The marketing of private hospital from the patient's psychology

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With the characteristics of "low level, wide coverage", the reform of medical insurance system and the reform of the medical and Health System (hereinafter referred to as "two reforms") have been gradually rooted. "Two reforms" bring about extensive and intense competition, bring the unprecedented impact to the private hospital, urge each private hospital to strengthen reform and management, enhance the hospital competitiveness.

The most important one is the establishment of the personal account and the enlargement of the patient's choice of hospital and doctors, the medical treatment, the amount of money to see the doctor, the more cautious, the choice of which hospital to see a doctor, the choice of which doctors, more freedom. Thus, the traditional hospital-oriented seller's market turned to the patient-oriented buyer markets. Therefore, it is necessary to first understand how patients choose hospitals and doctors. We assume that a patient's first medical treatment usually has the following four processes:

1, there is no disease? Feel uncomfortable, first think of the first question, is there any disease? There are two kinds of answers: Nothing, no need to see the doctor (own treatment or to the pharmacy); The second psychological person becomes a potential patient in the hospital. This person may or may not be ill, may be a minor illness, or may be a major illness. The patient's heart is not practical, inevitable impatience.

2. Where do I go to see a doctor? The second step is to choose the hospital. Before you know if you are really sick, patients tend to choose the nearest larger hospital. The nearest figure is convenient, looking for a big hospital for the credibility of high. The patient wishes to be diagnosed as soon as possible. Have the confidence that they are small disease (such as colds, sore throat) patients because of fear of large hospitals, trouble, time-consuming, and the nearest choice of small and medium-sized hospitals.

3. Who can see the doctor? into the hospital, emergency patients to look at the emergency, non-urgent clinics. The emergency is a doctor on duty, without selectivity. The outpatient doctor has the level seniority difference, may choose. At this time the heart is very nervous patients waiting to see experts, the heart is not nervous patients can accept to see ordinary doctors. If they are all experts, the patient is happy and selectively weakened. Difficult diseases are more demand for well-known experts.

4, see how? in the process of medical treatment, the patient has a basic impression and evaluation of the hospital and the Doctor, the Doctor (including inspectors) attitude is very important. Medical medicine or hospitalization is the actual medical treatment process is completed, the patient to the whole hospital will make a general evaluation, medical skills how? How is the service? Next time you're sick, are you still here? This evaluation is critical to patients choosing a hospital again. 11545.html "> We need to analyze the factors that patients evaluate the hospital.

1. Do you see the disease? Good, bad, general. This is an effect comparison. 2, the value of money is not worth, is not worth, is OK. This is an economic comparison. 3. How about the time? Short, long, still OK. This is a time comparison. 4. How do you feel? Good, bad, general. This is a feeling comparison. such as trouble, no trouble, comfortable and so on. From this we can see that the patient needs of the doctor is hierarchical, the first layer is the effect, the second layer is money, time, energy and emotional input, is actually an economic input-output relationship. This relationship is the basic relationship between patients ' choice of hospitals. Among them, the patient's most concern is the first layer, that is, the effect, people do not hesitate to pay huge debts to cure a dying patient, because life is priceless. This reveals that medical standards are the first factor in hospital competition. However, in the case of small treatment effect, people choose the hospital to consider more of the second level of input, between the input and effect of comparison and evaluation, so as to determine the hospital and doctors. Large investment, small output, low evaluation, large investment, large output, small investment, large output, high evaluation. The patients with high evaluation are repeat customers and promoters of the hospital. Of course, in the input, now patients are more inclined to which factor, need further study. The main factor of the marketing of hospital (www.hlj120.com.cn/) is an economic concept, which can be understood as the ability of the market subject to survive and develop in the market. Public hospitals are non-profit institutions, not market subjects, but the hospital competition is real. The competition of the hospital is mainly the patient's competition, the patient's demand for medical treatment determines the main structure of hospital competitiveness. And the patient in the diagnosis and treatment of hope or say is the demand: convenient, fast (time-saving), credibility, high level of talent, good service attitude, the cost of the province, the environment comfortable and so on. It can be inferred that hospital marketing should be mainly in the following areas:

1, the level of diagnosis and treatment to "optimistic about the disease" as the principle.

2, the level of service to "see satisfaction" as the principle.

3, work efficiency, "see fast" as the principle.

4, medical consumption, "see cheap" as the principle.

5, social reputation, "patient trust" as the principle

To apply the relevant concept of market economy on commodity competitiveness, we may draw the 5 elements of private Hospital marketing: diagnosis and treatment competitiveness, service competitiveness, efficiency competitiveness, price competitiveness, advertising competitiveness.

Each of these factors have corresponding influence factors, constitute a hospital marketing system network:

Governance competitiveness: talent, characteristics, equipment, management, innovation ability.

Service competitiveness: Attitude, environment, facilities.

Efficiency competitiveness: Waiting time, Doctor time, hospitalization time, taking medicine time.

Price competitiveness: The average cost of outpatient or hospitalization for a single disease.

Advertising competitiveness: visibility, attractiveness.

Clear Hospital marketing elements, for us to strengthen hospital marketing has a great advantage. Our hospital managers, to change the concept of the passive as the initiative, the situation, to constantly improve the level of hospital marketing, in order to remain invincible in the market competition.