Razvoj modela međuzavisnosti prodajnih aktivnosti i pozicioniranosti brenda privatnih zdravstvenih ustanova u Republici Srbiji

Abstract

U sveobuhvatnim reformama koje očekuju R Srbiju u procesu približavanja Evropskoj uniji, značajno mesto će zauzimati i reforma zdravstveno-socijalnog sistema. Već sada je evidentno da država Srbija, prvenstveno zbog finansijsko-organizacionih aspekata, neće moći da se osloni isključivo na državne zdravstvene sisteme, već će značajno mesto zauzeti i mreža privatnih zdravstvenih ustanova. Iako na teritoriji R Srbije već postoji određeni broj ovakvih ustanova, pa čak i sistema, ovaj sektor je tek u razvoju i u budućnosti treba očekivati njihov dinamički prosperitet. S obzirom na navedeno, uspešnost razvoja privatnih zdravstvenih ustanova u velikoj meri će zavisti od pravilnog organizovanja marketinško-prodajnih procesa i predviđanja izazova sa kojima će se ovakve ustanove susretati u tržišnoj utakmici koja je tek počela. Definisanje i razvoj modela međuzavisnosti prodajnih i marketinških aktivnosti aktivnosti i njihov uticaj na razvoj i pozicioniranje brenda je priporitetni zadatak menadžmenta privatnih zdravstvenih ustanova i sistema. Ovaj rad će nastojati da, shodno dosadašnjim iskustvima i naučno istraživačkim projektima, da osnovne smernice za njihovo predviđanje.

In conceptual reforms, which are expected to happen in the Republic of Serbia, during its approaching to the European Union, the reform of the health-social system will take very remarkable place. It is very obvious now that Serbia will not be able to rely exclusively on state health systems, firstly because of financial and organizational aspects, so the network of the private health institutions will certainly take very important place in the health system in Serbia. Although there is a certain number of this kind of the institution, even systems in Serbia, this sector is in progress and in the future we should expect its dynamical prosperity. Considering all of these facts, the success of development of the private health institutions will mostly depend on proper organization of marketing and sale process and prediction of challenges where those institutions will meet each other in a trade game which has just started. Definition and developmental model of inter-dependency of sale and marketing activities and their influence at development and brand position is the preferential management task for private health institutions and system. This work will tend to give some basic recommendation for their expectation, agreeable with previous experiences and scientific-research project.