Management in Health, Vol 22, No 2 (2018)

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A SCOPING REVIEW OF INTERNAL MARKETING DEFINITIONS, TOOLS AND STRATEGIES IN THE CONTEXT OF HEALTHCARE SYSTEMS

Raluca Oana TIPA, Raluca SFETCU, Catalina TUDOSE, Victor Lorin PUCAREA

Abstract


BACKGROUND: Since human resources are essential for the healthcare system decision makers must take measures in order to minimize the consequences of factors affecting workforce supply, turnover intention and the medical migration phenomenon. Using the tools, methods and strategies proposed by internal marketing theorists to re-think the relationship between healthcare organsations leadership and the different professionals working in the healthcare sector, can lead to improved healthcare workforce satisfaction and organisational comitement.  Aim: This article aims to review the literature on the application of internal marketing tools, methods and strategies in the context of international healthcare systems. Methodology: A search of the PubMed database was conducted by using as keywords ‘internal marketing’ and ‘healthcare system’. Out of 466 initial results, based on title, abstact and full text screening, a number of nine articles were selected and included in this scoping review. Conclusions: internal marketing is an important tool which can be used in order to deal with human resources shortage in the medical field.

 

Keywords: internal marketing, scoping review, healthcare system

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Journal published by SNSPMS