Research On The Marketing Strategy Of Health Care Service For Changchun Children Hospital

The new round of medical system reform has been preparing intensely. During this time, how to survive in the medical market and how to develop in this competitive circumstance are serious tasks for the hospital managers today. Facing with such new reform situation, Changchun Children's Hospital must analyse the current situation, grasp the opportunity, set completely new concept of medical service marketing so as to promote the development of medical and health services.The thesis is divided into five parts:I. Changchun Children's Hospital and medical service marketingMedical service marketing refers to a socially managing process in which the medical institutions and professionals create and exchange professional medical service so as to meet people's requirement and desire for health.Compared with other for-profit service industries, Changchun Children's Hospital is a social institution operating for public welfare undertakings who has assumed certain welfare function. Since the hospital does not aim at making profit, the principle of financial management is to take the social benefit as major task and then to seek for economic benefit. Therefore, the nature of the hospital's service marketing is for public welfare and not for profit.The features of medical service marketing for Changchun Children's Hospital are as follows: patients do not possess the medical service; medical service has the feature of trusting product, so patients may feel risky and uncertain; patients must participate in the producing process of medical service; medical staff is one part of medical service products; there is simultaneity between production and comsumption of medical service products; there is great difference in medical service; medical service demand lacks flexible price; the supplying sides of medical service are in monopoly status; medical service has the feature of ethicality.II. An analysis of medical service environment of Changchun Children's HospitalMacro-environment includes political, economic, natural, socio-cultural, sci-tech, and population environment, etc. The micro-environment includes the hospital itself, patients, suppliers, competitors and the public, etc. They are in communicating, reciprocal, serving, competitive and coordinating relations.The medical service marketing opportunities facing Changchun Children's Hospital are as follows: the sustainable increase of medical demand; sufficient medical case; the increasing average income and great payment capacity; the continuous emerging of new pediatric medical techniques; the newly established professional laws and regulations; greater medical supervision to restrict the malignant competition.The medical service marketing challenges facing Changchun Children's Hospital are as follows: the increase of private-owned hospitals and some kinds of clinics has divided the hospital market; with the deepening of medical reform, the protection policies on medical service has been reduced and the governmental financial subsidy is descending year by year; people's demand on medical quality is growing; medical disputes are increasing.The medical service marketing advantages for Changchun Children's Hospital are as follows: good medical service environment; having high-quality medical professionals; complete sets of commonly-used medical equipments for physical examinations and chemical examinations which are special for pediatric patients treatments; having steady and reliable governmental subsidy; the long history of the hospital has created brand effect.The medical service marketing disadvantages for Changchun Children's Hospital are as follows: due to the restriction of system, property right and management right are separated, which is no good for long-term planning; there is a great amount of retirees causing great pressure for the hopital; the treatment of the staff is not satisfying and the distribution incentive system should be improved; large medical equipments for medical examinations and chemical examinations need renewal, while we are facing the lack of fund; the operating cost of the hospital is higher.III. The design for medical service marketing strategy for Changchun Children's HospitalStrategy one: To make medical service tangible and skillful. The medical service of the hospital should assume the strategy of materialization so as to promote the medical service marketing. It mainly includes medical service packaging, medical service brand, medical service commitment, medical service pricing and medical service advertisement. The skillful medical service includes the better use of medical skills, medical service knowledgization and the specialization of medical service.Strategy Two: to put emphasis on"relationship"in medical service. During the process of medical service marketing, emphasis should be put on relational marketing, internal marketing, public relations, and also on positively dealing with the relationships among the hospital, medical service professionals and patients in order to improve the satisfaction of pediatric patients and their parents and to improve the public praise.Strategy Three: standardization and differentiation of service marketing. The standardization of medical service refers to the establishment of service procedures and standards so as to channel and restrict the medical staff's state of mind and behavior, and keep the medical service quality steady. The standardization of medical service consists of conceptualization and standardization of medical service. The differentiation of medical service refers to the offering of different and individualized service according to changing environment and different pediatric patients and their parents.Strategy four: To make the medical service adjustable and efficient. The adjustable marketing strategy refers to adjustment of service time and place to meet the requirement of medical service, and to balance the supply and demand contradiction in medical service. The efficient strategy is about improving the temporal efficiency and spatial availability, which is beneficial to enhancing medical service quality and to seizing the marketing opportunities.IV. Implementation of medical service marketing strategies of Changchun Children's Hospital1. To implement the overall marketing conceptionOverall marketing includes four aspects: relationship marketing, integrated marketing, internal marketing and social responsibility marketing.Relationship marketing means that marketing activities are taken as a way to establish interactive relationship between the hospital and patients, suppliers, medical insurance institutions, competitors or other public. The core of the hospital marketing activities is to establish and develop this kind of good relationship with the public.Integrated marketing is to integrate all the marketing activities, like advertisement, news, public relation, image design and brand promotion, which may let the public gain consistent information about the hospital through different information channels. Through these activities the public can have a positive recognition of the hospital to the greatest extent, consequently, which can heighten the hospital's popularity and good reputation.Internal marketing aims to take the hospital staff as internal customers, and manage to meet their requirements; to convey the policies and situations of the hospital so as to let them offer medical service, while with marketing consciousness.Social responsibility marketing requires that the hospital should fulfill its social responsibility concerning law, morality, justice, environmental protection, etc.2. To establish advanced hospital cultureThe establishment of the hospital culture is the important resource and precious wealth for hospital construction and development. The embodiment of it is the value orientation and behavioral regulations, which may enhance the hospital's cohesion and centripetal force and cultivate lofty medical ethics. The hospital's cultural construction includes: hospital spirit, hospital management style, hospital environmental conditions and hospital image.3. To construct the organization system of the hospital marketingThe medical service marketing should be promoted systematically. Changchun Children's Hospital should readjust their organizations and functions, that is, set up marketing department, enhance the development and marketing of the hospital's products, intensify the service functions for the customers and build new system of business process.Changchun Children's Hospital should actively explore the marketing organization system which should meet this hospital's practical requirement, carry out graded responsibility for medial service marketing, efficiently develop the integrated marketing function of the hospital. The management, examination and inspiriting mechanisms which are characterized by the combination of responsibility, right and benefit should be established to train a new and main force in medical marketing field who possesses the greater ability of developing new market and the enterprising spirit. The hospital should select and train some medical members of staff who are rich in knowledge, active in creativity to construct an excellent team to implement medical service marketing, which will improve the whole hospital's competitive power.ConclusionThe Changchun Children's Hospital should take the strategies of making medical service materialize and skillful; putting emphasis on"relationship"in medical service; standardization and differentiation of service marketing and making the medical service adjustable and efficient. It also should implement the overall marketing conception, establish advanced hospital culture, construct the organization system of the hospital marketing and train marketing team. Thus, the level of medical service marketing of the Changchun Children's Hospital will improve greatly.