走出医疗服务营销的误区

WALK OUT OF THE MEDICAL SERVICE MARKETING ERRONEOUS ZONE

医疗服务营销是指医疗机构通过创造,同服务对象交换有价值的卫生服务产品(包括服务和有形物品),以满足人们健康的需求医疗机构目标和需要的一种社会管理过程。随着新医改方案的公布,公立医院进入新一轮改革,与此同时医疗市场竞争日益激烈,医疗服务营销顺势成为医院适应市场竞争的有效办法。而如今众多医疗机构实行医疗服务营销时进入种种误区,严重阻碍其发展。因此,只有紧跟新医改步伐,探索医疗营销服务的新出路,才能使医疗机构在医疗市场中处于不败之地。

The medical service marketing is to show medical establishment by creating, and with the service object exchange has value of the health service products （including service and tangible items）, in order to meet the people＇s health needs and desires, at the same time satisfy the medical institutions and need to target of a kind of so- cial management process. With the new scheme of cure of the published, public hospital reform entering into a new round of panic, and at the same time the medical market increasingly fierce competition, the medical service marketing become hospital with a valid way of to the competitive market. Now many medical institutions and executes medical treatment service marketing in a variety of error, serious hindrance to its development. Therefore, only follow new cure of the pace, and explore the new way out medical marketing service, then can make the medical institutions in the medical market in an invincible position.