Study On Hospital E-Marketing Strategy In Environment Of Health Care Reform

In the Environment of Health Care Reform, the public hospitals have changed their Management ideas into the patient-centered medical service, and take a great reform of the Marketorientation and Corporate Governance Mechanism. In the digital and network era, the hospitals face unprecedented challenges in the information services. E-marketing becomes more important and takes the traditional market mode, such as the Newspapers, television, and the ground marketing. The E-marketing is not only the windows of Experts, technology, features of outpatient service, medical treatment charge and the hospital service, but also the service platform of the Humanities construction and the modern harmonious doctor-patient relationship.First of all, this study is around the idea of the patient-centered medical service, from the characteristics of medical products, introduce the definition and the significance of the network marketing hospital, and the laws and regulations and ethical issues involved, and the common method of the hospital network marketing.Secondly, introduces the strategic positioning. To TQ hospital for example, based on the SWOT analysis, introduces the strengths, weaknesses, opportunities and threats. Based on4P analysis, introduce the product, price, place and promotion about TQ hospital. Based on4C analysis, introduces the solution of the problem, the customer customer cost, convenient and communication. And according to the strategic positioning of TQ hospital, introduces the marketing combination and TQ hospital networks organization structure.Thirdly, it carry on the research of the strategy of the E-marketing of hospital, including the brand strategy, the differentiation strategy, the segmentation and target selection strategy, the hospital network marketing strategy, hospital human training strategy, and the network marketing promotion strategies etc.Fourthly, expound the implement of TQ hospital of network marketing, and puts forward an concept of PDCA cycle flow about the hospital of network marketing, and then analyze important link of PDCA cycle, particularly the modules of website, network optimization, free promotion, and the schedule an appointment, compares the data of TQ hospital with the three level hospital.Fifthly, the article is about the assessment method of the hospital E-marketing by Data Drive Strategy, and the use of KPI about CTR(click through rate), conversion rate, outpatient number, and the patient satisfaction, the three most key of evaluation content analysis, and on patient satisfaction by re-visiting work.Through the discussion above, based on the statistics data of the network marketing, the study on Hospital E-marketing Strategic in the Environment of Health Care Reform will do a good theories support, improves the hospital service quality, and the patient satisfaction continuously. Establish hospital network marketing is very necessary. Strategic positioning for Hospital is the first step of hospital marketing strategy. According to the hospital own situation and the environment where its, use all kinds of network marketing strategy reasonably, continuously improve hospital network marketing flow, evaluate and make feedback work well. All about these can improve hospital service quality, improve the benefit of hospital brand, improve the patient satisfaction, improve the doctor-patient relationship and improve the hospital competition.