Author/Editor		Kerč, M
Title		Tržno-organizacijski pristop pri tržni raziskavi o možnosti uveljavitve in razširitve fizioterapevtske metode (mehanična diagnostika in terapija bolečine v hrbtenici)
Translated title		Marketing research of the possibilities of validating and broadenning the influence of the McKenzie mechanical diagnostic method
Type		članek
Source		Fizioterapija
Vol. and No.		Letnik 8, št. 1
Publication year		2000
Volume		str. 16-22
Language		slo
Abstract		The author reviews the steps required to plan and prepare marketing research of the possibilities for validating and broadening the influence of the McKenzie mechanical diagnostic method throughout Slovenia. Mechanical diagnostic method is a new physical therapy method which effectively deals with pain and which was developed by Robin McKenzie from New Zealand. The present research covers the topics of targeting specific markets, competitive positioning, marketing strategies, market analysis, and research methods. The findings indicate that the most ideal groups to target were active people with higher levels of education regardless of age. Interest levels concerning therapy methods were quite high and necessitated the organization of lectures, distribution of posters, and use of newspaper and television advertisements to promote and properly inform the patients. It is imperative that physicians and all other medical professionals who deal with pain problems of the skeletal system also be properly informed about the McKenzie method, which has been proven to be effective, safe and successful in other countries around the world. If ZZZS were prepared to pay for such treatment, mechanical diagnosis and therapy would finally have an opportunity to likewise make a significant contribution to physical therapy and treatment here in Slovenia.
Summary		Prispevek prikazuje organizacijski pristop in tržno raziskavo o možnosti uveljavitve in razširitve v Sloveniji novejše fizioterapevtske metode obravnave bolečine z imenom mehanična diagnostika in terapija avtorja Robina McKenzieja. Predstavljeni so izbor ciljnih trgov, konkurenčno pozicioniranje, tržna obdelava storitve, metodologija raziskave ter analiza trga. Ugotovitve: Raziskava je pokazala, da so ciljna skupina dokaj redno in redno aktivni ljudje s srednjo, višjo in visoko izobrazbo vseh starosti. Pri bolnikih je zanimanje za metodo precej veliko, zato bi bilo treba organizirati promocijo metode prek predavanj, plakatov, časopisja, radia in televizije. Treba bi bilo informirati zdravnike in vse, ki se ukvarjajo s problematiko bolečine v mišičnoskeletnem sistemu. Če bi bilo plačilo urejeno prek ZZZS, bi se lahko metoda zaradi učinkovitosti, varnosti in bolnikovega aktivnega sodelovanja pri terapiji možnost zelo hitro razvila.
Descriptors		BACK PAIN PHYSICAL THERAPY MARKETING OF HEALTH SERVICES QUESTIONNAIRES INSURANCE, HEALTH COST OF ILLNESS