E-Marketing Of Privately Operated Hospital

In recent years, with the developing level of economy and culture, the traditional model of health services cannot satisfy people's needs of health and health care. China's medical and health services industry have been progressed greatly in recent years, but there is still a big gap to meet people's needs and expectations. To encourage the multi-channel development of medical and health services sector, the government has introduced a series of policies and measures. In this context, private hospitals have been gradually developed. In recent years as a new force in health care service industries, private hospitals is promoting the development of medical service as well as improving the deficiency in our country's health services. But the development of private hospitals is constrained because of their limited size and resources. The emergence of network marketing and its application and development in health services industry provide a good opportunity for the private hospitals. Previous studying of marketing services to private hospitals mainly remains in the level of qualitative study, which lacks of operability and pragmatic, and thus has some limitations. The study of network marketing's application on private hospitals and even on medical and health services industry is also little covered. Therefore, proposing a realistic network marketing strategy of private hospital has a grateful meaning to the survival and development of private hospitals, which is also, can improve our health care system to ensure the sound development of the health care market.This paper mainly uses the theoretical analysis, system analysis and questionnaire survey to study the private hospital's network marketing strategy. First of all, through reading a lot of literature and data, combined with the form of survey questionnaire and visiting to analysis the features of private hospitals and the current status and problems of network marketing, therefore proposing effective means of network marketing. Secondly, the development of private hospital's network marketing should not rely on the marketing tool only, but also make a reasonable and effective system of network marketing strategy for marketers to learn. Taking into account the impossibility of the hospital's network marketing without the traditional marketing, we should find a way to combine the online and offline marketing, which can help the private hospital's marketing practice. At the same time, because the private hospital's network marketing is based on the hospital's medical services, which means the final analysis is the marketing of medical services; therefore the study on private hospital's service strategy of marketing is essential. Furthermore, the survival way and development of private hospital is to accelerate the construction of private hospital's brand, so the research to the brand strategy of private hospital's network marketing is important as well for the development of private hospital.Innovation of this paper are followed as: (1) By studying the current situation and problems of private hospital's network marketing, combining with the strengths, weaknesses, opportunities and threats of the development of private hospital's network marketing, this paper pointed out the means of private hospital's network marketing, which includes the construction and maintenance of the website, the website promotion, public network platform, customer service, credit guarantee and personalized services. (2) Through the analysis of private hospital industry and their current state of network marketing, this paper proposed the private hospital's network marketing strategy. From the integration and analysis of the integration strategy, service strategy and brand strategy of the private hospital's network marketing, this paper proposed a systematic network marketing strategy for the private hospital.