إدارة الاتصال التسويقي بالمؤسسات الصحية السعودية : دراسة حالة على مدينة الملك عبد الله الطبية بمكة المكرمة

الملخص EN

The issue of the study is to identify the reality of marketing communication management in the Saudi health institutions, specifically in King Abdullah Medical City, Makkah.

The main objective of the study is to identify the organization that marketing communication management in King Abdullah Medical City is followed by.

As well as to know to what extent the researches, studies, planning and evaluation are applicated by marketing and corporate communication management in King Abdullah Medical City.

The current study is based on Case Study Methodology for marketing and corporate communication management employees in King Abdullah Medical City, Makkah, Saudi Arabia.

Furthermore, the study based on Complete Census Methodology by (17) individual employees of marketing and corporate communication management in King Abdullah Medical City, Makkah.

Thus, the study applied the questionnaire, which the results were: 1- The main objectives that the marketing and corporate communication management employees seek to achieve are; to promote the services provided by the hospital to employees and clients with high quality, to create a good mental image of the hospital and keep it, and to communicate with the various media and strengthen relations with it.

2- There are public relations activities conducted by the marketing and corporate communication management employees, including, welcoming visiting delegations, organizing media campaigns and organizing hospital events.

3- The hypothesis has been proved to be incorrect, which state that there statistically significant differences between the average scores of the sample on the scale of Higher Management at King Abdullah Medical City towards marketing and organizational communication management from point of view of the employees according to the following intermediate variables (educational level, specialization, experience).