Marketing strategies and performance of private hospitals in Nairobi county

Abstract

The study was conducted to determine the relationship between marketing strategies and the organizational performance of private hospitals in Nairobi County. To achieve this, primary data was collected using structured questionnaires; the questionnaires were administered to 28 private hospitals in Nairobi County that are registered with the Medical Practitioners and Dentists Board of Kenya using the drop-and –pick method. Data analysis involved reducing the accumulated data to a manageable size, developing summaries and looking for patterns and applying statistical techniques through descriptive statistics. The study established that there is a link or relationship between marketing strategies and the organizational performance of private hospitals in Nairobi County. Based on the conclusions the study recommends that private hospitals should start adapting principles of strategic marketing for those that are reluctant or have not implemented their marketing strategies. Marketing strategies should be formulated in light of the external environment which is made up of elements that are uncontrollable to an organization. The researcher further recommends that similar studies be done in the counties of Kisumu, Kakamega, Rift Valley. These counties are very promising in terms of growth and health services are being devolved, the counties are home to middle size cities that are strategically located, have a big population and are attractive locations for the opening of new private hospitals.