Health executives’ perceptions on marketing in health services: an empirical study in 9 hospitals of Attica
Journal
Health Science Journal
Date Issued
2009
Abstract
Introduction: The international financial crisis in combination with the aging population and the
appropriation of funds of health services impose the management of hospital services as a
necessity for the surviving of hospitals.
Aim: To examine the perceptions of upper administrative hospital executives (Nursing, Medicine
and Administrative services) in the wider region of Attica, on marketing, communication, and
public relations in health.
Materials and method: The research tool was a questionnaire that was titled “Attitudes and
perceptions of health executives on marketing in health”. Section I, included 8 questions
(questions 1-8) of which 3 collected information on the sex, the age and the level of education
of those questioned. Section II, consisted 21 closed questions searching about the attitudes and
perceptions of the people in the sample about marketing as activity in the area of health.
Population study: Four hundred and fifty (450) higher health executives from the three basic
fields of service in health institutions (medical, nursing, administration) constituted the total
sample in the research.
Results Most executives (n=216, percentage 48%) had favorable perceptions on the application of
marketing in health services, quite a few executives (n=193, percentage 42,9%) had mediocre
perceptions whereas a comparatively small number of these(n=41, percentage 9,1%) recorded a
negative opinion. The women and older executives appeared to have a more positive stance
compared to men (p=0,021) and younger executives (p=0,000). Nurses supported more intensely
than doctors that the students of nursing had to have knowledge in marketing so that they are
more equipped for their career. Nursing more than medical and administration personnel agreed
with the perception that supports that marketing will decrease the dominance of the medical
profession in the field of health.
Conclusions: People in the survey even though they had some reservations they formed a
favorable attitude towards marketing and its application in the field of health
An extremely high percentage of the participants in the research agreed that marketing is an
activity that needs to definitely be applied by health professionals. Also the majority of the
people in the sample agreed that marketing will play a major role in the future in the
accomplishment of the health organization’s goals.
appropriation of funds of health services impose the management of hospital services as a
necessity for the surviving of hospitals.
Aim: To examine the perceptions of upper administrative hospital executives (Nursing, Medicine
and Administrative services) in the wider region of Attica, on marketing, communication, and
public relations in health.
Materials and method: The research tool was a questionnaire that was titled “Attitudes and
perceptions of health executives on marketing in health”. Section I, included 8 questions
(questions 1-8) of which 3 collected information on the sex, the age and the level of education
of those questioned. Section II, consisted 21 closed questions searching about the attitudes and
perceptions of the people in the sample about marketing as activity in the area of health.
Population study: Four hundred and fifty (450) higher health executives from the three basic
fields of service in health institutions (medical, nursing, administration) constituted the total
sample in the research.
Results Most executives (n=216, percentage 48%) had favorable perceptions on the application of
marketing in health services, quite a few executives (n=193, percentage 42,9%) had mediocre
perceptions whereas a comparatively small number of these(n=41, percentage 9,1%) recorded a
negative opinion. The women and older executives appeared to have a more positive stance
compared to men (p=0,021) and younger executives (p=0,000). Nurses supported more intensely
than doctors that the students of nursing had to have knowledge in marketing so that they are
more equipped for their career. Nursing more than medical and administration personnel agreed
with the perception that supports that marketing will decrease the dominance of the medical
profession in the field of health.
Conclusions: People in the survey even though they had some reservations they formed a
favorable attitude towards marketing and its application in the field of health
An extremely high percentage of the participants in the research agreed that marketing is an
activity that needs to definitely be applied by health professionals. Also the majority of the
people in the sample agreed that marketing will play a major role in the future in the
accomplishment of the health organization’s goals.