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Summary Management of Public Health Marketing features of private and public dental sectors Ieva Kudirkaitė Supervisor Dr. Aušra Mickevičienė Faculty of Public Health, Medical Academy, Lithuanian University of Health Sciences, Kaunas; 2019, p.50. Various factors determine consumer behavior when choosing a dental clinic. This is related to both the personal qualities of the person and the processes going on in the dental clinic. In order to be succesful it is important for managers of the dental clinic to understand the needs of patients and take measures to meet the needs. Marketing processes are being taken into account that help to raise the profile of the clinic, allow patients to familiarize themselves with the activities being carried out and help maintain and attract new patients to the dental clinic. Aim of the study: To evaluate marketing features of private and public dental sectors. Objectives: 1. To evaluate important factors that determine the choice between private and public dental sector. 2. To reveal the most important marketing processes for choosing a dental clinic. 3. To identify the links between factors that are considered important by the subjects when choosing a dental clinic and factors that led to the choice of dental clinic. Methods: Instant observation study was conducted using an anonymous questionnaire survey. The study included patients from private and public dental sectors who visited clinics during the study period and agreed to participate in the study. A total of 314 questionnaires were used for data analysis. Statistical analysis was performed using SPSS for Windows 22.00 sofware, using descriptive statistics methods, calculating χ2 and z criteria when p≤0,05. Spearman correlation coefficient calculated for inter-factor correlation. Results: Private dental sector was more often chosen by urban (91,5%), higher education (67,3%) patients under 40 years old (70,3%) with an income above 630 euros (68,3%) while the public sector was attended by patients over the age of 40 (63,8%), those with lower education (77,2%) and with lower incomes (42,1%). Important factors in choosing a dental clinic were the cost of dental services (94,9%) and clinical skills of the specialist (87,6%), but in the private sector, respondents were statistically significantly more likely to say that the location of the clinic (69,7%, p≤0,05), offered services (92,1%, p≤0,05), skills of the specialist (98,2%, p≤0,05) and the recommendations about the specialist (93,9%, p≤0,05) were important. In the public sector advertising through an email was important (32,9%, p≤0,05) while for private sector clinic‘s website (69,7%, p≤0,05), advertising in searching system (63,6%, p≤0,05) and social networking (52,1%, p≤0,05) was considered more important. Factors that led to the choice of dental clinic: service cost (65,0%), clinic location (48,4%) and offered services (47,8%). In the private sector, the choice was more often determined by the location of the clinic (57,0%), clinical skills of specialist (42,4%) and the recommendations from family members or friends (40,6%). The main reason for the public sector was the cost of services (79,2%). Weak correlations between many important factors and factors that led to the choice of dental clinic were found. Respondents for whom specialist degree was important, the choice of clinic was determined by the cost of services (0.332), for whom the online recommendations were important, specialist clinical skills were important when choosing the clinic (0,307), also links between online reviews and social networking were found when choosing dental clinic (0,275). Conclusion: 1. The price of the service, the clinical skills of the specialist and offered services was most important when choosing a dental clinic. The private sector was chosen by younger people with higher education and higher income. In the private sector, the working hours of the clinic, recommendations about the clinic and the specialists working there were relevant. The public sector was chosen by older, lower-income patients, for whom the cost of services remained the most important factor. 2. The choice of a private dental clinic was determined by the location of the clinic, the clinical skills of the specialist and advertising of social networks, public sector – cost of the services. Most important marketing processes: price setting, choice of the place for services and digital marketing. 3. Links have been identified between factors that are considered important in choosing a dental clinic and the factors that led to the choice of dental clinic: specialist degree and cost of services, online recommendations and specialist clinical skills, online recommendations, and social networking advertising. |
