ĐÁNH GIÁ CỦA ĐIỀU DƯỠNG TRONG HOẠT ĐỘNG MARKETING HỖN HỢP TẠI BỆNH VIỆN ĐA KHOA HUYỆN QUỲNH PHỤ NĂM 2021

Abstract

Background: The marketing mix - ​​a part of marketing activities of hospital services is to attract customers (patients). Nurses who directly carries out activities related to marketing hospital services, there is no specific research currently available. Objectives: describe the nursing assessment in components of marketing mix at Quynh Phu general hospital in 2021. Methodology: A cross-sectional descriptive study was used. Results: 94.6 -100% of participants know and agree about the hospital's medical products and services. 99.1% of the participants believe that the prices of medical services are suitable with the general conditions of the society. There are 02 groups of factors such as high patient's income and hospital fee collection, the percentage of disagreeing is quite high, respectively 57.1% and 80.5%. 100% of participants think that the location of the hospital is very convenient for accessing services. Nurses rate the hospital's promotional activities quite high, with over 90%. Medical staff with good qualifications and skills, with the right attitude and equal treatment with patients accounted for 96.8% - 100%. The hospital's facilities are good, accounting for a high rate from 91% to 100%. The hospital admission, discharge, hospital fee payment and other procedures are simple, convenient and reasonable, accounting for over 91%. Conclusion: The activities in the marketing mix components at the hospital were highly appreciated by the participants. There are a number of issues that need to be further considered to improve the quality of the hospital in order to attract more potential customers.