A Research On Marketing Strategy About Public Hospitals In China

Along with the deepening reform of the medical system and China's aceession to WTO, the medical service market is further opening up. There will be more competition in the medical market and the monopoly of public hospital will not exist. At the same time, with people's living standards increasing and ongoing in-depth medical insurance system reform, the public medical service requirements are growing. The hospitals have shifted from the traditional seller's market to the buyer's market which is patient-oriented. So public hospitals are facing unprecedented opportunities and severe challenges. But because of the long-term effects of planned economy system, our public hospitals general lack of marketing consciousness and advanced management methods. At the same time, the public often misunderstand marketing. How to survival in this situation is a test of every public hospital.The Y Hospital of Anhui Province, which was founded in 2008, is a comprehensive public hospital, integrating medical treatment, health care, seientific research and medical education, with classâ…¢, grade-A. On reliance of 2 years operated, basing on its advantages in the brand name of a key medical university hospital, research, technology, environmental facilities and policy,Y hospital has gradually taken some share in Anhui medical market, and has become a large hospital possessing good public praise and comprehensive strength. However,because of the weaknesses in low popularity, remote location, less discipline and talents, it is difficult for the future development. While there are many problems in marketing activities such as positioning errors, backward marketing strategies, and non-specialized marketing organization.Thus it is hard to meet the demands of competitiveness. How to use the marketing strategies to push the medical service into the market, as well as to ensure public properties, is a qustion which the managers must face.Based on the above background research, this paper considers Y hospital's marketing strategyis. By the relevant research, reading the relevant literature, it analyzes the Y hospital's external environment and internal conditions in detail, makes the SWOT analysis, determines the opportunities and threats, strengths and weaknesses, and the marketing management problems of Y hospital. To solve these problems, it uses the target marketing strategy (STP) model to segment the market, select the target, and determine the target market position. Finally it serves the marketing mix as a framework, to make a reasonable marketing plan in aspects of product, price, place, promotion, people, process, physically evidence and other aspects.For the characteristics of public hospitals, this paper puts forward the view that, as a typical one, some focused marketing strategies should be implemented. In addition to create a brand, conduct multi-channel expansion, complete service channel and put attention to staff elements, they must considerate how to ensure the public welfare and to increase the proportion of community marketing, for the purpose of medical and health services in the socialist of serving for the people.