Abstract
This article tries to analyze the efficiency of the service marketing theory in the medical services. Up to the present, academic research in medical institutions in the field of social science such as medical economics and other various fields has been studied in depth and has been outstandingly successful. However, profitable enterprises are dealing with service marketing as an academic realm, and the number of cases of actively using or conducting research on service marketing theory to adapt medical institutions must be very few. Service marketing has a different, original framework compared with conventional products marketing. In this article, as compared with other service goods, after clarifying the specific features of the medical service, on that understanding, we considered the adaptability and development of the service marketing theory for the patient. Then we practiced the experimental investigation and cited the examples and the study analysis which can be easily made use of by medical institutions themselves.
