Importance of Public Relation in Healthcare Marketing: Sovereign Study

This research proposal investigates the critical role of public relations in enhancing the marketing activities of healthcare organizations, specifically focusing on Sovereign Health Care in the UK. The study begins with an introduction to public relations and its significance in maintaining a positive organizational image and fostering customer relationships. The rationale emphasizes the importance of public relations in targeting markets, retaining customers, and improving marketing effectiveness. The research aims to comprehensively analyze the impact of public relations on marketing activities and strategies for improvement. The literature review explores the existing body of knowledge on public relations strategies in healthcare marketing. The methodology section outlines an inductive research approach using a descriptive research design. Data collection will involve both primary and secondary research methods, including questionnaires for managers. The study anticipates that effective public relations will lead to improved customer relationships, a positive brand image, and increased market share for healthcare organizations. The outcomes will highlight the importance of public relation in improving marketing activities and building a strong relationship between organization and public.

Research proposal

Table of Contents
Introduction......................................................................................................................................3
Rationale of study........................................................................................................................3
Research aim................................................................................................................................3
Literature review..........................................................................................................................3
Outcomes ........................................................................................................................................5
References........................................................................................................................................6

Title: Importance of public relation in the marketing activities of health care organizations and
strategies to improve- A study on Sovereign Health Care
Introduction
Public relation is practising of managing the spread of information between company and
individual. Public relation is very important for marketing activities of healthcare organization.
The main aim of public relation is to inform the public and customer and other stakeholder to
maintain the certain view of organization (Guth and Marsh, 2016). Further public relation help in
maintaining the relationship between target audience and organization. The present study is
conducted on analyse the importance of public relation in the marketing activities of health care
organizations considering the context of Sovereign Health Care in UK. Sovereign Health Care is
a leading provider of cash plans in UK and provides support to people during the times when
they are unable to access health care services (The sovereign story, 2017). For getting success in
the field of public relation it is necessary to have deep understanding of the interest and concern
of each of clients. It helps in keeping continue communication between customer and company.
Rationale of study
Public relation play important role for marketing of health care organization and
strategies to improve marketing activities. The main aim of public relation officer to keep
maintain relationship with customer. By making a good relationship with customer it help in
retaining them for longer period of time (Cohen, Gonzalez and Goldstein, 2016). Along with
this it also help in improving marketing activities. There are some advantage of public relation
with other promotional options. If public reaction is well structured then it help in target market
and gather more information with other promotion forms. The objective of making public
relation can be achieved in low cost if it compared to other promotional efforts.
Research aim
The research aim is to formulate a complete analysis of importance of public relation for
improving marketing activities.
Aim: To critically analyse the importance of public relation in the marketing activities of health
care organizations and strategies to improve- A study on Sovereign Health Care

Literature review
The significance of improved public relation strategies in the marketing activities of health care
organizations of UK.
As per the view of Klijn, van Twist and Jeffares (2016) the public relation make easier to
aim to target the market which healthcare organization is hoping to reach. The primary rationale
for existence of healthcare organizations is to provide services which are of high quality. This
industry is highly peculiar in the manner it operates and influences the decisions of customers.
As observed by Morris, and Goldsworthy, (2016) there are various agencies which require
messages which are individualized in nature. With the assistance of public relations an
organization shall be enabled to target specific messages or information to certain portion of
audience. This could be clarified from the instances that if an organization intends to promote a
medical device then the promotional messages targeting the class of physicians shall be in
respect to the convenience with which it can be used. Moreover, it shall highlight the ease of use
and address such issues which are pertinent for all the physicians. However, it has been stated by
Dwyer, Dragićević, and Knežević (2016) that marketing in health care sector is a highly
sensitive issue and requires the management to stay cautious with every statement made by them.
In pursuance to the same maintaining healthy and effective public relations shall enable the
organization to specifically understand the demands and cater to them on an individual basis.
This shall ensure that all the content published is sensitive to different forces existing in the
industry.
Research objectives
 To study the concept of public relation in marketing
 To analyse the ways in which public relations are important for marketing activities of
Sovereign Health Care
 To recommend the ways in which marketing of Sovereign Health Care can be improved
through public relation activities
Research Question
 What is the concept of public relation in marketing?
 How public relations is important for conducting marketing activities of Sovereign
Health Care?

