MARKETING OF HEALTHCARE SERVICES IN THE FEDERATION OF BOSNIA AND HERZEGOVINA
MARKETING OF HEALTHCARE SERVICES IN THE FEDERATION OF BOSNIA AND HERZEGOVINA

Summary/Abstract: Marketing is a scientific field that is exposed to permanent changes. First of all, there are major changes taking place in the field of information technology development and marketing communication media. Accordingly, marketing sees in this a chance to incorporate the aforementioned changes through the development of strategies, tactics and tools that will respond to the demands of business entities. The main goal of this study is to examine the importance of marketing of health institutions and health services in the Federation of Bosnia and Herzegovina healthcare system. The study is quantitative, cross-sectional, descriptive and comparative. A questionnaire created by the author on the basis of a review of professional and scientific literature was used as a research instrument. Respondents most often stated that they partially know the legal regulations in the field of health and health care, and completely in 47 or 33.6% of cases. Correlation analysis shows that variables that have an impact on respondents’ attitudes and knowledge about marketing in healthcare include the type of healthcare facility, canton, gender, workplace and perception of the healthcare purpose. Based on the results of the research, it can be concluded that responsible staff in Federation of Bosnia and Herzegovina healthcare institutions know the legal regulations related to the marketing of healthcare institutions and services and have a positive attitude towards marketing. As the purpose of marketing in health care, the respondents cite informing patients about healthcare services, recognition and attraction of patients/clients, and developing a competitive spirit in the healthcare market.

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