Patient Acquisition Channels and Their Effectiveness: An Empirical Study at Sree Mookambika Hospital, Kulasekaram

Abstract

Various factors affecting health care selections and patient acquisition channels at Sree Mookambika Institute of Medical Sciences (SMIMS), Kulasekaram, Kanyakumari District is discussed in this study. A quantitative approach was used and a calculated sample size of 384 was used, and 170 were received, both from the out and inpatients through a structured questionnaire. The statistical techniques used were Chi-Square, Spearman’s Rank Correlation and Kruskal–Wallis tests. Cronbach Alfa value is 0.685 which gives moderate reliability of the instrument. Results indicate that the main sources of acquisition are walk-in and doctor referral, and that online media and government health schemes are new and unused channels. There is no significant difference in patient acquisition channels between the different patient demographics (P > 0.05) according to Chi-Square analysis. The results of the Spearman’s Rank Correlation indicated moderate positive correlation between influencing factors and patients’ hospital choice which was statistically significant with r = 0.390 and P = 0.000. The Kruskal–Wallis test showed significant differences between the effectiveness of different channels (P = 0.031). The study recommends that the Sree Mookambika Hospital should move towards digital engagement and targeted community outreach to effectively improve the inflow of patients and ensure sustainable growth of their institution.
This study aims to explore the impact of patient acquisition on the health care marketing success of Kruskal–Wallis and Spearman correlation. The objective of this study is to investigate patient acquisition as a determinant of the success of the health care marketing efforts of Kruskal–Wallis and Spearman correlation.