Z Hospital Marketing Center Experience Marketing Strategy Research

With the improvement of living standards,the requirements for health management have been continuously improved,and the medical examination service industry has become more active.Not only have many large public hospitals set up health management centers,but also private capital medical examination institutions have emerged,but medical examination services have followed medical care.The progress of testing equipment has gradually become homogenized,and market competition has become increasingly fierce.In today's era of economic prevalence,medical examiners not only care about the price and purpose of the service,but also pay more attention to the satisfaction of the process experience.For public hospitals,it is especially important to provide a non-replicable experience.Therefore,how to accurately understand the potential needs of customers,leave a deep experience for consumers,and meet the individual needs of medical consumers,so that they are targeted.Improving the satisfaction of the customer experience has become a very worthwhile question.Based on this purpose,this paper takes the customers of the physical examination center of Shenzhen Z Sanjia Hospital as the investigation object,and takes the medical examination service which has the most direct influence on the customer experience as the starting point.Interviews the medical examination service experts to deeply investigate the real needs of the customer's medical experience.Based on this,the questionnaire of physical examination service experience marketing was discussed and designed.This paper first analyzes the industry situation and characteristics of the local medical examination service market in Shenzhen,Z's own geographical location and competitive advantages and disadvantages,and combines the analysis results and implementation strategies of advanced service experience research theory at home and abroad to propose a research system for medical examination service experience marketing..Secondly,combined with the local consumer's medical examination consumption experience,experts who have rich experience in physical examination service management are invited to evaluate and modify the questionnaire factors and finally form a questionnaire.At the same time,the validity and reliability of the questionnaire factors are discussed.In addition,through the questionnaire to understand the customer satisfaction and expectations of the physical examination consumer experience,using variance and radar chart as an analysis tool to explore and analyze the gap between expectations and satisfaction,to find the pain points in the hospital's physical examination service business experience.Finally,based on the customer perspective,analyze the medical service experience marketing strategy,sort out the targeted improvement strategy,and provide new ideas for optimizing and innovating the experience marketing strategy of physical examination service.