Mix de marketing como fator de atratividade em serviços de saúde

Abstract

This study aimed to identify, based on the 5 Ps of Marketing: services, conditions, price, service and location by Mason, Mayer and Wilkinson (1993), which factors attract consumers to go to two clinics in the city of Aracaju – SE. To achieve this objective, the method used to develop this research was a descriptive study. An interview script was applied to consumers who already had experience of the services of the two clinics in the health area, both located in Aracaju-Se. The survey was applied virtually and obtained 254 respondents, this sampling being non-probabilistic. The main results of this research found that the five elements of the marketing mix that were addressed in this work contribute to the influence of consumer attractiveness in the clinics under study, as well as evidenced that both clinics have the same attractiveness factors, that is, these understand how important it is to adopt tools that promote a differential in the services provided to their consumers, and thus obtain better competitive advantages. It was possible to conclude through the tool Net Promoter Score (NPS), the levels of customer satisfaction regarding the 5 Ps of the Marketing Mix applied in the clinics studied, this tool showed how important it is for companies to analyze the profile of the target audience , a fact that led the company to understand that what promotes the attractiveness of health services to its target audience are the differentials that companies add to the service or product. In addition, the negative observable effects were highlighted, identified through detracting variables, which are those that need to improve their strategies, thus aiming to serve their target audience more satisfactorily. Furthermore, the research shows how customers can be attracted through the inclusion of new marketing strategies, as indicated by the promoting variables.