Hospital is a social institution for delivering
healthcare, offering considerable advantages to both patient and society. It is
considered to be a place for the diagnosis and treatment of human ills and
restoration of health and well-being of those temporarily deprived of. Above
all, it is a social institution responsible for protecting the social interests
and a non-profit organisation.
We have failed in improving the medicate facilities
keeping pace with the growing requirements but have been successful in making
the environment unhealthy which is found raising the pressure on both the
government as well as the private hospitals. In view of the prevailing
condition, we expect much more from hospitals government of private. By
marketing medicate services, the hospitals would not only serve masses but
would also be efficacious in inculcating mass awareness to prevent ailments and
to decrease the number of prospects.
Marketing of medicare services means, making
available the medicare services to the users in such a way that they get
quality services at a reasonable cost. The social marketing principles focus on
making available the services even to those segments of the society who are not
in a position to pay for the prices. It is in this context that a managerial
approach to formulate a sound service mix is required.
Mix for Hospital Services
The components of marketing mix namely, product,
price, place and promotion could be applied for effective marketing of hospital
The service programming for hospitals include
different types of services required to protect the public interests. The
services have been classified as line services, supportive services and
auxiliary services. The first one, line services include emergency services,
outdoor and indoor services, intensive care unit and operations theatre. This is
also called core services.
The supporting services in a true sense determine
the quality of services made available by medical and para-medical personnel.
The auxiliary services consists of registration and
indoor case records, stores management, transportation management, mortuary
arrangement, dietary services, engineering and maintenance services For
effectives marketing these services are to be managed in an effective way.
the medicare services innovating the promotional measures and inculcating mass
awareness are important for promotion of hospital services. For making
available right services to the right users at the right time, it is essential
to instumentalise the personal promotion. In this context, both the core and para-medical
personnel play an important role. To be more specific, the frontline personnel
have been found playing an outstanding role. If nurses neglect patients, if
receptionist miscommunicate users, prospects, if doctors do not show human
approach, the medicare services even after the availability of
most sophisticated equipment and technologies, most
efficient doctors and nurses, most comfortable buildings and infrastructural
facilities would fails in delivering the goods to the society. Ultimately, the
personnel determine the magnet of success and not the supporting forces.
Advertisement and publicity measures are important
to promote medical services. While advertising, the hospitals and health care
centres should make possible creativity in their campaigns, messages and
slogans for the prospects to avail the services.
Service promotion is an important dimension of
promotion, which is found instrumental in the generation of efficiency, formation
of a team spirit, establishment of a work culture and more so a personal touch
in service. This requires a team work and involvement of all the medical and
The word of mouth communication also plays an
outstanding role. The satisfied users act an agent in spreading the message to
their friends, relatives and others, who are found motivated and prefer to user
the services of that hospital as and when the circumstances necessitates so.
Now the hospitals need to invest a lot on the
sophisticated equipment and technologies to improve the quality of medical aid.
Increasing cost on inputs in found aggravating the setting the task of fee
which makes possible a fair synchronization of u
hospitals should be in proportion to the income of the users which would
engineer a sound foundation
for qualitative or quantitative improvements. For a
social institution like hospital, a discriminatory fee structure is suitable,
since it provides even weaker sections of the society an opportunity to avail
the quality medical services.
For effective distribution of medicare services it
is essential that the hospitals should be able to provide basic medical
services at different parts of residential areas and also to rural areas in
particular. Further, wherever there is concentration of users‟ lik hospitals
must be able to take their services to those places.
To conclude for marketing of hospital services
innovation is a must. The aim should be to serve the society; to improve
quality; to make services cost effective; to minimize the medicare needs and in
due course to minimize the pressure on hospitals.