Ogun State Ministry of Health, Abeokuta, Nigeria. Email:
Department of Community Medicine, Obafemi Awolowo University, Ile-Ife.
West Afr J Med. 2024 Jun 28;41(6):638-643.
Developing nations like Nigeria lose an appreciable percentage of their revenue through medical tourism. The majority of the elite class is not even aware that some of the Medical care sourced in the western climes can readily be accessed locally in some of the healthcare facilities around, amounting to a load of missed opportunities some of which would have been avoided through effective healthcare marketing. This study assessed the perception of healthcare providers on healthcare marketing in Obafemi Awolowo University Teaching Hospital, Ile Ife, Osun State, Nigeria.
This is a cross-sectional study. Data collection was by simple random sampling with the aid of a self-administered questionnaire among 190 medical doctors working at Obafemi Awolowo University Teaching Hospital, Ile-Ife. The quantitative data were entered and analyzed using IBM SPSS Statistics version 22. Univariate and bivariate modes of analysis were employed to determine associations between socio-demographic characteristics and the perception of healthcare providers on healthcare marketing. The level of significance was defined at a 95%, confidence interval (p<0.005).
The majority of the respondents (79.6%) had good knowledge about services rendered in the facility and a good perception (86.9%) about healthcare marketing with significant association with their specialties as more of the surgically related specialties (93%) recommended healthcare marketing. Among the respondents, (85.6%) agreed that public hospitals have to provide information about the services they offer; (93.4%) agreed that patients have the right to receive information about the services offered, and (63.5%) did not agree that marketing in healthcare is unethical. More than sixty percent of the respondents (62.3%) agreed that healthcare marketing will reduce medical tourism and improve service quality (74.3%). Majority (85%) of the respondents recommended that their healthcare facility should invest in healthcare marketing.
The study revealed that a high proportion of healthcare providers have a good perception of healthcare marketing and will support their facility's investment in it as this will improve the quality services and increase patients patronage within the health sector.
像尼日利亚这样的发展中国家，通过医疗旅游流失了相当大比例的收入。大多数精英阶层甚至不知道，在西方获得的一些医疗保健服务，在当地的一些医疗机构中都可以轻易获得，这导致了大量错失的机会，如果能进行有效的医疗保健营销，其中一些机会本来是可以避免的。本研究评估了奥巴费米·阿沃洛沃大学教学医院（Obafemi Awolowo University Teaching Hospital）的医疗保健提供者对医疗保健营销的看法，该医院位于尼日利亚奥孙州伊费。
这是一项横断面研究。通过简单随机抽样，利用自填式问卷，在奥巴费米·阿沃洛沃大学教学医院工作的 190 名医生中收集数据。使用 IBM SPSS Statistics 版本 22 输入和分析定量数据。采用单变量和双变量分析模式，确定医疗保健提供者的社会人口统计学特征与对医疗保健营销的看法之间的关联。显著性水平定义为 95%置信区间（p<0.005）。
大多数受访者（79.6%）对该机构提供的服务有很好的了解，对医疗保健营销有很好的看法（86.9%），与他们的专业有显著关联，因为更多的与外科相关的专业（93%）推荐医疗保健营销。在受访者中，（85.6%）同意公立医院必须提供有关其提供服务的信息；（93.4%）同意患者有权获得有关所提供服务的信息；（63.5%）不同意医疗保健营销不道德。超过 60%的受访者（62.3%）同意医疗保健营销将减少医疗旅游并提高服务质量（74.3%）。大多数（85%）受访者建议他们的医疗保健机构应投资于医疗保健营销。
研究表明，很大一部分医疗保健提供者对医疗保健营销有很好的看法，并将支持他们的医疗机构对其进行投资，因为这将提高服务质量并增加患者在卫生部门的光顾率。
