Integrated Communications in Dental Laboratory Practice /// Интегрирани комуникации в работата на зъботехническата лаборатория
type: CreativeWork
description: Integrated marketing communications constitute a comprehensive integration of communication messages to target audiences by means of various communicative instruments. In this respect, through the concept of integrated marketing communications, the elements of the communication mix are integrated and coordinated in such a way that every element fits the others to ensure synchronized and consistent communication. The achievement of coordination and integration is not an easy task and requires time. This requires organisations to arrange their activities according to their customers and not according to the product or the service they offer. Economic development and the use of modern devices and methods of communication has resulted in audience’s saturation with various messages and has created an opposition to the attempts of business organisations to transmit their new messages to the potential customers. The organizations in the field of healthcare present no exception. Nowadays everyone can find the information of interest at any time which results in new communication approaches used by the organisations. The new approaches increasingly rely on the use of integrated marketing communications in the exchange between organisations and their clients. These approaches impose elements of the marketing mix as advertisements, promotions, direct marketing and public relations according to the specific product, situation and customers. The specific product offered by dental technical laboratories as an element of the health system is used under specific circumstances associated with the dental services provision. The field of activities of these organisations is narrowly specialized but the competition is very weak, especially with the application of new technologies in the production of highly aesthetic and functional prosthetic constructions. This fact makes the dental laboratories develop their own communication policy and start applying integrated marketing communicati…
abstract: Integrated marketing communications constitute a comprehensive integration of communication messages to target audiences by means of various communicative instruments. In this respect, through the concept of integrated marketing communications, the elements of the communication mix are integrated and coordinated in such a way that every element fits the others to ensure synchronized and consistent communication. The achievement of coordination and integration is not an easy task and requires time. This requires organisations to arrange their activities according to their customers and not according to the product or the service they offer. Economic development and the use of modern devices and methods of communication has resulted in audience’s saturation with various messages and has created an opposition to the attempts of business organisations to transmit their new messages to the potential customers. The organizations in the field of healthcare present no exception. Nowadays everyone can find the information of interest at any time which results in new communication approaches used by the organisations. The new approaches increasingly rely on the use of integrated marketing communications in the exchange between organisations and their clients. These approaches impose elements of the marketing mix as advertisements, promotions, direct marketing and public relations according to the specific product, situation and customers. The specific product offered by dental technical laboratories as an element of the health system is used under specific circumstances associated with the dental services provision. The field of activities of these organisations is narrowly specialized but the competition is very weak, especially with the application of new technologies in the production of highly aesthetic and functional prosthetic constructions. This fact makes the dental laboratories develop their own communication policy and start applying integrated marketing communicati…
author: Milev, Minko
author: Милев, Минко
keywords: dental, dental laboratory, dental technicians, integrated communications, policy, advertising, public relations (PR), satisfaction, Здравни грижи / Auxiliary Healthcare, Nursing
date published: 2019-08-09T12:05:16Z
date modified: 2026-07-27T21:56:30Z
provider: Medical University of Varna
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: Medical University of Varna