Occupational health purchasing behaviour by SMEs--a new theoretical model
J Harrison1, A Woods, K Dickson
1Imperial Health at Work, Hammersmith Hospital, London W12 OHS, UK.
Occupational Medicine (Oxford, England)
|August 20, 2013
Summary
Small and medium-sized enterprises (SMEs) are more likely to purchase occupational health (OH) services when they understand OH benefits. Company size also influences purchasing decisions, with larger SMEs more likely to buy OH services.
Area of Science:
- Occupational Health
- Business Management
- Market Research
Background:
- Factors influencing corporate decisions to purchase occupational health (OH) services remain largely unknown.
- Understanding these factors is crucial for effective marketing of OH services to small- and medium-sized enterprises (SMEs).
Purpose of the Study:
- To characterize the purchasing behavior of SMEs regarding occupational health services.
- To inform marketing strategies for OH service providers targeting SMEs.
Main Methods:
- A 2x2 model of OH purchasing behavior was developed based on existing literature.
- A cross-sectional market research survey was conducted with 30-250 employee SMEs across five UK NHS OH service localities.
- The survey assessed SME knowledge of OH and perceived importance of various OH services.
Main Results:
- Out of 387 surveyed companies, 24% had purchased OH services, and 81% reported awareness of OH.
- Companies demonstrating understanding of OH were significantly more likely to purchase services (OR 3.5).
- Smaller SMEs (fewer than 90 employees) were less likely to purchase OH services compared to larger ones (OR 0.17).
Conclusions:
- Occupational health knowledge and company size are key determinants of purchasing behavior in SMEs.
- The findings support the proposed theoretical model for OH purchasing behavior.
- Further research is recommended to explore the relationship between claimed OH knowledge, purchaser types, and business benefits.
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