ABSTRACT
In order to plan for a patient-centred practice, the practice needs information about its patients, their characteristics and needs. This is the practice market, which includes both potential and existing patients. The marketing concept starts with an assessment of patient needs and wants, deciding which needs to meet, and thus achieving practice goals through patient satisfaction. The practice must determine the characteristics of the patient needs in different market segments for its health care services and products, and analyse the similarities and differences thus identified. There are a number of obstacles to effective marketing of health care. It is often conceived to be unethical, irrelevant and catering to artificially created demand. Sometimes it is thought to be too exotic or expensive and nothing more than selling and advertising. Any media interview can be used positively to promote the image of the practice. Inevitably, the media (newspapers, television, or radio) are looking for the controversial and the interesting.
