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随着我国新医改的发展及完善,医疗市场主体一定要研究市场,离开了这一点,医院的经营与发展就会失去方向,因此营销是医院的一项重要职能,营销管理是医院管理的一项重要内容。有人认为,市场营销就是产品服务的促销和广告等,但实质上,市场营销和计划却是紧密联系的组织功能。计划和市场营销是医院组织对环境的基本应对,是医院经营管理的重要组成部分。如何立足医院的实际,立足当地居民就医的特点与习惯,围绕病人就医意向拓展市场是公立医院市场营销的关键。
With the development and improvement of new medical reform in our country, the main body of the medical market must study the market. With this point left, the operation and development of the hospital will lose its direction. Marketing is therefore an important function of the hospital. Marketing management is a Important content. Some people think that marketing is the product promotion and advertising services, but in essence, marketing and planning are closely related organizational functions. Planning and marketing are basic organizational responses to the environment and are an important part of hospital management. How to base itself on the actual situation of the hospital, based on the characteristics and habits of the local residents for medical treatment, and to expand the market around the patient’s intention to seek medical treatment are the keys to the marketing of public hospitals.