KOMPETENCJE MENEDŻERA PODMIOTU LECZNICZEGO
COMPETENCES OF THE HEALTHCARE ENTITY MANAGER

Summary/Abstract: The purpose of this paper is to show the importance of the hard and soft skills in relation to the need to acquire and keep the client of the medical services - the patient. Functioning in the role of the healthcare entity manager is connected with rational and effective management of the entrusted resources – human, physical and financial resources. In the healthcare sector, the social aims are set above the economic ones and this leads to conflicts (for example, in a situation when the manager cannot make the decision to close down an unprofitable department because there are no departments of the same profile for many miles. As a consequence, the citizens of the area would be left without access to certain healthcare services). Because of this, knowledge of economics and management itself does not guarantee that the manager of the healthcare entity will be viewed as a person building an institution with the primary aim of providing help and healthcare on a high level for the patients. Consequently, the manager should know the mechanisms which rule the healthcare services market as well as the basic marketing strategies. However, to turn the prepared marketing concepts into reality at the healthcare entity, one has to consider that psychosocial competences play a big part. These competences facilitate the introduction of the integrated marketing communication system which is conducive to the employees’ identification with the organization and its aims.

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