Adoption of Social Marketing Concept by Private Hospitals in Nairobi
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Date
2011-10Author
Gichane, Margaret W
Type
ThesisLanguage
enMetadata
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The purpose of this study is to determine the extent to which hospitals have adopted
social marketing concept and determine factors hindering social marketing among
hospitals in Nairobi. The study used a descriptive research design. The population
consisted of marketing and sales managers of the institution under study. 42 hospitals
were issued with questionnaire. Primary data was used collected using structured
questionnaires with closed and open ended questions. After retrieving the questionnaire
the researcher edited coded and entered the data in statistical package software s (SPSS)
for a better and efficient analysis.
The finding of the study was that most of the institutions do practice social marketing.
However, little emphasis is put on the use of concept as most of the institutions do not
have marketing departments. The recommendations made for the institutions under study
is to introduce marketing departments with employees who have the knowledge of all the
principal and techniques of marketing to be able to improve the image of the institution.
This is part of quality improvement which in the long run will make their policies on
social marketing a reality. It will also act as a focal point for their implementation of
social marketing policies and provide efficient feedback and reviews should be done on
these policies. Management of these organizations should carry out training of staff on
social marketing skills through seminars and events
Innovative programs should be publicized and implemented to improve on the wellbeing
of the customers of such institutions. These programs will create an avenue for them to
sell their ideas. Advertisement as a tool for social marketing is quite important for
creating awareness. The government should come up with policies that promote social
marketing in their public hospitals since this will also put pressure on them to improve
the quality of products and services they offer. The study suggests that a similar study
could be done on the public hospitals to establish the extent to which social marketing is
adopted. The study was limited to 42 private hospitals in Nairobi and not all the members
of the institutions were involved.
Sponsorhip
University of NairobiPublisher
School of business