摘要
在充满竞争的市场经济中 ,医院管理者要尽快树立营销管理观念 ,重视医院营销活动。要充分认识到 :医院营销是通过创造服务 ,让患者和群体得到满足其需求和欲望的一个社会和管理过程 ,核心是追求患者满意 ,投其所好。根据患者价值原理、竞争优势原理、集中优势原理 ,在营销实践中 ,加速一直以病人为中心 ,向技术服务给病人带来利益为核心的转移。面向市场 ,制定总体战略 :树立良好的形象 ,开展独树一帜的核心技术 ,提供超出患者预期、贴心、超值的服务 ;通过识别、建立、维护、巩固医院病人利益活动 ,占领市场 ,跟踪患者需求 ,进行资源整合 ,采取积极防御措施 ,扩大市场占有份额。以人为本 ,建立精简、扁平、具有弹性的营销组织 ,打造一支态度热忱、反应灵活、主动沟通、精力旺盛、知识广博、亲爱病人、不畏艰苦的营销队伍。在谋划实施营销战略中 ,要建设先进的医院文化 ,细分市场选择目标 ,进行资源整合 ,结构重组 ,选择竞争战略 ,分析营销环境 ,制定目标 ,建立评价激励机制。
In the competitive market economy, hospital administrators should establish cognition of marketing management and pay more attention to marketing activity. Hospital marketing is a social and management process through creating service and making patient and population meet their needs and its core is to seek patients' satisfaction. According to patient value principle, competitive advantage principle and centralization advantage principle, it should shift to patient-oriented and make profit for patient with technological service. The total strategies are as following: (1) establishing good image, carrying out unique core technology and supplying service over patients' expectancy; (2) taking active preventive measures to extend market-share through recognizing, establishing, maintaining and consolidating patients' profit activity; and (3) establishing a tidy and flexible organization and a good marketing team. During planning marketing strategies, it should establish advanced hospital culture, integrating resources, reorganizing construction, selecting competitive strategy, analyzing marketing environment, formulating objectives and establishing assessment mechanism.
出处
《中国卫生事业管理》
2003年第11期649-650,共2页
Chinese Health Service Management
