Strategic planning takes place in two fundamental contexts. These are strategic planning which always happens in the long term and operational planning which happens in short term environments. The long term scenario in the health care environment happens in a time frame of 3-5 years. In the beginning, the analysis of strengths and weaknesses of the internal environment of the organisations is carried out. An analysis of opportunities and threats from outside is also carried out. ...

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...

The last few years can be described as the change in trend in which digital technologies have flooded the health sector. Communication networks that are easier to use have led to information being channelled at great speed and its dissemination being accessible and simple, which means that e-health is becoming a new path for health organisations, with new opportunities for both growth and transformation....

This is based on the idea that health marketing is a strategy that serves to redirect the health organisation to the users of the system, which generates the need for any management act to be oriented towards providing health services from the point of view of those who need them, the patients....

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....