Healthcare Marketing in India with special reference to hospitals: Challenges, Opportunities and Strategies

Abhinav Sarma

Abstract


The healthcare industry has emerged as one of the most competitive industries in India. With more private hospitals in the country, the healthcare industry is growing at an accelerated rate. The healthcare market is witnessing both private as well as foreign investments as the Indian healthcare market is expected to grow by a rate of 15% in the coming 5 years. However, one of the major challenges faced by both the new and old hospital sectors is healthcare marketing. This paper tries to study the challenges faced by the hospitals in India with regards to healthcare marketing. The study is based on secondary data and literature available and also makes an attempt to identify the opportunities related to healthcare marketing in India.


Full Text:

PDF

References


Nassir Ul Haq Wani, N., 2013. Health System in India: Opportunities and Challenges for Enhancements. IOSR Journal of Business and Management, 9(2), pp.74-82.

Motwani, D., & Shrimali, P. (2014). Service Marketing Mix of Indian Hospitals: A Critical Review. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2526066

RV, N., V Narendranath & Devakumar G (2016). An empirical study on marketing mix strategies on healthcare services in a tertiary care hospital. International Journal Of Management And Applied Science,, Volume-2(10), 19-24. Retrieved 3rd May 2020,

Rajini, R. (2016). International Conference on Service Marketing – Talking The Show Abroad 42 | Page (ICSMTSA-2016) Healthcare Marketing Strategy to the Sustainable Development of Society. IOSR Journal Of Business And Management, (e-ISSN: 2278-487X,). Retrieved 3rd May 2020,

Gupta, R. (2018). INDUSTRIAL ANALYSIS ON HOSPITAL INDUSTRY. Global Journal Of Commerce & Management Perspective, 7(2), 55-60.

Wong, W., Ho, P., Liang, J., Holroyd, E., Lam, C., & Pau, A. (2014). Road to better health and integration: a Delphi study on health service models for Hong Kong migrants. International Journal For Equity In Health, 13(1). https://doi.org/10.1186/s12939-014-0127-x

Garimella, S., & Sheikh, K. (2016). Health worker posting and transfer at primary level in Tamil Nadu: Governance of a complex health system function. Journal Of Family Medicine And Primary Care, 5(3), 663. https://doi.org/10.4103/2249-4863.197310

https://doi.org/10.24105/gjcmp.7.2.1810 Retrieved 1st May 2020

https://www.jli.edu.in/blog/healthcare-marketing-india/ as accessed on 29th April 2020

https://www.webchanakya.com/create-successful-hospital-marketing-strategy/ as accessed on 29th April 2020

https://trailofpapercuts.wordpress.com/2015/04/17/marketing-indian-hospitals/ as accessed on 30th April 2020

http://www.iosrjournals.org/iosr-jbm/papers/Conf-ICSMTSA/Volume%201/12.%2042-47.pdf as accessed on 30th April 2020

http://www.iraj.in/journal/journal_file/journal_pdf/14-308-148006705519-24.pdf as accessed on 30th April 2020

https://shodhganga.inflibnet.ac.in/bitstream/10603/125297/7/07_chapter%201.pdf as accessed on 30th April 2020

http://www.strategiimanageriale.ro/papers/140202.pdf as accessed on 1st May 2020

https://www.deccanherald.com/business/budget-2020/the-doctor-population-ratio-in-india-is-11456-against-who-recommendation-800034.html as accessed on 1st May 2020

https://www.nhp.gov.in/nhpfiles/national_health_policy_2017.pdf as accessed on 1st May 2020

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6618173/ as accessed on 2nd May 2020

