“Carol Davila” University of Medicine and Pharmacy, Bucharest

0

50

100

150

200

250

300

350

400

450

2010 2011 2012 2013 2014

428

367 364 365 366

7597 109

134 161

Public hospitalsPrivate hospitals

Source: National Institute of Statistics, Annual Report, Bucharest, 2014

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

10000

2010 2011 2012 2013 2014

Ambulatory health care units

Polyclinic units

Health care centre units

Diagnostic and treatment centers Specialized medical centers

General medicine units

Specialized medical units

Laboratory health care units

0

200

400

600

800

1000

1200

1400

2010 2011 2012 2013 2014

Ambulatory health care unitsPolyclinic units

Health care centre units

Diagnostic and treatment centers Specialized medical centers Specialized medical units

Laboratory health care units

0 10000 20000 30000 40000 50000 60000

2010

2011

2012

2013

2014

41176

41171

40956

40058

40658

11028

11370

12725

14028

14271

Public health care units Private health care units

The distribution of Health care physicians in public and private units

0%

10%

20%

30%

40%

50%

60%

Health Care Consumer in public units (N=460)Health Care Consumer in private units (N=106)

Age Level of education Residence

Source: http://www.med-farm.ro/spital-privat-vs-spital-de-stat-ce-aleg-romanii/

63%

28%

19%13%

1% 1%

14%

0%

10%

20%

30%

40%

50%

60%

70%

62%

20%15%

6%1% 1%

20%

0%

10%

20%

30%

40%

50%

60%

70%

I did not have the necessary

money

The non-existance of a private health

care insurance

There are no private health

care clinic around my

home

I do not trust the private health

care units

The same physicians work for both private

and public health care units

Other motivations

I don't know

Source: http://www.med-farm.ro/spital-privat-vs-spital-de-stat-ce-aleg-romanii/

Source: IMAS Research Study, 2015

Motivations which would stand behind choosing a private healthcare service

45.70% 43.10%

39.20%

34.20%30.10% 29.30%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

The cleanliness The attitude of the physicians

Less waiting time for a

consultation

The technology and

equipment used

The professionalism of the health

care staff

The absence of informal

payments

•WHO?

•WHY?

•HOW?

Services Marketing Macro Level

Micro Level

Social Marketing

Societal Marketing Non-profit Marketing

Marketing of public services

Relationship Marketing Experiential Marketing

Interactive Marketing

Health Care Marketing

Internal Marketing External Marketing