Population aging coupled with low birth rates are a phenomenon that strongly characterizes Greece, over 25% of the population is over 60 years. As a result, people of this age put increasing emphasis on the protection and strengthening of health, looking for as qualitative and efficient medical services as possible. In this context, physicians and medical service companies operating in an environment characterized by fierce competition do their best to acquire that population segment.
Greece is characterized by an increased interest -the higher compared with most countries of the EU members in private health care during the past years. Indeed, despite the effects of the economic crisis have led to a significant reduction in the purchasing power of the Greek population, they continue to give emphasis to this type of care. In this context it is worth noting that the private hospital sector represents 39% of all health services in our country, while in terms of primary health care, there are more than 25,000 private doctors and medical laboratories and about 250 diagnostic centers in Greece, most of which are equipped with modern medical instruments.
So given this great offer options, the medical service providers can successfully reach prospective customers following the appropriate marketing strategy which should include the following elements:
-Conduct market research in order to:

• Identify the target groups as well as their needs and expectations
• Investigate products / services, practices and competitors’ prices

-Establish and promote a cohesive professional image electronically through the website and social media and in medical centers / laboratories / clinics (eg, cleanliness of premises, use of logo in medical uniforms, design the appropriate promotional material).
–Promote expertise through visibility in local and national media by sending press releases, publishing articles in newspapers and magazines, send newsletter and organise seminars and webinars on important medical issues. This parameter is particularly important given that patients interested in working with the smartest, most competent people and to those who have specialized knowledge and experience.
–Ensure customer satisfaction throughout the range of services / products provided and associated with both the means of communication with customers by phone and how they are receiving the surgery, the decoration and attire of staff working in it.
–Offer personalized and simplified service. Today’s consumer is seeking personalized care and does not want to simply be treated as a number, or suffering. A human treatment will help develop emotional ties, so customers can turn to the same company but also to recommend it to acquaintances.
–Provide offers. Such tactics will attract potential buyers, especially in view of the reduced income of the Greek households because of the crisis, but their preference for private healthcare is considered synonymous to better quality in our country.
In conclusion, consumers stay informed and focus not only on the image, but they seek the essential value, authenticity and transparency, preferring those firms that adopt a truly human face. In this context, the medical company providers that will stand out and gain the interest of potential buyers are those that provide substantive and comprehensive information on the benefits and quality of services offered to them and highlighting any possible way of professionalism, eventually building bonds of trust with them.
References : John Greenfield and Kimberly A. Whitler (2015), Mark Scrivner (2015), Panagiotis Rosolymos (2014), Katie Stensberg (2013), Russ Alan Prince and Bruce Rogers (2012), www.smallbusiness.chron.com, www.ellinovretaniko.gr, www.export.gov.