EFFECITVE MARKETING STRATEGIES FOR HEALTH CARE SERVICES IN ENUGU METROPOLIS
(A CASE STUDY OF BETHSAIDA HOSPITAL ENUGU)
The research is on effective marketing strategies for health care services in Enugu metropolis ( a case study of Bethsaida hospital). Primary metropolis (a case study of Bethsaida hospital) primary and secondary data were collected to solve the research problem. Questionnaire were used as research instrument. The population of study comprised the customer (patients) and the relevant personnel’s.
In order to carry out the research work effectively, the following objective were formulated. To find out the extent to which the concept of marketing management applies in the Nigerian Health institution with particulars reference to Bethsaida hospital.
v To find out reasons for patients continuous dissatisfaction in the health institutions.
v To determine the strength and weakness of marketing management as it relates to the hospital.
v To know whether the services of Bethsaida are always patronage
v In organizing and presenting the data collected table, frequencies and percentage were used while hypothesis were tested with chi- squares
v Based on this, the researcher recorded the following findings
v Customers are satisfied with the services of the hospital with regards to availability hence it is always available.
The quality of services of the hospital does not increase customers patronage.
The hospital does not apply effective marketing strategies in its operation. The hospital charges are high. The performance of the hospital is above average the personnel’s are motivated.
In view of these findings, the researcher made the following recommendation.
The hospital should find new ways of offering its services. The personnel should be given more training.
The quality of services should be increase to meet with the high charges of services.
Customers (patients) forum should be organized it is the researcher candid opinion that it the recommendation of the reseach is adopted, the hospital will not only serve their customers (patients) effectively but will also enjoy sustained growth and make more profit.
TABLE OF CONTENT
1.1 Background to the study
1.2 Statement of problem
1.3 Objective of the study
1.4 Formation of hypothesis
1.5 Significance of the study
1.6 Scope of the study
1.7 Limitation of the study
1.8 Definition of terms
2.1 Service marketing: an overview
2.2 Service marketing in non – profit organization
2.3 Developing and managing product in health care institution
2.4 Product polices in the health care institution
2.5 Pricing for health services
2.6 Channels of distribution for hospital services
2.7 Promotion strategy for hospital service
2.8 Factors affecting marketing of health in Enugu metropolis
3.1 Sources of data collection
3.2 Population of stud
3.3 Determination of sample size
3.4 Sampling technique
3.5 Research instrument used
3.6 Questionnaire administration and response rate
3.7 Method of data analysis / treatment
3.8 Distribution of questionnaire
4.1 Presentation, analysis, interpretation of data and testing of hypothesis
4.2 Presentation and analysis of data
4.3 Interpretation of data
4.4 Test of hypothesis
Summary of findings, recommendation, and conclusion
5.1 Summary of findings
1.1 BACKGROUND OF THE STUDY
Marketing of health service in Enugu 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. Bethsaida hospital come provide. The service and result can help the patients in their pre –purchase and post – purchase decision of the health institution.
Consequently, Bethsaida 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 OBJECTIVE OF THE STUDY
v Finding out the extent to which the concept of management is applicable and applies in the Nigerian health institution with particular reference to Bethsaida hospital.
v Determing the strength and weakness of marketing management as it relates to hospital with a view of marketing suggestion and recommendation for the improvement.
v Determining the impact of service quality on increased patronage
v Finding out why there is continous patient dissatisfaction with the service of health institution
v To find out whether the product (service) of Bethsaida hospital is always available
v To determine if patient are satisfied with the charges bill of Bethsaida hospital
1.4 FORMULATION OF HYPOTHESIS
Ho: the quality of the service rendered by Bethsaida hospital has not helped bo increased customer patronage
Hi: the quality of the service rendered by Bethsaida hospital has helped to increase customer patronage
Ho2: the patient are not satisfied with the pricing system adopted by bethsaida hospital
Ho2: the patient are satisfied with the pricing system adopted by bethsaida hospital
Ho3: the service of Bethsaida hospital are not always available
Ho3: the sericesof bethsaida hospital are always available
Ho4: Bethsaida hospital does not apply effective marketing strategies in there operations
Ho4: Bethsaida hospital applies effective marketing strategies in their operation
1.5 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 futher research work on the topic.
1.6 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.
The scope is designed to examined the place of marketing in the present day health institution.
1.7 DEFNITION OF TERMS
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.
Public relation : this is a variety of program designed to promote or protect a company image of its indivdaul products. (Kotler 2000: 605) 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
To adopt agile and effective strategies to adopt they have to 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 changes in its environment and customers needs.
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