医院营销战略研究

医院营销战略是医院实施战略管理、提高医院核心竞争力的重要手段之一。本文在阐述营销战略相关概念及意义的基础上,探讨医院实施营销战略的方法。     

医院营销"树型"理论体系

市场营销自 19世纪末产生以来 ,在我国已有二十几年的发展历程 ,而在医疗服务行业仅仅是最近几年的事情 ,但其研究与实践的速度却呈现出惊人的“裂变”式。从总体来看 ,当前我国的医院营销理论还没有形成自己的体系 ,还只是生搬硬抄市场营销的一些早期理论 ,特别是没有实现理论上的“与时俱进”。本文以国际国内形势为背景 ,在已有市场 (服务 )营销理论的基础上 ,结合医院特点和服务特征 ,提出了我国医院营销“树型”理论体系。1　“树根” :入世、市场、顾客、服务、竞争、营销1 1　第一层 ,是指入世、市场、顾客、服务2 0 0 1年 12月 11日…     

当前医院营销中的问题与对策

随着医疗卫生体制改革的不断深入和中国加入WTO,广大人民群众的医疗需求发生了变化,医疗服务市场的竞争也日趋激烈。医院要在竞争中求得生存和发展,不仅仅取决于医疗水平的优劣及服务质量的高低,还要取决于医院营销水平的高低。但当前在医院     

市场经济中的医院营销

随着医疗市场从卖方市场向买方市场转变 ,市场营销在医院管理活动中的地位日显重要 ,医院应该直面市场竞争 ,以满足社会需求为目标 ,以接轨病人需求为支点 ,优化服务质量 ,增强核心竞争力 ,细分市场 ,提高市场占有份额。浙江省儿童医院近年来在这方面做了一些有益的尝试 ,起到了扩大服务半径、延伸服务领域、丰富服务内涵的良好效果 ,提升了医院的品牌形象。1.提供整体服务 ,延伸服务价值随着社会经济的发展、文化教育的进步 ,公众对卫生保健需求发生了明显变化 ,医学也转变为生物—心理—社会的模式。为此 ,医院必须树立服务产品的整体概念…     

医院营销战略

市场经济条件下，科学地制定营销战略是医院营销成功的关键。医院营销战略是把营销和战略紧密结合起来，是医院期望达到营销目标的营销逻辑，具有总体性、方向性、长远性。如果医院缺乏明确的整体营销战略，其营销就可能迷失前进的方向，甚至走向致命的深渊。     

医院营销思考

目的探讨医院营销的最佳效果。方法通过对医院采取不同方式的营销产生的不同效果进行分析总结，将影响营销效果的相关因素进行分析。结果保证诚信服务和优质服务的营销效果好，选准市场和营销时间大家一起来做的效果好。只考虑效果不考虑成本的营销，即使有临时的营销效果，但远期实际效益较差。营销的短期行为会带来相反的效果。短期的医院营销只会带来短期的效果。不利于医院长足发展。结论医院营销，诚信服务是关键，优质服务是基础，医疗服务是“特殊商品”，它的营销是一条服务链，需要大家一起来做。医院在营销时一定要考虑成本，选准市场，定位准确，正确认识医院营销的特殊性才能保证效果。     

"顾客满意"营销战略在医院经营管理中的应用与实践

市场经济的发展中 ,市场营销在企业中的地位越来越重要 ,许多成功的企业经营管理者逐渐认识到并将营销置于企业的中心地位 ,特别是近年来 ,市场营销已渗透到许多非营利性部门 ,一些医疗机构在面临激烈的市场竞争 ,为扩大市场份额 ,确保一定的就诊量 ,正在研究和运用市场营销原理来推动行业发展 ,增进医院竞争力。1　对“顾客满意”营销战略的认识“顾客满意”营销战略英语是CustomerSatisfication(CS) ,意为“顾客满意” ,是目前市场营销的新观念 ,它与建立于企业形象基础上的CI有所不同 ,在市场中体现顾客的核心地位 ,它要建立的是企业…     

