The Markting Strategy Research Of Patients Needs-based For Transitional Care On Hospital S

As the China' s public hospital reform deeps,how to efficiently utilize the limited health resources and meet the public 's growing demands of health have become a great concern for the reform of medical care system.Currently,China's community health services are still backward with a weak foundation for the construction of specific nursing.Most patients are not willing to see a doctor in the community health centers,which undoubtedly increase the clinical reception burden of large-scale public hospitals.As an extension of hospitalization nursing service,transitional care extends nursing services from the hospital to the community and the family,which on the one hand guarantees sustainable,coordinated and quality health services for the discharged patients;on the other hand effectively reduces the average hospitalization days,improves the turnover rate of ward beds and alleviates the resource shortage of the large-scale hospitals to some degree.As an emerging service item,transitional care is crying for a set of scientific operation model in response to the threats and challenges facing its survival and development.Founded in 1941,Hospital S has been one of the first batch national comprehensive grade-three class-A hospitals.Relying on its advantages of techniques,brands and policies,it has gradually formed a development pattern integrating treatment,education and research.Now,it has become the guiding center of medical science research and clinical techniques.However,the emergence of private hospitals and foreign-invested hospitals has brought new challenges.It is hard for the traditional operation concepts to adjust to sudden and perplexing changes and fierce competition in the current society.Based on the above research background,this paper adopts the transitional care of Hospital S as the research object,collects,discusses and summarizes theoretical and empirical researches both home and abroad related to marketing strategies and transitional care by searching on CNKI,Wanfang Data,VIP and ELSEVIER CK database with the keyword of "transitional care" "service marketing" "marketing strategy" and so on.The research data for this research comes from questionnaire survey and in-depth interview.Hospital S is adopted as the research unit and the predicted and hypothesized transitional care demands of patients who are going to leave the hospital as the research object.The data are entered and analyzed through SPSS.The external transitional care marketing environment of the Hospital S is analyzed respectively in terms of the macro environment and the industrial competition environment,and the internal transitional care marketing environment in terms of strategic goals,basic conditions and human resources conditions.Based on the analysis,problems existing in the marketing environment have been pointed out.SWOT matrix tool is employed to analyze the strengths,weakness,opportunities and threats of the transitional care of Hospital S in the market competition.Through market segmentation,choice of target market and market strategies,the market positioning of the transitional care of Hospital S is identified.Following that,this paper puts forward the Product,Price,Place,Promotion,Physical Evidence,Process,Participant and other elements deciding the formation of competition strategies of Hospital S,and helps Hospital S establish a scientific and objective marketing strategy system.This research hopes to provide references for the scientific marketing of the transitional care of Hospital S in the new market environment.