I: Product
A product is anything that is offered to a person to satisfy his or her health (or health-related) desires and needs; it includes physical objects, technologies, medicines, etc., and refers broadly to all healthcare services provided by a hospital.2 The overall concept of a healthcare product consists of four levels: core, diagnostic, ancillary, and facilitative services.3 The concept of a product is based on the concept of "product," which means that a person is provided with a product that meets his or her health needs and wants.
Two: Pricing
①For different grades of wards and nursing services to set different prices; ②Hospitals can also be provided by different technical service personnel to implement level pricing of medical services, that is, highly skilled medical staff to charge a higher diagnostic fee; ③In reducing the examination fees of large medical equipment while increasing the price of those high-tech, high-risk, difficult medical services. ④ correctly handle the price issue.?
Three: Channels
Medical service marketing channels refer to all the organizations and individuals that work together to supply, distribute, and receive medical services from a particular hospital. Special emphasis should be placed on the importance of "localization", building localized personnel and customer policies, fully mobilizing local personnel, and establishing effective channels.
Four: Promotion
The promotion mix for hospital services includes advertising, staffing, promotion, and public relations. Public **** relations is an important strategy for hospital promotion, is an important tool for hospitals to improve visibility and strengthen market competitiveness, hospitals must attach great importance to the relationship with the news media, the government and the community, to strengthen the hospital's publicity to the community, in order to shape a good long-term overall image of the hospital.?
Five: tangible display
The so-called "tangible display" refers to the scope of service marketing management, all the tangible components that can convey the characteristics and advantages of the service. The so-called "tangible display" refers to the scope of service marketing management, all the tangible components that can convey the characteristics and advantages of the service. The role of tangible displays. The role of the service marketing process is mainly manifested in several ways: ① through the sensory stimulation, so that customers feel the benefits of the service to themselves; ② guide customers to the reasonable expectations of the service product; ③ affect the customer's first impression of the service product; ④ prompted the customer to the quality of the service to produce a "high-quality" feeling.
Six: people
People include medical staff and customers. Medical manpower includes training, selection, commitment, motivation, appearance, work attitude, patient-employee contact, patient or family behavior and level of involvement. All employees of a hospital are part of the healthcare product. Therefore, hospitals must do a good job of selecting and training employees, emphasizing their reasonable requirements, and rationally deploying clinical front-line teams and logistics managers.? The value of customer relationship management is mainly reflected in the following aspects: effective management and utilization of the hospital's customer resources; rational use of customer-related resources in the hospital; expanding the hospital's sales; reducing the cost of the hospital; bringing added value to the hospital; and realizing the unification of the hospital's external platform.
Seven: the process
Patients from entering the hospital, through the consultation, registration, consultation, payment, inspection, medication and other steps, to finally leave the hospital the whole process of the real moment, is the hospital to provide services, and the process of contact with the patient, but also the hospital to the patient to show the quality of their own service time. Thus, to manage every link and every aspect of the patient's medical treatment, draw a flow chart of contact with the patient, from the patient to come, to the patient to leave, study every link, in order to ensure that every link, every aspect of the best, so that the patient has a high degree of satisfaction with the hospital.