ASPECTS OF TOTAL QUALITY MANAGEMENT APPLIED IN ...

Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2,
ISSN: 1842-4856
b. the organism’s capacity to adapt itself to the various conditions of life and work;
c. the human condition that makes the individual creative.
Synthetizing the above quoted definitions, we can conclude that, the health service can be
defined as the utility obtained by the consumer as result of some interconditioned activities based
on the relationship carrier out – client and that is materialized in a good physical, psychical and
social shape.
Intending to ensure a physical and emotional equilibrium on the level of the individual, the
health services carry out the following functions :
► the function of promotion of health – the intercessions initiated at the macroeconomic or
microeconomic level intend first and foremost to permanently give information about the means of
preserving health, of reduction and avoidance of the causes of illnesses;
► the function of prevention of falling ill is realized with the financing of the various prevention
services and the precocious tracking down of the diseases. For instance, according to the social laws of
health from Romania, the children benefit of free consultations in order to prevent the various physical
and psychical affections, and the insured are in their right to go for a free consultation every year in
order to prevent the diseases with major consequences in morbidity and mortality;
► the curative function – the health services offered by different organizations and medical
personnel have as their purpose the treatment of the various affections, the prevention of complications,
the recovery or at least amelioration of the patient’s sufferings, depending on the case;
► the function of rehabilitation of health has as its purpose the recovery of the individual after
being affected by a disease by putting at his disposition some specific services (physiotherapeutic
treatment, recuperative massages, medical gymnastic, and some other).
As a result of the health system’s restructurings in all European countries, but also of the
increase of the consumer’s exactingnesses, beginning with the 80’s, an increase of the heft of the
private institutions in what concerns the insurance of the health services is developed.
The universality of marketing represents a characteristic unanimously accepted by the
specialists. It reflects an objective reality expressed through the great diffusion of marketing,
practically in all the domains of the human activity. The pursuits in the direction of adaptating the
optics and the methods of marketing to the specific of the different domains, have generated a process
of generalization, characterized through the detachment and the construction of several branches and
subbranches – if not autonomous, at least with enough distinctive notes. 14
The marketing of services contoured itself not only theoretically, but also practically, as a
specialized domain of marketing. This one has as its basis a particular content, determined by a series
of common elements of the goods, the services in general and each category of services in part.
The process of specialization continued and as a consequence, today, can be mentioned as
distinct domains of the marketing of services : the marketing of the touristical services, the marketing
of the financial-banking services, the marketing of the transport services, the marketing of the culturalsporting
services, the marketing of the health services, the marketing of the educational services and so
on.
The individualization of these specializations was realized through the adoption and the
incorporation of a specific instrumentary, depending on the peculiarities of the realized and carried out
service. Among these domains we can successfully inscribe, even though in our country is barely
coming up, the domain of the health services, so that the terms of medical marketing or health services’
marketing are more and more used. Even though both labels are used, the notion of health services’
marketing is used more, especially because of its large sphere of coverage – including not only the
14 Florescu, C. ( coordinator ) – MARKETING, Marketer Publishing House, Bucharest, 1992, page 40.
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