A IMPORTÂNCIA DO MARKETING NO CRESCIMENTO DA INSTITUIÇÃO VITÓRIA APART HOSPITAL

Abstract

Communication is one of the most used tools in organizations to improve the organizational environment and consequently the productivity of employees, as it helps in the management and relationship between managers and operational employees, and also uses as a marketing tool and public knowledge strategy. thus providing satisfactory results in the organization. This study aims to describe the importance of marketing in hospital institutions. For analysis was used the case study research method, applying a form referring to marketing in the hospital unit Vitória Apart Hospital, prepared on the Google Forms platform, and disseminated in all media and social networks of the researcher. Through this study concludes Marketing is a strategic planning tool for any company, because in addition to placing a product or service in the market, it is able to realize a brand and establish a faithful relationship with the customer. The study showed that marketing is very important in hospital follow-up because of the 170 respondents 96.3% who said they attended the institution show interest in knowing the company's objectives and the quality of care provided, but the impacts related to institutional growth do not may be directly associated with marketing conducted by the institution, as 42.9% of Vitória Apart Hospital (VAH) clients surveyed said they were not influenced by marketing when choosing a hospital. However, few studies should be taken into account areas that reflect the organizational management of a hospital unit and marketing.