SOCIETAL IMPACT OF HOSPITAL MARKETING STRATEGIES: INDIAN PERSPECTIVE

Business Management

Healthcare is basic need of human being since ancient times. Every individual must need to take care of health, for this hospitals play important role and have great social impact. Also hospital provide promised healthcare practices which results in betterment of economy and Indian society. Today, most hospitals administrators would acknowledge that the well-being of their organization depends upon the attraction of resources to enable hospitals to meet the historical goals of patient care, teaching and research. Attraction of the necessary resources and acceptance on the part of various publics of the hospital that the organization has attained its goals are vital to the long-term survival of the institution. Modern Hospital Marketing strategies has provided meaningful impact on society in maintaining health. This study lights upon the aspects related to Marketing strategies of Hospitals and their societal Impact. This study is completely based on Indian societal perspective. Hospital Marketing complexity, heterogeneity and ambiguity, quality should not only be assessed from the customer’s point of view, but also from that of the providers. An approach based on both customers and providers offers a much more complete picture of health care quality and make societal impact.

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