摘要：The competition in health care industry is getting fi erce. How to take health
care quality, cost eff ectiveness, and business performance into account and adopt
correct strategies to achieve the vision and sustained-yield management is the
problems current hospitals would encounter. For this reason, the integration of
resources and the investment in marketing are the top priority. From the digital
marketing data in health care industry in Shanghai, 12 hospitals are taking as the
research subjects in this study. The research results are summarized as follows.
One DMU presents strong digital marketing effi ciency, with the effi ciency=1,
revealing better digital marketing effi ciency. Six DMUs shows the digital marketing
effi ciency between 0.9 and 1, as marginal ineffi cient, that the digital marketing
effi ciency can be more easily promoted. Five DMUs, about 42% of all DMUs,
present the digital marketing effi ciency less than 0.9, as obvious ineffi cient, where
Shanghai Municipal Hospital of Traditional Chinese Medicine appears the lowest
digital marketing effi ciency. According to the research results, it is suggested to
lead health care industry to maintain the operation performance with innovative
marketing and achieve the vision of sustained-yield management among the
competitive medical environment.
关键词：health care industry; digital marketing; performance evaluation;
management; medical expenditure;
