社区医疗机构如何打造核心市场优势（How community medical institutions build core market advantages）

How do community medical institutions build a core market advantage?

LAN Gezhi ocean international marketing consultants Yu Fei

Community health services are the basic link to achieve the goal of primary health care for all. At present, build community-based health services, community health services and preventive health care and hospital organization reasonable division of labor, in close collaboration with the new city health service system, to adhere to the prevention, combining prevention with control, optimization of city health service structure, to facilitate the masses, reduce the cost burden, the establishment of a harmonious doctor-patient relationship, far-reaching significance.

Since the reform and opening to the outside world, the scale of service has been expanded, the level of science and technology has been improved continuously, medical conditions have been obviously improved, and the ability of disease prevention and control has been greatly enhanced. It has played an important role in promoting people's health. At the same time, in the development of urban health services, there are still problems such as high quality resources, excessive concentration to large hospitals, shortage of community health service resources, weak service ability and inadequate demand for basic health services for the masses. This is one of the important reasons for the difficulty and expensive medical treatment of the masses.

With the development of the community, the community health service organization is perfect, the majority of the public hospital to community health service stations, medical institutions, therefore, community health care should be really for the public, community oriented, truly directly facing the medical resources optimization, will become the largest medical resource is located, have strong market potential. At the same time, the government has made it clear that in the community medical and health services, government units at all levels should play a leading role.

The key point of improving community health work is to establish and optimize the community medical institutions, improve the quality of service for the community residents, and meet the needs of the health and health of the community residents, and live and work in peace and contentment. Then, how to establish a perfect, healthy and orderly community medical institution has become an important thing in front of the government, society and regional units.

Solving sources of funds: financial support - good!

Of course, we think the local department funding for community health work support, should not overdo sth., do some things, not everything is a shoulder, a support, it would be very tired, a lot of things, often more and more complex, the performance is very small.

Admittedly, the government to increase investment in community health service funding is necessary, but can not advocate blindly investment, but also consider a degree, to adapt oneself to avoid random and blindness. The local departments at all levels should adjust the structure of financial expenditure, to establish a stable community health service financing and investment mechanisms, control the increase of the community health service investment, based on the actual situation of financial support.

Of course, the relevant local authorities to provide housing and medical equipment and other facilities for community health services, it is necessary for business training, should also be given appropriate subsidies, and according to the population of the community, service items and quantity, quality and cost of the approved preventive health care funding of community public health service grants, assistance, and to solve the difficult problem of people to see a doctor. Retired personnel expenses of the community health service institutions, the relevant local government departments shall be arranged in accordance with the relevant provisions, to a certain extent can ease the financial pressure to support community health construction, carry out actually greatly support the community health service work.

In addition, under the premise of the market mechanism, the local departments should make reasonable arrangements for the investment in community public health services according to the local conditions, and adjust gradually with the development of the economy. For example, in the central government, since 2007, the development of community public health services for the central and western regions has been subsidized in accordance with certain standards, reflecting the country's moderate funding support strategy. We should give necessary support to the infrastructure construction, basic equipment allocation and personnel training in the community health service institutions in the central and western regions, and we believe that it deserves careful study and study by the local authorities concerned.

Building community medical care: regional planning!

National health authorities have pointed out that local governments should formulate long-term and long-term development plans for community health services,

The development of community health services will be incorporated into the local national economic and social development plan and regional health planning, and the implementation of planning and implementation of policies and measures.

Adhering to the government led, encouraging social participation and establishing and improving regional planning of community health services should be the focus and direction of the long-term work of local departments.

Clinics, medical centers (rooms), nursing homes and other primary medical institutions should supplement and optimize the construction of community health and medical institutions for supplementary community health regional planning.

In large and medium-sized cities, local areas may, in accordance with the requirements of the state, in principle, plan and implement 1 community health service centers according to the planning and administration of 3-10 residents in accordance with the jurisdiction of the subdistrict offices. At the same time, a number of community health service stations can be set up according to the needs. Community health service center and community health service station can be integrated management. The community health service institutions mainly through the adjustment of the existing health resources, the government held a class, part of two hospitals and state-owned enterprises, medical institutions and other grassroots medical institutions in transition or transformation of the establishment of restructuring. The existing inadequate health resources should be supplemented and perfected. According to equality, competition, merit principle, overall development of community health service institutions, to encourage social forces to participate in the development of community health services, give full play to the community health service institutions organized social forces role.

