Study On The Strategy Of Service Marketing For Public Hospital By Improving The Relationship Between Hospital And The Patients

With the heavily competition on the marketing of medical treatment, the demand of medical treatment being multiformity and otherness, the financial support from government being decreasing, the cost of medical treatment being increasing, marketing which used to be a way of enterprise function is widely applied in management by many public hospitals. The theories and method of marketing could improve the transformation of conception and manner of public hospitals. Application of marketing instrumentality could help to understand and analyze the marketing of medical treatment correctly and find the right customers and make the reasonable market analysis. Application of the strategy of service marketing could also promote the quality of service of medical treatment and improve the relationship between hospital and the patients. It redounds to build up the brand and set up the well-known and public praise for hospital. Sequentially the hospital could attract the customers to hospitalize and bring up the loyal customers, keep and enlarge market share in competition. Public hospitals could accordingly achieve favorable social benefit and economic benefit, keeping excellent and continuable development.Being a service vocation, the product of hospital is the service of the people of medical affairs. The nosocomial service takes on four characters which is known from normal product: Intangibility, Inseparability, Heterogeneity, Perishability. Service marketing has become the important strategy in service competition. The model of service marketing consists of 7P's Marketing Mix which is Product, Price, Place, Promotion, People, Process and Physical Evidence. The people of medical affairs, the process of medical service, the medical environment and establishment are three key factors in service marketing. The following four strategies are the major applications of service marketing in hospital service: Knight service strategy, distinction strategy, satisfaction of patients strategy, combine of service marketing strategy.Hubei province Xinhua hospital was restricted by traditional system and mode of management in several years ago. The benefit of hospital was lowly and the development was stagnant. Facing the rapid changes of marketing, Hubei province Xinhua hospital had decidedly transited working concept, led service marketing according to SWOT analysis. The hospital had taken a series of service marketing strategies to turn declining tendency. By results of public diagnoses, Hubei province Xinhua hospital has great improved the quality of medical service, the relationship between hospital and the patients, the well-known and public praise, the amount of patients etc. The hospital has obtained Win-Win both social benefit and economic benefit and the hospital has walked up a rapid developmental way.Service Marketing strategy is a valuable choice for public hospital. But Service Marketing is also awaited to be innovated, extended and developed facing rapid medical development and medical changes.The whole paper is divided into four chapters (It has four chapters, other than the introduction and closing remarks).The first chapter is for studying background. It mainly discusses the following three ways: the necessary of service marketing for public hospital, the main issues of service marketing for public hospital, the great effectivity by leading service marketing for public hospital.The second chapter is about the structure of the service marketing for public hospital, including the character of medical service, the model of service marketing viz. 7P's Marketing Mix and service marketing strategy for public hospital.The third chapter, with the case study of the service marketing for Hubei province Xinhua hospital, the first period analyzes the issues of hospital service, the second leading service marketing strategy, the third putting in practice for details of service marketing strategy and the fourth the analysis of results.The fourth chapter is about discussing and analyzing. By analyzing value of service marketing strategy, build up the normal application strategy for public hospital. Raise innovation, extensibility and development of service marketing through modern medical development and future medical service mode.