An Exploratory Examination of the Marketing Philosophy Utilization in the Health Industry: A Case of Preventative Family Home Visiting Health Program in Australia

Abstract

According to the literature the application of the marketing concept philosophy is fundamental to the success of any program run in organizations. However, despite its importance, limited research has been focused on investigating the adoption of the marketing concept philosophy in the health industry. This paper presents the results of a study that was designed to examine whether the marketing concept philosophy is being utilized in health services programs particularly in a preventative home visiting program operating in a rural community in Australia. The home visiting program investigated in this research was a two-year publicly funded program that involved recruiting and training experienced parents as volunteers to visit and support first-time parents or carers. In order to investigate whether the marketing concept was being applied within this program, a survey questionnaire was developed and distributed to all parents and carers upon entry into the program. Results of the research showed that parents/carers participating in this home visiting program came from a similar socioeconomic background and did not appear to have a need for the program. Further research is warranted to identify segments of society who have a need for such a program and to tailor their needs to these programs