Health Care Marketing and Public Relations in Not for Profit Hospitals in Nigeria

Abstract

Government hospitals are largely not for profit organizations, because the purpose of establishing them is to provide health services to the community, mostly the needy; at little or no cost. Their services are invaluable and essential. It is therefore, imperative that the government subsidized the services of these health care organizations, for people to be able to reap the benefits of its services. The objective of this paper therefore, is to examine how marketing and public relations activities have contributed to the realization of the organizational objectives of not for profit health care organizations in developing country, most especially Nigeria. The study was carried out in ten out of the sixteen local government areas of Kwara State of Nigeria. Regression analysis was used to explained the effect of education, age, and work experience of health care marketing staff on their salaries. Regression was also used to examine the effect of marketing and public relations activities on quality of service delivery by the health care providers to the people.