Effective Marketing Strategies For Health Care Services

Project and Seminar Material for Marketing

Effective Marketing Strategies For Health Care Services


Abstract


This study was carried out to examine the effective marketing strategies for health care services using Bethsaida hospital as a case study. The study was carried out to determine the effectiveness of healthcare service marketing in Nigeria, ascertain the strategies required for the effective marketing of health care services, and ascertain the factors affecting the effective marketing of healthcare services in Nigeria. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of staff of Bethsaida hospital. In determining the sample size, the researcher conveniently selected 57 respondents and 50 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables, and mean scores. While the hypotheses were tested using Chi-square statistical tool. The result of the findings reveals that the level of healthcare service marketing effectiveness in Nigeria is high. The study also revealed that the strategies required for the effective marketing of health care services includes; public relations, traditional media, physicians referrals, online marketing, and unique branding. Therefore, it is recommended that the marketing of health care services needs a drastic structural change in collecting and disseminating information. This will help in improving the quality of health care service and also help in reducing the cost to make it cost effective. The marketing managers will have to treat consumer services as a function, rather than to whom something is to be sold. To mention but a few.


Table of Content


  • Title Page
  • Certification
  • Dedication
  • Acknowledgement
  • Table of Content
  • List of Tables
  • Abstract

Chapter One:

Introduction

  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Objective of the Study
  • 1.4 Research Questions
  • 1.5 Research Hypothesis
  • 1.6 Significance of the Study
  • 1.7 Scope of the Study
  • 1.8 Limitation of the Study
  • 1.9 Definition of Terms
  • 1.10 Organisations of the Study

Chapter Two:

Review of Literature

  • 2.1 Conceptual Framework
  • 2.2 Theoretical Framework
  • 2.3 Empirical Review

Chapter Three:

Research Methodology

  • 3.1 Research Design
  • 3.2 Population of the Study
  • 3.3 Sample Size Determination
  • 3.4 Sample Size Selection Technique and Procedure
  • 3.5 Research Instrument and Administration
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Validity of the Study
  • 3.9 Reliability of the Study
  • 3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

  • 4.1 Data Presentation
  • 4.2 Analysis of Data
  • 4.3 Answering Research Questions
  • 4.4 Test of Hypotheses

Chapter Five:

Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendation
  • References
  • APPENDIX
  • QUESTIONNAIRE

Chapter One


Introduction

1.1 Background of the Study

Marketing of health service should be will understood because it is a business area that aims at performance, improvement and increase in productivity. It is aimed at performing the varies activities that will make people to be attracted and continually satisfied it. Satisfies customers requirements, profitably if effectively done.

Nevertheless, it needs to be remarked that as a service product, it is intangible and so the need must be properly identified, when this is done, a corresponding product (service) is made to suit the patient.

Again, being a form of service that to not advertise the (Bethsaida hospital) should create a favourable image and atmosphere to stay and compete favorably in the society.

Furthermore, talking about effective marketing strategies for health care services in Enugu metropolis, for centuries age health service was not given much attention as much sickness were calculated as being historical following legend, and most of our forefathers died for lack of knowledge. For this reason researchers for solution to this problem came up with drugs.

However, it is competing now, most of this hospital are trying possible ways to make their hospital more unique than others, the service rendered and that result of the service help to create image of the nature of the service. hospital come provide. The service and result can help the patients in their pre –purchase and post – purchase decision of the health institution.

Consequently, hospital should adopt agile and effective strategies that focus on the need to constantly and promptly meet the demand of the patient, motivated by the spirit of enterprises and creativity, in handling the needs and responsive and responsible to the change in its environment and customers needs.

For promotion, they do not advertise, but they may use other tools like (public relation) that can facilitate awareness of message or information to reach the targeted patients. Relating this to the way Bethsaida hospital market their health service to their customer (patient). The hospital was established in July 1970 by late Professor F.C Ada Rtd. Chief consultant UNTH Enugu as an out – patient hospital in Kayaita Enugu and was relocated to independent Layount in the Year 1983.

The Hospital as at date is a ten – bedded hospital the service they render include. Diagnostic, laboratory test, maternity, and humanitarian.

Presently, the hospital has five qualified nurses and three auxillary nurses one doctor and two mid – wives. The hospital is under the supervision of late professor F.C Ada wife, Dr. (Mrs.) M.N Ada a physician. To accurately remain in business today, Bethsaida hospital must not only provide efficient services but must also use a variety of marketing approaches to maintain their market share against the encroachment of a number of aggressive competitors. They must develop new and better services and be able to convince patients that their service will satisfy them most.


1.2 Statement of Problem

Health institution as one of the service industries has being shaken. There have been a lot of complain in health care institution (Bethsaida hospital) due to lack of equipments personal and drugs. There charges have attracted a lot of negative responds from their patient in Bethsaida there have being this problems of long delay in admitting patient and unfriendly attitude of some nurse. In most case there is no medical personal to attend to patient. The quality of service rendered by Bethsaida hospital have given rise to patient complain.

