Health Care Marketing and Public Relations in Not for Profit Hospitals in Nigeria

Gbadeyan, Rotimi Ayodele

doi:10.5539/ijbm.v5n7p117

Cited by 8 publications

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“…Balogun and Ogunnaike (2017) reported that management of health-care organisations did not place much value on marketing strategies in monitoring or shaping consumer behaviour until recently. However, today, health-care marketing has become an important tool for winning customers by hospitals (Gbadeyan, 2010) and has further stimulated the growth of the medical tourism industry. Technology is also being adapted to market medical tourism as the Taiwanese government has done with the Taiwan Medical Travel App (Chang, Chou, Yeh and Tseng, 2016).…”

Section: Discussionmentioning

confidence: 99%

Preliminary look at the motivators and decision-making process of medical tourists from Nigeria to India

Balogun

2019

JTA

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Purpose The past decade has witnessed a tremendous and progressive growth in the number of Nigerians who engage in medical tourism from Nigeria to India. Various commentators have advanced diverse reasons for this trend. However, there is a dearth of research that has sought to provide empirical insights. This paper aims to investigate the decision-making process of Nigerian medical tourists and why they prefer medical tourism to India to medical care locally. Design/methodology/approach Eight Nigerian medical tourists are interviewed on a one-on-one basis with open-ended questions using purposive criterion sampling technique from an interpretivist mind-set. Findings The paper identifies two major motivators, namely, inadequate medical infrastructure and poor medical, and customer service from health workers in Nigeria, which spurred medical tourism from Nigeria to India. Further, it finds that first timers premise their decisions on advice from reference groups, while previous personal experiences guide decisions on subsequent medical travels. Findings are explained using the template provided by the theory of planned behaviour. Originality/value This exploratory nature of this research provides a useful basis to elucidate the course of decision-making of Nigerian patients so that appropriate marketing communication channels can be applied. It improves the process of recruiting and engaging Nigerian patients and nurturing wholesome relationships between Nigerian patients and hospitals.

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Section: Discussionmentioning

confidence: 99%

Preliminary look at the motivators and decision-making process of medical tourists from Nigeria to India

Balogun

2019

JTA

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“…This highlights the importance of these two dynamic factors in designing a successful marketing strategy for the Lebanese hospitals. It is easier and less expensive to retain old patients than to find new ones through the marketing process (Gbadeyan, 2010).…”

Section: Introductionmentioning

confidence: 99%

Healthcare Marketing: An Empirical Study among Lebanese Hospitals

Aoun¹,

Alaaraj²

2018

LSJ

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Although most of studies have identified different dynamic factors that influence hospitals business development, there is always an increasing interest to find the best practices that ensure effective and sustainable marketing strategies in healthcare. The purpose of this study was to make an approach between patients and hospital managers to develop an effective marketing strategy for hospitals in Lebanon. A quantitative methodology was applied to statistically test both patients and managers’ attitudesthrough conducting two different simple surveys among patients and managers from fourdifferent hospitals in Lebanon. Self-administered questionnaires were designed in terms of marketing mix and hospitalization experience, and distributed randomly among participants to assess the implemented marketing strategies.Majority of patients were satisfied from the healthcare service provided and 93.3% of patients showed high level of loyalty to these hospitals. In terms of experiencing the marketing mix, majorityof patients were able to identify the most significant 7ps in hospitals especially in terms of price and people. Similarly, the results obtained from managers’ surveyshowed consistency of the marketing strategies applied by these hospitals with the patients’ attitudesbut with some conservation regarding the pricing strategies in the Lebanese healthcare system.The importance of healthcare marketing falls mainly in the framework of strengthening public relations with patients and maintaining a proper pricing strategy that is backed by the government and mediated by the guarantors. Future studies can be extended empirically in terms of geographical distribution of hospitals and the methodology applied.

