Healthcare Organisations in a Global Marketplace: A Systematic Review of the Literature on Healthcare Marketing

Balogun, Babatunde Abiodun; Ogunnaike, O.O.

doi:10.2139/ssrn.3047747

Cited by 9 publications

(12 citation statements)

References 34 publications

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“…From the foregoing, it is evident that marketing strategies have become useful for hospitals to attract and retain their clientele. 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.…”

Section: Discussionmentioning

confidence: 99%

“…The question was, 'why market and promote a service that people look for on their own anyway?' (Balogun and Ogunnaike, 2017). Today, the narrative has changed because health-care (and medical tourism) industry players now incorporate health-care marketing actively in their practice.…”

Section: Consumer Behaviour Of Medical Tourists and Health-care Markementioning

confidence: 99%

“…The previous notion had been that marketing principles and models were alien to the health-care industry because health-care services were viewed as essential by service providers without which patrons could do. The question was, ‘why market and promote a service that people look for on their own anyway?’ (Balogun and Ogunnaike, 2017). Today, the narrative has changed because health-care (and medical tourism) industry players now incorporate health-care marketing actively in their practice.…”

Section: Literature Reviewmentioning

confidence: 99%

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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%

Section: Consumer Behaviour Of Medical Tourists and Health-care Markementioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

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

Balogun

2019

JTA

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“…Therefore, marketing theories may be applied to primary healthcare and, specifically, the community pharmacy context to provide valuable insights such as: identifying stakeholders’ needs and preferences, understanding factors that influence service uptake, and exploring how services could meet quality standards [36–38]. Despite the wide recognition that marketing theories are the cornerstone for successful implementation of new products or services [36, 39], marketing theory has had limited application in community pharmacy research [36, 38–40].…”

Section: Introductionmentioning

confidence: 99%

Community pharmacy integration within the primary care pathway for people with long-term conditions: a focus group study of patients’, pharmacists’ and GPs’ experiences and expectations

2019

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BackgroundThis study aimed to use marketing theory to examine the views of patients, pharmacists and general practitioners (GPs) on how community pharmacies are currently used and to identify how community pharmacy services may be better integrated within the primary care pathway for people with long-term conditions (LTCs).MethodsA qualitative research design was used. Two focus groups were conducted with respiratory patients (n = 6, 5) and two with type 2 diabetes patients (both n = 5). Two focus groups were held with pharmacists (n = 7, 5) and two with GPs (both n = 5). The “7Ps marketing mix” (“product”, “price”, “place”, “promotion”, “people”, “process”, “physical evidence”) was used to frame data collection and analysis. Data was analysed using thematic analysis.ResultsDue to the access and convenience of community pharmacies (“place”), all stakeholder groups recommended using community pharmacies over GP practices for services such as management of minor ailments, medication reviews and routine check-ups for well managed LTCs (“product”). All stakeholder groups preferred pharmacy services with clear specifications which focused on specific interventions to reduce variability in service delivery and quality (“process”). However, all stressed the importance of having an appropriate system to share relevant information, allowing pharmacists and GPs two-way flow (“process”). Pharmacists and GPs mentioned difficulties in collaborating with each other due to inter-professional tensions arising from funding conflicts, which leads to duplication of services and inefficient workflow within the primary care pathway (“people”). Patients and GPs were sometimes doubtful of community pharmacies’ potential to expand services due to limited space, size and poor quality consultation rooms (“physical evidence”). However, all stakeholder groups recommended promoting community pharmacy services locally and nationally (“promotion”). Patients felt the most effective form of promotion was first-hand experience of high quality pharmacy services and peer word-of-mouth. The added value of using pharmacy services was faster access and convenience for patients, and freeing up GPs’ time to focus on more complex patients (“value”).ConclusionsUsing the 7Ps marketing mix highlighted factors which could influence utilisation and integration of community pharmacy services within the primary care pathway for patients with LTCs. Further research is needed to identify their relative importance.Electronic supplementary materialThe online version of this article (10.1186/s12875-019-0912-0) contains supplementary material, which is available to authorized users.

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“…The health-care industry in the global marketplace is booming, and experts foresee that this increase will continue in the medium- to long-term (Woo and Schwartz, 2014). Based on the assumption that health care is a basic need for anyone who is unwell, hospitals have historically been regarded as essential health service providers that patients will invariably access (Balogun and Ogunnaike, 2017). In this vein, Anderson et al (2018) affirm that analogous to the competitive dynamics that have emerged in other industries (e.g.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Exploring success factors of marketing in private healthcare organizations: evidence from Lebanon

Arzubiaga

Schiavone

Mohamad

et al. 2022

JBIM

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Purpose The purpose of this study is to explore the marketing success factors of an international private healthcare company operating in Lebanon and examine how these factors evolve depending on different business phases. Design/methodology/approach An extreme single-case study of a Lebanese healthcare center was conducted. The data sources consisted of semi-structured interviews and archival data including industry reports, newspaper articles and internal documents. Findings This study offers interesting, non-studied insights into marketing success factors in the private healthcare sector. In particular, it shows how to evolve from more traditional business models to disruptive yet very attractive personalized services with high-quality standards. Research limitations/implications While the theoretical position developed fits the unique characteristics of the studied industry and country settings, it is necessary to be cautious in generalizing the study to other geographical settings and industries. Practical implications This research provides managers and decision-makers with insights into how to identify, organize and develop success factors in the marketing discipline during different business phases of private healthcare organizations. Originality/value This study contributes to the scarce literature on the marketing of private healthcare organizations by exploring success factors in a non-studied geographical and cultural context.

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Healthcare Organisations in a Global Marketplace: A Systematic Review of the Literature on Healthcare Marketing

Cited by 9 publications

References 34 publications

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

Community pharmacy integration within the primary care pathway for people with long-term conditions: a focus group study of patients’, pharmacists’ and GPs’ experiences and expectations

Exploring success factors of marketing in private healthcare organizations: evidence from Lebanon

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