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Hospital marketing is becoming increasingly competitive all over the world and India is no exception. The gradual shift from the selling to marketing vis-a-vis the customer orientation is quiet evident in present day hospital services. Hospitals become consumer centred and are expecting high medical care and demanding quality services at reasonable prices. Under these circumstance, age-old methods may not give us long run results. It is need of the hour to use some innovative techniques to sell their products. The application of modern marketing principles would prove avenues for rationalising and standardising the services. Thus marketing has become a new ‘mantra’ for the service providers in a hospital setting. In the above context, the book systematically examines the level of employees and patients awareness, expectations and satisfaction with regard the these services. This book evaluates the innovative marketing strategies adopted by corporate hospitals to sell their services. It is a research work on the marketing of hospital services which analyses the marketing – 7P’s i.e. Product, Price, Place, Promotion, People, Physical evidence and Process in sample hospitals apart from studying the growth of hospitals in India. The book certainly prove useful to academicians, researchers, hospital administrators, doctors and students of hospital management course.
ISBN - 9788183875424
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Pages : 621
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