Health executives’ perceptions on marketing in health services

dc.contributor.author	Σαράφης, Παύλος	el
dc.contributor.author	Μαλλιαρού, Μαρία Μ.	el
dc.contributor.author	Ρόκα, Βασιλική	el
dc.contributor.author	Ζυγά, Σοφία	el
dc.contributor.author	Καλοκαιρινού, Αθηνά	el
dc.date.accessioned	2014-07-13T18:09:59Z
dc.date.available	2014-07-13T18:09:59Z
dc.date.issued	2014-07-13
dc.identifier.uri	http://hdl.handle.net/11400/1220
dc.rights	Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ηνωμένες Πολιτείες	*
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/3.0/us/	*
dc.source	www.hsj.gr	en
dc.subject	Attitude
dc.subject	Perception
dc.subject	Marketing
dc.subject	Strategy
dc.subject	Health services
dc.title	Health executives’ perceptions on marketing in health services	en
heal.type	journalArticle
heal.secondaryTitle	an empirical study in 19 hospitals of Attica	en
heal.classification	Primary health care
heal.classification	Υγεία
heal.classificationURI	N/A-Primary health care
heal.classificationURI	N/A-Υγεία
heal.language	en
heal.access	free
heal.recordProvider	Τεχνολογικό Εκπαιδευτικό Ίδρυμα Αθήνας.Σχολή Επαγγελμάτων Υγείας και Πρόνοιας. Τμήμα Νοσηλευτικής	el
heal.publicationDate	2009-06
heal.bibliographicCitation	Sarafis, P., Malliarou, M., Roka, B., Zyga, S., Kalokairinou, A.. (2009). Health executives’ perceptions on marketing in health services: an empirical study in 19 hospitals of Attica. "Health Science Journal". 3 (2), 115-29.	en
heal.abstract	Introduction: The international financial crisis in combination with the aging population and the appropriation of funds of health services impose the management of hospital services as a necessity for the surviving of hospitals. Aim: To examine the perceptions of upper administrative hospital executives (Nursing, Medicine and Administrative services) in the wider region of Attica, on marketing, communication, and public relations in health. Materials and method: The research tool was a questionnaire that was titled “Attitudes and perceptions of health executives on marketing in health”. Section I, included 8 questions (questions 1-8) of which 3 collected information on the sex, the age and the level of education of those questioned. Section II, consisted 21 closed questions searching about the attitudes and perceptions of the people in the sample about marketing as activity in the area of health. Population study: Four hundred and fifty (450) higher health executives from the three basic fields of service in health institutions (medical, nursing, administration) constituted the total sample in the research. Results Most executives (n=216, percentage 48%) had favorable perceptions on the application of marketing in health services, quite a few executives (n=193, percentage 42,9%) had mediocre perceptions whereas a comparatively small number of these(n=41, percentage 9,1%) recorded a negative opinion. The women and older executives appeared to have a more positive stance compared to men (p=0,021) and younger executives (p=0,000). Nurses supported more intensely than doctors that the students of nursing had to have knowledge in marketing so that they are more equipped for their career. Nursing more than medical and administration personnel agreed with the perception that supports that marketing will decrease the dominance of the medical profession in the field of health. Conclusions: People in the survey even though they had some reservations they formed a favorable attitude towards marketing and its application in the field of health An extremely high percentage of the participants in the research agreed that marketing is an activity that needs to definitely be applied by health professionals. Also the majority of the people in the sample agreed that marketing will play a major role in the future in the accomplishment of the health organization’s goals. Keywords: attitude, perception, marketing, strategy.	en
heal.publisher	Μαρβάκη, Χριστίνα	el
heal.journalName	Health Science Journal	en
heal.journalType	peer-reviewed
heal.fullTextAvailability	true
heal.dateCreated	2009-04