Abstract

A healthcare service provider in India intends to set up a chain of multi-specialty, tertiary care hospitals across the country during a five-year period. This fictitious case (based on generalized experience) discusses the research process that begins with defining the customer and understanding the customer needs, and ends with the choice of a Unique Selling Proposition.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing research and consumer behavior in the healthcare sector. The Unique Selling Proposition as a strategic marketing decision.

Keywords

Unique Selling Proposition (USP), Tertiary care hospital, Marketing research, Differentiation, Patient and patient attendant, Consumer behavior, Chain of corporate hospitals