医院成为营销者的伦理观

The Ethical Concept of Taking Hospital as Marketing Manager

医院绩效管理推动医院营销活动的展开。医院服务营销受多方因素的影响,这其中就包括伦理问题。医院发展与医学、公益性及营销管理有着密切的联系,树立"善"的营销目标,有益于医疗资源的合理配置。利益是道德的基础,要注重规范医院服务营销的利益导向与伦理调节,通过伦理经营、科学管理,创造更多的顾客让渡价值,实现互利共赢。

Hospital performance management promotes the development of hospital service marketing.Many factors are involved in hospital service marketing,including ethical factors.Hospital development is closely connected with medical science,public welfare,and marketing management.Thus,the establishment of the marketing target of benevolence is beneficial for the reasonable allocation of medical resources.Benefit is the basis of morality,thus benefit orientation and ethical adjustment should be emphasized during the standardized hospital service marketing,in order to realize the win-win pattern between hospital and patients by ethics marketing,scientific management of hospital,and making more alienated value for patients.