الاتجاهات و الواقع التسويقي في المؤسسات الخدمية الصحية

الملخص EN

This study aimed at investigating the attitudes and marketing practices of Health Services Organizaions (Hospitals) in the private sector in Jordan, in accordance with the modern marketing concept.

The required data were collected through a structured ques-tionniare covering the population of private hospitals totaling 35, with a response rate of 100%.

Given the exploratory nature of this study, discriptive statistics, percentages, and frequencies were employed to analyze data.

The findings of this study indicated the following results: (1) Although the majority of the examined hospitals have positive attitudes toward adoption of the modern marketing concept, their current marketing practices are heavily based upon the product concept.

(2) Most of the hospitals survyed do not have a specialized organizational unit or department to carry out the marketing functions and activities.

(3) Hospitals examined depend largely on their internal sources of information when it comes to suggesting and / or developing new ideas, services and programs.

Also it was found that marketing activities such as market testing for new service and target market planning and analysis were not employed by these organizations.

Finally, the study concluded that thost responsible for managing health service organizations need to change their market testing views and practices in order to be responsive to client needs.

Suggestions and recommendations were provided in this regard.