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“…Los pacientes ahora se informan más acerca de sus necesidades y ya no se someten únicamente a las instrucciones de su médico, puesto que adoptan un papel más activo en las decisiones relacionadas con su salud (Del-Pozo-Irribarría;Ferreras-Oleffe, 2011;Freberg;Palenchar;Veil, 2013;Gbadeyan, 2010;Thomas, 2005;Wrenn, 2002). El aumento de documentos sobre esta temática, así como de fuentes de información, ha podido contribuir (Amador-Romero, 2004;Avery et al, 2010;Brodie;Glynn;Van Durme, 2002;Eggener, 1998;Observatorio de la Comunicación Científica, 2008;Viswanath, 2006).…”

Section: Introductionunclassified

¿Cómo analizar las características de los departamentos de comunicación en los hospitales y sus consecuencias en el ciudadano? Ejemplo metodológico / How to analyze the characteristics of communication departments in hospitals and their consequences

Salinas

2016

SEECI

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RESUMEN:El artículo expone la metodología utilizada para averiguar la calidad de las relaciones públicas en los hospitales, así como para determinar si el número de departamentos de comunicación influye en las características de esta práctica y en las informaciones aparecidas en prensa y si existen diferencias entre el ámbito público y el privado y entre un gabinete interno y una empresa externa. Además, se ha estudiado si una mayor actividad comunicativa mantiene una correlación con la participación de los ciudadanos en las noticias y en la valoración y satisfacción hacia el sistema sanitario. Para ello, se han tomado como objeto de estudio dos comunidades de España (Castilla y León y Galicia) con similares características sociales, económicas y sanitarias, pero con una estructura comunicativa diferente. Se han realizado entrevistas personales y una encuesta a los encargados de comunicación de cada hospital. Asimismo, se ha realizado un análisis de prensa, un estudio de la participación de los ciudadanos en las noticias en internet y un análisis de la valoración y satisfacción hacia la sanidad. No se han encontrado evidencias de que la competencia comunicativa provoque unas mejores relaciones públicas, pero se ha detectado que la calidad de las noticias es superior en los lugares que cuentan con un mayor número de gabinetes de comunicación y que los ciudadanos de estas zonas votan y comparten más a menudo las informaciones. Asimismo, consideran la salud y la sanidad temas más importantes, tienen una mayor valoración de la sanidad pública y elegirían antes esta titularidad.PALABRAS CLAVE: relaciones públicas, comunicación sanitaria, análisis de prensa, análisis cuantitativo, análisis cualitativo, comportamiento del consumidor, salud.1 Lorena Busto Salinas. Doctora en Comunicación, es profesora de comunicación internacional en la Universidad Pontificia de Comillas. Sus líneas de investigación giran en torno a las relaciones públicas, la comunicación sanitaria, la divulgación del patrimonio, la comunicación institucional y el análisis de prensa. Correo: lbusto@ubu.es HOW TO ANALYZE COMMUNICATION DEPARTMENTS IN HOSPITALS AND THEIR CONSEQUENCES ON THE CITIZENS? EXAMPLE OF METHODOLOGY ABSTRACT:The article exposes the methodology used to study the quality of public relations in hospitals, as well as to determine if the number of communication departments has an influence on its quality and on new stories, and if there are any differences between the public and private sector and between internal departments and external companies. In addition, it has been studied if hospital communication influences citizens to participate in news stories and if it affects their assessment and satisfaction with the healthcare system. Two communities of Spain (Castilla y Leon and Galicia) with similar social, economic and healthcare system characteristics, but with a different communicative structure, have been chosen as objects of study. Personal interviews and a survey to communication officers of each hospital have been conducted, ...

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Health Care Marketing and Public Relations in Not for Profit Hospitals in Nigeria

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Cited by 8 publications

References 1 publication

Preliminary look at the motivators and decision-making process of medical tourists from Nigeria to India

Preliminary look at the motivators and decision-making process of medical tourists from Nigeria to India

Healthcare Marketing: An Empirical Study among Lebanese Hospitals

¿Cómo analizar las características de los departamentos de comunicación en los hospitales y sus consecuencias en el ciudadano? Ejemplo metodológico / How to analyze the characteristics of communication departments in hospitals and their consequences

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