ABSTRACT
This chapter focuses on some of the dimensions of a customer orientation' and on how such an approach can only be developed against the background of a clear and detailed understanding of expectations. In doing this, an obvious starting point is the recognition of the distinction between features and benefits, and of the need to look outside the hospital or unit and evaluate its offer from the customers' various perspectives. In order to develop a marketing-oriented and truly customer-centred health care organization, there is an obvious need to understand in detail of market for medical services and the factors that are likely to lead to higher levels of customer satisfaction. Without this information, any marketing effort will be unfocused and, at best, of only limited value. The application of medical or clinical skills is the feature. However, looking at it from the patients' point of view, they are referred to a hospital with a problem that needs to be solved.
