I. The current situation of China's medical market
1. The huge capacity of China's medical market demand.
The main reasons for the huge demand capacity of China's medical market are:
(1) China's population is large, and the residents' medical consumption potential is large. As a large country with a population of 1.3 billion, the market capacity and development potential is huge. In recent years, the sustained and stable healthy development of China's national economy, so that residents' incomes continue to improve, enhancing the ability of China's residents to consume medical care, medical consumption growth is higher than the growth of GDP in the same period.
(2) The irreplaceable characteristics of medical service products. The price elasticity of demand for medical services, especially basic medical services, is lower than that of other products, showing the so-called rigidity. Maintaining the right to life and health of the basic medical consumption demand, with irreplaceability and urgency, consumers in the case of insufficient purchasing power, most can not automatically inhibit the desire to consume, reduce the amount of consumer demand.
2. Unbalanced allocation of hospital health resources.
First, the number of hospitals is high and the unbalanced utilization of beds: the bed utilization rate is highest in hospitals belonging to the Ministry of Health, hospitals belonging to provinces, municipalities directly under the central government and autonomous regions; hospitals belonging to municipalities directly under the central government, hospitals belonging to municipalities directly under the central government, municipalities directly under the central government and hospitals belonging to municipalities directly under the central government are the second; hospitals belonging to counties and central health centers in rural villages and townships are the lowest. Second, duplication and waste of hospital resources: most hospitals are expanding their medical equipment and beds in a "big and comprehensive" way, resulting in duplication of medical resources in the region. Thirdly, the distribution of doctors between municipal and county levels and rural townships is not reasonable; doctors in municipal areas basically meet the demand for medical care, while county-level areas, especially rural townships, have relatively insufficient health resources.
3. The medical market is heavily segmented and unregulated.
All walks of life, including the army and large-scale factories and mining enterprises, have their own medical institutions, and because of their different affiliations, there are multiple administrations. As a result, the medical units of various industries often start from the local interests of their own departments and systems, and intervene in the supply and demand of the medical market through administrative intervention, resulting in chaotic order in the medical market, and due to the multiple management, the competition in the medical market lacks the necessary macro-control. The hospital management system is chaotic, the classification and hierarchical management of medical institutions has not been fully implemented; the lack of strong supervision and management of social and personal medical care; the monopolistic nature of the designated hospital system, the lack of reasonable and effective competition mechanism, and so on.
Two, medical marketing problems
1. Marketing concept is backward, can not adapt to the development of the medical market.
Marketing concepts as the fundamental guiding ideology of hospital management, it gives the direction of hospital reform and development, but the current hospital management of the operation of the phenomenon of deviation from this purpose. As a result of the strengthening of the management consciousness, the change of values, in the medical industry, there is a heavy economic interests, light professional ethics, pay attention to the number of medical, and pay little attention to the quality of medical care, medical ethics, the phenomenon of slippage, serious harm to the interests of consumers, damage to the image of the medical staff. Such as medical personnel to get drug manufacturers to participate in the sale of drugs; individual departments do not set up general outpatient clinics but only set up professors, expert clinics, in the community and the hearts of consumers to create a negative impact.
2. Marketing management is out of touch with the market.
Many hospitals do not recognize that with the reform of the health care system, hospitals have been gradually from the nature of the welfare of public welfare to welfare and business nature of the change. The internal management of the hospital is still using the methods and means of the planned economy in the past, did not fundamentally change the past, relying on the "imperial food", waiting for patients to the door of the "government doctor" style. This is not consistent with the concept of modern marketing to create a market and tap market demand. In the management structure, most of the hospital director or by some technical experts in the management of the layman's technical experts.
3. Medical service products do not match the market demand.
For a long time, China's medical market, a single product, the hospital is simply medical as its main business products, ignoring the consumer has disease prevention, health care, rehabilitation, counseling, and other aspects of demand, but also weakened the hospital's competitiveness and development of the backbone.
4. Medical service level is backward and patient satisfaction is low.
As a result of one-sided pursuit of economic benefits, most of the hospitals operating short-term behavior is very obvious, doctor-patient disputes occur from time to time, patients complained that the hospital charges are too high, "big prescription" phenomenon is not uncommon, the medical staff's service attitude and service level is poor, all of which seriously damage the hospital's image of the market, reducing the patient's satisfaction with the hospital. The hospital's satisfaction.
Three, medical marketing countermeasures
1. Establish a "patient-centered" modern marketing concept.
The core of the marketing concept is to correctly deal with hospitals, patients and social tripartite interests, hospitals to implement the modern marketing concept should be grasped as follows:
(1) correctly understand and meet the patient's needs:
First, to meet the patient's needs for a medical service products, that is, to meet the needs of patients in the whole of the product through the overall concept of hospitals;
The second, must meet the patient's continuous demand for medical services;
The second, must meet the patient's continuous demand for medical services;
Second, it must meet the changing needs of patients, that is, to grasp the concept of medical service products and medical technology has a market life cycle;Third, it must meet the different characteristics of patients with different requirements for medical service products, that is, the target marketing theory.
