Analysis of the marketing of hospital service / 中华医院管理杂志

ABSTRACT

Hospitals, obliged to resort to marketing as a result of changing external environment, ought to take the concept of patient-centered marketing as the core of their marketing activities. They can better meet the needs of patients by making their marketing plans more effective through market subdivision and target market selection. The features of medical service determine the role of credit in the evaluation of medical service. Differentiation, two major methods of which are service quality and brand creation, is a means of avoiding price war, over-competition and vicious competition while positioning refers to patients' understanding and the goal of a hospital's differentiation.