Features of the medical service market and marketing strategies / 中华医院管理杂志

ABSTRACT

With regard to the fact that medical services are characterized by ethicalness, high risk, intangibility, variance and non storage, the paper puts forward some corresponding medical service marketing strategies that hospitals should adopt. These include ①analyzing, investigating and predicting the current medical market; ②determining the functions that a hospital has and correctly choosing a target market that conforms to the diagnostic and treatment capabilities of the hospital; ③paying attention to the creation of a hospitals image and its brands; ④attaching importance to innovations; ⑤strengthening the control of medical service quality, and ⑥enhancing the management of medical service marketing.