The objectives of the reforms in the EU healthcare systems are based on the implementation of the marketing concept in the health systems, which are, among other things:
• efficient management of the financial resources and control costs of the rendered health services;
• increased satisfaction of the clients of health care services;
• broad accessibility to health services;
• effective implementation of modern technologies;
• rational stimulation of medical services consumption;
• achievement of a fair and neutral competition between the public/ private providers and health insurance companies;
• introduction of performance criteria in order to increase the incomes of the medical staff and hierarchy in hospitals;
• implementation of modern management methods in health services management;
• decentralization of the public healthcare system.
Product policy in the medical system of healthcare – the most important component of the marketing mix – is the attitude that addresses a medical organization to the volume, structure, and diversity of services subject to their own activities in relation to the requirements of the services market and the competitive actions of other medical institutions.