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6685306/ as accessed on 2nd May 2020

https://www.investindia.gov.in/sector/healthcare as accessed on 2nd May 2020

https://www.ibef.org/industry/healthcare-india.aspx as accessed on 2nd May 2020

https://www.ibef.org/uploads/industry/Infrographics/large/Healthcare-Infographic-March-2020.pdf as accessed on 2nd May 2020

http://www.iosrjournals.org/iosr-jbm/papers/Vol9-issue2/I0927482.pdf?id=5156 as accessed on 3rd May 2020

https://www.evariant.com/faq/what-is-healthcare-marketing as accessed on3rd May 2020

https://levohealth.com/why-is-healthcare-marketing-important/ as accessed on3rd May 2020

http://www.ijsrp.org/research-paper-0812/ijsrp-p0891.pdf as accessed on3rd May 2020

http://www.iosrjournals.org/iosr-jbm/papers/Conf-ICSMTSA/Volume%201/12.%2042-47.pdf as accessed on3rd May 2020

http://www.strategiimanageriale.ro/papers/140202.pdf as accessed on3rd May 2020

https://trailofpapercuts.wordpress.com/2015/04/17/marketing-indian-hospitals/ as accessed on 3rd May 2020

https://www.tagww.com/blog/five-challenges-every-healthcare-marketer-must-face as accessed on3rd May 2020

https://www.careeranna.com/articles/challenges-faced-by-healthcare-industry-in-india/ as accessed on3rd May 2020

https://www.gmrwebteam.com/blog/healthcare-marketing-challenges-present-times as accessed on3rd May 2020

https://www.termpaperwarehouse.com/essay-on/Valuation-for-Hospital-Industry/409530 as accessed on3rd May 202

https://www.niir.org/profile-project-reports/profiles/carbon-fiber-carbon-fiber-composites-graphite-fibre-carbon-fiber-reinforced-polymer-projects/z,,ae,0,a/index.html as accessed on 3rd May 2020

https://blog.t-hub.co/five-corporate-programs-that-are-leveraging-innovation-to-transform-healthtech-c3a01e040890 as accessed on3rd May 2020

https://media4achange.wordpress.com/category/india/ as accessed on 3rd May 2020

https://fafadiatech.com/services/erp-health/ as accessed on 3rd May 2020

https://www.ibef.org/archives/industry/healthcare-reports/indian-healthcare-industry-analysis-august-2019 as accessed on 3rd May 2020

https://shodhgangotri.inflibnet.ac.in/bitstream/123456789/454/5/05_research%20methodology.pdf as accessed on 3rd May 2020

https://www.researchgate.net/publication/314402781_Health_System_in_India_Opportunities_and_Challenges_for_Enhancements as accessed on 3rd May 2020

https://rdgmc.edu.in/home/page/67 as accessed on 3rd May 2020

http://oai.repec.org/?verb=ListRecords&set=RePEc:aio&metadataPrefix=oai_dc as accessed on 3rd May 2020

https://www.coursehero.com/file/23148584/Competitive-Profile-Matrix-for-Hershey-Company-2/ as accessed on 3rd May 2020

https://www.niehs.nih.gov/research/resources/bioethics/whatis/index.cfm as accessed on 3rd May 2020

https://storage.googleapis.com/ns-web-storage.appspot.com/MARCH-2019/attachments/2M0GZQ7Hcjml.pdf as accessed on 3rd May 2020

https://www.instastalker2.com/tag/shahdara as accessed on 3rd May 2020

https://www.indiatoday.in/business/budget-2020/story/full-text-of-budget-2020-speech-by-finance-minister- nirmala-sitharaman-1642337-2020-02-01 as accessed on 3rd May 2020

https://www.careeranna.com/articles/challenges-faced-by-healthcare-industry-in-india/ as accessed on 3rd May 2020

https://www.researchgate.net/publication/315676586_Health_worker_posting_and_transfer_at_primary_level_in_Tamil_Nadu_Governance_of_a_complex_health_system_function as accessed on 3rd May 2020

https://bmchealthservres.biomedcentral.com/articles/10.1186/s12913-018-3384-3 as accessed on 3rd May 2020

