Theories and methods”, Jean-Claude Abric defines communication as “the ensemble of processes through which it carries out exchanges of information and of meanings between persons in a given social situation”. In his work “The psychology of communication. Interpersonal (inter-human) communication was the first human spiritual tool of the socialization process and is defined by Floyd as being the communication that occurs between two people in the context of their relationship and that, as it evolves, helps to negotiate and define the relationship. In health, the tools of the communicational mix are based on an interpersonal communication. Besides the training of medical staff and medical advancements in the field of diagnosis and treatment, the human component is a very important factor, over 40% of the therapy's success being provided by the patient-doctor relationship. Organizations that provide health services, medical personnel (doctors and nurses) and auxiliaries (nurses, administrative staff, security guards) are a distinctive element of the marketing mix, adding value in healthcare through the way they interact with customers.
It is the instrument through which an entity participates in the exchange of information with the various components of the business environment, informs about their presence and the services offered, to create a favorable attitude and stimulate consumers to purchase services.
Communication is a very important component of the marketing mix. Health services’ marketing includes activities carried out for the purpose of development, placement, pricing, or promotion of medical services.
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