5514 20813 1 PB 1
www.ccsenet.org/ijbm
International Journal of Business and Management
Vol. 5, No. 7; July 2010
Health Care Marketing and Public Relations in
Not for Profit Hospitals in Nigeria
R. A. GBADEYAN
BSc, MBA (Zaria), MSc, Ph.D (Ilorin)
Institute Of Public Administration and Management
Department Of Business Administration, University Of Sierra Leone
Freetown, Sierra Leone
Tel: 23-233-349-523
E-mail: drgbadeyan@hotmail.com; timigbade@yahoo.com
Abstract
Government Hospitals are largely Not for Profit Organisations, because the purpose of establishing them is to provide Health services to the community, mostly the needy; at little or no cost. Their services are invaluable and essential. It is therefore, imperative that the Government subsidized the services of these Health Care
Organisations, for people to be able to reap the benefits of its services. However, there are many challenges faced by these Health Care Organisations like, rise in expectation of patients about their poor service delivery and increased competition from Private or For Profit Health Care Organisations. This is in addition to the fact that Health Care Industry is now experiencing a new dawn, where the patients have become more informed about their Health needs and are no longer submissive to their Physician’s instruction only but play more active role in their health care related decisions. Thus, Health Care Providers have realized that one of the ways to manage these challenges is the use of Hospital Marketing and have also discovered that it is easier and less expensive to retain old patients than to find new ones. The objective of this paper therefore, is to examine how marketing and Public Relations activities have contributed to the realization of the organizational objectives of
Not for Profit Health Care Organisations in developing country, most especially Nigeria. The study was carried out in ten out of the sixteen Local Government Areas of Kwara State of Nigeria. The data for the Research
International Journal of Business and Management
Vol. 5, No. 7; July 2010
Health Care Marketing and Public Relations in
Not for Profit Hospitals in Nigeria
R. A. GBADEYAN
BSc, MBA (Zaria), MSc, Ph.D (Ilorin)
Institute Of Public Administration and Management
Department Of Business Administration, University Of Sierra Leone
Freetown, Sierra Leone
Tel: 23-233-349-523
E-mail: drgbadeyan@hotmail.com; timigbade@yahoo.com
Abstract
Government Hospitals are largely Not for Profit Organisations, because the purpose of establishing them is to provide Health services to the community, mostly the needy; at little or no cost. Their services are invaluable and essential. It is therefore, imperative that the Government subsidized the services of these Health Care
Organisations, for people to be able to reap the benefits of its services. However, there are many challenges faced by these Health Care Organisations like, rise in expectation of patients about their poor service delivery and increased competition from Private or For Profit Health Care Organisations. This is in addition to the fact that Health Care Industry is now experiencing a new dawn, where the patients have become more informed about their Health needs and are no longer submissive to their Physician’s instruction only but play more active role in their health care related decisions. Thus, Health Care Providers have realized that one of the ways to manage these challenges is the use of Hospital Marketing and have also discovered that it is easier and less expensive to retain old patients than to find new ones. The objective of this paper therefore, is to examine how marketing and Public Relations activities have contributed to the realization of the organizational objectives of
Not for Profit Health Care Organisations in developing country, most especially Nigeria. The study was carried out in ten out of the sixteen Local Government Areas of Kwara State of Nigeria. The data for the Research
References: (2007). Definition http://www.marketingpower.com (January 16, 2010). Anand, R. C and A. Chakravarti. (1981). Public Relations in Hospital. Health and Population – Perspectives. Burdette, R. A. (2007). Marketing quality to consumers – Does it work for the Marketer?. An unpublished MA Thesis Submitted to the Graduate Faculty of the Louisiana State University and Agricultural Mechanical College. Clarke, R. (2004). Marketing Health Care Services: Health Care Administration Principles and Practices, Structure, and Delivery Fastenmeier, H and Leuca, M. (2008). Market orientation and Marketing in the Hospital of the future:Attracting attention – Pleasant, different from any other Provider – Success factors for “Entrepreneurially conducted” Gupta, V. (1999). SPSS for Beginners. V J Books Inc.Pp 146 – 178. Kotler,Phillip. (1975). Marketing for Non Profit. Organisations. Engelwood Cliffs, NJ Prentice Hall. Rapert, M and Babakus, E. (1996). Linking Quality and Performance: Quality orientation can be a competitive strategy for health care providers Scott, M. Cutlip and Allen H. Center. (1964). Effective Public Relations. Prentice - Hall, Inc.,Englewood cliffs, New Jersey. Thomas, R. (2005). Marketing Health Services. Chicago Health Administration Press. www.aafp.org (February 16, 2010). 135 Source: Author’s Field work (2009)