Marketing audit of a private health care facility

The low rate of use of health services in the Democratic Republic of Congo, with approximately 70% of patients not having access to health care in 2006, has resulted, among other things, in the high mortality rate of 10/1000 inhabitants observed in 2017. In the health sector in the DRC, the private sector plays an active role in the provision of health services. The challenge in this sector remains to mark by boosting its patient satisfaction scores and gain market share. Social marketing proves to be one of the solutions for health care structures in this sector, as it aims at changing the behaviours of a group of targeted people in order to achieve predefined objectives. The objective of this study was to conduct a marketing audit of a private health care structure in the Democratic Republic of Congo (BONDEKO clinic). A case study coupled with patient exit interviews was conducted at the BONDEKO clinic from February 08 to March 11, 2019. The data collection technique consisted in conducting in-depth interviews with hospital staff complemented by document review