Research On Optimization Of Service Marketing Strategy In Private Hospital

The medical industry is a special industry related to the national economy and people’s livelihood.For a long time,the medical industry has been dominated by public hospitals.The phenomenon of "difficult and expensive medical treatment" has existed for the common people.The relationship between supply and demand is not balanced,so the application of service marketing theory in hospital development is insufficient.Since 2009,China has entered a decade of new medical reform.It has successively introduced a series of various policies and measures to encourage the society to run medical services,encourage and support the injection of social capital into the medical industry,and the development of private hospitals has entered a new stage.Private hospitals are different from public hospitals.Private hospitals are profit-making organizations and have special systems.They face a series of difficulties in their development,such as low public recognition,the concept of medical management that emphasizes revenue and neglect management,and lacks effective mid-and long-term marketing plan and strategy etc.To survive in a fierce market,it is necessary to optimize the service marketing strategy to enhance the brand’s influence and the patient’s sense of identity,as well as create and transmit medical service value.The main scope of diagnosis and treatment of private hospitals is reproductive health diseases,which are not included in the reimbursement catalog of national medical insurance.The trend of market-oriented competition is more obvious,and expanding the source of patients has become the basis for the survival of various reproductive institutions.On the basis of reviewing domestic and foreign research literature,this study takes SD Private Hospital as an example,and uses the 7P service marketing theory to analyze the status of the hospital from the perspectives of products,prices,channels,promotions,personnel,processes,and tangible displays.The following main conclusions are drawn through the research.Firstly,it is the status quo and problems of SD private hospital service marketing.In general,SD private hospitals have well-known brand advantages,strong scientific research support,and clinical diagnosis and treatment capabilities.They have also carried out a series of work in discipline construction and market operations,and patient satisfaction is high.However,in the fierce market competition,there are still some problems in the service marketing strategy,including insufficient education on the safety of assisted reproductive technology,insufficient explanation of the medical insurance reimbursement policy,insufficient promotion of online appointments,and the appointment rate of first-time patients is not high enough.The awareness rate of complaint channels is low,the traffic conditions around the hospital are poor,parking is difficult,and the cohesion of the medical treatment process needs to be improved.Secondly,SD private hospitals have the advantages of well-known brand influence and industry authority,internationally leading level of diagnosis and treatment,strong scientific research and innovation capabilities,and comprehensive information network platform construction.At the same time,the state encourages socialized management policies and the disciplinary characteristics of reproductive medicine for the convenient standardized operation market and the increasing service marketing needs of hospitals are opportunities for the development of SD private hospitals.However,the weak competitiveness of specialized hospitals,insufficient multidisciplinary collaboration capabilities,and lack of staffing are likely to cause staff turnover,which are the disadvantages of current hospital operations.With the gradual relaxation of government agencies’ policies on the approval of assisted reproductive technology qualifications,SD private hospitals will face fierce market competition in the future.Taking into account the characteristics of repeated visits in reproductive medicine,it is easy to cause regional restrictions on patients and the monopoly of public hospitals will not be shaken,and so on.This will be a threat to future development.Based on the analysis of the above advantages,opportunities,disadvantages and threats,different marketing strategies are formed.Thirdly,according to the current status of service marketing strategy and environmental assessment by questionnaires,the STP strategy and 7P optimization strategy for hospital development are proposed.The main content of the STP strategy includes market segmentation by region,age,and competitors.The details are as follows: Mainly focus on the top 5 regions such as Jinan and Heze,and choose the target market for the implementation of differentiated marketing within and outside the province.Women of childbearing age between 26-40 years old are the key population,and the target market is to be based in Shandong,radiate the whole country,and influence the world.According to the content of 7P,a specific optimization and promotion strategy is formed.Fourthly,in order to ensure the smooth implementation of the optimization of service marketing strategy,targeted specific safeguard measures have been proposed from four aspects: the organizational measures,the talent measures,the network measures,and the performance appraisal measures.We should improve the medical quality control system,attach importance to service marketing promotion,adhere to the guidance and education,build the talent brand advantage,increase the information construction,form the three-dimensional information platform,introduce the service marketing concept,and improve the promotion mechanism.