Abstract
With the use of agent-based model of human behavior 3 phases and 11 stages of patient’s consumer cycle were identified: the phase of making a decision about buying/choosing a medical organization, the phase of short-term interaction (receiving medical services), the phase of forming long-term relations. Using observational and analytical research methods, the authors analyzed the influence of relevant psychological factors on various stages of the consumer cycle. Using the concept of 7p marketing, the authors analyzed the significance of various elements of the value proposition of a medical organization for various stages of the consumer cycle. In the logic of the concept of the role model of consumption, the authors identified the main directions of promotional communication with a potential patient in order to position the value proposition and form a continuous flow of patients.
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Voskanyan, Y., Shikina, I., Kidalov, F., Kurdyukov, S. (2022). Management of the Flow of Patients in a Modern Medical Organization. In: Antipova, T. (eds) Digital Science. DSIC 2021. Lecture Notes in Networks and Systems, vol 381. Springer, Cham. https://doi.org/10.1007/978-3-030-93677-8_40
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