Marketing Practices and Patient Acquisition Strategies of Private Hospitals: Evidence from Wardha District

Abstract

Due to the competitiveness of the healthcare industry, private hospitals have adopted strategic marketing practices for patients attraction, satisfaction, and retention.  The analysis emphasises marketing strategy adopted by private hospitals in District Wardha for gaining competitive advantages and fulfilling changing needs and demands of patients. A quantitative approach was applied. A well-structured questionnaire was used to collect primary data from 400 patients. SEM was used to analyse the proposed relationships. It has been found that marketing strategy as defined with service quality, digital marketing, hospital branding, relationship marketing, physician reputation, community outreach, pricing-strategy, physical evidence and patient relationship management strengthens patient satisfaction and trust. Moreover, patient satisfaction and trust strengthen patient loyalty and hospital preference. The study reveals that patient-centred marketing can be integrated with quality healthcare delivery to achieve competitiveness and strengthen enduring patient relationships. The findings of the study provide useful implications for hospital administrators and healthcare policy makers to design an effective marketing strategy that stimulates sustainable growth of the private healthcare sector.