A Qualitative Comparison of the Perceptions and Behaviors of Lawyers and Doctors on Marketing

Marketing, which is in the process of evolving into being people-oriented, has started to take place in two basic human fields (sectors) that the state carries on such as law and health. The aim of this research is to reveal the level of perception and application of marketing in these two sectors. For this purpose, one-on-one interviews were conducted with lawyers and doctors. The obtained opinions were evaluated qualitatively, supported by quantitative data. According to the findings, lawyers and doctors consider marketing to be identical with early-stage marketing promotional activities. It has been demonstrated that in order for a contemporary human-oriented marketing approach to come to life in these two sectors, the current perceptions must be changed first.