Marketing occupational health: Exploring the purchaser perspective

Abstract

Background: There may be scope for providers of occupational health (OH) services to improve their communication and marketing to those who purchase their services, but the research literature contains little information about purchasers' perceptions of OH. There is no documented overview that fully captures the purchasers' perspective. Aims: To explore current and potential purchasers' thinking about OH. Methods: Iterative purposive sampling was carried out to identify participants for semi-structured interviews. Respondents were obtained through progressively wider networking, starting with personal and organizational contacts and networking events. This was continued until no major new information was appearing. Results: Health issues were not always recognized as related to OH. Some respondents had little understanding of OH or perceived it with very negative connotations. Some also sought information at first from the internet and personal contacts. The giving of expert advice on a situation was generally seen as a central feature of OH services. Most believed OH included sickness absence management. Respondents spoke of problems such as insufficient, inappropriate or partisan recommendations and also process or turnaround time problems. Clarity and building good working relationships were identified as positive factors. Conclusions: OH providers should review their various activities to address these points, as well as reviewing the knowledge and skills that their staff can contribute. © The Author 2012. Published by Oxford University Press on behalf of the Society of Occupational Medicine. All rights reserved.