Research On Barand Marketing Stategy Of Hengyang NH Hospital

In the context of increasingly fierce competitions in the medical industry,hospital brand marketing strategies suitable for the development of hospitals shall be found out,in order to boost the core competitiveness of urban public hospitals in China.This paper attempts to conduct the research from four aspects,including the brand positioning,brand connotation and brand image,brand promotion and communication,and brand crisis management,by combining the marketing status of NH hospital and analysis of its marketing environment,with patients’ needs as the starting point,brand marketing strategies as the subject,satisfaction of demands of the medical market as the orientation,and strengthening of hospital brand asset as the purpose,so as to provide specific guidance for the formulation and optimization of brand marketing strategy of the hospital.Conclusions of this paper are as follows: NH hospital can be positioned as“the most responsible hospital in Hengyang”,and reach the goal of promoting brand image by consolidating the brand connotation.Specifically,it can improve its medical technology,integrate its brand philosophy,strengthen the cultural construction and improve the hospital environment to set up a clear,healthy and good brand image among patients.Besides,it needs to intensify the brand promotion force,expand consumer awareness and reputation to win the market share,pay attention to the brand crisis management,and maintain a good brand image of the hospital.Innovation of this paper lies in the following aspects: first,innovation in the analysis angle;currently most brand marketing studies are based on the brand marketing theory and focus on the marketing theories and experience by referring to product brand,which may not be able to completely reflect the medical industry,a special service industry.Second,innovation in research target;most studies on the marketing of public hospitals are conducted in the view of local leaders,while this paper puts forward the brand position “the most responsible hospital” innovatively from the view of market challenger.Third,innovation in application;with the deepening of medical reform,the medical market is doomed to confront the reshuffle risk.This paper applies the research conclusions of hospital brand marketing strategy to other similar public hospitals,which would be a new attempt for the sustainable development,and it has certain reference significance.