Abstract: Given the specificity of health care and in order to increase the revenues of health
care structures, the performance of medical activities in medical institutions implies marketing
management not only of the medical service itself, but also of its performers - doctors and health
care professionals, as well as the organization itself in these structures. The aim of this study
is to establish the awareness of health care managers about the growing need for the
management of the marketing process as a factor for the development of health care structures.
Materials and Methods of Study: Documentary and sociological methods were used. A
questionnaire survey was conducted, September-October 2024, among 197 managers. Results:
A significant proportion of health managers do not feel prepared and do not apply the
marketing approach in managing HF. All managers are willing to increase their knowledge on
the topic. Conclusion: SOMCF are facing ever-increasing competition, cost pressures with
limited funding, and a widening deficit of medical professionals. A marketing approach to the
management of structures would help to overcome these challenges.

Keywords: marketing, health care, management

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