goedkope uggs Hospital marketing requires new idea

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Hospital marketing needs new ideas

As long as health care spending can account for 1O%, is 890 billion yuan. At present,[link widoczny dla zalogowanych], the medical consumption of the whole of China was 40 billion U.S. dollars, and in order to increase the rate of 12.8%, which is a huge bow to each group of industrial capital are competing for gold! According to China's WTO accession agreement, 2003 January 1 of the official opening of medical services; to allow foreign co-operation with China to set up Sino-foreign joint ventures, cooperation of hospitals and clinics, shall be allowed no more than 7O%, that is only holding outside. This means that there will be more and more investment in large-scale integrated Must promote competition in the market and raise the level of industry marketing, which is our hospital, regardless of the public, private, or joint venture, is a new starting point, the road to see who is accurate, go faster. I am very interested to discuss with the former students of In fact, I end of the year in 2002,[link widoczny dla zalogowanych], to note the age of marketing is entering the hospital, an urgent need for professional management of reality. At that time a number of macroeconomic background and watch cases. I feel that, two years,[link widoczny dla zalogowanych], some progress in marketing the hospital, such as the establishment of the Marketing Department, send administrators to read EMBA, the introduction of cI system, start advertising (mainly private hospitals), also invited the spokesperson, etc. and so on, but overall progress is not. I would like to make a few remarks. 1, the hospital you need celebrity endorsement? November 2003, Hu Bing Marriott hospital as Shanghai Association Wah Hospital Health Ambassadors. It appears that hospital marketing is fiddle with the shampoo or the practice of shoes in Fujian, so the stars turns on stage. This can not be said to be a wrong approach, but at least we can say that it is a simple 147IN one of the, mindless approach. As a result, the hospital spent a lot of money,[link widoczny dla zalogowanych], so the stars the way picked up a The reason is simple, customer purchase of medical services, psychological and behavior, completely different from buying a bottle of Or a box of 2. CI can do in exchange for satisfaction of the hospital? Public health system reform, everyone knows that customer satisfaction (customer retention) for the importance of the hospital. The introduction of market-oriented hospitals are eager to be launched cf works. We see a lot of the hospital's LOGO face transplant, and communication carriers become more beautiful, ideas and slogans also. However, the service of conflict and the phenomenon of customer complaints in the refurbishment of a new major hospital can often be seen. The attitude of doctors and different quality of service (perceived quality) are too different, completely differently. Customer satisfaction for domestic hospitals, is still a topic has just started. And cf, is clearly not its focus. The reason is simple, customer purchase of medical services, psychological and behavior, completely different from buying a box like the past 5. Hospital brand is to choose a unified brand strategy? Many hospitals also hired professional managers to the Executive Yuan as the hospital. Marriott set up in the Planning Department within the hospital (called the Corporate Planning Department full name), the overall image of the hospital to plan, the implementation of brand strategy. The hospital is applying the idea of creating brand consumer goods, most of them to select a single brand strategy. Meanwhile, big hospitals are adopting a unified brand strategy, M & A expansion. As everyone knows, they are entering a dangerous misunderstanding. The reason is simple, the Hospital for the customers (who benefits) of brand building, completely different from the household appliances (such as Haier) or food and beverage (such as Master Kong) for the customer's branding. 4. Hospital Marketing What kind of advertising needs to be done? Has a strong capital backing for a private hospital or a joint venture hospitals, they are pinching a huge budget to advertise, promote services repeatedly and services. However, such advertisements can only play this role. Wait until the people who know or want to know all know, advertising is a waste to do the back. The reason is simple, hospitals advertising for customers to achieve communication goals, completely different from the gum or instant advertising for customers stimulation. China Europe International Business School Howard Ward (HowardWard) on one occasion Professor said: necessary, in the process, must focus on efficiency, service and quality. It used to be a consumer for the current ad for the vast majority of advertising agencies, marketing services and advertising in the hospital business, a clear need to work under the fan, and the immediate thing is - do not assume 1148

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