How to do a good job in the marketing of hospital departments, in order to ensure the smooth progress of things or work, we usually formulate ideas and marketing methods in advance, focusing on specific themes, and finally achieve the expected results. How do hospital departments do marketing? Let's share it below.
How do hospital departments do marketing 1 From the macro strategy, hospital services can be summarized into three aspects. Increase service locations: such as adding branches, clinics, mobile clinics, on-site services, etc. ; Expand the service scale: merge and entrust some hospitals to carry out chain operation to form a hospital group;
Setting services: such as taking medicine according to the code, paying fees according to the code, chatting with patients, general outpatient service, painless abortion, painless blood collection, postoperative analgesia, 24-hour free delivery for postpartum women, "one-on-one" midwifery, setting up a children's playground in the pediatrics and inpatient department of the child care clinic, providing free tea, free telephone calls in the market, free shuttle buses, free delivery of hospital publications and newspapers, etc.
According to the medical process, services can also be divided into: pre-diagnosis, diagnosis and post-diagnosis services. Before diagnosis: professional telephone consultation and self-help medical treatment on hospital website; During the medical treatment: accompanied by a doctor, registered, triaged, accompanied when waiting for medical treatment, accompanied by a "one-stop" service during the medical treatment, some people pay fees, and some people take medicine on their behalf; After diagnosis: establish a customer follow-up visit system, which will be followed by the customer service department.
No matter how marketing, private hospitals must adhere to the combination of economic benefits, market benefits and social benefits. Here I give a few simple examples:
(1) Make use of mass media for hospital publicity and deeds dissemination, such as establishing health education programs and health knowledge lectures in cooperation with TV stations;
(2) contribute to the newspaper, answer and analyze major medical problems or common medical problems, and publicize the advantages and characteristics of health science and hospital departments through health or health education columns.
(3) Carry out public welfare activities with group attention and community influence, provide free physical examination for retired cadres, outstanding teachers of the year, outstanding employees of community enterprises, national or municipal model workers, etc., and exempt consulting fees and registration fees for social assistance groups such as elderly people over a certain age or widowed elderly people and orphans for a long time.
Every year, we provide free physical examinations for outstanding college entrance examination students, organize employees to donate money for disaster relief, actively provide technical guidance and consulting services for some town, district and village hospitals in this city, and regularly send experts to local factories, enterprises and communities for health education, so as to build the reputation of hospitals with practical actions and constantly create a good external environment.
(4) Improve the quality of medical treatment, and regard specialty and new technology as the primary goal and core competitiveness of the hospital. Implement scientific and technological innovation, develop scientific and technological projects with certain advantages in the region, and form the characteristics of famous doctors and famous subjects. Develop superior specialties and special treatment programs.
(5) Using flexible price competition strategy to promote patients to get benefits, so that patients can "afford the disease with less money" or "enjoy more satisfactory services with the same money", and take measures such as reducing the fees for some inspection items, controlling the use of large prescriptions and imported (joint venture) drugs, and designate one day as a free medical open day every month.
(6) Set up a "free treatment policy for special cases" and a "medical assistance fund", jointly carry out caring activities with the government to help poor patients, advocate the community to carry out mutual help and care activities, establish the image of community collective citizens, and form the benchmark position of hospitals from the standpoint of public demands.
(7) It is compatible to go out of departments and hospitals and go deep into the community to carry out medical services, such as "medical care and culture enter the community together". If the object of community service can get satisfactory service, these stable patient groups will be more likely to be transformed into lifelong customers.
When the new hospital opens, we must stick to the road of marketing in order to save advertising expenses. Event marketing is the quickest way, to attack quickly, take the market by surprise, lock in a large number of customers first, and seize and expand the market share. In event marketing, the author thinks that the most typical thing is to open treatment for free a few days before the opening of the new hospital, and the medical expenses, registration fees and operation fees are free, so that doctors can get a glimpse and give patients a little sweetness. Then set the patient information.
