Treister N W
San Diego Cardiology Network, CA, USA.
Physician Exec. 1997 Jul-Aug;23(6):14-9.
Marketing means more than just communicating or advertising to potential patients; marketing means identifying your customers and working to meet or exceed their expectations. There are five key areas of a marketing plan: (1) Establish the foundation, beginning with your mission statement; (2) Assess your marketing environment by internal and external research; (3) Target your efforts, looking at image and perception; (4) Develop your particular mix of product, price, place of distribution, and promotion; and (5) implement and evaluate your marketing process. This article discusses the importance of a marketing plan for the medical specialist and highlights the features unique to a practice working in a system of capitated reimbursement. Applying these principles will help to demonstrate added value, protect the fundamental role of the patient-physician relationship, ensure that our efforts are aligned with professional missions and goals, and ultimately increase profitability and professional success.
营销不仅仅意味着与潜在患者进行沟通或做广告；营销意味着识别你的客户，并努力满足或超越他们的期望。营销计划有五个关键领域：（1）从你的使命宣言开始，奠定基础；（2）通过内部和外部研究评估你的营销环境；（3）针对你的努力方向，考虑形象和认知；（4）制定产品、价格、分销地点和促销的特定组合；（5）实施并评估你的营销过程。本文讨论了营销计划对医学专家的重要性，并强调了在按人头付费报销系统中工作的医疗机构所独有的特征。应用这些原则将有助于展示附加值、保护医患关系的基本作用、确保我们的努力与专业使命和目标保持一致，并最终提高盈利能力和职业成就。
