Taking into account that the medical practice and health systems have evolved considerably nowadays, medical establishments require the implementation of marketing guidelines to help maximize performance, with beneficial effects from the social, economic, and medical point of view, to differentiate from competitors. Communication is a fundamental clinical skill that, if performed competently and efficiently, facilitates the establishment of a relationship of trust between the medical staff and the patient-customer, a truly therapeutic alliance. In addition to the medical personnel's competence and the facilities at the doctor's disposal, the willingness manifested during consultation, kindness, openness and attention are offered to patients-customers. The way medical personnel responds to their needs and requests is an element that boosts performance, contributing to an increase in the prestige of the medical unit and the growing interest of patients-customers in it.
Keywords: communication; health; marketing; skills.