The Institute of Healthcare Marketing of Nigeria (IHCMN), has trained personnel of 44 Army Reference Hospital on strengthening relationships between hospitals and patients.
The Chairman of the institute Prof. Samaila Mande made this known on Monday in Kaduna during a weeklong seminar organized by the IHCMN in collaboration with the 44 Nigerian Army Reference Hospital to enhance efficiency, excellence and patient-centred healthcare services among hospital personnel.
Mande also stressed the need for continuous training and retraining of healthcare workers to improve service delivery and strengthen relationships between hospitals and patients.
He said the healthcare environment was constantly evolving, making it imperative for professionals to acquire new skills and perspectives that would enable them to meet the changing expectations of patients.
“Training and retraining are critical in any workforce environment. The healthcare sector is very important, and workers need continuous orientation because the dynamics of engagement are changing,” he said.
According to him, healthcare institutions comprise doctors, nurses, laboratory scientists and other professionals whose services ultimately revolve around the patient.
“The patient is the customer. Therefore, there must be a relationship that promotes mutual understanding between healthcare providers and patients,” Mande said.
He commended the Chief Medical Director (CMD) of the hospital, Brig.-Gen. Godwin Ogoh, for initiating the seminar, describing it as a demonstration of visionary leadership and commitment to institutional excellence.
Mande noted that every department and unit within the hospital required exposure to modern management and service-delivery practices to enhance performance and patient satisfaction.
He also highlighted the importance of preserving the hospital’s historical records and heritage, suggesting that records of the first babies delivered at the hospital since its establishment in 1944 could be leveraged to strengthen stakeholder engagement.
“Some of those born here may have become governors, military officers or national leaders. If such people are identified and engaged, they could contribute significantly to the growth and development of the hospital,” he said.
The IHCMN chairman said the objective of the training was to improve efficiency, encourage excellence and foster stronger bonds between patients and the hospital.
“We want patients to see the hospital as their own. When people develop a sense of ownership, they become more connected to the institution and more willing to support its growth,” he said.
Mande also advocated business-like approaches to healthcare management, emphasizing the need for cost-effective service delivery without compromising quality.
Speaking on the role of the institute, he said IHCMN was committed to promoting marketing orientation, strategic thinking and stakeholder-focused service delivery across the health sector.
“Our objective is to ensure that healthcare workers develop marketing ideas, marketing thinking and marketing reasoning in their daily activities so they can relate effectively with patients and other stakeholders,” he added.
Earlier, the CMD of the hospital, Brig.-Gen. Ogoh, said patient-centred care must remain at the core of healthcare delivery to sustain quality services and improve patient experiences.
Ogoh noted that the hospital, a federal tertiary healthcare institution, provides specialist and super-specialist services to members of the Armed Forces and civilians.
He said quality healthcare extended beyond infrastructure and medical equipment to include the manner in which healthcare workers interacted with patients.
“The way we interact with patients serves as a form of marketing for the institution. Positive experiences encourage patients to return and recommend our services to others, while negative experiences can drive them away,” he said.
The CMD urged participants to take advantage of the seminar by actively engaging in all sessions and applying the knowledge gained to improve service delivery.
Also speaking, retired military officer and leadership expert, Col. Chukwu Obasi (rtd), emphasized the importance of developing leadership acumen within the healthcare sector.
Presenting a lecture titled “Developing Leadership Acumen in the Healthcare Environment,” Obasi described healthcare leadership as the ability to identify challenges within the system and provide solutions that improve service delivery and patient outcomes.
He said healthcare leaders must embrace strategic thinking, emotional intelligence, financial and business acumen, operational excellence and cultural humility.
According to him, effective leadership contributes to improved patient safety, reduced medical errors, enhanced teamwork and greater adherence to evidence-based practices.
Obasi urged healthcare professionals to embrace innovation, including artificial intelligence and telemedicine, foster collaboration across departments and maintain resilience and integrity in carrying out their responsibilities.
He added that patient-centred care remained the hallmark of effective healthcare leadership, noting that leaders must create systems that prioritize patients’ needs and experiences.
The four-day seminar attracted participants from various departments and directorates of the Army Reference Hospital, reflecting a collective commitment to improving healthcare delivery through inclusivity, efficiency and excellence. (NAN)
