Integrated marketing communication related studies

 

Mihart, C. (2012): Integrated marketing communication (IMC) is one of the most controversial and popular areas of research. It undercovered the wide variety of concepts, ranging from the simple coordinating of the promotional tools, to a more systematic complex strategic process. This paper has clarified some of the vital aspects reflection towards the buying decision process.

The patient envisions medical care in terms of the people who deliver it. Thus the fifth P of marketing is the organization’s people (Kotler, 2011).

Many service industries such as health services are facing increasing competition. Strong brands are established not only in the market, but also in the mind of the customer. Services can be classified into two categories. Firstly there are services which are small or unlinked to goods; and secondly services that are connected with the products (Keller, 2003). 

The Impact of Marketing Mix Strategy on Hospitals Performance Measured by Patient Satisfaction: An Empirical Investigation on Jeddah Private Sector Hospital Senior Managers Perspective  (Ala'Eddin Mohammad Khalaf Ahmad , Abdullah Ali Al-Qarni , Omar Zayyan Alsharqi , Dalia Abdullah Qalai & Najla Kadi)

This research aims to investigate the impact of marketing mix strategy on patient satisfaction in private sector hospitals in Jeddah city in Saudi Arabia (KSA). This research consists of the independent variables represented by marketing mix strategy components (namely health service, pricing, distribution, promotion, physical evidence, process, and personal strategies) and dependent variable which represented by patient satisfaction. The results confirm significant differences in the influence of the marketing mix strategy have varied significant and insignificant influence on the patient satisfaction. Furthermore, the results exhibit those hospital managers might benefit more by placing more emphasis on an integrated service marketing mix strategy and recognizing the patient satisfaction. The result shows that five out of seven variables are significant (health service, promotion, physical evidence, process and personal strategies) on the other hand two variables are insignificant (pricing and distribution strategies).

Reference: 

Hospital Advertising the Influence of Perceptual and Demographic Factors on Consumer Dispositions. (Andaleeb )(1994) discussed advertising as being an important tool for hospitals for two reasons. First, advertising is a competitive tool for hospitals. Its effective use should assist hospitals to attract and retain clients in a rapidly changing environment where the clients are increasingly involved in selecting the right hospital. Second, a nationwide survey showed that 50 percent of consumers remembered seeing or hearing a hospital advertisement.

references: Andaleeb, S. (1994). Hospital Advertising the Influence of Perceptual and Demographic Factors on Consumer Dispositions. Journal of Services Marketing, 8(1), 48–59. http://dx.doi.org/10.1108/08876049410053302