Assessing the impact of hospital marketing in attracting the patient for service consumption in tertiary care hospital in central India.

Abstract

Background:  Hospital service is a field that is constantly changing, with the availability of creativity, opportunities motivating passion, and allowing experts to thrive. Healthcare marketing is a scientific discipline since it uses concepts, plans, and methods that are exclusive to both conventional and social marketing. The importance of this study is to build up the bridge and relationship between the hospital and the patient. To introduce the healthcare services to the patient to let them know what services the hospital provides and what advantages they will receive for their health betterment. With the help of this study, we can track the flow of the patient from which median they are coming, for example, traditional marketing or digital marketing. This study will promote and analyse where the marketing strategies are lacking and where they need to be improved with the help of recommendations of this study. The objectives of this study to bridge the gap by providing the corrective information and developing the relationship between patient and hospital, to create a leadership position and differentiate from competitors. Methods: A retrospective study approach will be adopted in the study. It includes a collection of data and information direct from the marketing department. Study will be conducted in the tertiary care hospital of central India. Secondary type of data will be collected from the Hospital Management Information system. Expected Result: The expected result of the study will be to bridge the gap by providing the corrective information and developing the relationship between patient and hospital, to create a leadership position and differentiate from competitors to know where the institute is standing in the market.