The effectiveness of social responsibility for public relations in marketing health services

Nassereldin Abdel Qadir Osman, Fatmah Abdulbaqi Albakheet, Merhan Mohsen Mohammed, Tarek Ismail Mohamed

Article ID: 5212
Vol 8, Issue 8, 2024

VIEWS - 128 (Abstract) 62 (PDF)

Abstract


The study aims to identify the effectiveness of social responsibility programs. More specifically, it seeks to identify the extent to which health institutions use social responsibility programs and to clarify the extent to which social responsibility programs succeed in achieving the goals of health institutions. The study sought to provide answers to the following questions: To what extent do health institutions use social responsibility programs? To what extent have social responsibility programs succeeded in achieving the goals of health institutions? The study used the descriptive analytical method, relying on the survey method. The study concluded with many results, the most important of which were the following: the effectiveness of social responsibility programs in marketing health services at the educational and age levels and the role of social media in marketing health services. The study recommended the necessity of providing an awareness dimension to marketing health services, with increasing training opportunities for workers in public relations departments in hospitals and health institutions to market health services, in addition to the necessity of conducting relevant research, studies, and surveys. Identify the activities that will help those working in the public relations department in health facilities with regard to identifying basic and influential needs and activities in directing successful health campaigns.


Keywords


marketing health service; social responsibility programs; public relations; communications

Full Text:

PDF


References


Ahmad, N., Scholz, M., Arshad, M. Z., et al. (2021). The Inter-Relation of Corporate Social Responsibility at the Employee Level, Servant Leadership, and Innovative Work Behavior in the Time of Crisis from the Healthcare Sector of Pakistan. International Journal of Environmental Research and Public Health, 18(9), 4608. https://doi.org/10.3390/ijerph18094608

Caradonna, J. L. (2017). Routledge Handbook of the history of sustainability, 1st ed. Routledge.

Dimitrievska, V. (2020). Health marketing Perspectives and Challenges. Available online: https://www.researchgate.net/publication/346564341_Health_marketing (accessed on 1 January 2024).

Dhavaleshwar, C. U., & Man, S. R. (2021). CSR in the health sector and community development. Available online: https://www.researchgate.net/publication/350108105_CSR_IN_HEALTH_SECTORE_AND_COMMUNITY_DEVELOPMENT (accessed on 3 March 2024).

Elifneh, Y. W., & Tsegaw, S. (2019). Factors Affecting the practices of Corporate Social responsabilité in the Health Sector: Empirical Evidence from Local Hospitals in Ethiopia. International Research Journal of Management and Commerce, 6(1).

Gazzola, P. (2014). Corporate social Responsabilité and Companies’ réputation. Network Intelligence Studies, 2(3), 74–84. https://doi.org/10.1007/s10551-005-5841-2

García-Sánchez, I. M., & García-Sánchez, A. (2020). Corporate Social Responsibility during COVID-19 Pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 126. https://doi.org/10.3390/joitmc6040126

Kim, Y., Kim, T., & Nam, H. J. (2021). Marketing Investments and Corporate Social Responsibility. Sustainability, 13(9), 4849. https://doi.org/10.3390/su13094849

Krippendorff, K. (2004). Content analyses: An introduction to its methodologies. Thousand Oaks, CA: Sage. p. 205.

Lubis, A. N. (2018). Corporate social responsibility in health sector: a case study in the government hospitals in Medan, Indonesia. Business: Theory and Practice, 19, 25–36. https://doi.org/10.3846/btp.2018.04

Maljugić, B., & Taborosi, S., (2022). The role of public relations in corporate social responsibility. In: Proceedings of the XII International Symposium Engineering Management and Competitiveness; Zrenjanin, Serbia.

Matysiewicz, J., Sztangret, I. (2017). Corporate social responsibility in healthcare. A value for customer approach. In: Proceedings of the 8th International Research Symposium in Service Management (IRSSM-8).

Munthe, C., Fumagalli, D., & Malmqvist, E. (2021). Sustainability principle for the ethics of healthcare resource allocation. J. Med Ethics, 47, 90–97. https://doi.org/10.1136/med ethics-2020-106644

Purcarea, V. L. (2019). The impact of marketing strategies in healthcare systems. Journal of Medicine and Life, 12(2), 93–96.

Syed, M., Ahmed, F., Zahid, N., et al. (2021). Essentials of Healthcare Marketing. Asian Journal of Medicine and Health, 73–79. https://doi.org/10.9734/ajmah/2021/v19i230306

Ute, I. (2014) communication strategies for marketing health products and services. South American Journal of Public Health, 2(1).




DOI: https://doi.org/10.24294/jipd.v8i8.5212

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Nassereldin Abdel Qadir Osman, Fatmah Abdulbaqi Albakheet, Merhan Mohsen Mohammed, Tarek Ismail Mohamed

License URL: https://creativecommons.org/licenses/by/4.0/

This site is licensed under a Creative Commons Attribution 4.0 International License.