Effect of Strategic Intent of Patient Relationship Management on the Competitiveness of Public Health Facilities in Kilifi County, Kenya

Abstract

The objectives of this study was to examine the effect of strategic intent of patient relationship management on competitiveness of public health care facilities in Kilifi County. As the complexity of healthcare business is unique, the clear plan of marketing which is Customer Relationship Management (CRM) was not able to be translated into healthcare sector. As a result, the idea of Patient Relationship Management (PRM) has been brought in. The study investigated the nature and scope of PRM, barriers towards implementation and effect of implementation of PRM on competitiveness of public health facilities in Kilifi County. The study employed cross sectional survey where sampling was done through systematic stratified sampling technique. Primary data were collected through structured questionnaire and analyzed through descriptive and relational statistics. The outcome showed fundamentally that the chief purpose and benefit of PRM scheme to the public healthcare facilities were increased access to healthcare and improving patient services hence competitiveness. It was noted that inadequate supporting budget appeared as the major barrier to PRM implementation and that the operational and collaborative function of PRM had a higher effect on competitiveness of healthcare facilities in Kilifi County. Lastly, from the attained outcome, a number of suggestions were made regarding activities that should be undertaken to enhance PRM benefits as well as on the competence of operations in public healthcare establishments in Kilifi County.