医院广告效果调查分析报告

目的研究医院广告在患者心目中的影响程度。方法在北京有代表性的六家医院中随机选择450例患者或家属，进行现场访谈和问卷调查，调查结果使用SPSS软件进行统计学分析。结果86．2％的被访者认为现有医院广告可信度不高，64．4％认为公立医院没有必要做广告，49．1％认为适当的广告会影响他们的就医选择，61．2％认为正面报道会影响他们就医选择，被访者中95．8％会主动将自己的就医经历告诉给亲友供其参考，满意的就医经历成为影响选择医院的首要因素。结论经数据分析，由于市场的混乱以及大量民营医院虚假广告的负面影响，目前医院广告效果并不理想，在百姓心目中的可信度也比较差。因此，拥有较强实力的国有医院不宜盲目地在媒体上进行广告宣传，应该将本院病人作为对外宣传的最主要媒介。

The effect investigation of hospital advertisement

OBJECTIVE Investigating the influence of the hospital advertisement on patients to choose hospital. METHODS We randomly selected 450 persons in 6 representative hospitals in Beijing to ask them filling the questionnaires, and then used the statistic software SPSS to analyze the data. RESULTS The people being investigated in account of 86.2% does not believe the current hospital advertisement; 64.4% does not think that it is necessary for hospitals to make advertisement; 49, 1% thinks that the proper advertisement will influence their selection, at the same time 61.2% people will be influenced by the positive reports about some hospital; and 95.8% people will tell their relatives and friends about the experiences in hospitals;a satisfied experience is the most important factor to influence people choosing hospital. CONCLUSION Because of the mess market and the negative influence of the false advertisement about privately run hospitals, the effect of the advertisement is not good, and most people do not believe them. Therefore it is not a rational choice for the superior hospitals to do advertisement, and hospitals should make the patients as their most important publicizing media.