Abstract:

In today's marketing, consumer awareness has become a central goal of optimally conducting the activities of all organizations. The current marketing is oriented towards a direction that presupposes the access of the organizations to the opinions of the consumers and the knowledge of some ways to fructify them. Thus, in order to be able to obtain significant results in terms of consumer behavior, motivations and perceptions, marketers provide organizations with a multitude of useful definitions and tools.

The modern direction in which the application of marketing in health services is desired presupposes the satisfaction of the actual and potential needs and requirements of the beneficiaries of medical services with maximum efficiency by any medical unit. Thus, in order to reach the desired efficiency threshold, it is necessary for any health service provider to focus its activities in the direction of knowing and anticipating consumer requirements by investigating their buying and consuming behaviors, respectively.

The choice of this theme was made in view of the importance offered by the existence of medical services adapted to current conditions because, along with education, the problem of health services is the basis for the evolution of prosperous and healthy future generations.

The article presents the results of a research on the perception of Romanian consumers on medical services in Romania during the COVID-19 crisis. The aim of the paper is to assess the extent to which medical services in Romania have managed to meet the needs of its consumers in the context of the COVID-19 pandemic. To this end, the article also presents the main changes that have occurred in the field of medical services since the Covid pandemic19.

Thus, a quantitative survey was conducted on a sample of 100 respondents, in which the questionnaire was used as a data collection tool. The results showed that both during the state of emergency and the alert, Romanian consumers of medical services encountered a number of difficulties in accessing them because the activity of health service providers decreased significantly, while the need for patients of medical services the quality remained constant.