THE IMPORTANCE OF MARKETING RESEARCH FOR THE SUSTAINABILITY OF MEDICAL SERVICES

Marketing strategy has an important role in the success of a business because it ensures consumers access to information related to the products / services of the organization. Like businesses in other areas, medical businesses follow the same rules and are strongly influenced by political, social, economic and natural factors. A marketing strategy that is well conceived could ensure the competitiveness and survival of the business in the context of the obstacles that are shown to it. As a result, a strong marketing strategy cannot be achieved without consistent market research that encompasses current and potential customers. Our paper provides arguments on the importance and added value for the company of marketing research, based on a study of consumer behaviour in the field of dental services, the results of which deserve to become the foundations of business decisions both in terms of product policy and in the field of customer relations management.