The impact of health care consumer education on marketing strategies of health services organization

Health care consumer behavior is increasingly influenced more an more by education, regarded, in first way like part of the cultural environment and in second way, like as a result of the permanent approach consumer information and learning. Level of education of the people registered a significant increase in last few years, at almost all segments of consumers in all European countries, including Romania. Today more than ever, consumers look for services provided by organizations responsible and market-oriented, customer-friendly. In addition, the consumer is now viewed in a new perspective, as a combination of traditional patient and modern consumer, having much more knowledge about the health system, open to innovation and with an active role in establishing the diagnosis, treatment and health improvement. For these reasons, this paper aims to present the influence of culture and education on health care consumer behavior and its impact on marketing strategies of health care organizations.