Indian Journal of Economics and Development, Vol 6 (8), August 2018 ISSN (online): 2320-9836 ISSN (Print): 2320-9828 A study on the impact of promotional campaigns on utilization of government healthcare schemes among rural women in Coimbatore Dr. P. Sadhasivam 1 , Dr. S. Kavitha 2 , R. Saranya 3 1-3 Department of Management, PSGR Krishnammal College for Women, Coimbatore - 641004, Tamil Nadu, India sadhasivam@grgsms.ac.in, kavitha@grgsms.ac.in, saranya.ngp@gmail.com Abstract Objectives: Healthcare plays a vital role in every woman for their healthy long life. Government healthcare schemes are very essential to the people who are not availing the facilities offered by private hospitals. Therefore the purpose of the present study is to investigate the impact of promotional campaigns on utilization of government healthcare schemes among rural women in Coimbatore. Research Methods: 125 women respondents are selected for this study using proportionate stratified random sampling method. Data were collected through questionnaires. The collected data were analyzed with simple percentage, multiple regression and chi-square tests. Findings/Results: Results revealed that 41.6% of the variance of utilization was explained by the factors of promotional campaigns and demographic variables like type of family, education, occupation and income were significant relationship with utilization of government healthcare schemes. Conclusion/Recommendations: The government should promote the healthcare schemes through Television for better reach and government should encourage the volunteers like NGO’s, lines club and many welfare associations to promote the government healthcare schemes for better reach and utilization. This study recommends that the government should concentrate more on the promotional campaigns for better utilization of government healthcare schemes by educated low-income women in rural Coimbatore. Keywords: Coimbatore, Government Healthcare schemes, Promotional Campaigns, Rural Women, and Utilization. 1. Introduction Promotional campaigns are essential components of each and every business in the world. Private organizations are advertising and promoting their product in this competitive world to make consumers aware of their product. Advertising and promotional campaigns helps to build preference for the particular product over its competitors. Promotional campaigns are very important for government initiatives to remind the people to use and utilize the government products. Likewise government of India launched lot of healthcare schemes for Indian women for their healthy life. But there is lack of awareness among women about those healthcare schemes especially in rural areas. So the government of India has to initiate the promotional campaigns to make the awareness and to increase the utilization level of the government healthcare schemes in rural areas in Coimbatore. Hence this study is conducted with the aim of finding the awareness level of the government healthcare schemes and to find out the impact of promotional campaigns on the utilization of government healthcare schemes and finally to find out the relationship between demographic profiles and the utilization of government healthcare schemes among rural women in Coimbatore. Based on the impact of findings this study finds some suggestions and recommend to the government to improve the awareness about the government healthcare schemes to rural women effectively. In [1] studied about the awareness and use of evidence based medicine (EBM) information among patients in Croatia. Data were collected from 987 patients in both urban and rural areas through the structured questionnaire. 1 www.iseeadyar.org