When it comes to providing adequate care for the users of the health system, it is essential to know the profile of the people who demand health care. People who go to health professionals are increasingly trained and informed, they are more demanding and with the increase in the standard of living and the changes that this produces in the demand for other products and services, it ends up determining a change equally for what you expect to obtain when you...

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....

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....