Service marketing mix of Indian hospitals: a critical review

Motwani, Dharmesh

doi:10.24984/cjssbe.2014.3.2.8

Cited by 2 publications

(2 citation statements)

References 8 publications

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“…Most products of the hospitals are services which can be classified into three categories. The line services, the supportive services offered by medical staff and lauxiliary services (Motwani & Shrimali, 2014).…”

Section: Healthcare Marketing MIXmentioning

confidence: 99%

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Healthcare Marketing: An Empirical Study among Lebanese Hospitals

Aoun¹,

Alaaraj²

2018

LSJ

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Although most of studies have identified different dynamic factors that influence hospitals business development, there is always an increasing interest to find the best practices that ensure effective and sustainable marketing strategies in healthcare. The purpose of this study was to make an approach between patients and hospital managers to develop an effective marketing strategy for hospitals in Lebanon. A quantitative methodology was applied to statistically test both patients and managers’ attitudesthrough conducting two different simple surveys among patients and managers from fourdifferent hospitals in Lebanon. Self-administered questionnaires were designed in terms of marketing mix and hospitalization experience, and distributed randomly among participants to assess the implemented marketing strategies.Majority of patients were satisfied from the healthcare service provided and 93.3% of patients showed high level of loyalty to these hospitals. In terms of experiencing the marketing mix, majorityof patients were able to identify the most significant 7ps in hospitals especially in terms of price and people. Similarly, the results obtained from managers’ surveyshowed consistency of the marketing strategies applied by these hospitals with the patients’ attitudesbut with some conservation regarding the pricing strategies in the Lebanese healthcare system.The importance of healthcare marketing falls mainly in the framework of strengthening public relations with patients and maintaining a proper pricing strategy that is backed by the government and mediated by the guarantors. Future studies can be extended empirically in terms of geographical distribution of hospitals and the methodology applied.

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Section: Healthcare Marketing MIXmentioning

confidence: 99%

“…For effective distribution of healthcare services, it is essential for hospitals to provide basic services at different parts of residential areas. Furthermore, hospitals' location should be easily accessed by patients especially in case of emergencies (Motwani & Shrimali, 2014).…”

Section: Healthcare Marketing MIXmentioning

confidence: 99%

Healthcare Marketing: An Empirical Study among Lebanese Hospitals

Aoun¹,

Alaaraj²

2018

LSJ

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Factors Influencing the Preference of Private Hospitals to Public Hospitals in Oman

Al-Balushi

Khan

2017

ijmier

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Purpose:The objectives of the study are to analyze the factors which influence patients to go to private hospitals against public hospitals of Oman and to analyze the expectations of patients from the integrated public hospitals in Oman.Design/methodology/approach: The study was carried out with a well-defined questionnaire through which 251 survey samples were collected on a random sampling basis. Findings:The results of the study reveal that there is an association between the selection of hospital and services and the cost of the services offered in the hospital and it is found that the cost of services incurred makes an impact in the selection of hospital for medical treatment. The study also revealed that in private hospitals patients could easily approach anyone including the reception staff and all are helpful, and the private hospitals are equipped with modern equipment, and doctors treat patients in a friendly manner. Research limitations/Implications:The majority of the population taken for the study are aged above 20 years, and the samples were collected from selected regions of Oman, and wide range collection of samples from all the regions will help to improve the solution. Social implications:The study suggests that sufficient medicines should be provided in all the public health centers and periodic inspection should be conducted at regular intervals to improve the standards of the public health Centers and Government Hospitals concerning cleanliness, treatments and the front line services. Originality/Value:No study has examined the causes for the hospital selection delay in the construction projects of Oman, and it is a first-hand study of its kind and the results will be useful to the stakeholders.

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Service marketing mix of Indian hospitals: a critical review

Cited by 2 publications

References 8 publications

Healthcare Marketing: An Empirical Study among Lebanese Hospitals

Healthcare Marketing: An Empirical Study among Lebanese Hospitals

Factors Influencing the Preference of Private Hospitals to Public Hospitals in Oman

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