Effectiveness of the Marketing Strategies Used By the Medical Scheme Service Providers in Zambia. A Case of Medlink Services Limited

: The essence of every business is to produce goods and services to not only serve the needs of the clients but also generate a profitable income. The main aim of this study was to review Medlinks marketing strategy so as to remodel Medlink's marketing strategy to improve client retention. The study design employed a mixed method approach, and an expert-based sampling from which the desired sample of 4 was produced, later subjected to questionnaire and an-deep interview. The study found the conceptual framework of the study to remodel Medlinks marketing strategy relevant, with a clear understanding of how the concepts related. Overall, the scorecards indicated that good customer service had a direct impact on customer retention