INNOVATION IN HEALTHCARE MARKETING STRATEGIES IN INDIA : LEARNING FROM NON HEALTHCARE INDUSTRY

Abstract

The healthcare industry has experienced a proliferation of innovations aimed at enhancing life expectancy, quality of life, diagnostic and treatment options, as well as the efficiency and cost effectiveness of the healthcare system. Health care organizations are finding their own moments of truth where they engage in new thinking about their customers. Whether these moments are prompted by inspiration from other industries, competition, health reform, consumer demands or the bottom line, agile companies are changing the way they get to know their customers, moving beyond basic transactions and embracing their patients. Several service industries outside of healthcare are helping shape healthcare consumer experiences and expectations. Today’s technologically savvy consumers are more apt to do their own research when selecting a doctor, investigating treatment options, and making major health care decisions. Targeted marketing also enables us to tailor communications to each stage of the member relationship. In this paper we will inspect other industries to understand the efforts that have contributed to their marketing strategies successes as well as determine the relevance of these efforts for incorporation into the healthcare model. To generate response from prospective patients we have identified customer needs and challenges and focused on the benefits of the healthcare services that would markedly result in customer satisfaction and loyalty.