I. Overview of the plan
2. Advantages of the hospital: XX Medical is the largest private comprehensive modern hospital integrating medical treatment, teaching, scientific research, preventive health care and rehabilitation in Shenzhen. It is a designated medical hospital in Shenzhen, an emergency network hospital in Shenzhen 120, an industrial and commercial insurance designated hospital in Shenzhen, and a commercial insurance designated medical hospital in Shenzhen. The hospital is surrounded by mountains and seas with beautiful scenery and elegant reporting environment. Have all kinds of advanced diagnosis and treatment equipment and excellent technical personnel.
3. Disadvantages of hospitals: Compared with public hospitals, private hospitals lack credibility, the talent team is not stable enough, they start late, the brand awareness is not high, the local community environment is immature, and the transportation is inconvenient.
4. Analysis of competitors: 1, Baoan People's Hospital, the Eighth People's Hospital of the city, and the advantages of Shenzhen Baoan Hospital affiliated to Southern Medical University.
First, advantages and characteristics of long-term operation, it is one of the oldest hospitals in Baoan market.
B, superior geographical location, located in the old city of Baoan, with high population density and convenient medical treatment.
C, the medical level is high.
D, there is a stable. Medical crowd.
2. Xixiang People's Hospital The teaching hospital of Guangdong Medical College has undergone an earth-shaking transformation to provide patients with a more comfortable treatment environment.
First, the geographical location is superior
B, good service quality
C, every week
Health column of Bao 'an Daily
D. The old hospital in Baoan has a relatively fixed service population.
3. Advantages and characteristics of maternity and child hospitals
I. Outstanding expertise
B, the geographical location is superior
4. Sunshine Group Spring Hospital
Advantages and characteristics:
The geographical advantage lies opposite to National Highway 107 and Highway Bureau.
B, advertising is strong. Promoted by the Hero Advertising Company under the Group, the initial advertising investment alone exceeded 6,543,800 yuan.
5. Publicity target: the first target group-the widest audience outside Shenzhen Customs, including Xin 'an Town in Xixiang Town and its vicinity, and the second target group-the widest audience inside Customs.
6. Advertising effect: improve the visibility and reputation of hospital brands and form a good brand effect in society. 7. Sales promotion: comprehensively publicize the brand image of the hospital, including the brand image of the enterprise and the brand image of all departments. Highlight the medical advantages and service quality of various departments in the hospital. Enhance the reputation of the hospital in the eyes of the audience through related public service advertising activities.
8. Advertising direction: When choosing advertisements, we should fully consider the social image of the hospital, choose less media instead of indiscriminate selection, and strive for perfection. Each time period and each media should be fully compared and considered. Choose more advertising media with good image and high advertising effect.
Third, the specific content of the plan
XX Medical has been established for one year. Through nearly a year's advertising, XX medical brand has gained a certain popularity in Baoan, and basically completed the introduction period of a brand. Our 20xx advertising will be a process of brand initial maturity. In this process, our advertising plan should focus on the following aspects:
1. Jointly hold a large-scale public welfare lecture with the Social Security Bureau every quarter to establish the public welfare image of XX Medical and improve the social reputation.
2. Hospital image spokesperson: hire a hospital image spokesperson for the promotion of print media. 3. Arrange outline lights on the periphery of the hospital to enhance the impression of XX medical care among nearby residents and the public. 4. Add a "Children's Happy World" on the fourth floor of the outpatient department of the hospital. 5. Add more customer suggestion boxes in the hospital. Your opinion is the driving force for our progress. 6. Hire or send a "love ambassador", whose main task is to bring "love information" to every customer, such as taking the initiative to say hello to patients, answering questions for customers and recording opinions. 7. Bus advertisements: Put certain bus advertisements on the main sections of Baoan.
8. Large outdoor billboards: make an outdoor billboard near Nantouguan, and place two or three large outdoor billboards on the main road sections of Baoan, and don't repeat the road signs. On the one hand, it can play a propaganda role, and on the other hand, it can serve as a road sign.
9. Broadcast: The title is a traffic channel broadcast program, covering the car owners.
10, TV advertisement: The hospital advertisement of 1 minute is broadcast several times a day on the Jade Channel of Bao 'an TV Station to enhance the brand impression of XX Medical in people's minds. Such as launching a series of advertisements, hospital image-Hou Hong capital and super-quality humanized service; Hand sweat treatment center-get rid of the problem of excessive hand sweat at one time; VIP area of obstetrics and gynecology-let the wife be a happy woman; Otolaryngology-
1 1. Baoan Daily publishes a health column in the form of soft articles every week to deepen the public's understanding of XX medical care.
On New Year's Day (12, 1. 1), the hospital environment should be arranged accordingly, such as making two big lanterns and banners at the gate to create a festive atmosphere.
13, to further improve the hospital guidance system.
14, one week before Women's Day, 3~4 soft-text advertisements for obstetrics and gynecology were published in Baoan Daily and Shenzhen Evening News respectively.
15, 5. 1 held a large-scale free clinic in Baocheng District, invited the media to make relevant reports and distributed brochures on relevant health care knowledge. In order to improve the hospital's popularity and reputation among the public.
16. In this year, Father's Day and Mother's Day activities were organized with the theme of "showing filial piety and sending parents for physical examination", and two graphic advertisements were published in Baoan Daily.
17. Organize and plan the "5. 12 Nurses' Day Love Activity", publicize it in the hospital, send a set of greeting cards and some sweets to all inpatients in the hospital in the name of the dean, so as to enhance the feelings between doctors and patients, show humanistic care, and post posters and banners in the elevator of the hospital. And post a short message in Bao Jing with this as the content.
18. During the summer vacation, some preferential adjustments were made to teachers' examination fees and medical treatment fees, and corresponding publicity was carried out in Baoan Daily and Bao Jing, which not only established a good public welfare image of the hospital, but also promoted the outpatient income of the hospital.
19. Organize and plan the "9.20 Tooth Love Day Special Action", publicize it in the hospital, and post posters and banners in the hospital.
20. 10. 1 hold a large-scale free clinic in Baocheng District to enter the community, invite the media to make relevant reports and distribute brochures on relevant health care knowledge. In order to improve the hospital's popularity and reputation among the public.
Carry out relevant preferential treatment activities during the celebration of 2 1,1.8 hospital, and cooperate with the activities to place soft-text advertisements in Baoan Daily, Bao Jing and Special Zone Daily.