Impact of Internal Marketing in NABH Accredited Hospitals

Internal marketing evolved through three stages of growth. Initially, it focused on employee satisfaction and motivation. Afterward, it shifted its attention to external customers, positioning internal marketing as a tool to integrate key organizational functions and strengthen customer relationships. In the third stage, internal marketing emerged as a strategic mechanism for executing broader organizational goals. It helps an organization fulfil its promise of delivering a satisfying experience to customers while also playing a key role in enhancing employee satisfaction. NABH is a unit of QCI that maintains the standards of hospitals on the basis of patient care, infection control, patient quality, staffs (Clinical staffs and non-clinical staffs) development. In the healthcare sector, customers' (patients') expectations and customer satisfaction depend on effective and efficient services. Through frequent staff trainings and Policy development in internal marketing focuses on enhancing skills, knowledge, and delivering patient-centered care. NABH standards support this by providing guidelines to ensure the maintenance of high-quality services.