Marketing of Hospital Services

The world is moving fast on its way to becoming service-dominated. The service sector is
the fastest growing sector of the Indian economy; it clocked a growth rate of 8 per cent in
the 1990s. Professional services like consultancy, nursing, health care, advertising, legal
advice, architecture were restrained from actively competing with each other by using
the two pillars of promotion viz. advertising and salesmanship. Professional service
marketing is becoming a recognised and accepted subset of the marketing discipline.
Hospital and health care marketing have only come into its own during the last decade.
In the present decade, hospitals have become highly competitive in marketing their
services to the public. Hence, this book is on 'Marketing of Professional Services with
particular reference to Hospitals'. In this book an exhaustive study has been made as to
marketing practices and strategies and other activities connected with the marketing of
professional services especially with particular reference to hospitals.