新时期公立医院品牌营销策略的优化分析

新时期国内医药卫生改革一项重要任务是改革公立医院补偿机制,包括探索实现医药分开的具体途径、合理调整医疗服务价格和完善基本医疗保障支付方式等。随着改革的推进,公立医院需要理性地树立自己的品牌学科与服务,科学地进行品牌营销来顺应时代要求。针对国内公立医院品牌营销在技术、文化和服务方面的现状,对公立医院品牌营销进行优劣势对比,从而得出优化途径。通过对比分析提出公立医院品牌营销策略的优化途径。公立医院正确的品牌营销战略对于完善公立医院管理机制、达到社会效益和经济效益双重优化具有重要作用。

Study on the brand marketing strategy and its optimization of public hospital in the new period

One of the most important tasks of medical and health reform is the compensation mechanism reformation of public hospital in new time,including exploring specific ways to realize separating health care with drugs,reasonably adjusting medical service prices and perfecting modes of payments of basic health care and so on.With the reform propelled,brand disciplines and medical services need to be established rationally in public hospitals and brand marketing needs to be performed scientifically to accommodate the requirements of the era.This article is to point out the present status of the public hospitals’ brand marketing in technology,culture and service aspects.Then,by comparing and analyzing the advantages and disadvantages of the brand marketing of public hospitals,the optimized brand marketing approaches are put forward.The right brand marketing strategy is necessary for public hospitals to complete their management systems and mechanisms,and achieve dual optimization of social and economic benefits.