Service Marketing Mix of Indian Hospitals: A Critical Review

Background In public health, traditional 4Ps (product, price, place and promotion) of the marketing mix have been successfully used to influence clients/patients to adopt desired health behaviors and health status changes in reproductive health, tuberculosis (TB), malaria, child survival and human immuno-virus (HIV) interventions. However, the use of additional 3Ps (Physical evidence, People and Process) of the marketing mix have rarely been used in public health interventions. This study examined the influence of physical evidence on voluntary counseling and testing (VCT) uptake among adolescents in Tanzania.Methods A cross-sectional study design using quantitative method was conducted in Dodoma. A multi-stage random sampling method was used to select nine secondary schools and 449 study participants. Self-administered structured questionnaire was used. Data was analyzed using SPSS v17. Relationship between independent and dependent variables was analyzed using binary logistic regression and correlation analysis with p-value of ˂ 0.5 regarded as significant. Binary logistic regression was used to determine predictors of VCT uptake. Descriptive statistics was used to analyze participants’ characteristics and ranking of physical evidence variables’ on VCT uptake among adolescents.Results Of 449 study participants, 54% and 46% were females and males respectively. The participants’ age range was 12–19 years. 96% of respondents had knowledge of VCT, 90.6% were willing to test for HIV, however; 78% had not tested for HIV. Physical evidence variable modern equipment was highly ranked influential variable regarding VCT uptake. Independent variables modern equipment, physical facility, personnel and materials were found predictors of VCT uptake. Participant characteristics age and school type were also predictors for VCT uptake.Conclusions Despite majority of adolescents had knowledge on VCT service and were willing to test for HIV, VCT uptake was low. Meaning that knowledge and willingness a lone are not enough to influence VCT uptake. Physical evidence variables modern equipment, physical facility, personnel and materials when integrated in HIVprevention strategies and interventions can increase VCT uptake among adolescents in Tanzania. Consideration of individual expectation variations and other predictor variables like age and school type need to be incorporated in designing VCT interventions.

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“…Angoodet. Al., went further to comment on importance of a welldesigned physical healthcare facility that is attractive to patients/clients (25).…”

Section: Discussionmentioning

confidence: 99%

Influence Of Marketing Mix On Adolescents’ Voluntary HIV Testing Uptake In Tanzania: Experience From Physical Evidence

Matemba¹,

John

Ismail

et al. 2020

Preprint

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“…However, the elements that can affect patients differ between hospitals. This can happen because the marketing strategy must focus on consumers, and the company uses strategies appropriate to the market segment the company occupies to succeed (Armstrong et al, 2014); (Motwani & Shrimali, 2014). A good marketing strategy also has functions such as providing direction for the organization or program, focusing on one of the many options, unifying organizational actions, differentiating the organization from other organizations, distributing corporate promotional materials, managing corporate resources, supporting hospital decision-making, make the organization superior to other market competition, and demonstrate competence to external stakeholders (Thomas, 2015).…”

Section: Resultsmentioning

confidence: 99%

Systematic Review: Relationship between Hospital Marketing Mix and Patient Visits and Hospital Selection

Lesmana Putra,

Gani

2024

JWS

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This study aims to determine the relationship between hospital marketing mix, patient visits, and hospital selection. The study method uses the PRISMA method. Inclusion criteria were journals published from 2018 to 2022, focusing on marketing mix and hospitals. Journal searches were carried out using the keywords "Marketing Mix", "Hospital", and "Patient". Article searches were conducted in the Scopus, ScienceDirect, Proquest, Garuda, and Google Scholar databases. The research results found six articles that met the requirements to be included in the study for review. Four articles were conducted from the patient's perspective, and two were written from the perspective of hospital staff. The seven aspects of the marketing mix can influence patients to choose hospital services that implement marketing strategies. Elements of the marketing mix that have a relationship can differ from hospital to hospital. Hospitals need to plan a specific marketing strategy that focuses on patients so that patients want to choose to use the hospital's service facilities. The implications of this study are highly relevant for practitioners in the fields of hospital management and health marketing. The finding that the hospital marketing mix can influence patient choices provides a deeper understanding of the importance of appropriate marketing strategies in increasing patient visits and hospital competitiveness.

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“…Thus, the study’s general finding showed that even though ownership seems to affect specific care dimensions, the high degree of professionalization neutralizes the effect that can be observed in the clinical results (Bøgh Andersen and Jakobsen, 2011). Motwani and Shrimali (2014) highlighted the differentiating role of transparency in medical tariffs, appropriate staff communication and high service quality, affecting service recipients’ preference, loyalty and satisfaction (Motwani and Shrimali, 2014). In addition, continuity of care has been severally considered the provision of high-quality services over time so that the clinical team cooperatively takes part in continuous health-care delivery toward the optimum benefit of patients.…”

Section: Discussionmentioning

confidence: 99%

Eliciting preference for private health services among patients in Iran: evidence from a discrete choice experiment

Ansari

Rafiei

Kakemam

et al. 2022

IJHRH

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Purpose The provision of private health-care services by public hospitals is common in Iran. Examining factors associated with patients’ preferences to use private health services and using this knowledge in health planning and policymaking can help expand the use of such services. Thus, this study aims to investigate patients’ preferences for private health services delivered in public hospitals. Design/methodology/approach Based on a discrete choice experiment from a sample of 375 patients in a public training hospital in Qazvin, northwest city of Iran, the authors evaluated participants’ preference over the health-care attributes affecting their choice to use private health-care services delivered in the hospital. The authors also estimated the marginal willingness to pay to determine the maximum amount a patient was willing to pay for the improvement in the level of each health-care attributes. Findings The findings revealed that patients were 2.7 times more likely to choose private hospital services when the waiting time was reduced to less than a week. Furthermore, as patients had complimentary insurance coverage, they were over 60% more likely to receive such services from training hospitals. Finally, continuity of care and reduced health-care tariffs were significant factors that increased patients’ preference to choose private services by 52 and 37%, respectively. Originality/value Examining factors associated with patients’ preferences to use private health services and using this knowledge in policymaking can help expand such services. The findings affirmed that various incentives, including service quality factors, are required to increase the likelihood of patients choosing private services.

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Service Marketing Mix of Indian Hospitals: A Critical Review

Cited by 4 publications

References 13 publications

Influence Of Marketing Mix On Adolescents’ Voluntary HIV Testing Uptake In Tanzania: Experience From Physical Evidence

Influence Of Marketing Mix On Adolescents’ Voluntary HIV Testing Uptake In Tanzania: Experience From Physical Evidence

Systematic Review: Relationship between Hospital Marketing Mix and Patient Visits and Hospital Selection

Eliciting preference for private health services among patients in Iran: evidence from a discrete choice experiment

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