Of course, that Lan Gezhi ocean international marketing consultants, formulate development planning and implementation of community health service. The local government should formulate long-term planning and annual development of the community health service development plan, the development of community health services into the local economic and social development planning and implementation of regional health planning, planning and implementation of policy measures. In the city construction and renovation of residential areas, community health service facilities and residential synchronized planning, construction, synchronous put into use, facing the market environment of fair competition and promote community health service development.

Setting up referral system: Profitable interaction - wonderful!

In fact, the two-way referral, actually is a great way to seek win-win between community medical institutions and hospitals. The implementation of community health service stations and hospital two-way referral, is bound to triage from the hospital, some patients, then, community hospitals or service stations how to do?

Of course, after the referral, serious illness and serious illness can be transferred from the community to the hospital, that is, to increase this part of the patient, so in fact is a win-win situation. Before the establishment of community health service station and two-way referral system, the hospital may be trying to build relationships with two-way referral hospital, hospital emergency and heavy, let the patient to turn up, after cure back rehabilitation in community hospitals, this can also reduce the economic burden of patients and hospital to reduce the pressure and promote the progress of community health work.

In the establishment of referral system on the issue of marketing consultant famous brand marketing expert, LAN Gezhi Ocean International CEO Mr. Yu Fei pointed out that although on the surface of the implementation of two-way referral will be diverted to some patients, will have certain influence to the hospital, but the serious cases can turn to it, influence not too big, otherwise there may be serious illness, misdiagnosis and missed diagnosis in other places. This can also facilitate the masses for medical treatment, reducing the financial burden on the masses. The core of the two-way referral system is that the two define their respective functions and form complementary advantages instead of robbing each other of the medical market.

The relevant departments of the state health official also pointed out that the two-way referral system of community health service institutions and medical institutions, to a certain extent to solve difficult and expensive problems, should be supported and advocated.

However, the reality of the implementation is difficult, the difficulty in the community health care service network is not complete, the quality is not high, personnel training and other aspects to be strengthened, but also the lack of an effective security system.

The first thing to do is to establish and perfect the network construction, standardization construction, personnel training and other aspects of the community health service station. The government should increase investment and include it in the budget,

To solve the special problem of community health service system construction, and then establish relevant security system, otherwise, "Two-way Referral" will be difficult to achieve.

It is understood that, in 1997, Hainan launched the city community health service pilot work, focusing on the city of to carry out urban community health service pilot work, in Sanya, Qionghai, and other places also have individual pilot institutions. There are 68 community health service stations (centers) in the province, of which more than 40 are in Haikou.

It is easy to see that these quantities are far from enough. If the number is not enough, the community people can not feel and enjoy the convenience. Therefore, only when all these conditions are available, can we conduct two-way referral in the standard community health service station, and gradually explore the feasibility of two-way referral in the trial, otherwise they are all empty talk. Because some conditions are not ripe now, even if the government requires community health service stations and large hospitals to conduct two-way referral, it can not be successfully operated.

Aiming at the existing problems of community health care station, we think, must quickly put the construction of community health service network at all levels in perfection, and strive to achieve the requirements of the construction of national standard, to achieve the goal as soon as possible.

In fact, many local governments have already tried to encourage community health service institutions and large hospitals to establish two-way referral, resource sharing and mutual benefit cooperation, and achieved certain results.

Clear government led: Market Participation - ling!

The current and future periods, in the protection of public health service, the first two goals, in addition to establish and optimize the government plays a leading role in international community medical institutions, but also timely introduction of market competition mechanism, to cooperate with the government to complete the public health service has become the task of promoting the harmonious and healthy community health work and steady development.

Undeniable, in recent years, government support did get gratifying progress under the community health organization construction work, paying off, has been formed in the public reputation, comprehensive service ability and level of medicine have improved and developed by leaps and bounds. However, with the further development of community health work, many problems have gradually brought burdens to the government, such as increased financial expenditure, backward service concept, unclear government and enterprise responsibilities and other issues. The solution requires the timely introduction of market competition mechanism is advanced, the work of community medical institutions slowly let go, let the community hospital to actively participate in the competition in the industry, on the one hand can absorb social funds, also can gradually optimize the medical service concept, further separating.

