Prospects and Challenges of Hospital Marketing Services in Chattogram An Empirical Study.pptx

Prospects and Challenges of Hospital Marketing Services in Chattogram An Empirical Study

1. Prospects and Challenges of Hospital Marketing Services in Chattogram: An Empirical Study SUBMITTED BY: Meftaul Islam Metric No- R232038 Program- MBA Major in Marketing International Islamic University Chittagong

2. Introduction Hospital Marketing in Bangladesh's Chattogram Hospital marketing is crucial in the healthcare sector to differentiate, engage with patients, and enhance reputation. It involves promoting services, building brand awareness, improving patient satisfaction, and fostering long-term community relationships. The healthcare sector in Bangladesh, particularly in major cities like Chattogram, has seen significant growth, leading to a growing emphasis on marketing practices. Hospitals are using various techniques to attract attention, increase footfalls, and boost patient loyalty. Hospitals must communicate their value proposition to patients, showcasing specialized services, experienced staff, modern facilities, and patient-centric approach. Challenges in executing marketing strategies include limited expertise, ethical concerns, budget constraints, and lack of a comprehensive regulatory framework. The study aims to examine the prospects and challenges of hospital marketing in Chattogram, providing insights for healthcare marketers, hospital administrators, and policymakers.

3.   Objective of the Study   \ The main objective of the study is to investigate the Prospects and Challenges of Hospital Marketing in Chattogram: An Empirical Study. The primary objectives of this study are: a) To examine the current trends and practices of hospital marketing in Chattogram. b) To identify the potential opportunities for hospital marketing in the region. c) To investigate the major challenges faced by hospitals in implementing effective marketing strategies. d) To assess the impact of marketing on patient awareness, satisfaction, and hospital performance. e) To provide recommendations for improving hospital marketing practices in Chattogram.

4.   Literature Review   \ Hospital marketing is a vital, patient-centered discipline focused on promoting healthcare services through strategic communication, branding, and relationship-building efforts. It emphasizes trust, quality service, and engagement across multiple channels, including traditional outreach and digital platforms. The importance of marketing in healthcare lies in attracting and retaining patients, differentiating services, and supporting public education. Effective strategies include content marketing, SEO, community programs, and social media engagement, particularly impactful in urban Bangladeshi areas like Chattogram. Digital marketing has further transformed hospital outreach through tools like telemedicine, mobile apps, and online reviews. However, hospitals face challenges such as limited budgets, ethical concerns, regulatory restrictions, and lack of expertise. Ethical marketing practices demand transparency, accuracy, and respect for patient privacy. Marketing also differs significantly between private and public hospitals, with the former being more proactive and digitally advanced. Branding plays a critical role in shaping patient perceptions and loyalty, while well-implemented marketing enhances patient satisfaction by aligning expectations and improving communication. In Bangladesh, hospital marketing is evolving amid growing competition and digital adoption, though many institutions still struggle with resources and cultural resistance.

5. Research Methodology Research Methodology Overview • Research methodology is the systematic analysis of methods related to a research area. • The study outlines the research methodology, including research method, research style, research approach, origin of analysis, demographic identified in the sample, and sampling procedures. • The research methodology is crucial as it significantly impacts the accuracy of the conclusions. Data Collection Procedure • Primary data was collected through a structured questionnaire survey. • The survey measured respondents’ perceptions on various aspects of hospital marketing. • The survey was conducted among three key groups: hospital administrators, healthcare professionals, and patients who had recent experiences with hospital services in Chattogram. • A convenience sampling technique was employed to select the respondents, with a total of 150 customers and employees chosen as the sample. Secondary Data Collection Secondary data was gathered from various reliable sources, including academic journals, reports, websites, and health industry reports. • Data analysis was done using MS word and MS excel, table, graphs, and charts

6. Data Analysis GENDER AGE OCCUPATIONS

7. Analysis of Hospital Marketing Practices Hospitals in Chattogram are increasingly using marketing strategies to promote their services. Hospital marketing is essential for building brand recognition and attracting patients Marketing activities have a significant impact on the public's perception of healthcare institutions in Chattogram.

