Marketing strategies in healthcare

Somu, G (2012) Marketing strategies in healthcare. International Journal of Research in Commerce & Management, 3 (6). p. 76. ISSN 0976-2183

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Abstract

Owing to increase in health awareness among the public, the demand for quality care, value and service at an affordable cost has posed a challenge to those involved in delivering health care. To survive, hospitals tend to compete more than ever in terms of quality, service and price. Almost all health care organizations have take up establishing marketing departments which would help in developing better communication with their customers. This paper throws light on marketing strategies adopted by a tertiary level teaching hospital, in order to overcome competition from nearby healthcare institutions/facilities while continuing to maintain high standards in providing quality healthcare to all patients. The study was carried out with the following objectives: to study the marketing strategies & initiatives adopted along with its outcome measurement by a tertiary level teaching hospital and to study and understand the marketing strategies and initiatives adopted and outcome measure by the marketing team in helping the hospital achieve excellence. Study was conducted by visiting the marketing department and having informal discussion with the marketing manager and interacting with his team of marketing executives. The results and outcome of the marketing activities was compiled and analyzed after going through the records and statistical data for a three year period in retrospect. The index considered for measuring the outcome are standard hospital indices, i.e. Outpatient attendance, new and repeat visits, diagnostic and lab investigations, bed occupancy and PSI (Patient Satisfaction Index) score. The results showed an overall increase in the out patient traffic (OP- attendance) by an average of 2000 patients accounting to about 9%.The inpatient admissions showed an average monthly of 3800 cases amounting to increase in admission rate by 12%.Bed occupancy increased by 8%.OT utilization increased by 11%.The PSI scores for out patient attendance increased from 3.7 to 4.1 and for inpatient it increased from 2.6 to 2.8. It is concluded that in the era of competition driven market especially in healthcare sector it is essential that hospitals are assured of having its own database of patients/customers as also identifying potential catchment areas for the future. The case study also shows the importance of internal marketing which is vital not only in satisfying the patients /customers during the visit but also in bringing in repeat visits. The strategies adopted and highlighted in this study can serve as an effective tool in marketing healthcare industry.

Item Type: Article
Uncontrolled Keywords: Healthcare; internal marketing; external marketing; strategies.
Subjects: Medicine > KMC Manipal > Hospital Administration
Depositing User: KMC Manipal
Date Deposited: 27 Aug 2012 07:12
Last Modified: 27 Aug 2012 07:12
URI: http://eprints.manipal.edu/id/eprint/77071

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