehabilitation. In itself, this vision is not wrong, but it lacks the different perspectives that are necessary to obtain a real success in...

The planning of any marketing strategy implies a correct planning process, otherwise the achievement of the objectives towards which we are heading will be put at risk. The planning process of marketing strategies must be aligned with the mission and vision of the company. Competing in an economic sector, producing goods or services involves practices at a strategic and operational level. This leads us to believe that the satisfaction of a health problem must be based on an integral approach...

Health professionals rarely realise that health is a business process like any other, in the case of Spain, which is eminently public. As a business process, it should be considered a business process that is oriented towards the satisfaction of a need, health, and although it is not basically a question of obtaining an economic benefit from the part of the service provider, it is susceptible to being carried out and offered in different ways and under different strategic processes....

Philip Kotler defined marketing as a social and administrative process by which people get everything they want and need through the exchange of products that have value. Marketing involves a process of analysing, planning, establishing and monitoring programmes set up for exchanges on a voluntary basis to achieve certain objectives....

Measuring the cost of a product is complicated when the products are services that are aimed at people, given that multiple variables are considered. When talking about the cost of nursing services, one of the main problems we face is the omission of variables. Also, there is a lack of data comparison, in addition to the multiple definitions of cost. ...

When we speak of cost containment we are not referring to maintaining the level of costs within previously established limits that are compatible with the sustainability of the health system. Being aware of cost containment implies being aware of all aspects related to expenditure, the costs of each of the items: personnel, material, investments, processes, etc. ...

The budget is the tool that allows the planning of the future of the organizations and the different units that compose it. Not only does it allow for planning the future, but it also helps in making decisions about the activities and strategies to be carried out....