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Human resources are the valuable endowment in a country. The success of a plan or development of the national economy or an augment in the physical quality life index is substantially affected by the efficient measures taken for education, health, skill and well-being of the masses. This in a natural way draws our attention on the Medicare Services made available to the human resources. The development of healthcare facilities is only not affected by the opening of healthcare centers and hospitals however more so by their effectual administration and value-orientation. If the hospitals or the healthcare centers are well managed, we cannot deny quantitative-cum-qualitative improvements in the healthcare services. Obviously, the healthcare services have not received due attention of the policy planners that have been found deteriorating in the quality of services made available by the hospitals. To be more specific the government hospitals are found in a dilapidated condition. The doctor’s Para-medical personnel and even the low echelon staff lack a sense of commitment. In a developing country where the poorer sections of the society are not in a position to afford the costly Medicare services offered by the private hospitals, it is not a good sign. Therefore it is high time that the policy markets, medical and Para-medical personnel, managerial personnel realize gravity of the situation and make possible the essential changes in the administration of hospitals so that the masses are made available the world class Medicare services.

There are a number of private hospitals offering to the society the world class Medicare services however it is not possible that urban and rural poor use the expensive services of such hospitals. Obviously, we find the management of Medicare services of costly affair as a big budget is required to promote the research facilities, to procure sophisticated plants are equipments, to operate and maintain the hospitals. We cannot deny the fact that the world class excellence cannot be promoted unless we intensify world class education and research facilities. Apart from a few, almost all the government medical college hospitals fail in doing such partially on account of poor management. The private hospitals have been found assigning an overriding priority to the work culture which is the result of a well managed education and training program. It is against this background that we make a strong advocacy in favor of hospital management in which the marketing of hospital services occupies a place of outstanding importance. The defined principles of social marketing made it necessary that both the public and private hospitals consider hospital a social institution.

The quality of service, the behavior of medical and paramedical personnel, the structure of fee, and the inculcation of mass awareness are some of the aspects to given due weightage while marketing the healthcare services. In the developing perspective, the hospitals irrespective of the fact that they are public or private bear the responsibility of expanding their services to the rural areas where the masses suffer a lot. Therefore in natural way needs a new approach, a new strategy, a new vision. It is against this background that we talk about hospital marketing which would make the ways of multi–dimensional developments.

problem: Give the above stated environment; design an appropriate marketing mix for a corporate hospital.

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M94907

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