Availability of marketing intelligence dimensions in private hospitals

Abstract

The study aims to identify the availability of dimensions and components of marketing intelligence in private hospitals, by studying dimensions of marketing intelligence (product intelligence, competitor intelligence, customer intelligence).

The study was applied in Yemeni private hospitals where the study sample included 80 managerial leaders of those hospitals.

  The study found the results : Marketing intelligence is available at a high level with an average (4.14), Marketing intelligence is available through the product intelligence dimension at a high level with an average (4.15) , Marketing intelligence is available through the competitor's intelligence dimension at a high level with an average (4.12) Marketing intelligence is available through the customer intelligence dimension at a high level with an average (4.14) , There are no statistically significant differences towards the availability of marketing intelligence attributable to variables (age , qualification , years of experience , functional grade) .The study made several recommendations, the most important of which was to build a marketing strategy based on the hospital's overall strategy and future directions. to prioritize marketing research and marketing intelligence to obtain information for the development of medical services, Expand the organizational structure associated with the marketing function and prioritize it in the management aspect the establishment of centres specializing in the collection of marketing information as an entry point for the construction of the marketing intelligence system, Setting up induction courses for marketing intelligence requirements for hospital workers in general and for administrative leaders in particular.