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Publisher: Peytchinski Publishing
ISSN: 1312-773X (Online)
Issue: 2017, vol. 23, issue 2
Subject Area: Medicine -
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DOI: 10.5272/jimab.2017232.1595
Published online: 15 June 2017
Original article
J of IMAB 2017 Apr-Jun;23(2):1595-1597
SATISFACTION OF MARKETING COMMUNICATIONS IN THE ACTIVITIES OF THE DENTAL LABORATORY
Minko M. Milev1, Emilia P. Georgieva2, Neli M. Ermenlieva3
, Tatina T. Todorova3, Dayana T. Tsankova4, Nikolay S. Nedev5,
1) TRS Dental technician, Medical College, Medical University - Varna, Bulgaria
2) TRS Medical laboratory assistant, Medical College, Medical University - Varna, Bulgaria
3) Department of Preclinical and clinical sciences, Faculty of Pharmacy, Medical university-Varna, Bulgaria
4) Faculty of Dental Medicine, Medical university-Varna, Bulgaria
5) TRS "Rehabilitator and medical cosmetics", Medical College, Medical university-Varna, Bulgaria.
ABSTRACT:
Purpose: Analysis of the attitude of dental physicians, dental technicians, patients and students of dental technology, about the marketing communication in the work of dental technical laboratories.
Material and Methods: The main study was conducted on the territory of Northeastern Bulgaria, using direct anonymous paper questionnaires in the period between April and July 2015.
A total of 700 respondents were interviewed, distributed into four groups (dental physicians, dental technicians, students of dental technology and patients of dental laboratories).
Results and Discussion: The study was designed to investigate the satisfaction with marketing communications among all participants in dental laboratory activities. Satisfaction of dental physicians with aspects of marketing communication of dental laboratories was 47,39% (n=127), and a negative answer was given from 22,76% (n = 61) of respondents. The majority of dental technicians (75,91%, n=104) were satisfied with aspects of marketing communication with dental clinics/dental physicians, while 29,85% (n = 80) weren’t satisfied. The study of the satisfaction with the communication among the students showed that 60,42% (n=116) of them were satisfied and lack of satisfaction with communication was reported by 1,56% (n=3) of the respondents. Among the studied patients, 81,55% (n=84) felt satisfied with the communication carried out at the dental clinics, and 8,74% (n = 9) among patients were not satisfied.
Conclusion: The integrated communications may successfully achieve the goals of a given communication campaign by a well-coordinated utilisation of the different kinds of IMC instruments: advertising, public relations (PR), personal sales, sales promotions and others. The desired synergy is attained when all the IMC instruments are synchronised and mutually enhanced.
Keywords: marketing communications, dental laboratories, dental technician,
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Please cite this article in PubMed Style or AMA (American Medical Association) Style:
Milev MM, Georgieva EP, Ermenlieva NM, Todorova TT, Tsankova DT, Nedev NS. Satisfaction of marketing communications in the activities of the dental laboratory. J of IMAB. 2017 Jan-Mar;23(2):1595-1597. DOI: 10.5272/jimab.2017232.1595
Correspondence to: Neli M. Ermenlieva, Department of Preclinical and clinical sciences, Faculty of Pharmacy, Medical University - Varna; 3, Bregalniza Str., 9002 Varna, Bulgaria; E-mail: neli.ermenlieva@mu-varna.bg
REFERENCES:
1. Belch GE, Belch MA. Advertising and promotion: an integrated marketing communications perspective. 6th international ed. Boston, Mass, London: Irwin McGraw-Hill. 2003; p.16.
2. Shivarov St, Dimova E, Nacheva A, Shaleva M, Rohova М. Social marketing and negotiations: 3. External communications. In: Hospital management. Editors Ivanov L, Golemanova G. NCPHA, Sofia. 2005; Chapter 3:p.238. [in Bulgarian]
3. Shimp TA, Andrews CJ. Advertising Promotion and Other Aspects of Integrated Marketing Communications. 9th Edition. South-Western College Pub. January 16, 2013. p.9.
Received: 25 April 2017
Published online: 15 June 2017