摘要
在我国新医疗体制改革背景环境下,非营利性公立医院与民营医院逐步走上
以患者为中心、以市场为主导、以公司制经营的改革之路。随着网络时代的到來,
医院网络营销从无到有,逐渐取代报纸、电视、地面营销等,成为了医院营销最
重要的营销方式。医院网络营销不仅是医院专家、技术、特色门诊、医疗收费、
医院服务的展示窗口,更是医院人文建设、构建现代和谐医患关系的服务平台。

首先,本项研究围绕着“以患者为中心”的医院服务理念,从医疗产品的特
性入手,分别介绍了医院网络营销的定义、意义、以及所涉及的法律法规和伦理
问题、和医院网络营销常用方法。

其次,介绍医院网络营销的战略定位,以TQ医院为例,运用SWOT分析其优
势、劣势、机会和威胁;运用4P分析医院网络营销的产品、价格、渠道和促销;
运用4C分析医院顾客问题的解决、顾客成本、便利和沟通;并根据TQ医院战略
定位介绍了医其营销组合和TQ医院网络部组织结构。

第三,分别对TQ医院的医院网络营销品牌战略差异化策略、细分与目标选
择策略、人力培训策略、医院网络营销产品活动策略等进行研究讨论。

第四,论述了医院网络营销的具体实施,并提出了医院网络营销的PDCA循
环流程的概念,论述了循环当中医院网站模块建设,网络优化、免费推广、预约
服务等重要环节,并将TQ医院与北京市三级甲等医院多项数据进行对比。

第五,论述了医院网络营销之数据驱动策略,即医院网络营销的评估方法。

重点论述了点击率、转化率、门诊量、患者满意度回访等关键评价指标在医院网
络营销中的应用。

通过以上论述,为医改环境下建立服务型医院网络营销提供良好的理论支
持。并得出现阶段建立医院网络营销是十分必要的,医院战略定位是制定医院营
销策略的首要环节,根据医院自身情况和所在环境,合理运用各种网络营销策略,
持续改进医院网络营销流程,做好评估反馈工作,提高医院服务质量,有助于提
升医院的品牌效ffl,提1患者丨兩意度,从而改善医患关系,提局医院竞争力。

关键词:医院网络营销,转化率,患者满意度,网络优化,网络预约
Abstract
In the Environment of Health Care Reform,the public hospitals have changed
their Management ideas into the patient-centered medical service, and take a great
reform of the Marketorientation and Corporate Governance Mechanism. In the digital
and network era, the hospitals face unprecedented challenges in the information
services. E-marketing becomes more important and takes the traditional market mode,
such as the Newspapers, television, and the ground marketing. The E-marketing is not
only the windows of Experts, technology, features of outpatient service, medical
treatment charge and the hospital service, but also the service platform of the
Humanities construction and the modern harmonious doctor-paticnt relationship.
First of all, this study is around the idea of the patient-centered medical service,
from the characteristics of medical products, introduce the definition and the
significance of the network marketing hospital, and the laws and regulations and
ethical issues involved, and the common method of the hospital network marketing.
Secondly, introduces the strategic positioning. To TQ hospital for example,
based on the SWOT analysis, introduces the strengths, weaknesses, opportunities and
threats. Based on 4P analysis, introduce the product, price, place and promotion about
TQ hospital. Based on 4C analysis,introduces the solution of the problem, the
customer customer cost, convenient and communication. And according to the
strategic positioning of TQ hospital, introduces the marketing combination and TQ
hospital networks organization structure.
。。。