3. Sector specificities
Important differences exist between themedical contexts and other
contexts of consumption (Kahn et al., 1997). For Stremersch (2008),
health marketing constitutes a new field, characterized by specific features
and closely associated with its applications, but does not constitute
a new paradigm. However, because the patient is not a regular
consumer, and the rationalities of the actors and the functioning of
the markets differ in numerous points, several questions arise.