https://www.thebalancesmb.com/b2b-vs-b2c-marketing-2295828 as accessed on 3rd May 2020

https://www.bluecorona.com/blog/healthcare-marketing-trends-strategies/ as accessed on 3rd May 2020

https://www.annualreviews.org/doi/10.1146/annurev-polisci-050317-070830 as accessed on 3rd May 2020

https://www.milbank.org/wp-content/files/documents/010216fagin.html as accessed on 3rd May 2020

https://www.slideshare.net/Ravit4/indian-economy-2019 as accessed on 3rd May 2020

https://akhildaveblog.com/2020/01/01/healthcare-india-road-ahead/ as accessed on 3rd May 2020

http://agriexchange.apeda.gov.in/News/newshome.aspx?ctryid=99999&ctryn=INDIA as accessed on 3rd May 2020

https://www.ibef.org/industry/auto-components-presentation as accessed on 3rd May 2020

https://www.ibef.org/industry/healthcare-presentation as accessed on 3rd May 2020

https://issuu.com/indiamedtoday/docs/imt_sept2019-_digital_issue as accessed on 3rd May 2020

https://www.slideshare.net/IBEFIndia/healthcare-sector-report-april-2019 as accessed on 3rd May 2020

https://www.moneycontrol.com/news/business/radiant-life-hinduja-ihh-healthcare-eye-jaslok-hospitals-operations-report-3198421.html as accessed on 3rd May 2020

https://www.slideshare.net/IBEFIndia/healthcare-sector-report-july-2018 as accessed on 3rd May 2020

https://www.slideshare.net/IBEFIndia/healthcare-sector-report-august-2018 as accessed on 3rd May 2020

https://byjus.com/free-ias-prep/upsc-exam-preparation-gist-yojana-february-2019-infrastructure/ as accessed on 3rd May 2020

https://www.indiaservices.in/medical as accessed on 3rd May 2020

https://www.scribd.com/doc/132618847/Civil-Services-Mentor-November-2012-Www-upscportal-com as accessed on 3rd May 2020

https://www.researchgate.net/publication/334055734_Telemedicine_in_India_Where_do_we_stand as accessed on 4th May 2020

https://pib.gov.in/PressReleasePage.aspx?PRID=1559536 as accessed on 4th May 2020

http://www.jfmpc.com/article.asp?issn=22494863;year=2019;volume=8;issue=6;spage=1872;epage=1876;aulast=Chellaiyan as accessed on 4th May 2020

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6618173/ as accessed on 4th May 2020

http://aiggpa.mp.gov.in/images/files/pdf/reports/Study%20Report%20Interstate%20Comparison%20on%20Health.pdf as accessed on 4th May 2020

https://www.slideshare.net/vinip3012/national-health-policy-78051730 as accessed on 4th May 2020

https://onlinelibrary.wiley.com/doi/full/10.1111/ajco.12332 as accessed on 4th May 2020

https://d3frl090092vlr.cloudfront.net/22ndAGM-Proceedings-Annual-Report-Sep-28-2018.pdf as accessed on 4th May 2020

https://canadianimmigrant.ca/money-and-business/banking/new-to-canada-three-tips-to-help-manage-your-finances as accessed on 4th May 2020

https://mafiadoc.com/download-as-pdf_59c1e5171723ddbf52d0b244.html as accessed on 4th May 2020

http://archive.kubatana.net/docs/econ/wb_zim_emergency_recovery_prog_0809.doc as accessed on 4th May 2020

https://www.researchgate.net/publication/277276981_Internet_Entrepreneurship_and_'the_Sharing_of_Informat ion'_in_an_Internet-of-Things_Context_The_Role_of_Interactivity_Stickiness_E-Satisfaction_and_Word-of-Mouth_in_Online_SMEs'_Websites as accessed on 4th May 2020

https://equityhealthj.biomedcentral.com/articles/10.1186/s12939-014-0127-x as accessed on 4th May 2020


Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Abhinav Sarma