E-marketing and ICT in private hospitals in the United Kingdom

E-marketing and ICT in private hospitals in the United Kingdom Dissertation example
Masters
Dissertation
Marketing
Pages 80 (20080 words)
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Hospitals are under stress and ongoing improvement in service delivery has become a strategic imperative. ICT has been increasingly employed by private hospitals in the UK. However, no study has been conducted on any private hospital to ascertain the implementation of ICT. …

Introduction

This research is an exploratory study on the capabilities of ICT by focusing on private hospitals of the UK. Large numbers of consumers are using the internet to extract health-related information. However, it is not known to what extent they effectively use the e-marketing platform of the private hospitals. Thus, with the aim to generate an in-depth view about the role of ICT in the private hospitals of UK, four objectives and two hypotheses were stated in Chapter I. After extensive literature review the theoretical framework was formed. This was a mix of qualitative and quantitative study with both primary and secondary data collection. Secondary data was collected through journals and websites and primary data was collected through survey questionnaires. Both the in-patients and the hospital staff were given the questionnaire. The study focused on one single hospital – The BMI Clementine Churchill Hospital. All the objectives of the study have been met.
The first objective was to evaluate the current trends that accelerate the growth of using ICT in private hospitals. Proliferation of the internet technology and ICT, changes in consumer demand, the literacy levels of the consumers, and increase in consumer demand for health care, in addition to intense competition in the health care sector have led to acceleration in the growth of using ICT in private hospitals in the UK. ...
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