Research On The Advertising Marketing Communication In The Journal Of Private Hospitals

Since 2000 year,in order to meet the demand of patients,and promote the development of market economy.The state has gradually relaxed the medical market.Adhering to the principle of effective combination of government and market mechanism,the government continuously promotes private medical undertakings.This policy led to the influx of a large number of private capital and external funds into the private medical industry.The private hospitals began to develop on a large scale.Starting from roving doctorsto Putian Medical Group,the private hospitals have occupied a certain market in the medical system throughout the country.Currently,Private hospitals are generally joint-stock,joint-stock cooperative system,and Sino-foreign joint ventures.With the expansion and the development of private hospitals,more and more investors who pursue shourt-term economic benefits,,invested more capital into it.They expect to receive immediate profits..Advertising marketing is the first step and an indispensable promotion stratgy for the market promotion of private hospitals.During the development of private hospitals in the last decades,huge investment in advertising has attracted a lot of patients to private hospitals.There are all kinds of media used by private hospital for advertising,such as traditional paper medium,Internet media and new media,for example,search engine?network alliance and so on.Nowadays,Private hospitals have established their own public WeChat to push their advertising information.these forms of advertising,what is worth exploring is the medical journals that are planned and designed by private hospitals.This type of medical journal is one of the ways in which private hospitals have been using for advertising campaigns since the early stages of development.Under the impact of online and new media,private hospitals still continue to use medical journals for market promotion.The existence and continuance of medical journals in private hospitals are of great significance to the development of private hospitals.Based on the development of private hospitals in recent years and the distribution of advertising?The essay explores the advertising marketing communication of private medical journals takeing the medical journals of Chongqing Longdu hospital as a case study.The aim is to find out the advertisement marketing communication model and strategy of the private medical journals,the impact of new media on the advertising marketing of medical journals,and the change in strategy and the future development trend through the analysis of the medical journals.