Date of Conferral

2023

Date of Award

Winter 2024

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Roger D. Mayer

Abstract

Amid the dynamic changes and innovations of the healthcare field, healthcare providers seek educational activities that enhance their growth and decrease their knowledge gap. Healthcare education organizations responsible for providing high-quality healthcare education, have opportunities to differentiate their programs to acquire, attract, activate, and retain healthcare providers. Grounded in the five forces of competition and the value chain theories, this mixed method formative program evaluation aimed to improve the business development program by developing a differentiation by quality strategy that will increase its competitive advantage. Participants included three decision-makers and nine leaders in a healthcare education organization in the Kingdom of Saudi Arabia (KSA). Data were collected from semistructured interviews, focus group discussions, and historical data. The quantitative analysis was limited to a descriptive analysis of frequencies of occurrences. The qualitative analysis revealed eight themes related to advertisement and marketing, value perception, differentiation opportunities, threats and barriers, strengths, weaknesses, leadership, and customer experience. The descriptive analysis supported the thematic analysis. Four key recommendations presented to leadership included developing strategic alliances, new curricula, key performance indicators, and an advertisement plan. The implications for positive social change include the potential for increased quality of healthcare delivery, hence, increasing the quality of care for the population's health.

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