Research On The Brand Marketing Strategy Of Suining Central Hospital

The pharmaceutical and health care fields in our coumtry have developed continuously with the national economy and society make progress comstantly.Medical and health care system reform is deepening constantly,and the hospitals have entered into an era of management.Diversified establishing models of hospital result in the competitions in medical markets are not only limited to the the medical technology,service price and the hardware facilities,but also are the competitions of hospital brand effects and marketing capabilities.The present competitions in medical markets shows that only importance is paid to the construction of hospital brand and its brand effects are uplifted,the hospital core competences could be enhanced.At present,brand awareness have not been established,the true hospital brand marketing has not been carried out,and the brand marketing has not been taken as the core indicators of hospital management in many hospitals of our country.These could not adapt to the competition pressure in medical market,to people’s demands for Medical and health care system,and to the long-term developments of the hospitals.Therfore,the research of the hospital brand marketing strategy are of great importance to the development of large public hospitals in China,especially those first-grade tertiary general hospitals.Taking Suining Central Hospital as research object,the related theories of brand positioning,brand culture,CIS guidance system design,brand marketing as the theoretical bases of this research,by combining theoretical research with empirical research,this paper analyzed and researched the current situation of brand marketing and existing problems of Suining Central Hospital,and put forward hospital’s brand marketing strategy and implementation suggestion.The author suggested that medical service pattern and hospital business model were changed as the medical-seeking pattern were changed,hospital brand was core competence of the hospital,the first step to implement hospital brand marketing was to make the hospital brand positioning clear,based on establishing brand awareness in all staff and strengthen the hospital culture construction,in order to ensure the smooth implementation and better effects of hospital brand marketing strategy,the author put forward some suggestions including building differentiated brands,enhancing social reputation,improving patients’ feeling for medical service,strengthening public relations marketing,and reinforcing brand management and maintenance etc.