Effective Marketing – An Improvement in the Services of Health Care Units

In Amman, Jordan

Dr. Talal F. Al-Azmi* & Dr. Ahmed Zamil**

*Director of Administrative Affairs Department, Environment Public Authority
(EPA), P.O. Box No. 24395 Safat, 13104 Kuwait
**Assistant Professor, Faculty of Administrative and Financial Science, Ahliyya
Amman University, Amman, Jordan

ABSTRACT

Jordan is one of the smaller nations in the Middle East where the health care
infrastructure is considered to be good. Approximately 90% of the population lives
within a mile of a health care facility and can use a range of providers from public to
private hospitals. However, like other countries of the region patient’s attitude
towards the services of health care units not encouraging. The patients perceive that
when health care is needed, they have no choice but to cede to dictate of the doctors
working in these units. In serious cases, health care services are expensive to the
extent that it is out of the reach of the common people. Admittedly, need
consideration of the patients has not been fully assessed while establishing new health
care units in the Country. Most of the health care units provide the services as per the
availability of the expert working in these health care units. The patients simply puts
his or her faith in the skills of the physicians or surgeon and take every thing on trust.
All that patients can do is to form opinion about the quality of the health care services
based on whole series of observation including their physical surroundings and the
behaviour of concerned physician. In this paper, an attempt has been made to test the
productive relationship between marketing and the availability of health care services
in Amman, Jordan. The result of our study leads to conclusion that in Amman
effective marketing has been emerged as the most important factor influencing the
improvement in the health care services in the country.