医療機関におけるマーケティング戦略導入に関する一考察

概要

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In both of academic and practical fields, concept of marketing has been applied to the management of medical institutions overseas. Recent trends of medical deregulations and reforms in health care systems and policies in Japan are considered to make some of the marketing strategies feasible to these medical institutions. This paper tries to discuss and demonstrate, first, specific nature of medical services that has been recognized as different from other services, second, implication of marketing strategies and ideas applicable for medical institutions. It also introduces two hospital cases of unique promotion and/or CRM activities, which lead to support its conclusion that aspect of relationship marketing is the key factor for the improvement of patients' satisfaction and also for managerial success of medical institutions in future.
2006-03-30