Marketing Strategy Optimized Analysis For High-end Healthcare Market Of A Hospital

Healthcare marketing originated in United States in the 1970s.In the early 21st century,healthcare marketing was regarded by healthcare organizations as an essential function of healthcare organizations.Nowadays,in western developed countries,hospitals have introduced the marketing management system and achieved great success on healthcare marketing efforts,and scholars have expanded their perspectives of healthcare marketing research from the traditional point of view to the emerging field.However,in China,the development of healthcare marketing is still at the preliminary stage,the marketing of healthcare organizations is problematic,and domestic scholar's research mostly focuses on the basic healthcare service market,but the study of foreign-invested private hospitals or high-end healthcare service market is less.Internationally,"high-end healthcare service" is often classified into private healthcare service,which is a relative concept in the overall scope of healthcare service,corresponding to the basic healthcare service.Moreover,high-end healthcare service belongs to the high-end services,which is a cross concept of high-end services and healthcare service.High-end healthcare service conforms to the definition of healthcare service,and also has those characteristics of high-end service industry.Along with a new round of medical reform policy,China encourages the development of private hospitals and relaxes the foreign capital access system policies,more and more foreign capital has entered into Shanghai high-end healthcare services market,growing number of foreign-invested healthcare organizations,caused the market competition being fierce.With the gradually arisen of high-end healthcare service industry,the executive of high-end healthcare service marketing in foreign-invested private hospitals become the hot topic which attracts attention from healthcare industry and scholars.As one of the leading foreign-invested private hospitals in Shanghai,"A Hospital" have gained good reputation in the local and foreign patients group.It is a pioneer model of high-end healthcare service industry which has advanced medical technologies and concepts.However,under the influence of unfavorable factors,such as growing competition pressure,increased turnover of professionals,serious homogenization phenomenon of healthcare service products,A Hospital's high-end healthcare service marketing work also faces some challenges.So,A Hospital needs to analyze and optimize it's original marketing strategy,to adapt to the development of high-end healthcare service market.This paper uses some marketing analysis tools,such as PEST model,to objectively analyze the environment of Shanghai high-end healthcare services market,and conclude the opportunities and challenges in Shanghai high-end healthcare services market which A Hospital facing to.Combined with the patient satisfaction survey data of A Hospital,this paper also deeply analyzes the high-end healthcare services provided by A Hospital,and find out those problems of it's marketing work,from two levels of "tangible services" and "intangible services" and also four aspects of 4Cs marketing theory.Finally,based on the "patient oriented" concept of 4Cs marketing theory,the paper proposes some optimizing strategy of high-end healthcare services and marketing strategy for A Hospital.