Survey and analysis of special medical services marketing / 中华医院管理杂志

ABSTRACT

Objective To understand and master the system for assessing the strategies, management and effect of special medical services marketing. Methods Survey sheets on customer satisfaction towards special medical services and survey sheets on the effect of special medical services on the caliber of medical personnel were fandomly distributed to the patients and medical staff in a particular hospital and special topic interviews and statistical analyses of special topic survey data were conducted. Results The satisfaction rate of customers receiving special medical services was 98.9%, and special medical services had a positive effect on the improvement of the quality of medical services, economic benefits and the caliber of the medical personnel. Conclusion Correct orientation is the marketing strategy guiding special medical services. Market-based orientation, marketing-based medical services and resources-based guidance are of important practical values to special medical services while high quality, high caliber and high benefits are the major indexes for assessing special medical services.