Research On Kf Hospital Brand Building

With the continuous advancement of the brand new medical system reform,medical institutions are facing the most complex and complicated medical market environment.Public hospitals confront not only the problem of hospital revenue after cancelling the drug and consumable markup rate but also the challenge of running socialized hospital assets.With the problems of ageing society matters,the increasing number of people with disabilities and sub-healthy groups,rehabilitation hospitals have emerged as a new type of medical service institution.This paper is based on the marketing theory considering the basic service level KF Hospital can provide.The medical market for KF hospital can be analyzed by PEST analysis from four aspects: politics,economy,society and technology.In order to understand their market service level,and further to identify the practical issues may happen,we have done the market research for similar service providers,including their competitors(hospitals),potential competitors(other health care service providers),as well as the local expected service received.Despite its good technical resources and great location,KF hospital still failed to obtain a competitive position in the medical service market due to a good few essential challenges,insufficient market experience and market recognition,also lack of market-leading professional influencer.By using the methodology of STP,we could build the KF market brand through 5 prospective,rationale,behaviour,vision,experience,and social recognition.Once the brand alive,we could also promote the brand through social media and establish its intellectual property protection.We are looking to develop a sustainable plan for the hospital brand and hopefully can resolve some challenges the hospital faced.Based on the case of KF Hospital,the government can seek a feasible way of setting up public hospitals to develop a hospital brand image through the novel medical reform scheme.