Integrated Communications in Dental Laboratory Practice /// Интегрирани комуникации в работата на зъботехническата лаборатория
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 communications in order to reach their clients faster and be up-to-date on the market of health services. The purposeful exploration of the communication policy can lead to effective management and can improve the general economic outcomes of the activities. The state of the art and the significance of the problems associated with integrated communications in the work of the dental technical lab and the need for more detailed analysis and examination, the establishment of working models for their solution in practice give us grounds for this dissertation thesis. For the successful implementation of the overall communication policy it is necessary that it is an indispensable part of the marketing carried out by the dental technical lab taking into account the position it occupies, its possibilities and competitiveness as well as the nature of the provided products and services. Researcher’s thesis in this study is directly related to revealing the possibilities for application of integrated communications in the work of dental technical laboratories for the achievement of a better efficiency, higher quality and satisfaction under conditions of dynamic environment. Bearing in mind that the creation of a competitive package of customer’s values does not ensure yet the desired interest and volume of provided services, the need for establishing communication with clients arises. These are, above all, customers whom the dental technical lab has targeted after having carried out market segmentation and developed a communication strategy. Thus, the synchronization between various types of communication acquires an increasing importance and turns into a key factor for the establishment of a sustainable image of the organisations in society.
dental, dental laboratory, dental technicians, integrated communications, policy, advertising, public relations (PR), satisfaction, Здравни грижи / Auxiliary Healthcare, Nursing
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