Branding and Market Positioning

The study shows that the hospital which has taken marketing initiatives has made an edge for itself over the other hospitals. But in case of marketing, still there is a gap between what hospitals should be and where they are standing now. It is very difficult to market a service with the characteristics of inseparability, intangibility, variability and perishability. This limits the hospital from aggressive marketing since it was considered a noble profession. Therefore, the need of the hour is to be more creative and innovative and find out new strategies and methods to market a hospital brand. So, to establish itself as a brand, the hospitals should fulfil all the C's- content, consistency, community and communication. Quality is the best way to create a better image in the mind of the consumer. Salient Features: 1. Helps in understanding the concept of branding and market positioning in depth. 2. The people perception towards the hospital brands and impact of branding on patient and employee satisfaction. 3. Findings explain the factors which affect the consumer health seeking behaviour towards hospital. 4. The strategies to improve the brand image of a hospital.

Autorentext

Poonam Saini is Master in Hospital Administration from Tata Institute of Social Sciences (TISS), Mumbai, Maharashtra,India. She has worked in different areas of healthcare industry like hospital operations, digital marketing,implementation and consultation of IT solutions.At present,she is working as a consultant with Allscripts,a major US IT firm.