An exploratory examination of the marketing philosophy utilization in the health industry: a case of preventative family home visiting health program in Australia

Article


McClymont, Hoda, Ogunmokun, Gabriel and Ali Akbari, Judith. 2004. "An exploratory examination of the marketing philosophy utilization in the health industry: a case of preventative family home visiting health program in Australia." Problems and Perspectives in Management.
Article Title

An exploratory examination of the marketing philosophy utilization in the health industry: a case of preventative family home visiting health program in Australia

ERA Journal ID31124
Article CategoryArticle
AuthorsMcClymont, Hoda (Author), Ogunmokun, Gabriel (Author) and Ali Akbari, Judith (Author)
Journal TitleProblems and Perspectives in Management
Number of Pages7
Year2004
Place of PublicationSumy, Ukraine
ISSN1727-7051
1810-5467
Web Address (URL)http://businessperspectives.org/journals_free/ppm/2004/PPM_EN_2004_04_McClymont.pdf
Abstract

According to the literature the application of the marketing concept philosophy is fundamental to the success of any program run in organizations. However, despite its importance, limited research has been focused on investigating the adoption of the marketing concept philosophy in the health industry. This paper presents the results of a study that was designed to examine whether the marketing concept philosophy is being utilized in health services programs particularly in a preventative home visiting program operating in a rural community in Australia. The home visiting program investigated in this research was a two-year publicly funded program that
involved recruiting and training experienced parents as volunteers to visit and support first-time parents or carers. In order to investigate whether the marketing concept was being applied within this program, a survey questionnaire was developed and distributed to all parents and carers upon entry into the program. Results of the research showed that parents/carers participating in this
home visiting program came from a similar socioeconomic background and did not appear to have a need for the program. Further research is warranted to identify segments of society who have a need for such a program and to tailor their needs to these programs.

Keywordsmarketing; health; parents; preventative home visiting programs
ANZSRC Field of Research 2020420605. Preventative health care
350602. Consumer-oriented product or service development
359999. Other commerce, management, tourism and services not elsewhere classified
Byline AffiliationsDepartment of Marketing and Tourism
Independent Consultant, Australia
Institution of OriginUniversity of Southern Queensland
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