Návrh tématu bakalářské práce: Návrh rozvoje marketingové komunikace zdravotnického zařízení SPORTHO

This bachelor’s thesis focuses on the marketing communication of a healthcare facility operating under the SPORTHO brand. The main objective of the thesis is to assess the current marketing communication of the facility from the perspective of its patients and, based on the findings, to formulate recommendations for its improvement. The partial objectives are to define patients’ informational needs and to characterize their communication preferences. The theoretical part summarizes the fundamental concepts of marketing, marketing communication, and their specific features in the healthcare sector. The practical part focuses on the analysis of the facility’s communication and is based on a questionnaire survey conducted among its patients. The results indicate that patients primarily rely on personal experience and recommendations when choosing a healthcare provider, while online communication serves mainly as a supplementary source of information. Based on these findings, recommendations are proposed to improve the clarity of information and the more effective use of communication tools.