Scientific Research Journal of India Volume: 2, Issue: 3, Year: 2013

OCCUPATIONAL THERAPY MARKETING INDIAN PROSPECTIVE

Koushik Sau*

ABSTRACT

OBJECTIVES: The purpose of this study is to find out the present scenario of occupational therapy marketing in India. METHODOLOGY: An author designed survey questionnaire is used for this study. Other Allied health staff, other rehabilitation staff and local occupational therapist revised the questionnaire in three stages. After the three-staged revision final survey questioners was made and send to different occupational therapist working in various parts of India. RESULT: All participants (100%) are agreeing with that there is a need of marketing. But they are not satisfied with the present marketing scenario of occupational therapy in India. CONCLUSION: This study can use by practitioner for marketing guidance KEYWORDS: Occupational Therapy, Marketing, Health Care Marketing, Occupational Therapy Marketing.

1. INTRODUCTION According to the American marketing association Marketing is the process of

planning

and

executing

the

conception,

pricing, promotion and distribution of ideas services and goods, to create exchanges that satisfy
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individual

and

organizational

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objectives[1] Simply marketing consists of meeting peoples needs in the most efficient and therefore profitable manner(marketing OT Services, 1984, p.4) [2] . Marketing can use as medium of orientation which makes satisfying the customers requirements [2]. Marketing beings by asking what are the requirements and desires of consumers [3]. Marketing also includes the analysis of the competition and then decide on a positioning plan for the product or service, in other words finding the market position, the pricing of the products and services, and then promote the products or services through continue

according to demographic charter, political and regulatory system, socio cultural status, economical and geographical background [2]. With each variation basic aim is to improve clients health through preventive action or restoration of good health from a state of ill health. Management of health care is becoming more and more common as the demands of cost containment are placed on providers of care [4]. In this regards marketing can help health care profession. Because it is an important aspect of service delivery that all health cares practitioners should understand it [5]. Of course, there is no denying that using health information in order for healthcare marketing does run the risk of invades

advertising, promotions, public relations and sales.

1.1 Health care marketing Marketing programs sale everything in todays life including health care. Though it was once thought to be inappropriate or unethical to use in health care professional [2]. According to Willard and Spacksman (1993) health care marketing evolved in the middle of 1970 when concerns arose about increased regulation of health care, decrease resources, increased resources struggle and for those in inadequate

privacy. Some time people thought that health care marketing carelessly handled their

sensitive information. In fact, sometimes health care marketing might cause shameful offenses to a person's sense of independence and self-respect. During marketing health care professional should consider this aspect.

1.2 Present occupational therapy marketing scenario in India As occupational therapy professional we should focused on the marketing for profit of our profession. Because all of our best efforts over more than fifty years the profession still largely unknown to the general public and our referral sources. Only providing good service is not enough to grow as a profession. It needs

change

reimbursement

practice for health care [3]. The health care market is one of the most complicated one because health care

professional always face a challenge with different necessities for same kind of

diagnosis. After each diagnosis there are requirement of various treatments planning
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Scientific Research Journal of India Volume: 2, Issue: 3, Year: 2013

marketing strategies to develop knowledge and faith on our profession. In India the health care services generally regulated by state government and have rights to select service area for normal population. In nineteenth century scenario changed and private sector started to deliver health service and person starts to pay for treatment. Changing scenario society has placed increase responsibility to consumers in concerning to their own health care choice. Challenges are increasing for the occupational therapy

find out the present scenario of occupational therapy marketing in India and find out the possible procedure of occupational therapy marketing in India through open ended survey questioner.

1.3 Research question What is the present scenario of

occupational therapy marketing in India? What are the possible procedures of marketing occupational therapy in India?

professional and necessary to undertake some marketing strategies that help them to develop awareness about occupational therapy services and there benefits. Consumer goes through relative reference about the outcome of different treatment options. They rely on different information which are getting from different source like mouth of patient, service provider, and referral sources etc. Marketing help occupational therapy profession to aware those resources through valuable information. In India many individuals and organization have been putting significant effort into creating ways to increase the visibility and awareness of our profession but there is a lack of collective work. Efforts in individuals label are not enough to overcome barriers of marketing. Present scenario is not good for occupational therapy professions in India they understand the need but dont know how to market the profession or dont bother to spent time for marketing. This study is a primary effort to
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1.4

Objectives of the study Find out the present scenario of

occupational therapy marketing in India. Find out the possible occupational therapy marketing procedure.

