Abstract

As a service-oriented sector, healthcare is dynamic and expanding at a fast rate. Higher competition, greater consumer expectations, reduced operating costs, and a constant reorientation of the entire healthcare system with advances in technology and scientific breakthroughs are all issues that healthcare marketers face. This may also be linked to the healthcare system's shifting finances. Healthcare markets are currently utilizing effective marketing mix tactics to attract patients, influence their behavior, and encourage them to select their services in order to thrive in this competitive period. The goal of this research is to identify successful promotional techniques used by hospitals and their impact on patients' willingness to use their services. It also reveals whether or not patients and hospitals have different perspectives on promotion mix methods. In modern economies, service sector plays an increasingly important role in terms of its economic growth and effective services. Above all, health care industry is growing at a tremendous pace owing to its skilled professionals, infrastructure, updated technology, various services and increasing expenditure by public as well as private players. It is something everyone needs and is also vital to human existence. Hence health care sector has become one of the largest sectors in India in terms of revenue, evolution and employment. The overall Indian health care market today is worth US$ 100 billion and is expected to grow to US$ 280 billion by 2020, a compound annual growth rate (CAGR) of 22.9 per cent. Health care delivery, which includes hospitals, nursing homes and diagnostics centers and pharmaceuticals, constitutes 65 percent of the overall market.

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