(2) long-term interest point of view: under the product concept and the concept of sales promotion, the only criterion to measure the efficiency of the hospital is profit, which is the short-term behavior of hospital marketing. Modern marketing-oriented hospitals emphasize long-term development, rather than focusing on every transaction to make money. In the market competition is also not only profit as the only indicator to evaluate the hospital's standard, but the status of the hospital, the hospital's market share, the hospital's image and so on to comprehensively measure the hospital's degree of fulfillment of the needs of patients.
(3) adapt to the environment and play advantage of the point of view: modern marketing in the "eco-marketing" theory emphasizes that the hospital only like natural organisms to adapt to the natural environment as well as adapt to the market environment, in order to seek their own survival and development, especially in the scientific and technological advances, new areas of research and the market area Especially in the environment of continuous progress of science and technology, new research areas and market areas are constantly being developed, the division of labor is more refined, and the socio-economic and cultural development changes are accelerated, the hospital's dependence on the outside world is getting closer and closer. Therefore, when determining marketing decisions, hospitals must consider both market demand and the advantages of their own conditions in order to gain the initiative to compete in the market.
(4) overall marketing and full marketing point of view: the elements affecting the hospital marketing can be divided into two categories: one is the external factors, such as competition in the medical market, national health care policies, laws, etc., relatively speaking, these are beyond the control of the hospital. The other category is the internal resources of the hospital and various marketing factors, which can be controlled by the hospital itself. Hospitals must use a systematic approach to integrate internal and external factors to form their own marketing mix. At the same time, hospital marketing is not just the work of the marketing department, it is impossible to realize without the cooperation of the technical department, financial department and various departments.
2. Implementation of target marketing strategy.
Target marketing includes market segmentation, target market selection and market positioning in three aspects, this strategy implies the idea that the hospital is not satisfied with the overall market to occupy a place, but the pursuit of a larger market share in smaller market segments. Such a value orientation is not only important for tertiary hospitals to develop the market, but also very important for the survival and development of primary and secondary hospitals. Small and medium-sized hospitals have limited funds, backward technology, lack of competitiveness in the overall market or larger market segments. And through market segmentation, it is often in the reach of these smaller or very small segments of the market, the introduction of appropriate medical services or specialties, to take the appropriate market positioning, to achieve better economic results. Some small hospitals or doctor's clinics to see the needle in the method, clean up the leakage of the benefit of the highly competitive market can also be a thriving business, and even in a particular aspect of the dominant, the mystery lies in this, and this is the correct transport and market segmentation strategy results.
The target market chosen by the hospital must be in line with: First, there is an appropriate size and demand, not for all hospitals, the larger the target market, the better, because the larger the market capacity, the more intense the competition, which is unfavorable for small and medium-sized hospitals, so hospitals should choose to match their own strength of the appropriate size of the target market; Second, there is a certain degree of purchasing power in order to ensure that the hospital's profitability; Third, the competitors have not completely monopolized the market; Third, the competitors have not completely monopolized the market. Third, the market that is not completely monopolized by competitors; fourth, the market that the hospital has the ability to operate; and fifth, a more stable social environment.
3. Implementation of differentiated competition strategy.
The core of the implementation of differentiated competition strategy is to pursue and create a distinctive personality and characteristics of the hospital, the hospital relies on this feature to form their own unique market, to find and realize the essence of the hospital features is the market positioning process of hospital marketing. Competitive characteristics of hospitals can choose to position:
(1) first-class technical level positioning. The fundamental purpose of the patient's medical treatment is to eradicate the disease, the hospital according to its own position, and constantly improve the level of medical technology, and constantly adopt new theories, new technologies, new therapies, and rely on excellent medical skills and high-quality medical staff to win in the market competition. This kind of positioning is suitable for the higher level of large hospitals.
(2) good medical ethics positioning. Good medical ethics and medical style is the core of the hospital culture construction, the most basic psychological state of the patient is "three to: a good look at the disease, two to not be slaughtered, three to not be angry". The Third Hospital of Hebei Medical University puts forward "whether the patient is satisfied or not, whether the patient is convenient or not, whether the patient needs or not" as the standard to measure the quality of the hospital's work, reflecting the hospital's "service to the patient, the patient comes first" business ideas, so as to obtain the patient's trust and enhance the hospital's competitiveness. The hospital's trust and enhance the competitiveness of the hospital.
