医疗服务营销在公立医院的运用

Application of medical service marketing in public hospitals

随着经济全球化和我国医疗卫生体制改革的不断深入，医疗服务产品和医疗服务方式多样化，医疗服务市场竞争日趋激烈，公立医院面临着诸多挑战。本文首先分析了医疗服务的含义和特征，其次阐述了医疗服务营销的重要性，其三分析了医院医疗服务营销存在的主要问题，最后就如何改进医疗服务营销提出了建议，包括转变服务观念、建立完善的医疗服务营销体系、制定切实可行的营销策略等。

Objective With the tendency of economic globalization and the process of medical system reform in China, medical service products and modes are increasingly diverse, medical service market competition is increasingly fierce and public hospitals are facing more and more competitions. This article explored the meaning and characteristics of medical service; it analyzed the significance and principal problems of medical service marketing to provid suggestions for improving service marketing, including changing service conceptions, establishing thorough medical service marketing system and constituting feasible marketing strategies, etc.