论医院营销道德问题

Ethics issue in hospital marketing

随着医疗市场竞争的加剧,医院营销也越来越受到医院管理者的重视。然而在医院营销实践中,由于医疗市场的特点、医院和员工对医疗卫生事业的社会效益和经济效益认识错位、医院营销能力的欠缺以及监管机制的不完善,出现许多非道德的医院营销行为。文章从医院服务营销策略入手,逐项分析医院营销的非道德行为及其产生原因,并对医院营销道德建设提出四点建议。

With the competition becoming rigorous in medical service market, many hospital administrators pay more attention to hospital marketing. However, there are many unmoral behaviors in hospital marketing practice because of some characteristics in medical market, misunderstanding medical service between public-spirited dedication and make-money by hospital, and lacking of marketing capability and supervision mechanism. Based on the hospital service marketing, the paper analyzes the unmoral behaviors and reasons, and put forward four suggestions of establishing the moral behaviors in hospital service marketing.