The Quest For Integrated Marketing Of Private Hospital

Before private capital entering medical treatment service, our country medical treatment service belongs to the welfare category. Along with our country entering to WTO, the domestic medical market is becoming gradually open. In the same time of private hospital growing up rapidly, many Sino-foreign joint ventures and cooperation hospitals are building. The competition of medical treatment market is especially fierce. In recent years, private hospitals develop rapidly, but have no way to be compared with public hospitals in the fields of scale, brand, expert notability and patient trust degree etc. Simultaneously, Sino-foreign joint venture and cooperation hospitals advantage of administration high-effect, technology advanced, serving high grade and abundance of capital etc, extremely boost medical treatment service, accelerate the competition of medical treatment service market. In the fierce market competition, many private hospitals are confronting with the problem of survival and developing.The DH hospital is a class orthopedics specialty hospital by private capital, which is placed in the medium level in orthopedics medical treatment of Beijing City. Beijing is one of the Chinese medical treatment resourceful areas. In order to survive and develop in the furious market competition, private hospitals must depend on superior quality of medical treatment service to satisfy the need of sufferer. The DH hospital pay attention to the market propagation in the earlier stage, hoped to attract sufferers via large-scale market drumbeating, but the result was not perfect. Setting down the right and feasible integrated marketing strategy for DH hospital sustaining development, creating sustained competition advantage larruping and establishing favorable brand image, are the author wanted to solve problems.Through discussing and analyzing on the integrated marketing and brand image, this paper establishes the strategy layout of integrated marketing for private hospitals. Making use of the analyzed methods of SWOT, 4C, the competition ability and FAB, this paper:(1) analyzes the prophase marketing impact of DH hospital and finds problems; (2) analyzes the surroundings of hospital, finds opportunity and challenge that the development facing, and adopts correspond measures;(3) puts up resource analysis, regards core competition and difference superiority;(4) constitutes strategy target of integrated marketing;(5) organizes and actualizes integrated marketing.Actualizing the integrated marketing strategy for DH hospital upgrades the competition ability and brand value of hospital, which makes medical treatment service meeting the multi-demand of sufferer and keeps the long relations between brand image and sufferers, reaches the patient trust degree to the brand and fidelity degree ultimately. Finally, this paper provides the advice of strategy implement for integrated marketing of DH hospital.