There is hardly any study that has investigated healthcare promotion and social marketing in understanding hospital outpatient satisfaction in Lagos Metropolis. This study interrogate how innovative healthcare promotion and social marketing can be used to understand hospital outpatient satisfaction in Lagos metropolis. The research design supports the assumption of the cross-sectional-survey where data were collected from many samples at a single and short point in time. A total of 371 participants were recruited through stratified sampling from 18 modern care hospitals in 10 Local Government Areas considered as metropolitan areas. A researcher-designed Likert-scale questionnaire with reliable coefficient. SPSS (29 Version) software was used to analyse the data including the mean, standard deviation and multiple regression analysis. Innovative healthcare promotion including personal selling (β = 0.573, t=5.658, p<0.05) and direct marketing (β = 0.436, t=4.459, p<0.05) significantly predicted outpatient satisfaction, while advertising (β = -0.059, t=-1.171, p>0.05 at 0.242) was insignificant and weak with negative influence (β = -0.059). Social marketing including community engagement (β = 0.396, t=5.595, p<0.05) and healthcare matchmaking (β = 0.512, t=10.235, p<0.05) significantly predicted outpatient satisfaction, while social media management (β = 0.070, t=1.233, p>0.05 at 0.218) was insignificant (β = 0.070). The study concluded that social marketing in healthcare is critical for improving outpatient satisfaction. Healthcare organisations must look beyond traditional marketing strategies while employing innovative healthcare marketing strategies to reach different target audiences. Although there is an emphasis on the health benefits that trigger a quality-based product strategy to sell itself, the healthcare organisation is recommended to strengthen the quality of its innovative healthcare goods and services for outpatient improved satisfaction.
innovative healthcare, marketing promotion, social marketing, satisfaction, Lagos
Ismail Tubosun Arebi. PhD, University of Lagos, Nigeria. Email: arebiismail@gmail.com
Samson Adewumi. Corresponding author. PhD, Walter Sisulu University, Komani, South Africa. Email: sadewumi@wsu.ac.za
Ismail Tubosun Arebi - acquisition, analysis, or interpretation of data for the work; drafting the work or revising it critically for important intellectual content
Samson Adewumi - provide approval for publication of the content
Ismail Tubosun Arebi and Samson Adewumi agree to be accountable for all aspects of the work in ensuring that questions related to the accuracy or integrity of any part of the work are appropriately investigated and resolved
No potential conflict of interest was reported by the author(s).
This work was not supported by any funding.
This study was conducted in accordance with the ethical guidelines set by the Nigeria Institute of Medical Research and the Lagos and the Lagos State Ministry of Health with reference number IRB/23/065 and LS/C.350/S. I/V/878 respectively.
AI tools were not used in writing this paper.
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Cite this article:
Arebi, I.T. & Adewumi, S. (2025). Innovative healthcare marketing promotion, social marketing and outpatients’ satisfaction in selected private hospitals in Lagos Metropolis. International Journal of Academe and Industry Research, 6(2), 191-219. https://doi.org/10.53378/ijair.353217
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