试论现代公立眼科专科医院管理中的学术营销策略

Discussion on the Academic Marketing Strategies in the Management of Modern Public Ophthalmological Hospitals

目前,随着人们医疗、保健意识的增长,我国的经济体制改革与卫生体制改革随之同步发展,对医疗市场的监管也在不断规范,这就促使医疗市场的竞争日渐激烈。传统的眼科专科医院的经营模式因为医疗技术、医疗设备以及医疗服务过于单一化,已经不能满足当前新形势的需要,唯有全面、综合的品牌形象、技术特色鲜明的学科规模以及不容忽视的学术地位,才能带动医院的经济效益,争取到最大的社会效益。公立医院若想在竞争中实现可持续性发展,此时的医院管理便需要更新服务理念,引进现代的营销策略,医院经营如果要跟上市场经济发展的步伐,则必须对现行的医疗经济管理模式进行改革。该文结合医疗市场现状分析现代眼科专科医院管理中存在的营销问题,并提出改进策略,阐述医院管理者应在管理中如何掌握市场营销的规律,更新营销理念,构建现代市场的学术营销策略,建立学科规模、技术水平、科研成果以及学术地位上的优势和影响力,树立医院的品牌效应,培养吸纳人才,加强人才建设,开展医德医风建设,把握网络医疗资源,拓展互联网营销区域,以期促进眼科专科医院的长足发展,大幅度提升医疗服务质量,提高核心竞争力.

At present,with the growth of people's medical and health care awareness,our country's economic system reform and health system reform have been developing simultaneously,and the supervision of the medical market is also constantly being regulated,which promotes the increasingly fierce competition in the medical market.The business model of traditional ophthalmology hospitals is too simplistic because of the simplification of medical technology,medical equipment,and medical services,which can no longer meet the needs of the current new situation.Only a exhaustive and comprehensive brand image,a discipline scale with distinctive technical characteristics,and an academic status that cannot be ignored,can drive the economic benefits of the hospital and strive for the greatest social benefits.If public hospitals want to achieve sustainable development in the competition,the hospital management at this time needs to update the service concept and introduce modern marketing strategies.If the hospital operation wants to keep up with the development of the market economy,it must reform the current medical economy model.This article analyzes the existing marketing problems in the management of modern ophthalmological hospitals in combination with the current medical market,and proposes improvement strategies.It explains how hospital managers should master the laws of marketing in management,update marketing concepts,and build academic marketing strategies for modern markets,discipline scale,technical level,scientific research results,and academic status advantages and influence,establish the brand effect of the hospital,cultivate talents,strengthen talent construction,carry out med ical ethics and medical style construction,grasp network medical resources,expand Internet marketing area,and promote rapid development of ophthalmology hospitals,which has greatly improved the quality of medical services and enhanced core competitiveness.