| dc.description.translatedabstract | Marketing in the field of dentistry called the planning, management and communication between doctor - patient to assign a value to the provided services. The purpose of this study was to record the ratio of private dentists with "private" or "social" marketing and how this is expressed in response to the economic crisis in this field. Methodology: Data collection was through questionnaire (Shimp & Dyer 1978) and compared with international experience. The sample was dentists from Thessaloniki, Athens and Crete (Ierapetra and Heraklion). Descriptive statistics helped to emerge any differences between cities, while correlations (chi square tests) were between age and marketing and between gender and marketing. Findings: A total of 356 questionnaires were collected. Responses recorded a rate of 86% of dentists who were in favor of marketing with a similar percentage (85.1%) of advertising. 52.2% of respondents were aware of the social groups to which they were addressed, 77.5% studied their 'target group' through magazines while 71.3% studied them over the Internet. Almost 56% had developed new services, while 75% learned new methods of rehabilitation. About the promotion, dentists responded very positively (80%) only for the use of internal promotion with the help of digital media, lagging especially in the use of internet. The great impact of the crisis recorded by the large reduction in turnover, as the large percentage of potential migrants. Both for dental tourism, and for the 'social-marketing' Greek dentists felt that would help in recovery. In conclusion dentists were positive towards marketing and advertising, which contrasts with the ethical rules of the Greek Dental Federation. In organizational sectors, especially in internal marketing, showed good results. Although the dentists were very pessimistic, they considered that a program of "social - marketing" would help in recovery. The distance from social media proves the finding of improper updating of dentists on marketing developments. | el_GR |
