Exploring the Impact of Marketing Strategies and Promotional Tactics on Consumer Behaviour in the Healthcare Sector, South Africa
DOI:
https://doi.org/10.55578/jift.2506.006Keywords:
Marketing Strategies, Consumer Behaviour, Healthcare, Promotional Strategies, Service Innovation, Organisational Performance, Healthcare MarketingAbstract
Marketing strategies have been recognised as pivotal in shaping consumer behaviour and facilitating organisational success, particularly within the healthcare sector, where decision-making processes are inherently complex. This study examined the interplay between marketing strategies, focusing on promotional tactics, and consumer behaviour in healthcare. Guided by the conceptual framework of Ġostar and Ristanović, it investigated the influence of the 4 Ps (product, price, place, promotion) on healthcare consumer decisions. Employing a qualitative methodology, the study interrogated the efficacy of promotional tools such as discounts, coupons, and exclusive offers. Results demonstrated that while promotional strategies can effectively enhance brand engagement and stimulate short-term sales, overemphasising these tactics erodes long-term brand equity and financial viability.
Furthermore, the study highlighted significant challenges intrinsic to healthcare marketing, including multifaceted stakeholder dynamics, restricted information access, and systemic complexity, which collectively constrain consumer agency. The findings underscore healthcare organisations’ need to balance immediate promotional gains against sustained innovation-driven growth. Consequently, the study advocates integrating service innovation, refining outsourcing models, and strategically aligning promotional activities with broader organisational objectives to reconcile profitability with sustainable innovation.
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Data Availability Statement
The data used in this study were derived from secondary sources compiled through a comprehensive literature review. All data are publicly available and have been appropriately cited in the manuscript.
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