Then three days after the free treatment happens to be the patient's return visit period, and then a half-price discount will be introduced. Once the promotion is over, the information collected will be digested in detail. One is to call for advice, send messages and send short messages. The other is to engage in conference marketing for serious diseases, invite patients to attend classes, and then send surgical vouchers. That is, the trilogy of "short-term and quick-grab": three-day free treatment package and marketing concessions for serious illness meetings.
Then, some new hospitals are unwilling to offer discounts and concessions for the sake of brand and reputation. They not only want to make money, but also open chastity shops. At this time, they can pack and discount in disguise. For example, a charity fund activity initiated by a social welfare organization, patients come to see a doctor, get funding, and designate a hospital to be placed in the hospital.
How to do a good job in marketing in hospital departments (1) Market analysis
First, there is a general crisis of credibility in private hospitals.
Due to the large investment in the medical industry, the absolute monopoly of medical knowledge by medical staff, and the weak supervision of private hospitals by the government in the early stage, some private medical investors who are eager for quick success use false medical advertisements and exaggerated publicity to operate, leading to one-time medical fraud, which makes the majority of patients and even the whole society biased against the honest operation of private hospitals.
Although the examination of medical advertisements has been strengthened in 20xx, and the marketing model of private hospitals has also changed, the high fees still deter people from complimenting private hospitals, because the government levies 33% income tax and 5.5% business tax on private hospitals.
Second, Datong Digestive Disease Hospital Market Advantages and Disadvantages Analysis
Datong Digestive Disease Hospital is the first and only digestive disease hospital in Datong area, which has the advantage of market opportunities. At the same time, it is a newly opened hospital, which makes it easier to establish a brand image quickly; In addition, the academic leaders are experts from well-known hospitals in Datong area, and it is easier to establish a positive image than other private hospitals. But we can't ignore the negative influence of private hospitals and the chaotic situation of medical market.
Part II Marketing Implementation Plan
First, relying on experts and guided by the medical reform policy, we will establish extensive cooperative relations with primary medical institutions and build a two-way referral network.
The new round of medical reform has clearly put forward that urban community health, rural health and public health services should be the focus of medical and health work in China in the near future. Our government has also given preferential policies to grassroots medical and health institutions in many aspects, such as financial subsidies and reimbursement of medical expenses. The government has also made it clear that when conditions are ripe, it is necessary to establish a first-visit system in primary medical institutions.
In other words, most patients will be referred from primary medical institutions in the future. Combined with the characteristics of digestive tract diseases, I suggest establishing extensive cooperative relations with primary medical institutions based on the relatively strong brand power of hospital experts. The specific scheme is as follows:
(a) to establish a relationship of "counterpart support and two-way referral" with Datong primary medical service institutions and sign a cooperation agreement.
(two) to establish a cooperative relationship with primary medical service institutions, and the hospital provides the following support services to them.
1, receive primary medical staff to our hospital for further study free of charge, and hold a seminar on prevention and treatment of digestive system diseases every three months;
2, combined with the actual situation of primary medical service institutions and the health needs of patients, regularly send senior experts to primary medical service institutions for consultation or health education lectures and health education series activities;
3. Free health education books are distributed to primary medical service institutions every month;
4. Provide technical consultation, guidance and online consultation to primary medical staff free of charge, and primary medical staff who refer patients can follow patients to observe and treat;
5. Primary medical service institutions refer patients to our hospital for free ambulance transfer (if the patients come by themselves, they will be reimbursed by ticket according to the distance), and at the same time, certain development funds (including the commission of primary medical staff) will be given according to the condition of the referred patients, and certain material rewards will be given to the primary medical service institutions with good two-way referral at the end of the year;
6. According to the standard of two-way referral of various diseases, the referred patients will be transferred back to primary medical service institutions in time to continue treatment after their condition is stable.
(3) Cooperative primary medical service institutions have the obligation to cooperate with various public welfare activities and social surveys of our hospital in the community (township and village) and actively collect suggestions and opinions of local residents on our hospital's services.
Second, under the guidance of establishing a friendly healthy cooperative relationship, we will give long-term health attention to patients who come to see a doctor and cultivate loyal customers.
