Health Service Marketing Management in Africa: 1st Edition (Hardback) book cover

Health Service Marketing Management in Africa

1st Edition

Edited by Robert Hinson, Kofi Osei-Frimpong, Ogechi Adeola, Lydia Aziato

Productivity Press

292 pages | 20 B/W Illus.

Purchasing Options:$ = USD
Hardback: 9780367001933
pub: 2019-12-13
Available for pre-order. Item will ship after 13th December 2019
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Description

Health Service Marketing Management in Africa (978-0-429-40085-8, K402492)

Shelving Guide: Business & Management / Marketing Management

The application of marketing to healthcare is a fascinating field that will likely have more impact on society than any other field of marketing. It’s been theorized that an intrinsically unstable environment characterizes this very relevant emerging field, hence raising new questions. Changing regulations, discoveries, and new health treatments continuously appear and give rise to such questions. Advancements in technology not only improve healthcare delivery systems but also provide avenues for customers to seek information regarding their health conditions and influence their participatory behaviors or changing roles in the service delivery. Increasingly, there is a shift from a doctor-led approach to a more patient-centered approach.

In Africa, the importance of marketing-driven practices in improving the delivery of healthcare services cannot be overemphasized. The issue of healthcare delivery and management is significant for policymakers, private sector players, and consumers of health-related services in developing economy contexts. Scholars have strongly argued in favor of marketing and value creation in healthcare service delivery in Africa. Each country in Africa has its own issues. For example, long waiting times, unavailable medications, and unfriendly staff are just a sampling of issues affecting the acceptability of healthcare services. These examples highlight the need to utilize marketing and value creation tools in the delivery of healthcare services. Furthermore, there is a need for the integration of service marketing and management principles to enhance the delivery of quality healthcare across Africa and other developing economies which is the critical focus of this book.

This book responds to calls for quality healthcare service management practices or processes from developing economy perspectives. Focusing primarily on African and other developing economy contexts, this book covers seven thematic areas: strategy in healthcare; marketing imperatives in healthcare management; product and pricing management in healthcare; distribution and marketing communications in healthcare; managing people in healthcare; physical evidence and service quality management in healthcare; and process management in healthcare.

Table of Contents

Chapter 1. Introduction to Healthcare Service Marketing Management: Building Customer-Driven Health Organisations. Chapter 2. The Societal and Healthcare Context. Chapter 3. Strategic Planning and Healthcare Services. Chapter 4. Marketing in Healthcare Management. Chapter 5. Segmentation, Targeting, and Positioning in Healthcare. Chapter 6. Consumers and Consumer Behaviour. Chapter 7. Managing the Healthcare Product. Chapter 8. Utilisation and Pricing of Healthcare Services. Chapter 9. Distribution in Healthcare Markets. Chapter 10. Integrated Marketing Communications in the Healthcare Sector: Insights from Sub-Saharan Africa. Chapter 11. Branding the Healthcare Experience. Chapter 12. Branding for Small and Medium Sized Healthcare Institutions. Chapter 13. Managing Healthcare Employees. Chapter 14. Physical Evidence and Healthcare Service Quality Management. Chapter 15. Developing Customer Loyalty in Healthcare. Chapter 16. Financing Healthcare and Health Insurance. Chapter 17. Managing Healthcare Logistics. Chapter 18. Managing Policies and Procedures in Healthcare Management. Chapter 19. Technology and Health Services Marketing in Africa. Chapter 20. Application of Technology in Healthcare Delivery in Africa. Chapter 21. Technology and Social Media in Healthcare Delivery.

About the Editors

Robert Ebo Hinson is a Professor and a past Head of the Department of Marketing & Entrepreneurship at the University of Ghana Business School. Professor Hinson has been consultant to several local and international institutions in Ghana including Standard Chartered Bank, HFC Bank, CAL Bank, Merchant Bank, the Enterprise Group; and Ecobank. Robert also sits on the board of Camelot Limited (a listed company). Professor Hinson started his professional career in advertising and has since becoming an academic taught a diversity of undergraduate and postgraduate courses. Apart from his experience in teaching, Prof. Hinson has a keen interest in research and in recognition of his research productivity, was awarded the 2008 Emerati Highly Commended paper Award for a co-authored paper published in Corporate Governance, the 2009 Journal of African Business Best Paper Award, the 2010 Emerati Outstanding paper Award for a co-authored paper published in the Journal of Research in Interactive Marketing and the Best Paper award in the International marketing track at the 2010 Academy of Marketing Conference at the Coventry University Business School, for another co-authored paper.

