On Marketing Of Medical Services

Along with the construction of economy mechanism, the situation, positioning and operational idea of medical service industry in China have all changed much. Since the competition of medical service market has become fierce, the role of Medical Service Marketing Management (MSMM) is made full use of and gradually paid more attention by those medical establishments.This thesis deeply explores the role of MSMM from three aspects: strategy and tactics of medical service marketing, and management of medical service. Meanwhile, around with the features of medical service specifically, this thesis deeply analyzes such factors as: the profit chain management of medical service during MSMM, the patients' satisfactory degree, the inner marketing and the quality management of medical service. Through the research of MSMM, what the author does is to explore the problems that lie in MSMM of China's medical establishments and give some related suggestions.Taking a public one ?A Hospital as an example and using the method of integrating theory with practice, this thesis goes deeply into the problems and causes in MSMM and puts forward some countermeasures of MSMM in A Hospital. The originality of this thesis lies in the fact that the author applies the theory of service profit chain management and the theory of inner marketing to MSMM.MSMM is in the upgrade in China. The problems in MSMM, studied by this thesis and consisting in many medical establishments, are very popular in China. But the author brings about systematical methods to solve these problems and, at the same time hopes to offer some beneficial clues to put MSMM into use in China.