Antipsychotic Prescribing Pattern in Elderly Patients with Psychiatric Disorders

The practice of marketing communication has long remained almost non-existent in the health care management sectorfor essentially ethical reasons, as long as the demand for the health care service was greater than its offer. Healthcareinstitutions did not feel the need to develop strategies to attract and retain patients. And yet, health organizations are aservice provider that requires as much as other areas, the application of management science, including marketing.Changes in the modern social and economic environment require all service providers to behave and market-oriented toadapt to their respective markets, increasingly competitive markets. And one of the axes of this adaptation is theiropenness to marketing communication strategies... That is why, in this article, we want to reflect on the issues thattoday constitute the application of marketing communications strategies by health care institutions. This explanatorystudy was carried out on the contribution of the marketing communication strategy to performance in public andprivate hospitals in Lubumbashi city. The results of this study indicate that the appropriation of the marketingcommunication strategy has a positive and significant impact on the hospital performance (24% of the link rate betweenthe marketing communication strategy and the hospital performance). In addition, the contextual pressure has apositive and significant impact on the success of the marketing communication strategy and the performance of thehealth care institutions (12% of the link rate between the environmental context and the implementation of themarketing communication strategy). The study highlights the need for healthcare institutions to implement thecommunication strategy in order to be successful in a dual goal of promoting health and patient satisfaction in additionto a significant competitive advantage.