The Research On Website Marketing In Shanghai Public Hospitals

【BACKGROUND】With the health system's reform, various private hospitals have risen up and the country have reduced the funding to health service, the survival and development of public hospitals are depending more and more on medical market competition, their business goals are to capture the limited marketing resources as much as possible, so as to win more patients and promote the sustainable development of hospitals. In order to achieve this goal, marketing in the public hospital is rising up now, which is becoming an important position and role of public hospitals. However, some problems are widespread in current hospitals:despise the medical service market, staleness view of hospital manage, Lack of modern marketing strategy, etc. Therefore, it is very urgent to strengthen the construction of medical service market marketing.【OBJECTIVE】This study's objective include:①Establish the website marketing situation assessment system;②Read and appraise the Shanghai public hospitals which have been established on the site, and to analyze the existing problems of network on public hospital website marketing.③Choose one Shanghai public hospital, to survey its website marketing management and its area residents about the demand and utilization condition, so as to provide decision-making reference about public hospital website marketing management in the future.【CONTENTS】The main research contents include:①Establish the form of Shanghai public hospital website marketing evaluation index system from information strategy, creative strategies and information source strategy.②The situation analysis of Shanghai public hospital website marketing. According to the evaluation index of Shanghai public hospital website marketing, our study will give a mark to the hospitals which have established hospital websites, in order to find the current main problems of public hospital website marketing.③The using condition of residents to public hospital sites. We do a questionnaire survey in the community of Shanghai so as to understand the residents'demand and utilization of hospital website information.④An investigation to one Public hospital marketing. The study chooses one three-level public hospital as a typical investigation, and to analyze the present situation of public hospital marketing management.【METHODS】①Literature consulting. Through literature review, we know the current situation in the hospital marketing management and research status, which set the Lay the foundation for the research and evaluation of hospital marketing management②Experts consultation.11 experts were chosen who were from various fields such as colleges, hospitals, etl. Through two wheels consulting, the research fatherly perfect the evaluation index system (including index and weight, scoring method and instructions).③Review the Shanghai public hospitals website status. According to established Shanghai public hospital website marketing evaluation index system, to evaluate 74 hospitals which had already set up website in Shanghai.④Residents questionnaire:the study chose three communities near total of 1,600 people polled in one public hospital, in order to understand their demand and utilization status of web information.⑤Hospital typical survey:the typical survey to a three-level general hospital in the review of its web site, the general marketing situation, marketing information collection status, web marketing situation and hospital public relations status,etc.⑥Data analysis:Our study does effectiveness analyses to Delphi experts'interview; the consistency Kendal's check is done between the two researchers. And the Logistic analysis is used to know the affecting information of resident's demand and utilization status of web information. We use EpiData software to the data and material record, Excel and Sas10.0 software were used in data statistic analysis. 【RESULTS】The established Shanghai public hospital website marketing evaluation index system is including three first-order index, seven secondary indexes and 34 third level index.The review results showed that level 3 general hospital website construction got the highest evaluation of 3.68 points (average points), level 3 specialized hospitals and secondary general hospitals respectively take second place (average 3.46 points and 3.41 points) and secondary specialized subject hospital, are relatively poor (an average of 2.74 points). Public hospital website display very good in creative strategies dimensions (4.56 points), while in the information strategy dimensions performs worse (average 2.67 points). In addition, Shanghai public hospital website construction showed much bigger diversity, total evaluation the best are 4.81 points and the worst are 0.71 points.The results of residents'survey showed that the community residents did not take full advantage of hospital website, this may have some relationship with their lack of network retrieval technology, lack of time and community residents'age, education degree and income also affect their hospital website information use status.Typical survey to one public hospital showed that the public hospital's president is in charge of the marketing job and the foreign cooperation office and propaganda division is responsible for the specific affairs; the marketing effect mainly valued by the hospital diagnosis patients times numbers from other provinces; In the marketing means, the investigation hospital would contact bureau and medical insurance bureau of other provinces, they would signed a cooperation agreement, by sending backbone medical personnel to cooperation with the lecture, community clinics, and through major media publicity, to expand the influence of hospital, and to establish hospital's special brand. 【RECOMMENDATIONS】According to the results of this study, our study advice:①Hospital marketing management needs overall planning.②Detailing website marketing, to meet the different needs of different community residents.③Promotion and publicity website;make your website become extensions of the doctor-patient relationship.④Add interactive marketing, such as development online, make an appointment service, provided health propaganda and education based on network.⑤Hospital website marketing in the application of hospital crisis management.