试析医疗市场营销的基本理念和营销组合

Analysis of Basic Concepts of Medical Marketing and Marketing Combination

由于我国的优质医疗资源不足,医患供需失衡造成医院的卖方市场占据主导地位,导致众多的国内患者无法接受高质量的、令人满意的医疗服务。在对医疗行业服务现状进行分析的基础上,提出医疗单位为在市场竞争中取得优势地位,需要引入市场营销理念,把患者的利益放在首位,尽量满足患者的各种合理需求,做到使患者满意。

Medical demands and provisions are not balanced due to the lack of high quality medical resources in the country, the result of which is that the clinical selling market plays the dominant role; therefore the internal patients can not get the medical services of high quality and satisfaction. Based on the analysis of the current situation of the services in the medical field, the paper points out the medical organizations should bring in marketing concepts, place the patients＇ interest in the first place and satisfy them with answers to their various reasonable needs in order to obtain the top position in the competitive markets.