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Healthcare Risk Management: A Marketing Approach
Abstract
For the healthcare organization, it becomes more essential implementing organizational measures that change the conduct of operators, through behavior and organizational culture, trying to promote the analysis of adverse events and thus to learn lessons from these events. Good risk management leads to safe care, which is also perceived as service quality. This is where the logic of healthcare marketing comes in, a tool that becomes necessary to communicate the quality and contextual safety of the services offered by healthcare companies. Marketing, which has long been neglected in health systems, plays a key role in this perspective. The user of health services must, in fact, be considered as a corporate client. This analysis aims to investigate how a more marketing-oriented approach in healthcare organizations can be particularly useful in promotion and customer focus strategies.
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