Towards Hospital Marketing at the Brazzaville University Hospital Center ()
ABSTRACT
The
theoretical framework of this article is service marketing. It endeavors to show that the
hospital restructuring of the Brazzaville University Hospital Center (CHUB) has
the major objective of significantly reducing the hospital mortality rate at
the CHUB to around 10%. To achieve this, in 2019 the Congolese government
signed a governance contract with the International Health Unit of the Centre
hospitalier universitaire de Montréal to ensure that in three years, 2019-2022,
the CHUB will regain its attractiveness to patients. The new governance, based
on hospital marketing, encountered obstacles related to change during year 1 of
its implementation. The article deals with the level of implementation of
hospital marketing within the CHUB based on five hypotheses and considers
conditions for success by 2022.
Share and Cite:
Nzololo, M. (2020) Towards Hospital Marketing at the Brazzaville University Hospital Center.
Open Journal of Business and Management,
8, 2409-2422. doi:
10.4236/ojbm.2020.86149.