Strategic marketing planning in secondary healthcare institutions

Miroslav  Kendrišić; Artur Bjelica; Branka  Rodić; Dusan Visnjic; Tamara Đorđević

Strategic marketing planning in secondary healthcare institutions

Authors

Miroslav Kendrišić Faculty of Organisational Sciences
Artur Bjelica Faculty of Medicine, University of Novi Sad
Branka Rodić Academy of Applied Studies Belgrade, The College of Health Sciences
Dusan Visnjic Faculty of Organizational Sciences
Tamara Đorđević Faculty of Organisational Sciences,University of Belgrade

Keywords:

strategic marketing, healthcare, CRM, crowdsourcing

Abstract

The subject of the research is examining the readiness for introducing CRM and crowdsourcing services in secondary healthcare institutions. The research was conducted in the healthcare institution of secondary type among healthcare workers through an online and offline survey. The obtained results show that healthcare workers are ready and willing to implement innovative CRM services and crowdsourcing models like crowd wisdom, crowdfunding, crowd voting and crowdsensing in healthcare institution. The results present the basis for strategic marketing planning and the introduction of innovative services in the healthcare institution of secondary type.

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Published

18-06-2022

How to Cite

Kendrišić , M. ., Bjelica, A., Rodić, B., Visnjic, D., & Đorđević, T. (2022). Strategic marketing planning in secondary healthcare institutions. E-Business Technologies Conference Proceedings, 2(1), 80–84. Retrieved from https://ebt.rs/journals/index.php/conf-proc/article/view/108