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최근 환자 감소와 의료인력 부족 현상과 지속되는 감염병 영향 등으로 병원들의 경영성과가 미흡하여 폐원하거나 대형병원으로 전환을 통해 활로를 모색하고 있는 중소병원들과 기존 대형의료기관들은 의료시장 개방에 준비하면서 경영혁신을 단행하고 있으며, 의료서비스 질 향상을 위한 조직으로 리모델링하는 추세에 있다.
환자의 의료서비스 질 향상에 대한 기대수준과 욕구가 확대됨에 따라 이에 대응할 수 있는 의료서비스를 개발하는 등 생존과 발전을 위한 노력이 강화되고 있다는 상황을 보여 준다고 할 수 있다.
의료시장이 개방된다면 외국계 대형 병원들은 경쟁력 있는 의료기술력과 자본력으로 한국시장에 빠르게 진출 할 것으로 예상된다. 한편 국내 대기업들도 국내 의료법 개정에 발맞추어 의료시장 진입을 위한 준비를 진행하고 있다.
이러한 치열한 경쟁구도에서 국내 의료기관들은 진료와 치료를 위해 다양한 활동과 노력을 시도 하고 있다. 하지만 전반적으로 의료기관 운영의 핵심적인 축으로 부상하고 있는 의료마케팅 활동은 다른 조직에 비하여 여전히 미흡한 수준이라 할 수 있다.
우리는 지금까지 의료기관의 비영리성과 공공성을 강조하였다. 그러다 보니 의료마케팅 활동이 부분적으로 제한되고 있었다. 그러나 의료기관의 현실적인 부분을 본다면 수익성을 추구하지 않으면 조직 운영이 불가능하다. 때문에 조직의 유지, 발전이라는 경영의 현실적인 문제를 풀기 위해서는 마케팅활동이 강화되어야 한다는 시대적 당위성에 직면하였다.
의료마케팅의 필요성과 중요성이 강조되고 있는 상황에서 그간 의료마케팅과 관련된 여러 교재가 있었지만 그 내용이 방대하여 의료마케팅의 본질을 이해하고 지식을 습득하는데 어려움이 있었다.
이에 저자들은 의료마케팅의 기본적인 개념들을 정리함으로 현장에서 필요한 부
분을 쉽게 이해하고 적용하는데 용이하도록 하는데 의미를 두고 집필하였다.
이를 위해 각 장마다 학습목표를 설정하여 전반적인 흐름을 이해하도록 하였으며, 각 장에 최근의 이슈와 실제 사례를 들어 도움이 되고자 하였다.
본 교재를 구성한 학습내용은 다음과 같다.
첫째 의료마케팅의 필요성, 특징, 도입목적 그리고 의료기관의 환경적요인과 환경변화 배경을 통해 전반적인 의료마케팅의 이해를 돕고자 기술하였다.
둘째 의료마케팅 전략은 미래지향적이어야 하며 통합적인 관점에서 이루어질 수 있도록 전략 수립에 대한 부분과 전략 구축 방안에 대하여 기술하였다. 그리고 의료마케팅 전반적인 활동을 체계적으로 지원할 수 있는 의료마케팅 정보시스템의 운용에 대하여 기술하였다. 또한 의료마케팅의 초점인 고객만족, 고객관계관리, 고객관계 마케팅 구현의 필연성을 제시하여 의료기관의 마케팅 운영 되도록 하였다.
셋째 의료마케팅 믹스인 4P, 의료서비스 제품, 의료서비스 가격, 의료서비스 유통, 의료서비스 촉진관리를 통하여 의료마케팅의 효율적인 실현방안을 제시하였다.
넷째 의료시장 개방과 글로벌 시대에 즈음하여 외국인 환자유치에 대한 관심과 생존, 발전을 위한 돌파구가 될 수 있는 의료관광의 본질, 특서, 그리고 의료관광 마케팅 환경요인 현황과 전망에 따른 의료관광 마케팅 활성화 방안을 제시하였다.
본서를 집필함에 있어서 도움을 주신 분들께 감사드리고, 특히 출간할 수 있도록 배려해주신 출판사 보문각 대표님께 심심한 감사의 마음을 드립니다.

저자 일동

1장 의료마케팅의 이해
1. 마케팅과 의료마케팅································································13
2. 의료마케팅의 개관·································································17
3. 의료서비스 마케팅의 특성··························································28
4. 병원조직 측면에서 마케팅의 특징···················································30
5. 의료마케팅의 강·약점····························································32
6. 의료마케팅의 도입목적····························································36

2장 의료마케팅 환경
1. 의료기관 경영환경··································································41
2. 의료마케팅 환경요인······························································52
3. 의료마케팅 환경변화 배경···························································71

3장 의료마케팅 전략
1. 의료마케팅 전략의 개념····························································84
2. 의료마케팅 전략의 수립····························································87
3. 의료마케팅 전략 구축······························································96
4. 의료마케팅과 STP 전략···························································103
5. 의료마케팅 통제··································································116

4장 의료마케팅 정보시스템
1. 의료마케팅 정보시스템의 개관·····················································124
2. 의료마케팅 정보시스템의 구성요소·················································130
3. 의료마케팅 정보의 원천···························································142
4. 의료마케팅 정보시스템의 영역과 효익··············································143
5. 의료마케팅 정보시스템의 성격·····················································144

5장 의료마케팅과 고객관리
1. 고객만족········································································152
2. 고객관계관리····································································159
3. 고객관계마케팅··································································164

6장 의료서비스 제품관리
1. 의료서비스 제품의 개념···························································182
2. 의료서비스 제품관리·····························································184
3. 제품수명주기와 의료마케팅 전략···················································194
7장 의료서비스 가격관리
1. 의료서비스 가격의 개념···························································202
2. 의료서비스 가격의 특성···························································207
3. 의료수가 제도···································································212
4. 우리나라 의료수가 유형···························································217

8장 의료서비스 유통관리
1. 의료서비스 유통관리 개념·························································225
2. 의료서비스의 전달시스템·························································230
3. 의료서비스의 접근성·····························································232

9장 의료서비스 촉진관리
1. 의료서비스 촉진관리의 개념·······················································239
2. 의료서비스 촉진관리의 수단·······················································246
3. 병원홍보········································································251

10장 의료관광마케팅
1. 의료관광의 본질··································································269
2. 의료관광의 분류·································································275
3. 한국 의료관광의 특성·····························································280
4. 의료관광 마케팅 환경요인·························································282
5. 의료관광 현황과 전망·····························································287
6. 의료관광 마케팅 활성화 방안······················································294
7. 의료관광 마케팅의 전략적 방향····················································297
8. 의료관광을 넘어 한국의료 해외진출················································299

# 1_병원 마켓 4.0 시대·······························································9
# 2_모바일 병원, 스마트 병원으로 도약하다············································39
# 3_새해 병원계 화두는 4차 산업혁명과 환자안전······································80
# 4_중소병원의 중국시장 진출전략····················································94
# 5_대한의학회 50년, 미래전략은 ‘소통’ ·············································122
# 6_4차 산업혁명, 헬스케어 빅데이터를 만나다.·······································148
# 7_병원 서비스 마케팅 전략·························································177
# 8_가상화폐로도 진료비 수납한다···················································201
# 9_고객만족을 넘어 환자경험의 시대로··············································221
# 10_고객편의 위해 병동 병실명 개선················································237
# 11_병원의 감성경영 사례··························································262
# 12_카자흐스탄 환자 유치 한류 붐 조성··············································285
# 13_한국, 세계가 주목한 의료관광 국가··············································301

참고문헌···········································································303
찾아보기···········································································307