Медицина все больше уходит в коммерцию и вынуждена работать по правилам бизнеса. Маркетинг – одна из важных точек роста клиники, и, чтобы быть эффективным, руководителю приходится вникать в его основы и учиться им управлять. Маркетинговые стратегии и приемы, которые используются в медицине, отличаются от методов других отраслей бизнеса, врачам достаточно сложно жить в рыночных условиях, а руководителям и собственникам клиник сложно продвигать такой бизнес.

Виктория Шматкова – медицинский маркетолог, кандидат экономических наук и предприниматель – делится своим опытом и приводит примеры крупнейших российских частных клиник. Автор пишет простым языком, понятным для немаркетологов.

Книга поможет разобраться в управлении маркетингом, инструментах, которые работают или не работают в медицине, и будет полезна не только топ-менеджерам и главным врачам частных клиник, но и тем специалистам, кто хочет открыть свою клинику и сделать ее успешной, а также маркетологам, желающим получить представление о медицинской отрасли.

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Очень понравилась книга: много практических моментов, а не просто сухая теория. Моей клинике уже девять лет, но если бы я прочитала эту книгу в самом начале, я бы сэкономила много денег и нервов. Книга однозначно окупает себя многократно после применения на практике того, что в ней написано.

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Отличная книга на очень востребованную тему, которой пока уделяется мало внимания. Спасибо автору за проделанную работу.

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