System Design Of Integrated Marketing Communications Of Institute Of ENT Of WJ

At present, the contradiction between the development level of medical health care and the public health needs, as well as the contradiction between economic and social developments, is still significant. Thus, the reform of medical and health system is the inexorable trends of the medical and health care development, the important way to share the fruits of reform with the Public and go with common wish. Under present circumstances, the ENT Research Institute of WJ was established by the Guangdong General Hospital of WJ (a public hospital) with social financing investment. The medical management of ENT OF WJ is in accordance with all other Public hospitals, meanwhile it has flexibility in its own operation mode. However, limited to traditional operating system and marketing methods, the institute has not fully utilized its competitive advantages and brand awareness. Therefore the primary task now is to highlight the institute’s characteristic features and advantages, to achieve sustainable development in the competitive medical market of Guangzhou.The Integrated Marketing Communications (IMC) was formed in1980s regarded as a strategic weapon to gain market advantage in21st century. It requires integration of all resources from a strategic height, mobilize all positive factors to achieve the communication objectives of the enterprise. It is not only the integration of marketing and communication theory, moreover, it is representing a more mature, more comprehensive, more profound concept of integrated marketing communication. With no doubt it is a very useful tool and instrument of achievement on sustainable development in a competitive medical organization.Based on IMC theory and analysis of the institute’s developing situation, especially its current marketing methods and existing problems, the thesis is trying to indicate the necessity on IMC implementation in the Institute. The thesis provides the principle of an IMC system design with strategic targets, contents as well as system guarantee on implementation, etc. The aim is, with IMC, to build a strong brand for the institute in the field of ENT, to solve the institute’s brand communication problems, and to summarize our experiences and lessons for other medical organizations’reference.