Marketing And Branding Strategies Of Corporate Hospitals: A Review Of Practices And Effectiveness In Coimbatore, Tamil Nadu

Abstract

The healthcare industry in Tamil Nadu, especially in Coimbatore District, is experiencing a transformative phase marked by rapid technological advancements, shifting patient expectations, and intensified competition. This review examines the strategies adopted by corporate hospitals in Coimbatore to promote healthcare services and build their brand in this dynamic environment. The focus is on various aspects including digital marketing strategies, patient-centric approaches, public relations, and strategic partnerships. Corporate hospitals have increasingly relied on digital marketing tools such as SEO, online advertising, and social media to enhance their visibility and engage with potential patients. Patient-centric services, including telemedicine and personalized care, have become central to improving patient satisfaction and fostering loyalty. Additionally, strategic partnerships with corporate entities, academic institutions, and NGOs have played a significant role in expanding service reach and enhancing community engagement. The review highlights the challenges faced by these hospitals, including maintaining brand consistency and adapting to changing market conditions. By synthesizing the effectiveness of different strategies, this study offers valuable insights into how corporate hospitals in Coimbatore can successfully position themselves in a competitive healthcare market. The findings contribute to a deeper understanding of effective promotional and branding strategies, providing a foundation for future research and practical applications in the healthcare sector.