中国首个大型医院品牌营销研究

通过对全国11个中心城市的20家大型三甲医院的3924名病人及1815名员工进行随机抽样调查及对406名医务工作者进行一对一深度访谈,对中国大型医院品牌营销现状进行研究探讨,得出如下初步结论,供医院管理者参考:医院以技术品牌为主;员工品牌意识薄弱,服务品牌有待加强;医院品牌区域性强,外地病人多为自费;病人支付能力参差不齐;医院品牌营销尚在起步阶段.

Investigation on brand marketing in China's first large hospital

This article conducts investigation and discussion of the present situation of China' s first large hospital brand marketing on the base of random sampling investigation of 3924 patients and 1815 staff members, and interviewed 406 medical workers one by one in 20 big grade A class 3 hospitals in 11 big cities of whole China. The investigation result shows: a. Technical brand is the key point of hospital work. b. The brand awareness of hospital staff is poor and service brand needs developing. c. Most of patients come from other places other than local people to the brand hospital to get treatment bear their own expense. d. Patient's ability of payment for medical treatment is quite different. e. Hospital brand marketing is at the beginning stage. All these are worthy reference for hospital managers.