Research On The Optimization Of Service Marketing Strategy Of Gansu GEM Flower Hospital

With the continuous development of the medical technology level of the national medical institutions in recent years,and the reform of the medical system,some state-owned hospitals have brought considerable impact and pressure.Gansu Gem Flower Hospital,formerly known as Lanzhou Petrochemical General Hospital,was affiliated to Lanzhou Petrochemical Company before 2018 and was a staff hospital affiliated to Lanzhou Petrochemical Company.Its medical technology level and service ability could not compete with the large social public hospitals at that time.In July 2018,Lanzhou Petrochemical General Hospital carried out socialization reform and officially changed its name to Gansu Gem Flower Hospital,belonging to a private non-enterprise unit.After the system reform,the medical service capacity and the operation capacity of the hospital have been improved compared with before,but there are still some problems and deficiencies.Although the hospital is a relatively special service place,a medical institution that serves the public interests and does not make profits,Gansu Gem Flower Hospital has just been separated from the state-owned enterprise system and is not a public hospital.The hospital is under great operating pressure and its service capacity is not high.In such a situation,this paper takes Gansu Gem Flower Hospital as the research object,finds out the service marketing strategy suitable for the development of the hospital,emphasizes the factors of customer —— patients,and pays attention to the care and relationship maintenance of patients in the process of service marketing.Taking patients as the starting point,analyze the hospital service marketing,find out the problems,and put forward the corresponding service marketing optimization strategy.Through investigation and research,the paper explores the logical ideas of finding,analyzing,asking and solving the problems existing in the patient service of the hospital,and makes corresponding optimization strategies.First of all,relevant data on hospital operation was collected,and a quantitative index in the Operation Manual of Performance Assessment Index of Third-level Public Hospitals was used as a reference basis to comprehensively analyze and evaluate the level of Gansu Gem Flower Hospital in terms of patient service and management ability.Secondly,the questionnaire method is used to explore the problems of patients’ experience in the hospital for their services,and then the 4R marketing theory and other theoretical tools and research methods are used to design service marketing strategies and measures suitable for the development of hospitals.In order to ensure the implementation of the strategy optimization scheme proposed in this paper,some safeguard measures need to be taken.This paper puts forward the corresponding safeguard measures according to the actual situation of the hospital.For example,to improve the advanced nature and utilization rate of hospital information technology,enhance the guarantee of human resources,and conduct continuous and effective training for employees.This paper can have some reference significance for the hospitals that have joined the medical system reform,and the hospitals that have just been promoted to the third level standard,and the hospitals that have achieved the service ability improvement.