International Journal Of Advanced Research in Engineering & Management (IJAREM) | Vol. 01 | Issue 05 | August 2015 | 13 | Impact of Marketing on Clinical Departments of a Hospital-A Case Study of Kolkata, India 1 Dr. Abhijit Pandit 2 Dr. Shuvendu Bikash Dutta 1 Assistant Professor ,Genesis Institute of Management and Technology, Kolkata 2 Professor & Principal, Genesis Institute of Management and Technology, Kolkata I Introduction Marketing focuses on promoting exchanges with target markets for the purpose of achieving organizational objectives. The adoption of a marketing orientation is seen as a necessity to facilit ate an organization’s effectiveness. Effectiveness is further reflected in the degree to which an organization exhibits five major attributes of a marketing orientation: 1. Customer philosophy: Are customers’ needs and wants used in shaping the organization’ s plans and operations? 2. Integrated marketing organization: Does the organization conduct marketing analysis, planning, implementation and control? 3. Marketing information: Does management receive the kind and quality of information needed to conduct effective marketing? 4. Strategic orientation: Does the organization implement strategies and plans for achieving its long-run objectives 5. Operational efficiency: Are marketing activities carried out cost effectively? Marketing as a management function which in its simplest term refers to the basic functions of management namely planning, organizing, leading and controlling (POLC). These four functions are necessary for the achievement of organizational goals. It is important that these activities should operate in harmony with one another since they are interrelated. The marketing department in a hospital handles volumes of critical data which has an important bearing on the decision making process. II Review of Literature The marketing function, new to hospitals in the mid-1980, was seen as a way to attract new customers, develop new services, and communicate “value” to potential buyers of its services. Adoption of a marketing orientation by hospitals was a necessary management strategy to achieve a competitive advantage in local markets. Several studies addressed the marketing orientation of hospitals (Naidu, Kleimenhagen, and Pillari 1992; Naidu and Narayana 1991; Raju, Lonial, and Gupta 1995), and one study that considered the relationship of managed care penetration on a hospital’s marketing orientation (Loubeau and Jantzen 1998). A marketing orientation and resources devoted to managed care were intended to increase the number of consumers and organizational buyers, profitability and customer satisfaction (Kotler 1994). Therefore, marketing and managed care likely would share similar processes and tasks such as market research and planning, communications, and sales, etc. Hospital marketing orientation and the degree to which managed care processes were conducted within marketing departments in hospitals in the Commonwealth of Virginia in 1993 and 1999 were examined. During this time period, Virginia experienced increased managed care pressures as indicated by an increase in the ABSTRACT : The concept of a marketing orientation guides the thinking of many healthcare executives and researchers as found in previous studies. In this regard, the role of marketing on clinical departments of a super-speciality hospital in Kolkata is examined using data of 2013 and 2014. Hypotheses were tested based on impact of marketing on performance of clinical departments in these two years with the help of ANOVA. KEY WORDS: Marketing orientation, ANOVA.