Research On Marketing Strategy Of Medical Services For MDK Company

As Massive Health has become the hotspot in industries of capital market,it has led to the prosperity of medical service industry including dental medical treatment.For domestic market,with the increasingly deepened reform and opened healthcare policy as well as gradually entered social capital,foreign capital has been introduced into domestic medical market.Medical industry scale has gradually increased while market structure of medical services becomes more and more complicated and changeable.The larger potential space of dental medical treatment leads a promising outlook of medical service market based on private dental medical treatment.There were more than 680 million patients with oral disease in 2016 while only about 30 million persons accepted treatment in stomatological hospital,accounting for 4.6% of patients with oral disease.The large gap of oral health care brings opportunities for oral medical market.National 13 th Five-Year Plan proposed that social power should make their contributions to the prosperity of health service.With the improvement of national standard of living and transformation of consumption concept,dental patients in our country increase at a rate of 13%-15% every year.However,the shortage of medical resources and strained relations between doctors and patients give private stomatological institutions an opportunity to be more and more important.In order to meet market needs,business leaders attach great importance to the field of dental medical treatment,but problems of intermingled medical service quality and overtreatment in oral medical markets caused by shortage of talents,high technical barrier,inadequate service awareness and lagging operating system of administration are still exist.Enterprises engaged in oral medical service should develop scientifically oral medical service marketing strategy through deeply analyzing national macro policies and industrial environment,market form and customers' needs.In this way,they can guarantee the sustainable development of their enterprises by making use of their advantages.As a leading company in domestic oral medical service industry,MDK Company locates in Shenzhen,one of four major cities of China.Stomatological hospitals and outpatient clinics locate in central areas to form a wide service network,demonstrating a good developing trend of enterprise.With quality products and services as well as advance technology,MDK Company has gained many market shares and accumulated a large number of clients,with many daily medical consultations.However,marketing concept of employees from the company is inadequate,so marketing planning regarding service products,price,marketing channel,promotion,personnel,process and physical evidence etc.need to be improved.Upon the support of national policies to medical industry,oral medical industry is promising with the constantly increased market needs.MDK Company should make important choices through seizing environmental opportunity,avoiding risks and making full use of internal competitive edge.Based on the deep analysis of current situation and problems of medical service marketing as well as marketing environment of medical service of MDK Company,it should focus on middle class and the rich,to find the differences with industry competitors and develop high-end products and services,embodying the value proposition of their company.Their dentistry should contend with good quality and low price and their stomatology department should contend with public top three hospitals by better service at same quality and price.VIP charging treatment zone also should be established for the marketing and management of client group.They should improve the ability of diversified channel induction and enhance network marketing channel and Group customer marketing channel,at the same time to make precise localization of client group and customize promotion plans.They should pay attention to personnel service marketing,process management control and service environment setting.More and more doctor and nurse groups with heart of benevolence should be cultivated and introduced,expanding the oral medical market with caring heart.They also should care about employees and provide them with development platform while employees should care about their clients and provide them with quality services,thus to create their value to the society based on people oriented principle.