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医疗市场竞争的激烈促使越来越多的企业管理思想参与到其中,作为市场细分和深度挖掘顾客需求的有效工具——数据库营销也逐渐被医院的管理层所熟知和应用。医院营销数据库的使用主要有如下三个方面:门诊管理功能,整合医院的门诊资源;患者管理功能,抓住核心患者的需求,开发潜在需求,根据患者及其家属发现的问题随时提出改进,提高患者满意度;医院市场的管理功能,可以分析医疗市场份额、价格变化,预测市场趋势以及规划医疗市场活动管理等。值得一提的是,医院数据库信息的开发工作,应该必须同医院的信息系统管理相结合,组成医院营销信息系统,这样才能促使数据库信息多功能、多方位地在医院内部畅通。
The intense competition in the medical market has prompted more and more enterprise management thinking to participate in it as an effective tool for market segmentation and in-depth exploration of customer needs. Database marketing is also gradually being well known and applied by the hospital’s management. The use of hospital marketing database mainly includes the following three aspects: outpatient management function, integration of hospital outpatient resources; patient management function, grasping the needs of core patients, developing potential demand, and improving and improving at any time according to the problems discovered by patients and their families Patient Satisfaction; Hospital market management capabilities that analyze the medical market share, price changes, forecasting market trends and planning the management of the health care market. It is worth mentioning that the development of hospital database information should be combined with the hospital’s information system management, the formation of hospital marketing information system, so as to promote the multi-functional database information, multi-directional flow in the hospital.