Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Health Care Organizations Management Department

Includes bibliography (sheets 75-80)

ABSTRACT
Marketing is feasibly the most significant administrative task linked with the goal and realization of growth and success, making proficiency in the subject critical for any healthcare facility, particularly given the intense competition that characterizes the industry; moreover, Patients' expectations of medical service delivery are increasing since companies continue to innovate new approaches of service delivery. Regardless of the volume of service offered, the healthcare industry's requirement for marketing support is increasing. Competitive advantages and marketing strategies are critical for differentiation in a highly competitive environment, considering the features of contemporary society and the proliferation of firms in the sector of medical services. It is critical for a firm to evaluate the aspects of extended marketing strategies with the intention of operating and responding in conformance to the requirements of its customers. As the existing research presents a broad understanding of the critical areas of developing marketing strategies in healthcare institutions of Kyrenia, it focuses on marketing strategies' impact on healthcare systems, healthcare services marketing mix, direct marketing in health and medicine, social marketing in healthcare, and marketing culture's influence on organizations. This quantitative study examines healthcare management and marketing techniques in healthcare institutions in Girne (Kyrenia), located in Northern Cyprus. This study employs a deductive approach, conclusive and descriptive research methods, which is an effective approach for this study's context. In addition, this research tends to collect cross-sectional data, which indicates that information will be acquired from a variety of individuals at a particular time. The acceptable sample size for this investigation is 149; this data was also collected between April and early May 2022. Analysis of the data would be performed using the SPSS (Social Sciences) statistical software. Statistical methods used to analysis demographic data include Descriptive statistics (frequency estimates), A bivariate correlation test, and linear regression models for each of the model's hypotheses. The current results while showing consensus with the existing literature, contribute to the understanding of the subject at hand. These results can be beneficial for scholars and practitioners alike.
Keywords: Cyprus, Direct Marketing, Healthcare Institution, Marketing Culture, Marketing Mix, Marketing Strategies, Social Marketing.