京沪穗五家三甲医院品牌营销现状初探

The initial exploration on the current situation of marketing brand in 5 grade A class 3 hospitals in Beijing, Shanghai and Guangzhou

通过对京、沪、穗五家三甲医院的1034名病人及451名员工进行随机抽样调查及深度访谈,对医院品牌营销现状进行研究探讨,得出如下初步结论,供医院管理者参考:吸引病人前来医院就医的因素中,技术品牌占49.7％,服务品牌占21.7％;医院的品牌辐射力具有明显的区域性。前来就医的病人中,85.3％为本地(本区及本市)病人,14.7％为外地病人,前来就医的病人中,自费病人占34.5％,商保病人占1.1％;前来就医的病人中,3.5％表示自己将不再来本院就医,7.9％表示不会介绍家人、朋友等来本院就医;被访员工中,12.1％不认为医护人员是医院品牌推广者,28.2％认为本院没有品牌推广及营销计划,但77％认为医院有必要开展品牌营销活动。

Based on a random sampling survey and interview towards 1034 patients and 451 employees in 5 grade A class 3 hospitals in Beijing, Shanghai and Guangzhou, a study on the current situation of marketing hospital's brand was conducted and hereafter are the initial conclusions for the information to the hospital managers: of the factors that catch the attention of patients, 49.7% are technical brand, 21.7% are service brand; the radiating power is clearly of geological nature, of the patients who came to the hospital for service, 85.3% are from the local (the district and the city), 14.7% are from the other areas; of the patients who came to the hospital for service, 34.5% are paid by 'out-of-pocket' money, 1.1% are paid by commercial insurance; of the patients who came to the hospital for service, 3.5% said that they themselves will not come to the hospital for service, 7.9% said that they will not to introduce their family members and friend to come to the hospital for service; of the employees interviewed, 12.1% do not think that the physicians and nurses are the promoters to the hospital's brand, 28.2% do not think that there is any plan of brand promotion and marketing, but 77% think it is necessary for the hospital to conduct brand promotion and marketing activities.