The Recognition of Outpatient and Employees in Hospital to Media Marketing-by Example of One Medical Center in Middle Taiwan

ASIA unversity > 醫學暨健康學院 > 健康產業管理學系 > 健康管理組 > 博碩士論文 > Item 310904400/3186

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题名:	The Recognition of Outpatient and Employees in Hospital to Media Marketing-by Example of One Medical Center in Middle Taiwan
作者:	Zu-young Hung
贡献者:	Department of Healthcare Administration/Healthcare Division
关键词:	Medical Media Marketing,Medical Service;Marketing,Competitive Advantage;Charming Quality
日期:	2005
上传时间:	2009-11-17 11:12:04 (UTC+0)
出版者:	Asia University
摘要:	Facing growing competition of medical market and increasing medical service costs such affecting factors; ?Medical Media Marketing? has become a most important issue for hospital operators. There were few hospitals in the past, and therefore medical market is a low competition market. After the number of hospitals is increasing, the competition of medical market surges. To survive, hospitals must know their market demand and efficiently employ resources to convert them to proper medical services for people required, that is why hospital media marketing comes with the tide of fashion. Marketing is one of organization?s core activities. In order to have perpetual operation, an organization must understand its market, attract sufficient resources and convert them to proper products or services and efficiently distribute them to diversified consumers. The point is to design an organization offering services that satisfy target market, and service market by deploying appropriate price, communication and distribution. This also applies for medical service institutions. Both employees in hospitals and general public have common view that marketing is one of advertising, public relationship and promotion forms; meanwhile both of them also believe that marketing cannot establish medical culture expression. It is commonly thought as to the influence of ?Hospital Marketing Tools? to hospitals: there is no impact on hospitals by releasing medical essays journals, medical network consultant and broadcaster interviews. However, newspaper publishing and internal publications will significantly affect hospitals. As to TV news report, public convey no information whatever on any empirical subject matters and community health check up, they have high influence on hospitals. Network, televisions and newspaper office are most efficient marketing tools from universal points of view. Alternatively, the most attractive commercial forms among diversified medias are commercials through televisions, newspaper offices and networks. By using diversified medias as references for hospitals or services, we select television news report, hospital outpatient services schedule and network as the basis. Since there are differences among the recognitions to whether various medias have obtained their goal for fully conveying information, television, newspaper office and network are therefore used to reach the purpose of conveying information. Whereas it is possible that various medias will exaggerate and distort the facts, the formation of hospital image is mainly on network, television and newspaper office. Meanwhile, all media application and the collective recognition of community people are performed by television, broadcasting and network, in which the broadcasting has regional and local identity that may cohere community people and establish the role of promoting friendly relations. The knowledge and view for medical regulations to advertising contents are generally consistent. In the era of rapidly changing and hyper-competition world full of threaten, the only survival requirement for businesses is to strengthen their competitive advantages to face all challenges coming from the market. Offering charming, good quality and special services that satisfy consumers and allow them willing to purchase is the one and only way to gain the market. However, all these need a good media marketing to develop, and therefore marketing department is getting more and more important and become the key for the success of businesses.
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