Background: Electronic marketing is a new concept that can play a crucial role in
providing health care, setting great opportunity to access millions of clients. Also, it
maintains relation and construct a idealize image among the clients and hospitals. Aim:
examine the relation between electronic marketing of health care services and hospital image
as perceived by staff nurses. Design: descriptive correlational design was used in this study.
Setting: Study was conducted at New Kaser El Aini Teaching Hospital, Cairo
University/Egypt. Subjects: Convenient sample consisted of (100) staff nurses. Tools: Data
were collected through using two tools: Electronic marketing questionnaire and hospital
image questionnaire. Results: the highest percent of staff nurses (46.0%) had high
perception level regard electronic marketing of health care service. The highest mean percent
(79.4%) was related to distribution of services domain followed by promotion of services
domain (74.0%) followed by provided services domain (58.6%). Also, most of staff nurses
(77%) had high perception regarding hospital image. The highest mean percent (92.1%) was
related to effect domain followed by motivator domain (91.4%) followed by desire domain
(74.8%). Conclusion: there was a positive statistical significant correlation between
electronic marketing and hospital image. Recommendations: working to create electronic
marketing techniques to ensure acceptable levels of interaction between customers and
service providers and contracting with private companies to design websites, so that makes
the site more accessible, and more attractive. |