In our country, people have serious conformity psychology and attachment psychology. No matter what they do, they like to find relationships and trust friends, especially when they go to the hospital. If you can make friends with all the patients who come to the hospital, they will not only come when they are uncomfortable, but also recommend the hospital to their relatives and friends, which will bring a good word-of-mouth effect. The detailed implementation rules are as follows:
(a) in the hospital on a regular basis service awareness and service skills training, such as medical etiquette, doctor consultation communication skills.
(two) in the hospital to promote empathy with patients, to carry out family services;
(3) Pay a health visit to discharged patients, such as the first visit within 6 hours, the second visit within three days, the third visit within a week, the fourth visit within a month, and then the monthly visit;
(four) to disclose the contact information of medical staff to patients, so that patients can contact medical staff in time when they have health problems, such as making business cards for medical staff in hospitals;
(5) Pay emotional attention to discharged patients on a regular basis, such as sending them a blessing message on major festivals and birthdays, and giving them health reminders in the form of short messages on a regular basis;
Third, aim at the target population for disease screening and quickly occupy the market.
In view of the high-risk groups and prone groups of digestive system diseases, contact their local governments or their work units to conduct disease screening in the form of routine health examination for free, and then achieve the purpose of treating patients through quality services. Physical examination items, such as routine examination of internal surgery, abdominal B-ultrasound, blood biochemical examination, chest fluoroscopy, etc.
Fourth, multi-channel promotion, and strive to let more people experience and accept services.
Make full use of opportunities such as free clinic, major festivals and legal holidays, and carry out publicity activities through various forms and channels such as expert free clinic, preferential treatment fee reduction, active participation in various public welfare activities organized by the government, and concern for the health of special people.
Fifth, make full use of Internet tools to win more customers.
The Internet is no stranger to today's society. On the contrary, more and more people rely on the Internet to do more and more things. Nowadays, many hospitals are also carrying out online marketing, but most of them have gone into a misunderstanding, that is, they can't wait for all the people who browse the website to come to the hospital for treatment. The website just opened is either a business communication dialog box or a large number of hospital advertisements, which makes people very disgusted, and the result can be imagined.
If you only do health education and technical strength, equipment display and some soft-text publicity on your own website, and promote yourself through the Internet as a third party, the result will be different, and the elements that make others trust will increase a lot.
How do hospital departments do marketing 3. How to do hospital marketing?
Contribute to the newspaper, answer and analyze major medical problems or common medical problems, and publicize health science and the advantages and characteristics of hospital departments through health education columns.
Carry out public welfare activities with group attention and community influence, such as free physical examination for retired cadres, outstanding teachers of the year, outstanding employees of community enterprises, national or municipal "May 1 labor model", long-term exemption of medical expenses and registration fees for social assistance groups such as the elderly or orphans above a certain age, and free physical examination for outstanding students in the college entrance examination every year.
Using flexible price competition strategy can make patients get benefits, so that patients can "spend less money to take care of their diseases" or "spend the same money to enjoy more satisfactory services", and take measures such as reducing the fees for some inspection items, controlling the use of large prescriptions and imported (joint venture) drugs, and designating one day as a free medical open day every month.
Set up "free treatment policy for special cases" and "medical assistance fund", jointly carry out love activities with the government, help poor patients, advocate community mutual assistance and care activities, establish the image of community collective citizens, and make hospitals form a benchmark position in public demands.
It is compatible to go out of departments and hospitals and go deep into the community to carry out medical services, such as "medical care and culture enter the community together" If the object of community service can get satisfactory service, these stable patient groups will be more likely to be transformed into lifelong customers.
Private hospitals cannot do without advertising, not to mention marketing. When the new hospital opens, we must stick to the road of marketing in order to save advertising expenses. The quickest way is event marketing. In event marketing, the most typical thing is to open free treatment a few days before the opening of the new hospital. Then three days after the free treatment happens to be the patient's return visit period, and then a half-price discount will be introduced.
Once the preferential activities are over, use the collected information for detailed digestion and conference marketing. That is, the trilogy of "short, flat and fast": → free treatment package → discount after three days → conference marketing for serious illness.