DOIONLINE 
DOIONLINE Publish In |
International Journal of Management and Applied Science (IJMAS)-IJMAS |
 Journal Home Volume Issue |
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Issue |
Volume-4,Issue-12 ( Dec, 2018 ) | |||||||||
Paper Title |
Strategic Marketing of Health Care Services: A Systematic Review | |||||||||
Author Name |
Sadaf Tallia, Muhammad Ali Zulsibtain, Raza Ali, Muhammad Haroon Hafeez | |||||||||
Affilition |
Institute of Management Sciences, Bahauddin Zakariya University, Multan Pakistan, Prince Sultan Cardiac Centre, Riyadh, Saudi Arabia. School of Business Management, Universiti Utara Malaysia | |||||||||
Pages |
25-30 | |||||||||
Abstract |
The quality of care provided and the level of patient expectations has led a new envision towards marketing strategies to envisage the healthcare practices in a more deterministic style in increasingly competitive markets. However, inability of healthcare managers to effectively derive, implement and control marketing strategies pause a threat to patients’ perception of performance relative to operationalization of healthcare service quality. A gap that need to be filled in! This paper synthesizes findings of research studies through systematic literature review (SLR) to seek out the loophole/s. A disciplined screening process resulted in a final sample of 164 papers published in 71 Journals from 1998 to 2017. The synthesis of empirical and theoretical studies revealed: (a) literature utilises a narrow range of theoretical and conceptual perspectives; (b) strategic marketing is investigated in only few domains of healthcare sector and lacks a broader picture; (c) there is significant potential for future research in this domain and beyond existing theoretical perspectives; (d) suggestions for further advancement is proposed. Keywords - Healthcare brand, Strategic marketing, Operationalization of service quality | |||||||||
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