2.

MATERIAL & METHOD

2.1 Subject: Occupational therapist graduate were

included for these study. Interns and student were excluded from this study.

2.2 Survey questioner:

2.2.1 Questioner development: An authors design survey questioner was used for this study [6], [7]. Questions were definite, concrete and pre-determined,

structured and open ended subjective question [7]. Same wording and ordering are maintained for all target people[7]. Three steps were taken to modify the

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question for final study. First these questions were provided to five allied

percentage of respond generally less 20 to 30 percentages [6],[7] . The survey was mailed to six hundred occupational

health professional . In second stage these questioner were provided to different rehabilitation staff, After getting their input about the clarity of the questioner such as the wording of the questioner, grammar usage, simplicity of questions and case of understand [6],[8] was incorporated to

therapist throughout India After getting all the responses from respondents thank giving mailed was send to each participant separately. 3. RESULT: 3.1 Natures of respondents: Total 137 (22.83 %) response were received. Not included 16 responses for not matching the inclusion criteria. Total 121 (20.16%) responds were included for this study. Charterstic of respondents was provided in table 1. Table 1 : Charterstic of respondent (N= 121)

revise the initial draft of the questioner and a revised survey was generated. In third stage revised questioner were send to five local occupational therapists. Those

occupational therapists were asked to complete the questioner and provide

comments and suggestion. Comments and suggestion from the participants

occupational therapist were examined by the investigator and incorporate those into the revision of the questioner.

2.2.2. The final version of questioner Final version of questioner consisted two parts (see appendix). First part concerned about personal details about participant. Second part of questioner was consisted of twelve questions. It concerned about the different aspect of occupational therapy marketing procedure to frame the possible guideline.

2.2.3. Implementation procedure Survey type research study generally use large number of sample, because the 3.2 Nature of respond:

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Scientific Research Journal of India Volume: 2, Issue: 3, Year: 2013

A few numbers of respondents (10) belief that All participants (100%) are belief that they are not satisfy with the present scenario of occupational therapy profession in India. All were belief that after fifty years it may not be useful. There are mix responses about marketing style. According to response individuals marketing and group marketing both is useful for occupational therapy profession. Most of the respondents (112) are thought that there should be change in present marketing style in context of present health care environment. Some respondents (9) are not sure the change is require or not in present marketing style. According to most respondents belief electronic media is the best option for promoting occupational therapy profession in India. But other beliefs that print media can be also is another option. Respondents belief that, well documentation of profession is needful for marketing. There are so many variation is found in the response of last question. Respondents suggested that advertisement should be

occupational therapy not captured enough market in Indian Allied health field.

Almost all participants (114) are not presently flowing nitch marketing strategies. Only few (7) participants are following nitch marketing style. All participants are agreed in the point that we are able to fulfill the need sets of consumer to capture rehabilitation market place. In case of fifth question respondents responds was different. According some respondents (67) All India Occupational Therapist (AIOTA) is responsible for

marketing our profession. Some respondents (30) belief it is a responsibility of AIOTA and ACOT. Few respondents (7) belief AIOTA brunches, occupational therapy institution should take the responsibility. In the other hand some respondents (15) belief it is a duty of an individuals occupational therapist. Two ( 2) respondents belief government or

publishes in regular basis. Awareness came, spatial clinic, speech by occupational therapist in local language is also help in occupational therapy marketing. Videotapes, documentary film can be use to promote our services, our occupational therapy achievement. Physician awareness also can be use as a technique because still date they are the main referral for our services. Some suggested there should be one liner to promote our profession.

government health policy are the responsible. Every respondents are belief that our profession should be promoted and they suggested different method for that like formation of own council, awareness through media, pass the information through simple and lay mans word. Most of the

4. DISCUSSIONS Key finding of this study is that every participant is not satisfied about present
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respondents(111) belief is that, surveys is necessary for occupational therapy marketing.

