Service marketing and a application on health services

Today everything is changing at a constant and fast paste. As a result of this change, there is a movement towards services industry from production and this change in the services is in a wide range of areas. Development of services industry over the years and the increase in the number of expertise in marketing, have made the marketing of services a field of expertise and caused to create sub markets such as health services marketing/marketing of health services. The problems and topics about the service marketing has been solved and discussed by the classical marketing ideas, but this created many problems. As a result of this, a marketing area called " services marketing" has developed and got stronger. Our study has focused on the situation of private hospitals in their services marketing activities and the importance of marketing in the health sector, which is an important part of services marketing. During the implementation of the study, a field research has been done to support the theoratical side of the study. We have studied the marketing activities of the private hospitals, the reasons why the patients choose private hospitals and how important was patient satisfaction through various interviews and research. The results have been summarized by "qualitative data analysis" method. As a result, the concept of marketing in the health sector is growing as it is in the services industry. Activities to develop the marketing concious and to give customers, the best services in the best possible way have become the focalpoint. IX