Internal marketing assist employees in understanding the organization's mission, objectives, system and working methods within the organization and thus maintain quality and safety standards when provide nursing care services. Aim: Enhancing nurses toward internal marketing and its effect on patients’ outcome at Benha University Hospital. Design: A quasi-experimental design was used.
Setting: Conducted at medical departments at Benha University Hospital.
Subjects: Consisted of two groups namely nurses group was 162 nurses and patients group was 72 patients. Tools: a) Internal Marketing Knowledge Test. b) Nurse’s Attitude toward Internal Marketing Questionnaire and
c) Patients Outcome Assessment Questionnaire. Results: Improvement in the level of nurses knowledge and the level of attitude toward internal marketing throughout immediately post and follow up (after three months) of program compared with the preprogram phase, also there was a highly significant improvement in level of patient safety through the phases of implementing internal marketing educational program throughout immediately post and follow up phases (after three months) of program compared with the preprogram phase. Conclusion: There was a highly significant improvement in level of patient safety through the phases of implementing internal marketing educational program throughout immediately post and follow up phases (after three months)of program compared with the preprogram phase. Recommendations: Establish marketing strategies, attendance workshops and conferences to increase awareness and practice of all nursing personnel toward marketing and its consequences and establish a marketing committee and marketing department with an experienced manager in healthcare setting |
