National Health Insurance Case Study

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INTRODUCTION Marketing is an endless art and science of linking products and services with consumers, through a number of systematic and dynamic channels with elements of value, desire, exchange mode, freedom and reasonability (Kotler,2000). Many marketing scholars have concurred that there are five distinct periods in the progress of marketing philosophy which comprises the production orientation, product orientation, sales orientation, market orientation, and the societal marketing orientation (Keith,1960; Dawson, 1969; Bartels,1974; Kotler and Keller, 2006). According to Philip Kotler Marketing is an endless art and science of linking products and services with consumers, through a number of systematic and dynamic channels with elements…show more content…
The marketing must be well integrated so as to bring the desired output. The good example is well practiced in many organizations, if we take the National Health Insurance Fund NHIF has been taken as an example of making a comparison to other organization offering services. The National Health Insurance Fund is a statutory social health insurance scheme established by Cap 395 of 2002 with the objective of facilitating access to health services to Public Service employees, their dependents and other groups of members as shall be approved by the Minister responsible for health matters from time to time. NHIF is currently the largest health insurer in sub-Saharan Africa. Among others, the following are core activities of NHIF which are member’s recruitment, collection of contribution, Accreditation of health facilities, reimbursement to health care providers, facility inspection and supportive supervision of accredited health facilities. The organogram of NHIF encompasses the Board of Directors, Director General-DG and the Deputy Director General-DDG plus eight (8) directories which are Medical and Technical Services-DMTS, Directorate of Operation-DO, Marketing and Research-DMR, Directorate of Actuarial and Statistics-DAS, Community Health Fund-CHF, Directorate of Human Resources and Administration-DHRA, Directorate of Finance Planning and Investment-DFPI, and the Directorate of Information and Technology Services-DIS. Apart from above directorates , there three (3) departments which directly reports to the DG. These departments are Chief Internal Auditor-CIA, Legal Service Department–LSD and Donor Funded Project Department-DFPD. If the organization intends to sell her products such as TOTO AFYA CARD the responsible directorate will be marketing, therefore the marketing department has integrated all products as it’s the responsible to sell to

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