 What are the ways in which marketing of Sovereign Health Care can be improved
through public relation activities?
Justification: Question give above will be helpful for understanding the research problem
deeply and in systematic manner further importance of public relation for conducting the
marketing activities can easily understood by researcher.
Methodology
.
Research approach: For the current research proposal, scholar used inductive research. It is
very appropriate approach in which new theory is constructed on the basis of collected
information.
Research design: There are different kinds of research design which researcher can used for
conducting a research. In the present report descriptive research design will be used by scholar so
that finding can be presented in effective manner. Further, it helps in proving that outcome of
study is effective for understanding the research problem.
Data collection: There are two type of information can be collected for presenting the finding of
research such as primary research and secondary research (Hannula, Suoranta and Vadén,
2014). In this study primary and secondary research will be conducted for gathering the
informations. The secondary information can be gathered through the books, journals and
internet etc. the internet sites are very useful for collecting information in concern to aim of
study. For primary research questionnaire prepared and participant are randomly selected for
gathering specific information.
Sampling: Sampling is important for collecting a primary informations. In the present report
random sampling method will be taken into consideration. Here, 7 manager of the organization
will be taken into consideration as a sample size. The reason behind selecting 7 manager is that
it will help in gaining specific information about the topic of research.
Data collection: There are different type of techniques qualitative and quantitative which can be
for analysing the collected data. In the report researcher qualitative techniques for analysing the
data in which themes and charts are prepared and on the basis of this themes interpretations
done. All the finding of survey is based on information collected from primary or secondary
sources

Outcomes
Outcome of present study is that it help in identifying the importance of public relation
improving marketing activities. It play significant role in improving the relationship between
organization and public. Along with this, effective public relation leaver a company with positive
image which help healthcare organization in improving the brand image in market. It is a very
powerful tool which are set to build relationship with customer and for increasing sale of
organization. Organization can gain market share it have effective public relation tools and
strategies. Further, In pursuance to the same maintaining healthy and effective public relations
shall enable the organization to specifically understand the demands and cater to them on an
individual basis.

References
Cohen, D.S., Gonzalez, J. and Goldstein, I., 2016. The Pelvic Floor and Male Sexual Function.
In The Overactive Pelvic Floor (pp. 31-42). Springer International Publishing.
Dwyer, L., Dragićević, V., Armenski, T., Mihalič, T. and Knežević Cvelbar, L., 2016.
Achieving destination competitiveness: an importance–performance analysis of Serbia.
Current Issues in Tourism, 19(13), pp.1309-1336.
Guth, D.W. and Marsh, C., 2016. Public relations: A values-driven approach. Pearson.
Hannula, M., Suoranta, J. and Vadén, T., 2014. Artistic research methodology. New York: Peter
Lang.
Klijn, E.H., van Twist, M., van der Steen, M. and Jeffares, S., 2016. Public managers, media
influence, and governance: Three research traditions empirically explored. Administration
& Society, 48(9), pp.1036-1058.
Morris, T. and Goldsworthy, S., 2016. PR-a persuasive industry?: Spin, public relations and the
shaping of the modern media. Springer.
Sunderland, N., Chenoweth, L., Matthews, N. and Ellem, K., 2015. 1000 Voices: Reflective
online multimodal narrative inquiry as a research methodology for disability research.
Qualitative Social Work, 14(1), pp.48-64.
The sovereign story. 2017. [Online]. Available Through:
<https://www.sovereignhealthcare.co.uk/about/>. [Accessed on 25 March 2017].