IMPROVING THE OPERATION OF A CALL CENTER IN THE PAID MEDICAL SERVICES MARKET FROM THE PERSPECTIVE OF MARKETING

Abstract

In this article, the authors have substantiated the importance of the role of a call center in the activities of paid medical clinics as the first point of contact of patients with a medical institution. The authors have presented a marketing analysis of the work of a call center of a paid medical clinic on the example of OOO Medical Clinic “FMC”. In order to analyze and develop directions for improving the work of the call center employees of the paid medical clinic, quantitative performance indicators and emotional intelligence of call center employees have been assessed, and the key success factors have been analyzed. Based on the results of the analysis, the authors have identified key areas for improving the work of the call center using the tools of internal marketing. Moreover, the place and role of the tools of internal marketing in the marketing communications system in the paid medical services market has been substantiated.