ASSIGNMENT OF SERVICES MARKETING.ONMEASUREMENT OF SERVQUAL OF VARIOUS HOSPITALS IN JAMMU & ANALYSIS OF INDIAN HEALTHCARE SECTOR.BY:-VISHAL SHARMA.HEALTHCARE SECTOR OF INDIA.India's rapid growth has brought about many changes in demographics and lifestyle.Rising incomes, hectic pace of life and stress have resulted in a change indisease patterns, even as there is greater awareness about health and a demand forquality healthcare.Healthcare, which is a US$ 35 billion industry in India, isexpected to reach over US$ 75 billion by 2012 and US$ 150 billion by 2017according to Technopak Advisors in their report - 'India Healthcare Trends 2008'.The healthcare industry is interestingly poised as it strives to emerge as aglobal hub due to the distinct advantages it enjoys in clinical excellence and lowcosts. The industry, which was once the exclusive domain of the government, hasseen a steady participation of major corporate houses which have helped set uppremium hospitals and medical facilities across the country. The sector offersimmense potential to healthcare players as the country witnesses a rise in theincidence of lifestyle-related and other diseases. A growing elderly populationand rise in income levels are also pushing for better facilities in thecountry.Driving the sector's growth will be the health-conscious middle classwhich can afford and wants quality healthcare. Over 150 million Indians haveannual incomes of more than US$ 1,000, and many who work in the business servicessector earn as much as US$ 20,000 a year. If the economy continues to grow at thecurrent rate and the literacy rate keeps rising, much of western and southernIndia will be middle class by 2020.To meet this growing demand, the country needs US$ 50 billion annually for thenext 20 years, says a Confederation of Indian Industry (CII) study. India needs toadd 2 million beds by 2027 to the existing 1.1 million, and requires immediateinvestments of US$ 82 billion as per the Technopak Advisors report. Today Indiaoffers World Class Medical Facilities, comparable with any of the westerncountries. India has state of the art Hospitals and the best qualified doctors.With the best infrastructure, the best possible Medical facilities, accompaniedwith the most competitive prices, you can get the treatment done in India at thelowest charges.Patients from around the globe are beginning to realize theenormous potential of modern and traditional Indian medicine. Indian hospitals,medical establishments and the government of India have also realized thepotential of this niche segment and have begun to tailor their services forforeign visitors. International marketing divisions have been set up by most ofthe top India Hospitals like Apollo, Max, Fortis, Wockhardt, etc.At a regionallevel, this nascent healthcare industry came to limelight with the arrival of'Naby Noor' from Pakistan, who came for her Heart Surgery treatment to a hospitalin Bangalore. Quite a few Indian state governments have with time, realized thepotential of this 'Healthcare industry' and have been actively promoting it.Visitors, especially from the United States of America, United Kingdom and themiddle-east find Indian hospitals a very affordable and viable option to copingwith insurance and National medical systems in their respective countries.Travellers prefer to combine their medical treatments with a visit to the 'exoticeast' with their families, visiting places like the Taj Mahal in Agra, the palacesin Rajasthan, the serene beaches in Goa and the mountains of Kashmir and thebackwaters of Kerela among others. The total price of an overseas treatment withairfare, hotel accommodation and even a few days of vacation is often far lessthan just the procedure cost back in the US or UK.