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Research Paper | Marketing | India | Volume 14 Issue 1, January 2025 | Popularity: 4.3 / 10

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Healthcare Marketing Strategies and Patient Decision-Making in Choosing a Hospital in India

Gergi Neerajana Sai Niveditha, Chenna Upendra Madduri

Abstract: The operation of the healthcare sector now depends heavily on the marketing of services. With more competition, the dominance of service providers in the healthcare sector is giving way to the preferences of service seekers. Every customer wants to be catered to in the modern era by their particular and individual needs. Customer relationship management, or CRM, is crucial for keeping customers and ensuring that word-of-mouth advertising is sustained over time. Bolstered by the corporatization of healthcare, the promotion of India as a coveted medical tourism destination and threatened by a proliferation of new hospitals, hospitals today find it difficult to rely solely on word of mouth to attract patients. Internal marketing practices allow hospitals to ?market fit? before initiating external marketing. In the future, more and more corporate healthcare facilities will approach the market aggressively to survive in the face of intense competition. Emphasize the importance of better understanding your customer base by tracking data on transactions and communication interactions. Areas that need serious attention are Patient Relationship Management (PRM) and Patient Experience Management (PEM). With more competitors, healthcare marketing is changing from being dominated by service providers to being favoured by service seekers. So, this study will identify the elements affecting patients' decision-making when it comes to selecting a hospital in India.

Keywords: Healthcare, Marketing, Patient, Services

Edition: Volume 14 Issue 1, January 2025

Pages: 99 - 101

DOI: https://www.doi.org/10.21275/SR241230180503

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