ZARZĄDZANIE WARTOŚCIĄ KLIENTA NA RYNKU USŁUG MEDYCZNYCH W POLSCE

Abstract

Summary
The Customer Lifetime Value is crucial in every kind of economic activity as
the customer is the good that brings profits to the companies. This is the main
reason why entrepreneurs and managers should always think how to satisfy
needs of its clients. One of markets, on which the customer value should be
thoroughly analyzed is medicine.
The article presents the theoretical basis of customer lifetime value management
and tries to explain how it is being introduced on medical services market in Poland. 

As the health care in Poland seems to be on initial stage there is a lot of space for
new, private medical centers to be set up. Majority of institution operates basing
on contracts with National Health Fund (NFZ) and there are fully dependent
from the amounts of money granted by the institution. It is renegotiated after
certain period and there is always the risk of not winning it again. Unfortunately
due to weaknesses of public health care system in Poland, many customers are
disappointed with its quality and management form.
In these conditions the private medicine services are improving. Unfortunately
there is no possibility in choosing the form of health insurance (all are paying
contribution to National Health Fund). In this case there is a hope for development
of a competitive market, which would be certainly supported by private insurance.
The article is an introduction to deeper considerations regarding medicine in
Poland and the effectiveness of managing medical centers (especially hospitals).
Key words: Customer Lifetime Value, medical services, health care, private
medicine, hospitals