HEALTHCARE MARKETING- NEED OF THE HOUR!

Dr. Aarti Mishra

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Dr. (Admiral S. K. Mohanty), M.D. Jaslok Hospital, Mumbai says, “If a hospital installs new equipment, it should communicate this to people through print or electronic media. Similarly, if it achieves something extraordinary in the field of Medicine or Research or performs some rare surgery, it must highlight the achievement.”

According to Dr. Dhaval Bhatt, Manager Administration, Breach Candy Hospital, “Hospital Marketing encompasses all aspects of marketing including brand building. …From a long term perspective, branding takes precedence over sales approach of marketing for majority of healthcare organizations”.

WHY HEALTHCARE MARKETING IS IMPORTANT TODAY?

a)     Appearance of corporate hospitals on the scene and increase in competition in the healthcare market has created the need for Healthcare Marketing. 

b) With increase in healthcare consumerism, patients have greater expectations from healthcare organizations. 

The latter have to convince people that they have the necessary ability and facilities to fulfill their demands. 

c)      Today, Healthcare organizations have to communicate to people    how they are different from or better than others in order to gain a competitive advantage over them.  

* Done correctly, marketing is just influencing people’s choice by describing the real value of a service.