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
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
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
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
Background to the study
Statement of problem
Objective of the study
Formation of hypothesis
Significance of the study
Scope of the study
Limitation of the study
Definition of terms
Service marketing: an overview
Service marketing in non – profit organization
Developing and managing product in health care institution
Product polices in the health care institution
Pricing for health services
Channels of distribution for hospital services
Promotion strategy for hospital service
Factors affecting marketing of health in Enugu metropolis
Sources of data collection
Population of stud
Determination of sample size
Research instrument used
Questionnaire administration and response rate
Method of data analysis / treatment
Distribution of questionnaire
Presentation, analysis, interpretation of data and testing of hypothesis
Presentation and analysis of data
Interpretation of data
Test of hypothesis
Summary of findings,
recommendation, and conclusion
Summary of findings
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
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.
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.
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
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
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
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.
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
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
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.
TERMS AND CONDITIONS APPLY
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