Marketing of health services in state and private hospitals: Problems encountered and solution offers (instance of Malatya)

Our world is under an unpredictable rapid change and development phase in many fields. This phase compels industries that have been working with same methods and forms for centuries to have structural changes. Also, health service industry has changed a little in terms of its presentation methods, operation and structure recently when it is compared with other industries.Number of inventions in medicine, pharmacy, engineering and information technology are increasing rapidly. Also, health problems of modern men are increasing in terms of its form and diversity. Marketing of health services is an important subject in the health industry. High costs in health industry necessitates application of modern approaches in marketing of health industry in order to use resources effectively and efficiently.The aim of this study is to define basic problems state and private hospitals confront with in marketing of health services in current business and present some solution offers to these problems. For this purpose, a study has been carried out towards hospital patients getting service from state and private hospitals in Malatya city. In this study, perception manners of hospital patients about health services have been searched. Suggestions to get rid of deficiencies defined as a result of this research in health services have been indicated at the last chapter of this study.