Marketing Strategies of Private Hospitals in the National Capital Region

Abstract

Introduction

Marketing strategy is very much important in developing any business. Without it, the effort of the business to attract customers is put to waste. The main focus of the strategy is to make sure that the product and services fulfill the demands of the customers and maintain a long-term relationship with those customers. To achieve this, one will have to initiate a flexible strategy that responds to the changes in customers’ demand and perception. It may also give a brand name to the services which will help run the business in new markets smoothly and efficiently. The main purpose of the marketing strategy is to identify whether the target customers are satisfied with the services of the business. Once the company has created and implemented its strategy, it has to identify the assessment of the customer and if changes or improvements are required it has to apply these for the maximum satisfaction of customers

Methods

This study aimed to assess the effectiveness of the marketing strategies of private hospitals in the national capital region. It used the descriptive type of research wherein 1,000 randomly selected respondents were asked to answer the researcher-made questionnaire. Frequency and Percentage Distribution, Weighted Mean, t-Test and ANOVA were employed as statistical tools.

Results

The respondents who were walk-ins and had deficiency illnesses can afford the services of the hospital since they paid in cash. The marketing strategies of the hospital were effective in terms of product, price, promotion, and place. There were significant differences in the respondents' assessment of the effectiveness of the marketing strategies of the hospital in terms of product, price, promotion, and place when grouped by mode of payment, classification of the patient and illness-based classification.

Discussions

The hospital should sustain/continue to provide accurate findings/results at all times considering that diagnoses/assessments are based on the results. Though pricing is not a problem for the patients, the hospital may continue improving its medical services package so that financially challenged individuals can also enjoy the services the private hospitals render/offer. Hospitals may create health packages that are affordable to everyone wherein they have to be aware of what the community needs to be able to cater to these needs. Hospitals should go online and be digitally connected to target modern patients who research for hospitals where their in-depth search is done on mobile devices