更新营销观念 打造医院特色服务品牌  

Renew marketing strategies for constructing hospital unique services brand

作　　者：王莉[1] 徐建立[1] 刘东国[1] 周经志[1] 薛文英[1] 

机构地区：[1]首都医科大学附属北京世纪坛医院,北京100038

出　　处：《中国卫生事业管理》2011年第9期655-657,共3页Chinese Health Service Management

摘　　要：医院营销是展示医院、提高医院知名度的重要途径。铸造品牌是医院在市场竞争中赢得信誉和吸引病人的基本手段。更新营销观念,适应市场发展,打造医院特色品牌至关重要。近年来,众多医院强化医疗质量及学科建设,全力打造技术品牌;立足市场定位,全方位提升服务品牌;坚持"无疆大爱",开拓创新文化品牌;加大品牌宣传力度,构建现代市场营销战略,医院声誉与日俱增。在品牌的支撑下,医院入院出院病人、急诊病人、手术例数逐年增加,住院病人床位使用率、床位周转次数明显提高,患者平均住院日逐年下降,患者满意度调查满意度百分比逐年上升。为医院在激烈的市场竞争中发展创造了良好条件。Hospital marketing is an important way to demonstrate hospital and increase popularity. Brand building is the basic means to win credibility and attract patients in the market competition. It is very important to renew marketing strategies to adapt to the market development, and to build the hospital unique services brand. Recently,many hospitals strengthen the medical services quality and the construction of medical disciplines, to build technology brands; enhance all-round service brand according to market position ; adhere to ＂ boundless love＂ culture, to build innovation culture brand ; increase brand awareness and build modern marketing strategies ; so reputation of the hospitals are increasing. With the brand support, the number of hospital admis- sions and discharged patients, cases of emergency, and surgery are steadily increasing year by year. The bed utilization efficiency and bed turnover rate are increased profoundly. The average length of hospital stay is decreasing steadily every year. The satis- faction rate of patients is increasing year by year. These create favorable conditions for hospitals development in the fierce market competition.

关 键 词：营销 医院 特色品牌 

分 类 号：R197.3[医药卫生—卫生事业管理]