Marketing of healthcare services in India: a study on factors influencing patients' decision making on choice of a hospital

Abstract The healthcare delivery market in India is expected to be more than double within the next decade. According to a CII – McKinsey report, 2002, estimated spending would cross Rs. 2 000 000 million mark by 2012 from Rs. 860 000 million in 2001. India is witnessing an era where new hospitals are being built at a pace like never before. There are exciting challenges that these hospitals are facing while they are being commissioned. One challenging task that every hospital, new or old, small or big, is facing today is the task of marketing itself. With increasing competition, healthcare marketing is undergoing a transition from service providers' dominance to service seekers preference. A study was therefore undertaken to understand the factors influencing patients' decision making with respect to choice of a hospital. Marketing professionals in leading hospitals in Mumbai were also interviewed in order to gather information on current marketing practices.