The phenomenon of emotional products of private medical services

Elena S. Petrenko1, Nurlan Z. Iskakov
1 Южно-Уральский государственный университет, г. Челябинск

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Journal paper

Russian Journal of Entrepreneurship *
Volume 17, Number 16 (August 2016)
* Этот журнал не выпускается в Первом экономическом издательстве

Citation:

Petrenko, E. S., & Iskakov, N. Z. (2016). The phenomenon of emotional products of private medical services. Russian Journal of Entrepreneurship, 17(16), 2003–2012. https://doi.org/10.18334/rp.17.16.36220

Abstract:
The article presents an approach to the assessment of medical services based on synthesis of marketing-mix “5Р” conceptions and impression economy. The emotional involvement of the patients in the consumption process evokes an increased demand for private medicine services. The phenomenon of the emotional products of private medical services reflects global tendency towards the personalization of medicine and servicization of the economy. The results of empirical studies confirm that emotional satisfaction from the purchase is the key factor of the consumer’s choice when it comes to commercial medical services.

Keywords: medical services, patient, consumer’s impression, 5Р model, emotional impact

JEL-classification: L84, E21, I10, M30

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