Green Marketing Practices in India: Strategies, Policies and Sustainable Business Approaches (ISBN : 978-93-49468-54-2)

Green Marketing Techniques Using AI and Digital Health Portals for Public and Private Hospitals in India

Author: Dr. Reshmi Saha

Eco friendly brand marketing typically has been the purview of the makers of consumer products. This chapter evaluates, in granular detail, how A.I.-based marketing can, and has already, impelled green marketing. The opportunity for hospitals as both public sector exemplars and contributors to sustainability is much more acute in India, where digitally enabled hospitals due to A.I. tools and digital health portals are uniquely positioned to green their industry. Green marketing, which means honestly promoting environmentally responsible practices, has traditionally been seen as the domain of consumer goods companies. This chapter argues that hospitals, both public and private, have a unique opportunity to lead on sustainability, and that Artificial Intelligence (AI) tools and digital health portals are now powerful enough to make that leadership practical and measurable. The chapter examines what green marketing means for healthcare, why it matters in the Indian context, how AI and digital platforms enable it domain by domain, what challenges public and private hospitals face differently, and what policy and institutional steps are needed to mainstream it. The language throughout is kept simple and accessible for students, practitioners, and policymakers who may not have a technical background.

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