特需医疗服务营销的调查分析

Survey and analysis of special medical services marketing

目的 认识和掌握特需医疗服务的营销策略、营销管理和营销效果评价体系。方法 以某医院患者和医务人员为对象 ,随机发放《特需医疗服务顾客满意调查表》、《特需医疗服务对医务人员素质影响调查表》 ,并进行专题访谈和专题调查资料统计分析。结果 接受特需医疗服务顾客满意度为98 9% ,特需医疗服务对医疗服务质量、经济效益及医务人员素质的提高有积极影响。结论 定向、定位 ,定价是指导特需医疗服务的营销策略 ;市场导向、促销导医、资源导航对特需医疗服务具有重要实用价值 ,高质量、高素质、高效益是评判特需医疗服务的主要标准。

Objective To understand and master the system for assessing the strategies, management and effect of special medical services marketing. Methods Survey sheets on customer satisfaction towards special medical services and survey sheets on the effect of special medical services on the caliber of medical personnel were fandomly distributed to the patients and medical staff in a particular hospital and special topic interviews and statistical analyses of special topic survey data were conducted. Results The satisfaction rate of customers receiving special medical services was 98.9%, and special medical services had a positive effect on the improvement of the quality of medical services, economic benefits and the caliber of the medical personnel. Conclusion Correct orientation is the marketing strategy guiding special medical services. Market-based orientation, marketing-based medical services and resources-based guidance are of important practical values to special medical services while high quality, high caliber and high benefits are the major indexes for assessing special medical services.