EFFECTIVE MARKETING STRATEGIES FOR HEALTH CARE SERVICES IN ENUGU METROPOLIS

(A CASE STUDY OF BETHSAIDA HOSPITAL ENUGU)

By

Author

Presented To

Department of Marketing

ABSTRACT

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

Approval page

Dedication

Acknowledgment

Abstract

Table of content

CHAPTER ONE

Introduction

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

CHAPTER TWO

Literature review

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

CHAPTER THREE

Research methodology

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

CHAPTER FOUR

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

CHAPTER FIVE

Summary of findings, recommendation, and conclusion

5.1 Summary of findings

5.2 Recommendation

5.3 Conclusion

Bibliography