Innovation of dental hygiene practice marketing strategy

This thesis deals with the innovation and design of an effective marketing strategy for the dental hygiene practice DH Hlinsko. The first part of the thesis is devoted to the explanation or comparison of the theoretical knowledge that forms the necessary basis for the formulation of the marketing strategy. This is for example the definition of innovation, healthcare marketing or the marketing strategy itself. The practical part deals with the evaluation of the questionnaire survey, the introduction of the practice itself and the analysis of the market, customers or competitors through methods such as marketing mix, PESTLE analysis or competitive analysis. Based on the theoretical and practical knowledge gained, recommendations are proposed that will enable the practice to focus on improving its business and marketing activities.