会员制医疗保健服务模式的理论与实践探讨(上)  

To explore the theory and practice of membership medical care service model (Part 1)

作　　者：耿仁文[1] 朱武[1] 张树军[1] 朱宏 代萌[1] 李文源[1] 

机构地区：[1]南方医科大学南方医院

出　　处：《中国医院》2005年第2期30-35,共6页Chinese Hospitals

摘　　要：介绍了会员制医疗保健服务的概念;分析了会员制医疗保健服务需求及会员制医疗保健服务的营销理论基础.认为医疗保健消费需求的发展变化趋势呼唤会员制服务;市场营销理论的变革有力地支持会员制服务;会员制是对医疗保健服务消费者不同需求的响应,对会员制医疗服务的部分典型案例营销特点进行分析,以南方医院惠侨楼贵宾会员制为例,探讨了会员制医疗服务的营销手法。This article introduces the concept of membership medical care service, analyses its needs and base of marketing theory. This article holds that membership medical care service is a developing trend and consumption need, and supported by marketing theory. Membership medical care service is the response to various customers requirement. Taking Huiqiaolou VIP membership, Nanfang Hospital, as a typical case, this article analyses the marketing characteristics of medical care service and explores the marketing method of membership medical care service.

关 键 词：会员制医疗服务 医疗保健服务 南方医院 医疗保健消费 呼唤 分析 需求 营销手法 市场营销理论 制服 

分 类 号：R197[医药卫生—卫生事业管理] F713[医药卫生—公共卫生与预防医学]