Research On Merketing Strategy Of Medical Cosmetology In Hainan Provincal Dermatology Hospital

With the going deep into the medical reform of health system,the situation of public hospitals has been gradually broken as the main force of China’s health industry.Hainan Provincial Dermatological Hospital is a public hospital operating medical cosmetology,which is facing some urgent problems of maintaining costumers,such as how to exploit the advantages to the full and make more precise market positioning.In order to find out the problems among medical cosmetology marketing of Hainan Provincial Dermatological Hospital,and perfect the medical cosmetology marketing strategy,which relying on the relevant data and the existing marketing plan.Increase market share through making full use of the existing resources.Literature review,SWOT analysis,internal/external environment analysis and questionnaire survey are used in this paper.A new marketing strategy of medical cosmetology is put forward in the propaganda standard of public hospitals.It is found some problems of marketing in Hainan Provincial Dermatological Hospital are similar with most public medical institutions such as lack of overall marketing plan;and organization advantage were not easy to be found in advertising;disconnection between service and marketing;the low utilization of promotion platform and the unclear market segmentation.Conbining existing problems and characteristics of medical cosmetology,7p service strategy of service marketing is adopted,which can help hospital to show the advantage better.The service marketing strategy mainly makes up for the deficiency and highlighting the advantages of the organization through five aspects:(1)Make full use of existing platforms and resources to carry out sustainable public welfare marketing,for example choosing skin health education,free diagnosis and other ways to promote the overall brand development;(2)Standing out the professional and technical composition of medical cosmetic doctors(including anesthesiologists),technicians and nurses,hospital sense,nursing department,quality control center and other medical treatment security departments that are unique advantages than other hospital;(3)Improving the relevant information of the official website and WeChat,so that customers can find useful information to help them choose the organization;(4)Optimizing the internal marketing organization structure of hospital,strengthening department cooperation and adjusting the income of marketing staff to incentive salary structure;(5)Draw up the marketing plan by multiple departments and marketing projects were approved together at the beginning of the year to avoid the malpractice of rigid organizational structure and poor timeliness of work flow of public medical institutions.It is hoped that the content of this paper can renovate the problems existing on the medical cosmetology marketing of Hainan Provincial Dermatological Hospital,and it is also hoped that,it can provide reference to other public hospitals in the marketing strategy making.