Role of Marketing to Improving Health Care Sectors Applied on Weqaya Specialized Hospital | ||
| The Egyptian Journal of Hospital Medicine | ||
| Article 81, Volume 100, Issue 1, July 2025, Pages 3102-3108 PDF (284.33 K) | ||
| DOI: 10.21608/ejhm.2025.442593 | ||
| Abstract | ||
| Background: Healthcare marketing has evolved into a strategic discipline essential for enhancing institutional visibility, improving patient engagement, and fostering service utilization. Unlike conventional industries, marketing in the healthcare sector must navigate complex ethical, legal, and emotional considerations, while promoting services in a socially responsible manner. The growing competition among healthcare providers, alongside increasing patient expectations and the rapid integration of digital technologies, has intensified the need for targeted, evidence-based marketing strategies. Objective: This study aimed to explore the impact of healthcare marketing on key performance outcomes such as patient satisfaction, service accessibility, organizational efficiency, and brand trust. Methods: Through a comprehensive review of current literature (2020–2025), the thesis identified the principal components of healthcare marketing (digital engagement, brand positioning, community outreach, and ethical compliance) and evaluated their role in shaping the patient experience and institutional growth. Particular emphasis is placed on marketing’s role in patient education, preventive care promotion, and operational sustainability. Conclusion: By synthesizing theoretical frameworks and recent empirical findings, the study proposed a structured understanding of how marketing influences the healthcare ecosystem beyond commercial objectives. The research concluded with strategic recommendations for healthcare leaders to align marketing practices with ethical standards, institutional goals, and patient-centred values. | ||
| Keywords | ||
| Healthcare marketing; Ethical marketing; Patient satisfaction; Strategic planning; Health services management | ||
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