基于我国社区口腔健康需求的公立口腔专科医院营销策略分析

Analysis of Public Stomatological Hospital Marketing Strategy Baesd on Domestic Community Oral Health Demand

当前我国居民龋齿、牙疼、牙齿松动、不齐等口腔科的常见病发病率较高,居民倾向于选择到公立口腔专科医院及私营诊所就诊,社区口腔卫生服务使用率则相对较低。我国正大力推行社区首诊,社区卫生,含口腔保健服务受到重视,开展社区口腔医疗服务具有一定的必要性。从口腔医疗服务的特点来看,公立医院开展社区连锁经营具有一定的优势。本研究通过营销策略分析,认为公立口腔专科医院在社区营销中应该把握策略重点、选择经营形式以及设计运营方案,更好地发挥连锁经营的优势,从而让优质资源下沉到基层,通过满足居民口腔健康需求,对我国分级诊疗体系做出贡献。

The incidence of common dental disease, such as caries, toothache, loosening of tooth and irregularity, in China is relatively high,however, most residents are more likely to choose public dental hospitals or private clinics, only few residents choose to go to communities for dental health service. Under the circumstance that our country is promoting first treatment for communities, community dental health service is becoming more and more important. There is certain necessity in developing community dental health service. Meanwhile, combined with the characteristics of oral health services, public hospital carry out community dental health service has certain advantages. Through the analysis of marketing strategy, this paper puts forward that the community marketing of public oral specialist hospital should pay more attention to the strategic focus, the choice of the management mode and the design of the operation plan in order to better play the advantages of chain management. So that the quality of resources to sink the grassroots. Through meeting for the health needs of the residents,we can contribute to the classification treat- ment system of our country.