The Research Of Hospital Brand Strategy

In the21st century, the health care industry in China has developedrapidly. For example, the medical technology has been improving, and themedical service team hasgot higher quality, and the medical service is morecomfortable. However, many problems appeared in in the process of healthcare development. The reason, besides the problem of the current health caresystem, is that some hospitals have distorted the medical ethics..The hospital brand strategy has got over a hundred years’ history inother countries. Ever since the reform and opening-up, some large hospitalsin the advanced area in China have started or already implemented thehospital brand strategy. The practice has proved that hospital brand strategycould almost solve the problems in hospital medical ethics as well as hospitalmanagement, and could provide good development method and approach forthe hospitals. Unfortunately, in the research and practice of hospital brandstrategy area, many researchers and hospitals mainly focused on attractingpatients by improving outside appearance, by advertising and promotion in ashort period, but ignored the core of hospital brand strategy which was the construction and improvement of the hospital internal quality. Byresearching the hospital brand strategy, this paper looks for a proper andeffective method to instruct the development of hospitals, to improve bothinternal and outside quality, to solve the problems and ease the relationshipbetween patients and hospitals, to acquire acceptance from patients and thesociety, and finally to obtain both social and economic benefits.This paper was mainly focused on the medical environment inChongqing. The Fuling Traditional Chinese Medicine Hospital was chosenas the research object. The performance of hospital brand strategy wasinvestigated and analysed. The practice achievement and experience in thisregion was summarised. By instructing the operational development andculture development of the hospitals through implementing hospital brandstrategy, the development of hospitals in the whole area could be improved.Currently, the research on the hospital brand strategy is still in thebeginning stage in western China. As a result, the selection of FulingTraditional Chinese Medicine Hospital as the research topic subject has gotgreat meaning to Fuling area or even the whole Chongqing area.