Research Article

South African private practising clinical dietitians’ perceptions of the relevance of service-specific healthcare marketing principles and communication elements

Published in: South African Journal of Clinical Nutrition
Volume 24, issue 4, 2011 , pages: 192–198
DOI: 10.1080/16070658.2011.11734387
Author(s): Lm HanekomDepartment Human Nutrition,, Gj GerickeDepartment Human Nutrition,, Pj. BeckerBiostatistics Unit,

Abstract

Background: South African dietitians are confronted with the challenge of effectively marketing themselves as a sound source of information on nutrition to both the public and other health professionals. The marketing initiative should focus on the promotion of both the profession itself and individual practices. The aim was to assess the perception of South African private practising clinical dietitians of the relevance of service-specific healthcare marketing principles and communication elements (within the ambit of Act 53 of 1974). The design was a descriptive cross-sectional survey in the quantitative domain. Convenience sampling was used (n = 79).

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