Professor Hinson is published in or has had papers accepted for publication in rated journals like the International Journal of Public Sector Management, Internet Research, International Journal of Bank Marketing, Journal of Financial Services Marketing, Journal of Business and Industrial Marketing, and the Thunderbird International Business Review. He has delivered invited lectures in the University of Warwick (UK), University of North Texas Business School (USA); and the University of the Free State Business School (Bloemfontein, South Africa).

His current areas of research are services management, e-business, marketing practice, corporate social responsibility (CSR) and international business. Robert holds two doctorate degrees; one in Marketing from the University of Ghana; and a second in International Business from Aalborg University in Denmark.

Kofi Osei-Frimpong is currently a Lecturer in Marketing, Ghana Institute of Management and Public Administration. He holds a Doctor of Philosophy (Marketing) from the University of Strathelyde, Glasgow, UK and a Master of Business Administration from Ghana Institute of Management and Public of Administration. He has presented competitive papers at international research conferences including: Academy of marketing, AMA Winter Conference, AMS Conference, EMAC among others. He also reviews manuscripts for international journals including: Technological Forecasting & Social Change, Industrial Marketing Management, Journal of Service Theory and Practices among others.

Ogechi Adeola teaches Marketing Management at Lagos Business School. She started her career at Citibank Nigeria and spent approximately 14 years in the nation's financial sector during which she garnered experience in strategy, product development, sales and marketing, customer service and customer relationship management, cultural change management, amongst others.

Adeola holds a doctorate in Business Administration (DBA) from Manchester Business School, an MBA from the same institution and a law degree from University of Nigeria. She attended management and teaching courses at Cranfield School of Management, UK; the Flexcube Centre of Learning, Mumbai, India; Gordon School of Business Science, University of Pretoria, South Africa; Phoenix Educational Institute, Dubai and International Faculty Programme (IFP), IESE, Barcelona, Spain. She also holds a Certificate in Internet Marketing from the University of Cape Town and Merit Award from the Institute for Financial Management, Bangor, Wales. She is a certified Sales and Marketing Manager (American Institute of Management Studies), and a Visiting International Fellow at the Open University Business School, Milton Keynes, United Kingdom (2016). Her academic interests include sales force management, new product development, digital marketing, branding strategy and customer service leadership.

She has been a guest speaker and discussant at local and international conferences featuring top-rated companies and organizations, including the Lagos Chamber of Commerce and Industry (LCCI) business clinic, the West African Power Industry Convention (WAPIC) and Yale Africa-China Conference held in Lagos. She has taught in the Women Entrepreneurship & Leadership for Africa (WELA) program of China Europe International Business School (CEIBS), held in Lagos. She served as an expert-in-residence in a business advisory clinic for Goldman Sachs scholars on completion of a Certificate in Entrepreneurial Management (CEM) program at Pan-Atlantic University, Lagos. She was a part of the Alpha team of the Centre for Global Enterprise (CGE), engaged as virtual consultants for the London Taxi Company in 2015, and was awarded a Certificate of Achievement in Applied Business Collaboration with Distinction in Leadership Excellence.

She has published academic papers in top scholarly journals. In April 2016, her research work (co-authored) won Best Paper Award at the Australia-Middle East Conference on Business and Social Sciences (AMECBSS)/Journal of Developing Areas held in Dubai.

Adeola currently serves as Associate Dean of Business Administration at the California-based University of the People, an accredited online tuition-free institution. She is a Fellow of the Institute of Strategic Management, Nigeria and the National Institute of Marketing of Nigeria.

Subject Categories

BISAC Subject Codes/Headings:
BUS041000
BUSINESS & ECONOMICS / Management
BUS043060
BUSINESS & ECONOMICS / Marketing / Research
BUS053000
BUSINESS & ECONOMICS / Quality Control
BUS087000
BUSINESS & ECONOMICS / Production & Operations Management
MED035000
MEDICAL / Health Care Delivery
MED036000
MEDICAL / Health Policy
MED043000
MEDICAL / Hospital Administration & Care