Background: With fast increasing demands of the healthcare and more of the private players taking initiatives in becoming the healthcare service providers, innovative marketing approach is very important to create the value system in the healthcare sector specially the hospital industries in India. The traditional and parochial sales approach of referral and commission based business needs to be replaced by the ethical marketing. With advancement of technologies and growing economy of India, people, the patient are becoming more aware, more demanding. It is high time we have to involve innovation into services and create a societal marketing process. We have to focus on strengthening the services to appeal the sales; customer value system has to be prioritised through patient empathy, patient centricity, and patient and providers relationship. Healthcare services now are not just worth customising but also need personalising and becoming the part of the patient story. The article discussed the various approaches of ethical and innovative marketing and strengthening the healthcare services by the providers.
Methods: Methods to develop such values could be regular induction program of the staff, surprise visit checking the patient care approach, rewards and incentives approach, patient feedback and its assessment and encouraging the healthcare marketers to involve ethics in their sales tactics. Innovative approach of marketing can be done through IT based services and online accessibility.
Results: This will help create trust and transparency where the patient will change the wrong perception and build the positive image of the healthcare providers. Word of mouth in the healthcare services are the key tools of marketing and branding and this personalised connect will help the providers create a sustainable competitive advantage in building the patient loyalty and market values.
Approach: By developing the patient value system by making care and personal approach towards the patient not as a system but as a culture and by inculcating this value from top management personnel to the ward boy level staff in a hospital.