Application of integrated marketing communications strategy and benefit analysis in hospital management- A sample from medical center

• Main Authors: Yen-Tzu Tu, 涂晏慈
• Other Authors: Kuo-Liang Dai
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/30847708288479939984

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 100 === Taiwan is heading to enhance the medical technology as well as medical management standards, therefore, medical institutes nationwide plunge pools focus on the needs of the medical environment and the importance of the spread of health care marketing. In the ever-changing environment of health care services, more attention is paid on establishment of the medical profession and trust. This trend leads to that medical institutes have to adopt the concept of social marketing in order to realize the health care needs of the community people, and then adjust their own services and service projects. The information which well organized by medical institutes and expressed to community, is important because such information concludes all the necessary knowledge for a health care consumer when seeking medical services. The public can get modern medical knowledge of cognition and quality of health services, and to promote better doctor-patient interaction, furthermore, to enhance the plenary standard of health care. This mode is the application of integrated marketing the spread of the implementation of the true spirit of health care. This study is to explore the effectiveness of integration of marketing communications in a medical center. Methods such as case study, depth interviews, as well as secondary data collection and analysis are used. The materials included hospital presses (print media) , press conferences and physician TV interview - health medical point of (television) media. Further depth interviews were taken to doctors and hospital staffs with the media the concept of marketing communications through media contact. This study combined with the literature, secondary data analysis and case studies, and constructed a mode of applying integrated marketing communication mode combination in a hospital. It was found in this study that the application of Kuo-Liang Dai (2004), IMC, and formulate marketing market segmentation, marketing, target audience, increasing the application of stakeholders to integrate the development of integrated marketing communication strategy, communication objectives and select the dissemination of marketing combination, to construct the hospital integrated marketing communication mode combination. The effectiveness of integrated marketing communication in the hospital, includes: (1) enhance the image and visibility of the medical institutions. (2) enhance the physician image and visibility. (3) express the correct medical information which people consider effective one. (4) medical information to convey correctly let the public wish for medical treatment. (5) to strengthen the interaction of physicians and the media. (6) establishment of public physicians affinity. (7) different applications of the subjects by different media marketing. (8) the same disease, different divisions of coverage, there will be "institutional effect". (9) with the Medical Section of the disease on the theme of the issue set introduced only benefits. (10) to narrow the differences between physicians and patients on medical cognition. (11) to improve the doctor-patient relationship between physicians and patients. (12) to reduce the physician's medical disputes.