Effects of Marketing Strategies on Enhancing Patient Acquisition and Brand Reputation in the Healthcare Industry

The study examined the effect of marketing strategies on patient acquisition andbrand reputation in the healthcare industry. It focused on digital marketing, onlinepatient engagement, and public reations strategies.A survey research design wasadopted,targeting employees of University of Nigeria Teaching Hospital (UNTH),Niger Foundation Hospital, and Enugu State University Teaching HospitalParklane.Using the Cochrane formula, a sample size of 246 was determined.A totalof 223 questionnaires were returned, representing a 90.65% response rate. Dataanalysis was conducted using SPSS version 22, with hypotheses tested throughlinear regression. Findings revealed that digital marketing significantly influencespatient acquisition and brand reputation, accounting for 50.7% of the variance(Beta = 0.712).Online patient engagement also plays a crucial role,explaining47.5% of the variance (Beta=0.689).Public relations strategies enhance patientnce(Beta=acquisition and organizational image, contributing 42.8% to the variance (B0.654). The study concludes that these strategies are essential for healthcareorganizations. It recommends allocating resources to digital marketing tools likesocial media, SEO, and online advertisements while implementing reward systemsto recognize quality contributions. Overall, the study highlights the importance ofstrategic marketing efforts in improving healthcare brand reputation and patientacquisition.