RESUMO
BACKGROUND: Economic aspects related to the German health care system are rising. In the outpatient area does this trend influence the organization of the surgery and the treatment procedures as well as the relationship between the patient and the doctor. The patient's free volition of choice is increasing and the patient becomes a "customer" in the health system. The aim of this work is to to elucidate marketing issues for otorhinolaryngologist, which could improve the efficiency of their surgery. MATERIAL AND METHODS: 150 otorhinolaryngologist have undergone a written survey. The subjects of this survey were, how far marketing strategies are used by otolaryngologists and on the other hand, what are their opinions on marketing. RESULTS: 115 returned questionnaires were included in the statistical analysis (response rate: 77%). Only 44% of surveyed otolaryngologists deal yet with economic aspects. After all, 65% of the otorhinolaryngologist offered individual health services. On the other hand only 51% of otolaryngologists were additionaly qualificated and only 14% would like to acquire more skills. At the time of the survey 78% conducted a homepage. CONCLUSION: This study examined for the first time economic aspect in an otorhinolaryngology outpatient clinic. The interest in economic processes is currently low, but required by German law and in the interest of the owner himself. The 4 pillars of traditional marketing research help to understand the practice economically viable easily and competitive to set up in local contests over a long period.
