Branding & Consumer Behaviour in Healthcare: A Case Study of Apollo Hospitals





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Branding & Consumer Behaviour in Healthcare: A Case Study of Apollo Hospitals

Author: Tejashwi Shri

MBA, Galgotias University

Abstract
In an increasingly competitive and consumer-driven healthcare landscape, branding has become a crucial element influencing patient perceptions, decision-making, and loyalty. This paper investigates how branding strategies deployed by Apollo Hospitals affect consumer behavior in India’s healthcare sector. Combining insights from quantitative patient surveys, expert interviews, and real-time brand observations, this study examines the multidimensional influence of brand trust, digital engagement, emotional connections, and service consistency.

The paper also explores future branding opportunities and addresses limitations such as service variability and ethical considerations. The findings demonstrate that a strong brand presence not only enhances patient satisfaction but also builds long-term loyalty and improves healthcare delivery standards.

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