The Positioning of the Private Healthcare Providers  in Romania � an Important Strategic Approach

Alma Pentescu; Iuliana Cetină; Luigi Dumitrescu

Volume : III, Issue : IX, September - 2013

The Positioning of the Private Healthcare Providers in Romania � an Important Strategic Approach

Alma Pentescu, Iuliana Cetin , Luigi Dumitrescu

Abstract :

According to data provided by MEDNET Marketing Research Center, the number of people who used private healthcare services has increased, in Romania, from 40.1% in 2008 to 80% in 2012. Given the fact that the Romanian healthcare market was 5.3 billion Euros worth, in 2011, of which 500 million Euros accrue to the private healthcare sector, it may safely be said that the private healthcare services in Romania are a successful business. To improve their efficiency on this market, the private healthcare providers in Romania are becoming increasingly concerned about knowing their customer’s expectations, measuring customer’s satisfaction and differentiating against competitors. The elaboration of appropriate strategies involves the need for market positioning of these providers, positioning being a powerful tool that creates and maintains real differences between ands on the market. This paper aims to argue the importance of positioning to the private healthcare providers, to display the positioning of a leading private healthcare provider on the healthcare market in Sibiu (Romania) and to highlight the impact of positioning on the marketing mix variables.