医疗服务市场的特征及营销策略

Features of the medical service market and marketing strategies

针对医疗服务的伦理性、高风险性、无形性、差异性及不可储存性等 5方面的特征 ,提出了医院应采用的相应医疗服务营销策略 ,主要内容有 :①对当前的医疗市场进行分析、调查和预测 ;②搞好医院的功能定位 ,正确选择符合医院诊疗水平的目标市场 ;③重视医院形象与品牌塑造 ;④医院注重创新 ;⑤加强医疗服务质量管理 ;

With regard to the fact that medical services are characterized by ethicalness, high risk, intangibility, variance and non storage, the paper puts forward some corresponding medical service marketing strategies that hospitals should adopt. These include: ①analyzing, investigating and predicting the current medical market; ②determining the functions that a hospital has and correctly choosing a target market that conforms to the diagnostic and treatment capabilities of the hospital; ③paying attention to the creation of a hospitals image and its brands; ④attaching importance to innovations; ⑤strengthening the control of medical service quality, and ⑥enhancing the management of medical service marketing.