Marketing of Service in Healthcare

Introduction to Service marketing- Distinctive Marketing Challenges in Services. Service Marketing Mix, customer Behavior in Service Encounters; Customer Decision Making; The Three-Stage Model of Service Consumption- Pre-Purchase Stage, Service Encounter Stage and Post Encounter Stage, Marketing In Hospital : Application of marketing principles in Hospitals, Marketing process in Hospitals, System Approach for customer service.

Planning and creating Services: Facilitating Supplementary Services, Enhancing Supplementary Services, Branding, Strategies for Services, Distribution in Services, Determining the Type of Contact- Options for Service Delivery. Place and Time Decisions, Delivering Services in Cyberspace, the Role of Intermediaries, The challenge of Distribution in Large Domestic Markets & Distributing Services Internationally.

Objectives for Establishing, Prices, Pricing Strategy- Cost-based, Value based. Competition based. Measure the Effectiveness of a Firm's Revenue Management, Price Elasticity.

Service Process- Designing and Documenting Service Processes, Developing a Service Blue Print, Service ProcessRedesign, Customer participation in Service processes.

Women’s Health Care and Maternity Services, Marketing Birthing Rooms, Geriatric Services Educational Programme for Marketing to the elderly, Psychiatric Care Referral Sources, Special clinics, Pediatric Service, Dental service, Cardiac Services – Trauma Care, Neurology Service, Preventive Medicine Services.