Published Paper Details:

This study examines the promotional strategies employed by private hospitals in Kanpur and evaluates their effectiveness in attracting medical service seekers. As competition in the healthcare sector intensifies, hospitals must develop effective marketing strategies to enhance their visibility, build patient trust, and improve service delivery. This research identifies key factors influencing hospital selection, such as advertisement awareness, cost-effectiveness, quick service, and promotional initiatives, including free health check-ups, community engagement programs, and patient education. The study utilizes primary data collected from 540 respondents, analyzed using statistical methods such as factor analysis, cluster analysis, and chi-square tests. The results indicate that 92% of medical service seekers are aware of private hospital advertisements, highlighting the strong impact of promotional efforts. Moreover, the factor analysis revealed that hospital promotion strategies revolve around three primary elements: awareness propagation, non-lucrative approach, and dynamic services, explaining 54.69% of the variance in patient choices. Cluster analysis further categorized medical service seekers into three distinct groups: Rational Service Seekers (52%), who make informed decisions based on hospital reputation and affordability; Unscathed Service Seekers (15%), who show minimal engagement with promotional efforts; and Magnetic Service Seekers (33%), who actively respond to promotional campaigns and prioritize service quality. The study concludes that private hospitals must adopt a more targeted approach, incorporating digital marketing, educational initiatives, and community-based health programs to sustain patient engagement. The research findings provide actionable insights for healthcare marketers, hospital administrators, and policymakers aiming to enhance promotional strategies. By integrating cost-effective promotions, strategic pricing, and patient-centric outreach, private hospitals in Kanpur can significantly improve their service appeal and patient loyalty.