Sreenivas, Srinivasarao and Srinivasa (2013) said that "The health care market has become consumer centered and expecting high quality care at a reasonable price. The mushroomed development of corporate hospitals in India, competition is also bringing massive changes in industry structure. In this context, hospital services' marketing is slowly and surely coming of age and is being woven into the fabric of hospitals planning and public relations programmes." The essence of any marketing activity is marketing mix, and the central theme of the present paper revolves around the contemporary service marketing mix offered by Indian hospitals. In this paper author has critically reviewed 51 papers to describe elements of hospital service marketing mix; product, price, place, promotion, people, process and physical evidence.

Sreenivas, Srinivasarao and Srinivasa (2013) said that "The health care market has become consumer centered and expecting high quality care at a reasonable price. The mushroomed development of corporate hospitals in India, competition is also bringing massive changes in industry structure. In this context, hospital services' marketing is slowly and surely coming of age and is being woven into the fabric of hospitals planning and public relations programmes." The essence of any marketing activity is marketing mix, and the central theme of the present paper revolves around the contemporary service marketing mix offered by Indian hospitals. In this paper author has critically reviewed 51 papers to describe elements of hospital service marketing mix; product, price, place, promotion, people, process and physical evidence.

The Indian healthcare industry which was valued at US$ 79 billion in 2012 is expected to reach US $160 billion by 2017. It shows that the Indian healthcare industry has the potential to become a global hub for healthcare services. This scenario has given rise to Hospital service marketing which is a specialized field that deals with connecting patients, physicians, and hospitals in mutual relationships. The study is aimed to compare the patient satisfaction levels towards the service marketing mix offered by public and private hospitals operating in Udaipur division. To serve the purpose descriptive research design is used and a structured questionnaire based on Likert scale is applied to 142 public and 337 private hospital patients. These patients were chosen by stratified purposive sampling method from Udaipur division. The analysis highlighted the significant difference between the patient satisfactions towards the various parameters of service marketing mix.

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