Internal marketing assist employees in understanding the organization's mission, objectives, system and working methods within the organization while patient outcomes were used to evaluate any change that resulted from nursing care quality related to clinical practice thus maintain quality and safety standards for patients when provide nursing care services. Aim: Enhancing nurses toward internal marketing and its effect on patients’ outcome at Benha University Hospital. Design: A quasi-experimental design was used. Setting: Conducted at medical departments at Benha University Hospital. Subjects: Consisted of two groups namely nurses group was 162 nurses and patients group was 72 patients. Tools: a) Internal Marketing Knowledge Test. b) Nurse’s Attitude toward Internal Marketing Questionnaire and c) Patients Outcome regarding Assessment Questionnaire. Results: majority of nurses (84.9%) and (82.1%) had satisfactory knowledge level during immediately post program phase and follow up phase (after three months) compared with preprogram phase, while (85.2%) had highly positive attitude during immediately post program,(88.9%) of patients had highly patient safety during immediately post program phase compared with preprogram phase and there was a highly statistical significant correlation between total knowledge score and attitude score toward internal marketing among nurses during immediately post and follow up(after three months)of educational program phases compared with preprogram phase. Conclusion: There was a highly statistically significant improvement in total knowledge; attitude toward internal marketing after implementation of the program, there was a highly significant improvement in level of patient safety after implementation of the program. Recommendations: Establish workshops and conferences to increase awareness of all nursing personnel toward marketing and its consequences, advertise clients and visitors by posters and advertisement with the health services that provided by the hospital and establish marketing strategies for the hospital. |
