Health Service Marketing Management in Africa 1st Edited By Robert Hinson, Kofi Osei Frimpong, Ogechi Adeola, Lydia Aziato ISBN 1928523384 9781032176239

Health Service Marketing Management in Africa 1st Edited By Robert Hinson, Kofi Osei Frimpong, Ogechi Adeola, Lydia Aziato – Ebook PDF Instant Download/Delivery. 1928523384, 9781032176239
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ISBN 10: 1928523384
ISBN 13: 9781032176239
Author:  Robert Hinson, Kofi Osei-Frimpong, Ogechi Adeola, Lydia Aziato

The application of marketing to healthcare is a fascinating field that will likely have more impact on society than any other field of marketing. It’s been theorized that an intrinsically unstable environment characterizes this very relevant emerging field, hence raising new questions. Changing regulations, discoveries, and new health treatments continuously appear and give rise to such questions. Advancements in technology not only improve healthcare delivery systems but also provide avenues for customers to seek information regarding their health conditions and influence their participatory behaviors or changing roles in the service delivery. Increasingly, there is a shift from a doctor-led approach to a more patient-centered approach.

In Africa, the importance of marketing-driven practices in improving the delivery of healthcare services cannot be overemphasized. The issue of healthcare delivery and management is significant for policymakers, private sector players, and consumers of health-related services in developing economy contexts. Scholars have strongly argued in favor of marketing and value creation in healthcare service delivery in Africa. Each country in Africa has its own issues. For example, long waiting times, unavailable medications, and unfriendly staff are just a sampling of issues affecting the acceptability of healthcare services. These examples highlight the need to utilize marketing and value creation tools in the delivery of healthcare services. Furthermore, there is a need for the integration of service marketing and management principles to enhance the delivery of quality healthcare across Africa and other developing economies which is the critical focus of this book.

This book responds to calls for quality healthcare service management practices or processes from developing economy perspectives. Focusing primarily on African and other developing economy contexts, this book covers seven thematic areas: strategy in healthcare; marketing imperatives in healthcare management; product and pricing management in healthcare; distribution and marketing communications in healthcare; managing people in healthcare; physical evidence and service quality management in healthcare; and process management in healthcare.

Health Service Marketing Management in Africa 1st Table of contents:

• Introduction to Health Service Marketing in Africa

  • Overview of the health services sector in Africa.
  • The importance of marketing in the health service industry.
  • Challenges faced by health service providers in Africa.
  • The role of marketing in improving healthcare outcomes.

• Understanding Health Service Marketing

  • Definition and scope of health service marketing.
  • Key principles of marketing in the healthcare context.
  • Marketing strategies specific to the healthcare sector.
  • Patient-centered marketing and the importance of trust.

• Consumer Behavior in Health Services

  • Understanding patients as consumers.
  • Factors influencing health service consumption in Africa.
  • Health literacy and its impact on marketing strategies.
  • Cultural and social influences on health decision-making.

• Marketing Research in Healthcare

  • Conducting market research in the health services industry.
  • Data collection and analysis for health service marketing.
  • Understanding the health needs and preferences of African populations.
  • Using market research to improve service delivery and patient engagement.

• Branding and Positioning in Health Services

  • Developing a strong brand identity in the healthcare sector.
  • Positioning healthcare services to meet patient needs.
  • The role of reputation and trust in health service branding.
  • Case studies of successful health service brands in Africa.

• Marketing Communications in Health Services

  • Effective communication strategies for health service marketing.
  • The role of advertising, public relations, and digital media.
  • Ethical considerations in healthcare advertising.
  • Reaching diverse populations through tailored communication strategies.

• Digital Marketing and Social Media in Health Services

  • The rise of digital marketing in healthcare.
  • Social media strategies for healthcare organizations.
  • Engaging patients through online platforms and mobile health services.
  • The role of telemedicine and digital health in marketing.

• Service Delivery and Quality in Health Services

  • The link between service quality and marketing success.
  • Ensuring patient satisfaction and loyalty.
  • Health service delivery models and their marketing implications.
  • Managing patient expectations and feedback.

• Healthcare Marketing Strategy and Planning

  • Developing marketing plans for health organizations.
  • Strategic approaches to marketing in the healthcare sector.
  • Budgeting and resource allocation for health marketing campaigns.
  • Evaluating and adapting healthcare marketing strategies.

• Health Service Marketing Ethics and Social Responsibility

  • Ethical issues in health service marketing.
  • The importance of corporate social responsibility (CSR) in healthcare.
  • Marketing practices that respect patient rights and privacy.
  • Health advocacy and promoting public health.

• Challenges and Opportunities for Health Service Marketing in Africa

  • Addressing the unique challenges of healthcare marketing in Africa.
  • Overcoming infrastructure, accessibility, and resource constraints.
  • Opportunities for growth in the African health service market.
  • The role of public-private partnerships in health marketing.

• Case Studies in Health Service Marketing

  • Examples of successful health service marketing campaigns in Africa.
  • Lessons learned from healthcare providers and institutions.
  • Innovative approaches to marketing healthcare in resource-limited settings.

• Future Trends in Health Service Marketing

  • Emerging trends in global healthcare marketing.
  • The future of health service marketing in Africa.
  • Technological innovations and their impact on health marketing.
  • Preparing for evolving patient needs and market dynamics.

• Conclusion

  • Key takeaways from health service marketing in Africa.
  • Strategic recommendations for healthcare organizations.
  • The importance of ongoing adaptation in the healthcare marketing field.

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