医療機関におけるマーケティング発想の展開 : 顧客の視点からの戦略的アプローチ

概要

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Japanese health care organizations, namely hospitals, are facing with the changing era from the government-policy-oriented management to target-customer-oriented management because of so called the health care reforms which have been developed by the MHLW in these several years. The conceptual changes in the management of the health care organizations should challenge to adapt the new environmental changes if the organizations are willing to survive and grow in their own health care market. One of the approaches to identify the strategies to adapt the new situation, the marketing concepts and it's approaches which have been developed by the private companies in other industries are highly suggestive and contributable to find adaptive strategies for the health care organizations. For example, the concept of 'the definition of the business', vision issues, the idea of the marketing concepts based on the customer-oriented, and the approaches to identify the customers will be very valuable components for developing the strategies. In order to introduce the marketing concept, the health care organizations need to understand and interpret on going management activities by themselves from the marketing concepts' point of view. In addition to those marketing concepts, the social marketing concept will contribute to develop the marketing concepts for the health care organizations in Japan in order to perform their social responsibility.
麗澤大学の論文