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marketing scenario of occupational therapy after fifty years as a profession. Though there are differences in there beliefs, marketing is necessary for occupational therapy in present health care scenario. Without this a profession can grow. We know there are no ideal strategies for marketing occupational therapy in India. Because India is country of diversity in terms of culture, language, religious. But there should be some guidance about marketing, which can help a professional to capture large market. Through this study tried to cover most of the component of marketing in India through 12 questions. Respondents provided there view point regarding that. In twenty first century marketing is an important aspect of any profession. Gradually marketing becomes common practice in health care profession also. This study gathered information about marketing can use to market our profession in India. First strength of this study we use structure question to gather information from sample so there is no chance of interview bias. Second, this study collected data from various parts of country through email so it is low cost

procedure and easily approach to occupational therapist over India. Mail were send six hundred occupational therapist in India. So this result cannot be generalized. Last limitation is respondents rate was (22.83 %).

5. CONCLUSION: In India occupational therapists are either private practitioner or working in private sector. There a few numbers of people are working in government sector. So most of the time we have to prove as a better treatment option compare to other profession. In this regard we can use marketing for survival. This study can help professional in marketing occupational therapy profession in better way.

6. ACKNOWLEDGEMENT I want to thanks to our entire respondent for their valuable support. I also thanks to everyone, who helped me to reevaluate questioner for developed final version of questioner.

REFERENCES 1. Nosse. L.J., Friberg D.G., Kovacek P.R.: Markrting its more than selling. In : Managerial and supervisory principles for physical therapist:2nd edition: Lippincott William and wilkins.2005: 277-290 2. Jacobs K: Marketing Occupational therapy. American journal of Occupational Therapy, 1987:41:5, 315-320
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3. Perinchief J.M: marketing: in service management: in Willard and Spackmans Occupational Therapy: 2nd edition:Philadelphia, J.B. lippincote company,1993:396-398 4. Cohn R. Strategies for positioning in the managed health care marketplace. Journal of hand therapy, 1994:7(1), 5-9 5. Jacobs k. innovational to action: Marketing occupational Therapy American journal of Occupational Therapy, 1998:52:8,618-620. 6. Lannin N. and Cusck A: factors effecting patient requirements in an acute rehabilitation: randomized control trail. American journal of occupational therapy. 2006:60, 117-181. 7. Kothari. C. R., Research methodology:methods and techniques. 2nd ed. New delhi, New age international publisher ltd. 2004: 95-117. 8. Mu. K. Lohman H. and Scheirton. L.: occupational therapy practice errors in physical rehabilitation and geriatrics setting: A national survey study.. American journal of occupational therapy: 60,288297.

APPENDIX Personal details: Participant Name & Designation: Age & Sex: Qualification: Organization name & Experience (in terms of year): Clinical experience/ teaching experience: Marketing questionnaires. 1) Are you satisfied with the present marketing scenario of occupational therapy profession in India? 2) After fifty years as a profession, has occupational therapy captured enough market in Indian rehabilitation field? 3) According to you our profession is presently following nitch marketing or any other marketing strategies in India? 4) According to you our profession is able to fulfill need sets of consumer to capture rehabilitation market place? 5) According to you who are responsible for marketing occupational therapy profession in India? 6) For marketing of occupational therapy, does it need to be promoted and if yes point out the methods of that?
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7) Is there any need of consumer surveys prior to marketing of the profession? 8) In the present scenario individual marketing or group marketing is essential for occupational therapy profession in India? 9) According to you with changing health care environment what modification is needed in the present marketing style? 10) According to you presently which media is effective for promoting occupational therapy marketing in India? 11) Is there any role of documentation in occupational therapy marketing? 12) According to you how occupational therapy marketing should be done in present situation in India?

CORRESPONDING AUTHOR: * Department of Occupational Therapy, School of Allied Health Science, Manipal University, Karnataka, India. Email: koushiksau@gmail.com

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