(3) Good social image positioning. High-quality services, modern management and technology, perfect staff image, noble hospital concept and create good social benefits is the main means to establish the image of the hospital. For example, through the establishment of medical poverty alleviation points, adhere to the neighboring poor villages voluntary medical rounds, the establishment of poverty alleviation wards, to the poor people issued poverty alleviation cards and other measures, so that the hospital's good image is rooted in the public mind, so that the hospital's intangible assets value-added, with long-term competitive strength.
(4) Hospital-specific medical technology positioning. According to the characteristics of the target market to determine their own medical model, that is, the so-called "small comprehensive big specialties" medical model, the hospital in a certain comprehensive treatment on the basis of a number of disciplines to form a specialty characteristics, the formation of fist products, in the local medical market to create a high social visibility within the brand effect, so as to drive the entire hospital The development of the whole hospital will be driven by the brand effect with high social awareness in the local medical market. The oncology center of a hospital in Nanjing is supported by five departments, namely, surgery, radiotherapy, intervention, immunity and traditional Chinese medicine, forming a big specialty within the hospital, which has strong competitiveness in the local medical market, and the income of the oncology center accounted for about 50% of the total income of the whole hospital in 1999. In addition, like infectious disease control center, orthopedic hospitals, children's hospitals and so on belong to the use of this positioning strategy, this strategy is especially suitable for small and medium-sized hospitals.
4. Patient satisfaction strategy.
Patient satisfaction (CS) theory that the patient's satisfaction with the hospital by the concept of satisfaction (MI), behavioral satisfaction (BI) and visual satisfaction (VI) of the three systems. Patient satisfaction marketing refers to the coordinated action of these three elements, all-round to promote the integration of patient satisfaction.CS system of the three aspects not only has a close correlation, but also has a strong hierarchical, thus forming an orderly, functionally coupled CS system structure.
(1) Conceptual Satisfaction: It refers to the psychological fulfillment state brought to patients by the hospital concept. Including: quality management concept, quality management creed, hospital mission, quality goals, quality spirit, quality culture, hospital style, etc.. Idea satisfaction is the core of patient satisfaction, it is not only the purpose of the hospital marketing, but also external is to fight for patients and the public understanding, trust, support of a banner, internal is to promote the formation of the majority of employees *** with the same sense of purpose, a sense of direction, a sense of mission and sense of responsibility of a noble spiritual power. The construction of the hospital concept must be widely consulted with internal staff and external public opinion, and strive for their recognition, so that they *** with the satisfaction.
(2) Behavioral satisfaction: refers to all the operating conditions of the hospital to bring the patient's state of psychological satisfaction, including behavioral mechanism satisfaction, behavioral rules of satisfaction and behavioral pattern satisfaction. Because the concept of satisfaction is to realize the patient's values, clear patient hope how, how to do, it is biased towards the patient's psychological satisfaction, the landing point is satisfied. Behavioral satisfaction of the operational focus, is the concept of satisfaction into the plan of the behavioral approach, is the organizational system, management training, behavioral norms, public **** relations, marketing activities, public welfare activities, both internal and external dissemination of the spirit of the hospital's philosophy and treatment of employees and patients. In the behavioral satisfaction system, the first is the satisfaction of the staff to the hospital; the second is the satisfaction of the patient to the hospital, including the satisfaction of the quality of medical care, the satisfaction of the level of medical care, the satisfaction of the price of medical services, etc.; the third is the satisfaction of the patient to the hospital services, including the satisfaction of the quality of service, performance satisfaction, satisfaction of the assurance system, satisfaction with the completeness of the service and the convenience of the service and satisfaction with the environment, etc., is the focus of behavioral satisfaction.
(3) visual satisfaction: refers to the hospital has a variety of visual manifestation of the image brought to the patient's state of psychological satisfaction, through the hospital's medical equipment, the layout of the ward, the medical staff's instrumental attitude, the smile on the face of the medical staff, etc., embodied, is the hospital's specific, visualized form of transmission of information is the most direct impact on the patient's satisfaction with the system.
5. The innovation strategy of medical products and service programs.
In the 21st century, people are expanding the demand for medical products at the same time, the demand for medical products is also higher and higher, with the hospital from the medical treatment-oriented single medical model gradually to the medical treatment, prevention, health care, rehabilitation, counseling a variety of services combined with the transformation of the model. Rehabilitation service will become another major business of hospitals after medical service, especially the community rehabilitation service proposed by the World Health Organization in 1976 will be widely implemented. Enterprises should analyze the consumer psychology and behavior of consumers according to the changing characteristics of the medical market demand, and continuously develop new medical service projects to satisfy the market. The innovation of products and service programs should start from the overall concept of medical service products, and seek innovative ideas at the three levels of core products, form products and additional products.