Introduce market mechanism and activate emergency response capability

Participate in transferring of professional and technical personnel in the hospital in every community emergency treatment, prevention and treatment of infectious diseases and hospital infection management and training of relevant laws and regulations of knowledge and skills.

Introducing innovation system and deepening institutional reform

After clarifying the hospital continued to hold by government, asset ownership and management rights, and gradually establish a new system of community medical institutions management clear property rights, clear responsibilities, separation of government and the. With the reform of personnel distribution system as the focal point, we should improve the employment system of all staff members and implement personnel agency system, and gradually realize the change from identity management to post management. Vigorously carry out preventive medicine health care community service, health rehabilitation, health education and other aspects, to achieve all the community health service centers and more than 70% of the community health service station can provide Chinese medicine service requirements. Optimized creation service.

Introducing scientific research system to advance the modern process

In the construction of high-level discipline group and academic leader team, we should do all the staff continuing education. To carry out the medical staff's academic experience, inheritance work and excellent clinical personnel training project. To organize and carry out the research on the academic thoughts and diagnosis and treatment experience of hospitals so as to train the compound talents of integrated traditional Chinese and Western medicine.

Improve the management structure, give full play to the advantages

In accordance with the requirements of the market, the implementation of management to the community hospital management in all aspects of management to quality, order, talent, discipline, efficiency and effectiveness.

A group of famous hospitals with distinctive characteristics and strong technological innovation ability were formed, and a group of famous doctors with noble medical ethics and skills were trained to better serve the community residents directly and directly.

Promoting the construction of work style, pay attention to the news propaganda

We should carry out the idea of putting people first, and constantly strengthen service consciousness and set up a good social image. We will further promote publicity and popularization.

Therefore, the current and future periods, the focus of community medical work is to introduce market mechanism and government regulation combined, government control, market first, can complement each other, stronger, amplifying characteristic advantage, make it become truly representative of regional medical and health services.

Finally, pointed out that the LAN Gezhi ocean international marketing consultants, with the deepening of the reform of operating mechanism of medical institutions, large and small private medical institutions will be slipped into the community, to participate in the community health care industry in the competition. This is the gradual marketization of medical resources performance, is a good thing, but also a bad thing! Therefore, if a small private hospital, if you want to get a chance to survive in this market, should be based on government support and guidance, orderly community health care system work. But their fundamental solution is not to get any policy preferences, but to win people's hearts, that is, to rely on quality services and a high level of technology to win the market.

Famous brand marketing expert, LAN Gezhi ocean international marketing consultants CEO Mr. Yu Fei also said that although the small private hospitals through the transition into the community medical service is the trend, still emphasize in community planning or implementation of the referral system or the introduction of market mechanism all should pay attention to the quantity and quality control, not to engage across the board, try to avoid driving to reform the problem, at the same time to strengthen the standardized operation of community health work under government care.

Mr. Yu Fei, a famous brand marketing expert, LAN Gezhi ocean international marketing consultants CEO, Chinese ten outstanding marketing people, that the people's daily market news and other 8 authoritative media and institutions "Chinese brand outstanding contribution award winner, the Central Committee China Guanghua Science and technology foundation of entrepreneurial mentor," China Securities Daily "special brand consultant, chief China" brand "magazine senior business management expert, Tsinghua University president training class tutor, Chinese care industry ten outstanding managers, China most influential marketing planning 100, deputy director of the International Research Institute of health and long China.

Nearly twenty years of marketing career successfully served a number of well-known brands, led by LAN Gezhi ocean international marketing consultants "China management consulting industry top ten most influential brand", is committed to professional brand planning, PR, marketing news, investment agency, market promotion, training and other marketing services. Excellent planning, integration, execution of reputation at home and abroad.

Mr. Yu Fei, according to their own in foreign companies, state-owned enterprises, private enterprises rich work experience and senior experience, long-term commitment to low-cost marketing theory to practice and method of height, to advocate more influential in the country's marketing strategies and business models in the industry, creating considerable rich material and social benefits. By the "Asian News Weekly", "Singapore Singapore United Morning Post", Macao lotus TV and other media at home and abroad to report on the marketing case repeatedly elected to the United States and the United States "Forbes" Kotler marketing group "Chinese marketing innovation of Library".