8. Digital marketing, including social media, plays a crucial role in the success of hospital marketing in Chattogram Hospitals in Chattogram invest adequately in marketing to attract new patients. Hospital marketing strategies in Chattogram are effective in enhancing patient awareness about healthcare services.

9. Patients in Chattogram are more likely to choose hospitals based on their marketing efforts. Hospital marketing strategies contribute positively to patient satisfaction and trust. Hospitals in Chattogram prioritize patient education and awareness through marketing campaigns.

10. The use of testimonials and patient success stories in marketing is an effective tool for hospitals in Chattogram. Hospitals in Chattogram effectively use their websites to communicate their services to potential patients. Social media platforms, such as Facebook and Instagram, are effective tools for hospital marketing in Chattogram.

11. Telemedicine services promoted through marketing campaigns have increased patient engagement in Chattogram. Hospitals in Chattogram effectively use SEO and online advertising to improve their visibility and attract patients. Online patient reviews and ratings significantly influence hospital selection in Chattogram.

12. Hospitals in Chattogram face significant budget constraints that limit their marketing efforts. Ethical issues, such as misleading advertising, are a challenge in hospital marketing in Chattogram. Hospitals in Chattogram face regulatory restrictions on advertising, which limit their marketing strategies.

13. Many hospitals in Chattogram lack trained marketing professionals to design and execute effective marketing campaigns. Resistance from healthcare professionals and hospital administrators is a significant barrier to adopting new marketing strategies in Chattogram. A strong hospital brand increases patient trust and confidence in healthcare services.

14. Consistent branding helps hospitals in Chattogram to stand out in a competitive healthcare market. Patients are more likely to choose a hospital with a recognizable and reputable brand. Branding in hospitals positively influences patients’ perceptions of service quality.

15. Hospital branding in Chattogram is as important as service quality in attracting new patients.

16. Findings Budget Constraints: Limited financial resources restrict hospitals from investing in effective marketing campaigns. Lack of Trained Marketing Professionals: Shortage of skilled personnel leads to weak marketing strategies. Regulatory Restrictions: Local laws limit hospitals' ability to advertise freely. Resistance from Professionals and Administrators: Many view marketing as unnecessary or inappropriate in healthcare. Ethical Issues in Advertising: Risk of misleading information can damage trust and reputation. Limited Use of Digital Marketing: Digital tools like social media and SEO are underutilized. Inadequate Focus on Patient Education: Poor communication of health information reduces patient engagement.

17. Recommendations Increase Marketing Budgets: Allocate more funds for marketing, especially digital campaigns and brand building. Invest in Professional Marketing Teams: Hire skilled marketing experts or partner with healthcare marketing agencies for strategic execution. Advocate for Policy Changes: Work with regulators to allow more flexible yet ethical advertising policies. Foster a Marketing-Positive Culture: Educate staff and administrators on the value of marketing through workshops and seminars. Ethical Advertising Practices: Ensure transparency and honesty in marketing to maintain trust and reputation. Leverage Digital Marketing Tools: Utilize SEO, social media, and online ads to increase visibility and attract tech-savvy patients. Enhance Patient Education: Use digital platforms to share health information, boosting engagement and trust.

18. Major Findings and Recommendations It was establish that the cash conversion cycle, receivable collection time, and inventory conversion duration were the working capital factors influencing an organization's success. The length of the payable deferral period was not found to be a main factor in describing the profitability of Bangladesh's Cement manufacturers. Therefore, it is advised that the policy makers of Bangladesh's Cement industries place more emphasis on collecting receivables from the company's creditors and shorten the period it takes to transform raw materials into finished goods. This will shorten the cash conversion cycle and increase the profitability of Bangladesh's Cement industries. Conclusion The Bangladeshi economy is heavily reliant on the Cement industry. In order to maintain the health of this industry, proper working capital management is essential. Any company can achieve an appropriate cash conversion cycle, which is a appropriate indicator of firm performance, by reducing the inventory conversion time, increasing the payable deferral time, and shortening the receivable collection period.

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