IMPACT OF BRANDING ON HEALTHCARE MARKETING

Registration ID: IJNRD_225681

Published ID: IJNRD2407385

DOI: Click Here to Get

PRINCE JAMES S BANGERA

Marketing in Healthcare, Healthcare branding, brand equity, customer satisfaction, patient satisfaction, brand loyalty, patient and provider relationship.

Marketing was not an early thought for the hospitals, nursing homes, managed care organizations until the early 1970s. The professionals in the field of healthcare and marketing did not prefer the blending of the words healthcare and marketing. There was an ethical misconception in the minds of the stakeholders of healthcare industry that advertising and branding for healthcare services was inappropriate. In the early years, healthcare professionals did not like the amalgamation of the words healthcare and marketing. This is the reason that forbid health service providers from incorporating formal marketing practices in to the operations of healthcare management.1 With the change in perspective from product or service oriented to being user oriented has influenced the people of the field to adopt the techniques and strategies of marketing in healthcare. This has also aided in widening the scope of revenue generation from distribution and management of healthcare services.2 Every hospital represents a certain image or brand value either healthcare services of low cost or better specialization. It is crucial for everyone from the boss of the healthcare facility to the receptionist and clerks to advertise the mission of the organization effectively to the customers.4 A hospital brand focuses on patient’s satisfaction and thereby directs patients to be loyal. This is possible through improvement of service quality, which influences positively the patient’s will to revisit the hospital when required. In today’s advancing competitive world and healthcare environment, the hospitals focus their marketing efforts on effective and strategic brand management.3

Published Paper   E-Certificate

PRINCE JAMES S BANGERA (July-2024). IMPACT OF BRANDING ON HEALTHCARE MARKETING. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 9(7), e206-e212. https://ijnrd.org/papers/IJNRD2407385.pdf

Volume 9 Issue 7, July-2024

Pages : e206-e212

Paper Reg. ID: IJNRD_225681

Published Paper Id: IJNRD2407385

Downloads: 000121977

Research Area: Health Science 

Country: BENGALURU/BENGALURU URBAN, KARNATAKA, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2407385.pdf

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