A STUDY OF HEALTHCARE MARKETING MIX STRATEGIES ADOPTED BY HOSPITALS IN AHMEDNAGAR - A LITERATURE REVIEW

The marketing strategy of a private hospital is to combine all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the marketing mix in order to achieve the maximum profit and sustain the business. A good marketing mix strategy is one which makes sure that the services offered is satisfactorily accepted the consumers. Hospitals should not only concentrate on giving medical help, but also should look into other aspects of marketing mix strategies which pertains to the attributes of 7 P’s such as ambience, affordability, cleanliness, soft – skills of the staff etc. Marketing mix should play a vital role in attracting even those consumers/ patients who are not economically sound to avail the services provided at the hospital.