In making organizations work successfully, marketing information is collected, analyzed, and distributed as part of the Marketing Information System (MIS), which is part of the organization’s management information system.
MIS is a manipulation (single complex) of tools, processes, and methods collected in the established time of reliable information required to prepare and adopt marketing solutions
MIS transforms data received from internal and external sources to the information needed for managers and marketing services. MIS distributes information between marketing services managers and experts who make appropriate decisions. Also, MIS, interacting with other automated systems, provides essential information to heads of other services (production, R&D, etc.). Internal information includes information on products, sales, sales, shipments, stock levels, payment of shipped products, etc. Data from external sources are obtained based on marketing intelligence (current external information subsystem) and marketing research.
Marketing Intelligence – Permanent activities for collecting current information about changing the external marketing environment necessary for developing and adjusting marketing plans. While internal information focuses on the results achieved, marketing intelligence can be in the external environment.
The sources of obtaining current external information can be different. Formal and informal processes are used to collect it. Such information is obtained by studying books, newspapers, trade publications, reports of competitors; Consequently, conversations with consumers, suppliers, distributors, and other outsiders regarding organizations must be effectively motivated to collect and provide the necessary information effectively. Based on interactions with other managers and employees, for example, employees of the sales services of this organization; By conducting industrial and commercial espionage (although in foreign books he writes a lot about the ethical problems of marketing research).
As opposed to marketing intelligence, marketing research considers the collection and analysis of data on the specific marketing situations with which the organization faces the market. Such information is not gathered in the two previously considered systems. Such activities are carried out periodically and are not frequent, as some problems appear based on the use of special methods to collect and process the collected data.
MIS also includes a subsystem for analyzing marketing solutions based on certain methods (e.g., models of correlation analysis, models of break-even) and access to the information necessary for managers to make decisions. Carried out and analyzed in a given direction.
A set of processes and logical algorithms based on experts and expert systems may include a subsystem for analyzing marketing solutions.
The management of the organization and its marketing services imposes on information its specific needs. It is guided by its views about both its organization and its external environment; They have its hierarchy of information and leadership style, based on the employees’ personal and professional qualities and the relationships between them. Furthermore, an effective MIS may be the result of only the gradual development of the initial system.
Different companies organize the implementation of a marketing research function in different ways. Some have a specialized marketing research department. Others – only one specialist responsible for marketing research.
Specialized marketing research departments usually consist of large companies. In some cases, only one expert is appointed in the company who is responsible for marketing research.
One of the new ways of working with information that achieves rapid delivery is database marketing, which has gained particular popularity with the transition from mass marketing to target marketing. Database marketing is based on creating and maintaining a database, which contains information about each consumer. Modern databases are not just customer address lists but are full information about consumer behavior for a relatively long period. This information includes which products I have purchased this buyer, at what price, in which store, in which promotional events they have participated, and so on. The table of the database is updated with each subsequent purchase. The company can track each buyer’s behavior on time, maintaining a constant dialogue with the consumer.
The benefit of interactive marketing is that it allows you to track data on the consumption of individual buyers and connect different marketing complexes with these data, analyzing a particular buyer’s response to these activities, giving it your social- Demographic characteristics and, thus, increasing the efficiency of marketing events, to meet the needs of the current market fully. As a result of this approach, communication and promotion become for an information flow to the company.
Currently, there are many ways to maintain communication with customers using databases. Address database can be formed based on postal address, phone, various coupons for the purchase of products.
The integration of all available information sources and the transition from a system that includes a set of data to a marketing knowledge system (knowledge system) is a significant current trend in most Western companies working with information. Marketing knowledge is the accumulated intellectual capital of a company, which has the data, information, and ideas and the company administrator to adopt the best and most effective solutions.
2019 and all medical organizations will need to implement the implementation of medical information systems or abbreviated MIS.
The benefits of such a system are obvious to all employees:
- For the clinic director: a convenient demonstration of the clinic statistics and reporting constructor.
- For the Clinic Administrator: a convenient system for displaying the schedule of each specialist, maintaining accounting, and printing the necessary documents to click the mouse.
- For doctors: reception, a full history of the disease, reminders of recordings on the price list for various treatment plans and services.
There are now more than a hundred decisions in the market data market in Russia. In this article, we publish the most popular solution in the Russian Federation.
Before choosing which information system to implement, contact your MIS integration experts. The main criteria for selecting a future contractor should be the experience of offering and knowledge of business processes facilities in the clinic.
Suppose suddenly, your MIS does not meet the stated requirements of the Ministry of Health of Russia, and you suddenly decide to change it. In that case, it is worth noting that if you have acquired a medical information system within the framework of the Basic Information Program, which In Hui, Hui 2011-2012, you can get a charge for ineffective use of budgetary funds.
How to correct in this case:
- Conduct an independent examination of your miss.
- Send yourself a letter to change health management for regional organ MIS.
Either is an option to negotiate with developers to replace the information system. The cost may already be implemented as a service and not as a purchase of new software.
Medical composition information systems may differ in the structure of modules included for each medical organization.
For example, hospitals’ MIS requires modules – a receiving department, maintaining an electronic stationary patient card, managing a conical foundation.