Strategic Marketing and the Growth of Private Health Centers

Abstract

The study investigated Strategic Marketing and the growth of private health centers. The purpose was to determine the relationship between strategic marketing and the growth of private health centers. The survey research design was employed for the study. The population of the study consisted of management staff and employee of 18 private medical centers in Southern Senatorial district of Cross River State, Nigeria. The convenience sampling technique was used to distribute questionnaire to 120 respondents in these centers, this was based on the fact that some of these health centers were not willing to give out any useful information. Two hypotheses were formulated and tested at 0.05 level of significance. The results showed that there is a significant positive relationship between intensive and diversification market strategy on the growth of private health centers in Cross River State. It was therefore recommended among others, that private health centers should take into consideration the most prioritized safety needs of the people or environment before adopting any form of market strategy.