"This article seeks to explore the relationship between communications and health care services in Serbia, chiefly through the extent to which communications techniques may aid the understanding and treatment of the users, or beneficiaries, of health care services, thus increasing the quality of service as well as gaining trust. By improving the communications process, and better satisfying beneficiaries' requirements, loyalty and a better reputation for the health care institution is increased leading, in a market-based system, to improved profit levels. The article stems from a belief that marketing has a role in improving the communications process. It identifies the expectations that beneficiaries have of health care services and the marketing strategies that might aid communications, as well as those which might most successfully be based on the psychological profile of the beneficiary, so as to develop effective relationships with beneficiaries in each instance. The article concludes by analysing the role of modern inter-based communications strategies. "

Support: Paper