现代医院服务营销的组成要素

Factors of modern hospital marketing

医疗改革带来了市场格局的新变化,服务营销是开放的市场竞争的必然产物,也是现代医院经营管理中必不可少的组成部分。服务营销本身具有其组成要素,以消费市场为中心的营销观念是医院服务营销的核心。同时还具有多方面的衍生性,包括需要以优质的服务为基础,通过各种传媒宣传手段,加强医患双方的沟通等,以树立医院最佳的品牌形象。

Medical system reform changed medical market and marketing was necessity for competition. Hospital marketing was one of the most important part of hospital operation management. The core mission of hospital marketing was consume-centered. The other factors of hospital marketing were good service, excellent media and patient communication. Hospital marketing could build hospital brand.