Abstract:

Along time, marketing philosophy developed around the concept of marketing-mix. Since the first introduction of the 4Ps, namely, product, price, place and promotion, all marketing tools, techniques and instruments revolved around the four politics. The marketing mix even today is the subject of great debates. It is well known and proved that the marketing-mix for goods has great dissimilarities in comparison to the one of services. Moreover, for each service individually, the marketing-mix has to be adjusted to the characteristics enlightened. Health care services are no different. Some scientists stated that a more suitable approach for services would be composed of 6Ps, 8Ps or 7Ps while for the health care services some experts replaced the 4Ps with 4Rs. We believe that the health care marketing-mix from the perspective of a consumer should consist of three stages; the first one being described by marketing communications, the second one by servicescapes while the third one emphasizing the benefits of the provided service.