The E-Marketing Strategy And Implement Control For The BS Hospital

Along with the medical treatment system reform, private hospitals have given up the operation purposes of making money, but take the patients’benefit at the first place, follow the marketing needs and run it as enterprises. By the information era in the 21st century, internet is widely used, E-marketing is becoming an industry like newspapers, television, radio and outdoor marketing, It takes the trend to replace the traditional marketing methods and become the most important enterprises marketing format, it’s even more important for the private hospitals. The hospitals can make use of E-marketing to display hospital experts, technology, features, services, and also make a window to show hospital corporate culture and the harmonious doctor-patient relationship.Firstly, the paper describes the current situation of Chinese Internet development, explained that E-marketing is the trend and power for enterprises development, reviewed the definition of E-marketing, its relationship with traditional marketing, the laws, regulations and morals which should be obeyed in the process, and the methods and approaches at the current E-marketing is using. Secondly, the paper takes BS hospital as the research subject, using PEST theory to analyze its macro environment, use SWOT theory to analyze its internal environment, use 4P and 4C theory to analyze the marketing factors. Thirdly, make E-marketing strategies for BS hospital based on its actual circumstance, such as branding, differentiation, pricing strategies. Fourthly, elaborate the specific implementation methods of the hospital E-marketing, propose PDCA cycle process, website construction, promotion optimization, reservation services and other important aspects. Fifthly, address the methods of how to use the statistics of click rate, conversion rate, and quantity of outpatient to guide the strategy implement.To sum up, E-marketing implement in private hospitals is the trend, the hospitals shall combine the theories with the actual circumstances to carry out E-marketing strategies, improve the PDCA cycle process, make most of the marketing statistics to guide the actions, make up the shortages, build up the reputation of the hospital branding, improve the patients’ satisfaction, therefore improve the hospital comprehensive competence abilities.