The question now remain why is Bethsaida hospital not measuring well as it ought to ? what is bethsaida hospital going to do in other to attract its patients. This and many more are the focus of this research work.


1.3 Objectives of the Study

The broad objective of the study is to examine the effective marketing strategies for health care services. Other specific objectives of the study are:

  1. Determine the effectiveness of healthcare service marketing in Nigeria.
  2. Ascertain the strategies required for the effective marketing of health care services.
  3. Ascertain the factors affecting the effective marketing of healthcare services in Nigeria.

1.4 Research Question

The study will be guided by the following questions;

  1. What is the level of healthcare service marketing effectiveness in Nigeria?
  2. What are the strategies required for the effective marketing of health care services?
  3. What are the factors affecting the effective marketing of healthcare services in Nigeria?

1.5 Research Hypotheses

  • Ho: The level of healthcare service marketing effectiveness in Nigeria is low.
  • Ha: The level of healthcare service marketing effectiveness in Nigeria is high.

1.6 Significance of the Study

This study aims at searching for the efficient and effective marketing concepts and strategies not only to keep Bethsaida hospital in health business, but also to ensure their profitable growth and development.

It would also give those in health institution the understanding, on how best to hands their customers (patients) the result of the study will provide reader and interested public information on what hospital and health care is all about. It will also serves as bearing for researchers in their further research work on the topic.


1.7 Scope of the Study

The scope of this study covers mainly on the Bethsaida hospital independence layout Enugu. The choice of the hospital in Enugu therefore attempts to justify a good reason being that it is located in the town where the research institution (school) is located.


1.8 Limitation of the Study

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. The significant constraint was the scanty literature on the subject owing to the nature of the discourse thus the researcher incurred more financial expenses and much time was required in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. Additionally, the researcher will simultaneously engage in this study with other academic work. More so, the choice of the sample size was limited as few respondent of Bethesda hospital independence layout Enugu were selected to answer the research instrument hence cannot be generalize to other corporate organizations. However, despite the constraint encountered during the research, all factors were downplayed in other to give the best and make the research successful.


1.9 Definition of Terms

Marketing:

Marketing is the process of intentionally stimulating demand for and purchases of goods and services.

Service:

Is any out or performance that one party can offer to another that is essentially intanaible and does not result in the ownership of anything. Its production may or may not be tied to a physical product . (Kotler 2000, 428) millennium edition.

Public Relation:

This is a variety of programs designed to promote or protect a company image or its individual product. (Kotler 2000: p605) millennium edition.

Competition:

In this view many hospital are trying possible ways to make their hospital more unique than others. The service rendered and that result of service help to create image of the nature of the service


1.10 Organizations of the Study

The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms. The chapter two covers the review of literature with emphasis on conceptual framework, theoretical framework, and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study, sample size determination, sample size, abnd selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter (chapter five) contains the summary, conclusion and recommendation.


Chapter Five


Summary, Conclusions and Recommendations:

5.1 Introduction

This chapter summarizes the findings on the effective marketing strategies for health care services using Bethsaida hospital as a case study. The chapter consists of summary of the study, conclusions, and recommendations.


5.2 Summary of the Study

In this study, our focus was to examine the effective marketing strategies for health care services using Bethsaida hospital as a case study. The study was specifically set to determine the effectiveness of healthcare service marketing in Nigeria, ascertain the strategies required for the effective marketing of health care services, and ascertain the factors affecting the effective marketing of healthcare services in Nigeria.

The study adopted the survey research design and randomly enrolled participants in the study. A total of 50 responses were validated from the enrolled participants where all respondent are staff of Bethsaida hospital.


5.3 Conclusions

In the light of the analysis carried out, the following conclusions were drawn.

  1. The level of healthcare service marketing effectiveness in Nigeria is high.
  2. The strategies required for the effective marketing of health care services includes; public relations, traditional media, physicians referrals, online marketing, and unique branding.
  3. The factors affecting the effective marketing of healthcare services in Nigeria includes; cyber security threats, cost of execution, low level of staff effectiveness, unfavourable regulatory policies, and inconsistency in the part of the management.

5.4 Recommendation

Based on the findings the researcher recommends;

  1. Marketing of health care services needs a drastic structural change in collecting and disseminating information. This will help in improving the quality of health care service and also help in reducing the cost to make it cost effective. The marketing managers will have to treat consumer services as a function, rather than to whom something is to be sold.
  2. Private healthcare providers should emphasize on distinctive market segment(s) on the grounds that specialization generally reduces task’s complexities, costs and time; carves out an enviable niche; and differentiates a firm’s operations from others.

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