Decoding the Practical Aspects of Hospital Brand Marketing

Author: Ali Pill Hospital Management Research Center, Hospital Week of China Medical Economics News
Publisher:
Publish Date: 2005-08-01
Features: "Decoding Hospital Brand Marketing" focuses on topics related to hospital brand building that are currently of great concern to hospital managers. It explores popular hospital management topics from four aspects: hospital brands, hospital marketing, hospital management, and hospital operations. Each chapter is further divided into sections such as cases and interviews. The cases primarily analyze the specific practices of certain hospitals, while the interviews mainly feature hospital presidents or managers sharing their views on specific topics related to brands or marketing. After some key articles, there are relevant commentaries and/or theoretical discussions on brand building or marketing that are closely tied to the viewpoints presented in the articles, linking theory with practice. The final chapter includes monographs by hospital management expert Professor Zhuang Yiqiang on recent topics related to hospital management and brand building, including hospital brand marketing, enhancing core competitiveness, doctor-patient relationships, and the medical insurance system. Readers can further improve their theoretical understanding of hospital management after reading the practical analyses in the preceding chapters, should they wish to delve deeper into theoretical knowledge.