深化医院“营销理念” 打造淮海经济区第一医疗品牌

目的以徐州市中心医院为例,对实施品牌营销带来的医疗服务质量和医院效益的提高分析,为医院实施品牌营销提供借鉴。方法运用问卷调查、对照等方法,探寻实施口碑、网络、学术、公益等渠道营销带来的服务质量和医院效益的提高。结果实施品牌营销后,我院的服务质量、品牌影响大幅提升,中心医院医疗集团形成,逐步成为淮海经济区区域医疗中心。结论营销理念的转变使医疗服务质量和品牌影响大幅提高,是医院品牌建设的必由之路。

Intensifying the Marketing Concept to Build No.One Medical Brand of Huaihai Economic Zone

Objective ： Taking Xuzhou Central Hospital as an example, to analyze the quality of medical services and hospital efficiency brought by the hospital brand marketing in order to provide reference for the hospital brand marketing. Methods： By means of questionnaire and the control methods to explore the implementation of the medical service quality and brand benefit through the network, reputation, academic, public welfare and other marketing channels. Results ： After the implementation of brand marketing, the medical service quality, brand effect increased, Central Hospital Medical Group formed, which has gradually become the regional medical center in Huaihal Economic Zone. Conclusions ： Advanced marketing idea makes the medical service quality and brand effect greatly improved. So the hospital marketing is the only route for hospital brand construction.