| Abstract [eng] |
In the master paper analysis of Lithuanian and foreign authors’ scientific literature and other resources is performed to the subject of formation of marketing strategy. In regard to the complex of elements of service marketing, that influence formation of service marketing strategy, the survey of health care service consumers’ opinions is carried out. According to the offered scientific strategy formation methodologies and to the performed survey of health care service consumers’ opinions the strategy formation model of healthcare service marketing is prepared, which includes company’s external and inner environment evaluation, selecting health care service marketing strategic decisions and implementation of company’s chief services. In conformity with the prepared health care services model, marketing strategy of the company that supplies health care services is formulated. The survey hypothesis is confirmed that it is advisable to form marketing strategy for the institutions that offer health care services. |
