Service Marketing Strategies in Multi-Specialty Hospitals
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The modern healthcare sector is experiencing hyper-competition driven by rapid technological advancements, evolving patient expectations, and the aggressive expansion of private corporate hospital networks. To maintain market viability and institutional growth, multi-specialty hospitals are shifting from traditional operational methodologies to strategic, patient-centric service marketing frameworks.
This paper evaluates the implementation of service marketing strategies in multi-specialty healthcare settings, focusing on the extended 7Ps marketing mix, digital marketing adoption, patient relationship management (PRM), service quality (SERVQUAL) parameters, and technology-driven healthcare delivery.
Utilising a descriptive and analytical research design based on contemporary secondary data spanning up to 2026, the study reveals that an integrated approach combining digital transformation with physical service optimization significantly enhances patient satisfaction, brand equity, and institutional sustainability. The paper concludes that continuous process engineering and ethical, transparent marketing practices are vital for securing a sustainable competitive advantage.
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References
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