Marketing transformation in the public health sector : a KwaZulu-Natal focus

Dorning, Augusta Waller (2000-03)

Thesis (MBA)--Stellenbosch University, 2000.

Thesis

ENGLISH ABSTRACT: Since the first democratic elections in 1994, the emphasis in corporate and public life has been on transforming practices previously advocated by the apartheid government. As the service provider to the public there has been significant emphasis placed on the major sectors such as health and education. In addition to policy documents which focus specifically on health service delivery and the transformation envisaged, policy has also extended to transforming service delivery in all sectors of government. In designing policy for the transformation initiative little if any attention has been paid to the particular needs of the health sector as a whole and the public health sector in KwaZulu-Natal. Research conducted revealed that most employees were unaware of the results required in order to effect transformation within the public health sector of KwaZulu-Natal. To effect change and transformation, an internal marketing strategy and plan had to be designed. This strategy and plan would align the activities of each and every employee to the vision, mission and values of the KwaZulu-Natal Department of Health. The plan seeks to address issues such as performance management, communications, control, and budgeting considerations in order to market transformation to the 52 000 employees of the Department who serve the health needs of 26 percent of the country's population.

AFRIKAANSE OPSOMMING: Sedert die eerste demokratiese verkiesing in 1994 val die klem in beide die korporatiewe en publieke sektore op die transformasie van gebruike/praktyke wat voorheen deur die apartheidsregering onderskryf is. As openbare diensverskaffer is daar aansienlike klem geplaas op sekere hoofsektore soos gesondheid en onderwys. Bo en behalwe beleidsdokumente wat spesifiek fokus op dienslewering en die beoogde veranderings in gesondheid, is beleid ook uitgebrei om verandering in dienslewering in alle regeringsektore in te sluit. In die ontwikkeling van beleid vir die transformasie inisiatief, is weinig of geen aandag geskenk aan die spesifieke behoeftes van die gesondheidsektor in die algemeen en spesifiek die openbare gesondheidsektor in KwaZulu-Natal. Navorsing bevind dat die meeste amptenare onbewus is van welke resultate nodig is om transformasie in die openbare gesondheidsektor in KwaZulu-Natal te verseker. Ten einde verandering en transformasie te laat plaasvind, was dit nodig om 'n interne bemarkingstrategie en-plan te ontwerp. Hierdie strategie en plan sal die aktiwiteite van elke amptenaar fokus op die visie, missie en waardes van die Departement van Gesondheid van KwaZulu-Natal. Die plan poog om aangeleenthede soos prestasie-bestuur, kommunikasie, kontrole en begrotingsimplikasies aan te spreek en sodoende die transformasieproses te bemark aan die 52 000 werknemers van 'n Departement wat die gesondheidsbehoeftes van 26 persent van die land se bevolking bedien.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/51825
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