服务营销与医院经营

与时俱进的社会，飞速发展的世界，给各行各业创造了良好的发展环境，在带来了新的机遇的同时也使它们面临着更多的挑战。加入WHO后的中国的医疗市场及现状，也正发生着巨大的变化。某些国有大医院的整合、重组、兼并及改制；民营大型专科、综合医院的与日俱增；国外资金的流入，外资、合资医院的建立等，这些因素都在改变着整个中国医疗市场的格局。国有医院在人们心中的根深蒂固，民营医院的特色经营，外资医院的实力雄厚，他们都有自己的优势．同时也增加了彼此之间的竞争力。     

实施顾客满意战略 提升医院核心竞争力

进入新世纪，医院生存和发展的外部环境和内部机制都发生了很大的变化。特别是在我国加入了WTO后，医院的管理模式与经营理念面临着严峻的考验，医疗市场的竞争已上升为医院核心竞争力的竞争。     

医院营销策略分析

一、前言医疗机构属于客户支持型组织 ,其生存和发展直接取决于服务对象的支持和稳定 ,随着医疗行业内部竞争的日趋激烈 ,如何吸引更多的患者日益引起医疗机构管理者的重视。政府把卫生改革的主要目的界定为“用比较低廉的费用提供比较优质的医疗服务 ,努力满足广大人民群众的基本医疗服务需要”。欧洲和美国也将卫生系统的主要目的界定为类似含义 :合理利用现有的卫生资源为居民提供最好的服务 (makethebestvalueforthemoney)。从这个角度分析 ,医院管理者要提高医疗机构的竞争力 ,首先要保证医疗服务的质量 ,但更重要的且容易被忽视的问题…     

The potential of hospital Website marketing

In recent years, hospital website marketing has witnessed explosive growth. Industry experts cite an almost 100% growth in hospital website marketing over the last several years. At one time lagging in the adoption of Internet technology, hospitals have now begun making significant strides in catching up with other industries. In spite of the general proliferation of hospital websites, however, the full potential of the Internet with its unique characteristics has yet to be realized. In this paper, current trends fueling the growth of hospital website marketing are first explored. Secondly, barriers to realizing the potential of website marketing are investigated. Finally, recommendations for improving hospital website marketing are developed.     

The sources of hospital cost variability

Hospital heterogeneity is a major issue in defining a reimbursement system. If hospitals are heterogeneous, it is difficult to distinguish which part of the differences in costs is due to cost containment efforts and which part cannot be reduced, because it is due to other unobserved sources of hospital heterogeneity. In this paper, we apply an econometric approach to analyse hospital cost variability. We use a nested three-dimensional database (stays-hospitals-years) in order to explore the sources of variation in hospital costs, taking into account unobservable components of hospital cost heterogeneity. The three-dimensional structure of our data makes it possible to identify transitory and permanent components of hospital cost heterogeneity. Econometric estimates are performed on a sample of 7314 stays for acute myocardial infarction (AMI) observed in 36 French public hospitals over the period 1994-1997. Transitory unobservable hospital heterogeneity is far from negligible: its estimated standard error is about 50% of the standard error we estimate for cost variability due to permanent unobservable heterogeneity between hospitals.     

The role of the nurse in hospital marketing

The nurse is introduced as a vital component of the hospital's marketing process. As the major provider of patient care, teacher, counselor, and patient advocate, the nurse has a direct impact on the quality of care delivered and ultimately, the patient's choice of health care delivery site. Marketing strategies for nurses include daily rounds, constructive communication, physical appearance, and educational level. Through such strategies, nurses play an active role in increasing patient revenue.     

The Amherst study of hospital marketing practices.

The study findings identify two major area of concern related to marketing and the direction the field is taking. First, health care marketing--though much discussed and expensive--is still in a stage of immaturity. As practiced in hospitals today, marketing is frequently synonymous with advertising. Second, marketing in health care will not ultimately be a "clone" of marketing practices in industry and retailing. Though hospitals are looking to those areas for knowledge and expertise, the unique character of the product will cause health care marketing to evolve into a practice uniquely different from that in other industries.     

The role of birthing centers in hospital marketing

The research reported here investigated the repeat purchase intentions, key decision-making roles, and decision criteria related to hospital birthing centers. The results suggest that a marketing program with an emphasis on quality of care and high comfort standards directed to expectant mothers offers a realistic opportunity for hospital marketers.