EFFECTS OF MARKETING STRATEGY ON HEALTHCARE SERVICES SATISFACTION (A CASE STUDY OF TUYIL PHARMACEUTICAL INDUSTRIES LIMITED)

Abstract: This study examines the effects of marketing strategy on healthcare service satisfaction, using Tuyil Pharmaceutical Industries Limited as a case study. The primary objective is to assess how various marketing strategies—such as product quality, pricing, promotion, and distribution—impact customer perception and overall satisfaction within the healthcare sector. The study adopts a descriptive research design, utilizing structured questionnaires to collect data from customers and staff of the organization. Findings reveal that effective marketing strategies significantly influence customer satisfaction, particularly through consistent product availability, competitive pricing, and clear communication of product benefits. The study also shows that customer trust and loyalty are enhanced when healthcare providers align their marketing efforts with quality service delivery and ethical standards. However, inadequate promotion and poor customer engagement were identified as limiting factors affecting optimal satisfaction levels. The study concludes that strategic marketing plays a vital role in improving healthcare service satisfaction and recommends that Tuyil Pharmaceutical Industries Limited adopt customer-centered marketing approaches, invest in awareness campaigns, and strengthen feedback mechanisms to enhance service delivery and maintain competitive advantage.