Is Internet Marketing a Useful Tool for GPs Communicating with Students? A Focus Group Exploratory Study
Patient satisfaction is an important indicator of medical care. Existing literature suggests patient satisfaction has a considerable influence on patient retention rates, medical outcomes, treatment adherence, as well as on medical staff satisfaction or patients’ intent to seek a second opinion. Furthermore, the past couple of decades have also brought significant changes to the medical systems and practice around European countries. Such changes include the development of private medical care units, increased competition in the medical sector, the availability of considerable medical information on the internet, as well as a strong tendency to have patients positioned as partners in the patient-doctor relationships. As a consequence, patients today demand time and answers to their questions, as well as empathy, politeness and attention from their physician. Although all these changes strongly affect the medical surrounding, the literature investigating patient satisfaction from a marketing perspective remains scarce. The article takes on this challenge and aims to investigate patients’ expectations and satisfaction regarding the services offered to them by their family physician (GP). A qualitative exploratory study was conducted in the form of three focus groups with undergraduate students in Romania. Results showed that attention given to patients plays an important role in satisfaction together with reduced waiting times. The added value of the article lies in its investigation regarding patients’ expectations form their family physician which can represent a starting point for the latter in adapting and improving their services. Furthermore, the article brings new information regarding patients’ expectations in terms of their physician’s online presence, which can help the latter develop new services for their patients. The article is particularly addressed to family physicians and professionals in the medical and marketing fields involved in drafting policy, medical services or marketing strategies for family physicians practices.
KeywordsPatient satisfaction Medical care Online GP
Conflict of Interest
The authors declare that they have no conflict of interest.
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