You are a CEO of 500 beds in the metropolis. Describe the factors affecting your company's marketing strategy. Who is stakeholders and executives? How do your working environment affect your decision?
First, from the macro environment,
1. Population statistics / economic environment:
a) demographic data of the urban residents (including the number of frequent residents / temporary people, population distribution)
b) Economic environment (ie resident income, to understand the proportion of high, medium and low income people);
2. Political / legal environment:
a) Political environment (whether the situation is stable, the policy dynamics of medical institutions)
b) Legal environment (including limits and regulations for medical institutions, doctors, and medical care);
3. Technology / Natural Environment:
a) Technical environment (including new medical methods and technologies, as well as these new technologies on medical institutions);
b) Situation of natural environment (including pollution, infectious diseases, and epidemic)
4. Social and cultural environment:
a) Social environment (social atmosphere and trends in medical grades, medical methods)
b) Cultural environment (the degree of cultural level of the city and medical habits, etc.)
Secondly a micro environment (that is, directly related to the medical center directly with the medical center),
1. Public:
a) Individual consumer market: individual or family members spontaneously medical or physical examination;
b) Group Consumer Market: If the medical insurance company's disease source, enterprise group employee medical treatment and medical examination;
c) Administrative consumption market: If the examination, entry, abroad, etc.
d) Special Consumer Market: Medical institutions' characteristic project services (such as acupuncture of Chinese medicine, etc.), of course, is also from several aspects;
e) Public and Volkswagen Media: Hospital marketers must not only consider hospital consumers, but also consider the public's recognition. When medical disputes appear, media guidance often sympathize with patients.
2. Competitor:
Take advantage of the dynamics and data of competitors, designate solutions suitable for this medical institution.
No competitive strategy is the best for all hospitals. The hospital should use the core competitiveness of the hospital to give full play to its competitive advantage, adopt a differentiated marketing strategy, in order to compete in invincible.
3. supplier:
Pharmaceutical factory, medical equipment factory, medical equipment factory, diagnostic reagent factory, medical consumables factory, these institutions provide resources to provide resources for medical centers to provide medical services.
Through the analysis of this system, we can understand that the stakeholders and executives of the medical institution are as follows:
l Stakeholders: including patients (including individuals and groups), hospital employees, suppliers (ie, medical equipment, etc.), shareholders (investors) of medical institutions;
l Execute: The executor includes employees at all levels of the hospital.
Talking about the impact of the work environment on the decision, there are the following points:
1. The public environment and the quality of public opinion will decide whether to increase the promotion and quality control;
2. The action of competitors will determine our investment in service quality and level;
