The first hospital marketing planning scheme
I. Market Analysis The total population of our county is xx million, and the population of the town is xx million. The rest of the population are distributed in xx Jiazi Town, xx Town, xx Township, xx Town, xx Town and xx Town respectively. There are nearly xx enterprises and institutions in xx town, with a relatively concentrated population. Xx hospital in xx county is a second-class first-class hospital, and xx hospital is a private hospital with X community service centers and xx community service stations. Private hospitals mainly advertise and ask experts for consultation and treatment. Community service centers and community service stations mainly provide community services, and also enjoy medical insurance, social security and new rural cooperative medical system projects. In recent years, the health industry has developed rapidly, and the participation rate of the permanent population of the new rural cooperative medical system has reached xx%. The problems of difficult and expensive medical treatment for farmers have been initially solved. The comprehensive building of xx square meters in xx Hospital was relocated as a whole, and the clinic of township hospitals was expanded. In order to cope with the increasingly fierce competition in the medical market, hospitals are likely to face the loss of customers by passively waiting for customers (patients) to come to the door. All these have brought great pressure to the survival and development of the hospital. The development of the hospital depends on management, which is about strategy, and the essence of management is to find ways to attract patients. In order to be in an invincible position, it is necessary to establish a harmonious doctor-patient relationship, establish a good social image and win the trust of the people through various subtle publicity on the basis of constantly improving comprehensive management and improving professional level.
Second, the status quo of the hospital
(1) Since our hospital moved to a new location, it has made a big step in its operation, but many details have not yet reached the benefits matching the size of the hospital. At present, the management and data collection of hospital marketing are poor. As a department of the hospital, the social service department must play its role, learn about publicity internally, conduct marketing research externally, attract patients and tap potential customers.
(2) There are too few internal publicity materials, and there are few visible and tangible publicity materials in various departments, such as publicity columns and publicity columns. It is necessary to build a media publicity platform to cope with the increasingly fierce competition in the medical market. However, in recent years, because of false advertisements, the efficacy does not match, which has buried the crisis of distrust of many patients. Hospitals can use many existing resources and methods to publicize the internal image of hospitals. Media publicity is only an external means. The long-term development and daily operation of hospitals mainly depend on correct market positioning, advanced service concept and advanced management mode.
(3) The hospital didn't take good care of its customers, and some customers lost and never came back. Hospital management and service need to be improved, and the service concept of "patient-centered" has not been implemented. For example, I met an old lady the other day. She was asking a staff member what floor the pathology department was on. The staff member said impatiently, "I don't understand. Ask the consulting nurse." In fact, I was thinking at that time: as a hospital employee, how could I not understand which floor the pathology department is on! And the attitude is very stiff! It is because of this attitude that it is possible to lose this customer forever, or even more. Patients can live without our hospital, but our hospital can never live without patients.
Third, the marketing plan
(A) marketing philosophy
Under the guidance of the hospital's overall working ideas and hospital development planning, adhere to the concept of "strengthening management quality internally and expanding market image externally". On the one hand, taking xx town community as the main direction, we will gradually expand to township hospitals and village clinics, strengthen the characteristic brand of "xx County Hospital", increase brand promotion, and attract patients through brand strategy. On the other hand, the towns and villages with relatively backward medical conditions in xx area are the main direction, and the characteristic departments of hospitals are introduced through publicity to attract the majority of patients.
(2) Specific implementation plan
1. According to the medical characteristics of "xx County Hospital" and aiming at the community in xx County, gradually develop the medical market. Taking the promotion of specialties and special diseases as the breakthrough point, we will increase the promotion of superior departments in our hospital and promote the development of other departments at the same time. Through holding health talks, health checkups, community free clinics, square free clinics and other activities as channels, we will strengthen external publicity and contact, deliver medical services directly to customers, attract more patients to the hospital for further treatment, and expand the medical market.
2. Turn the eyes of the medical market to the countryside, directly establish cooperative relations with township hospitals and village clinics, upgrade the business platform on the premise of mutual benefit, share resources and complement each other's advantages, so that farmers can enjoy the diagnosis and treatment level of secondary hospitals at their doorsteps, which can indirectly deepen their understanding of the brand of xx county hospitals.
3. Establish a perfect service system. Just like the hospital's marketing strategy, all kinds of service activities always revolve around a center, which is to satisfy customers, truly embody "patient-centered", constantly improve service quality, standardize service behavior and improve service attitude.
(1) The hospital should set up a complaint reception desk to receive and handle patients' complaints. Effectively solving patients' complaints will have an impact on patients' satisfaction, loyalty and trust, and then turn it into the credibility and profit of the hospital.
(2) Improve differentiated services. In order to attract more customers, we should bring them some services different from other hospitals, so that their different needs can be met accordingly, and their expectations can be exceeded, so as to achieve high satisfaction and win by differences. For example, to ensure the convenience and speed of hospital medical services, and strive to eliminate the phenomenon of "three long and one short" (long registration fee, long waiting time, long time for taking medicine and short time for diagnosis and treatment), so as to facilitate the majority of patients to seek medical treatment. With the development of society and the improvement of politeness, people have higher and higher requirements for environmental quality. Maintaining the health of hospital medical environment and bringing comfortable, clean, warm and unobstructed medical space for patients are the needs of hospital survival and development. Carry out smiling service, pay attention to patients' feelings, and address patients by their full names or honorifics instead of bed numbers. These intimate services will make patients realize the humanistic care of the hospital and improve customer satisfaction.
(3) Establish a satisfaction survey with patients as the core, quality as the key, service as the focus and marketing as the purpose. Regularly investigate the satisfaction of inpatients and outpatients, and collect the information of discharged patients in the whole hospital for customer telephone return visit. Statistics, analysis and publication of satisfaction survey results, suggestions for improvement, continuous improvement of medical quality and medical service level, expansion of hospital patient capacity, and sustainable and healthy development of the hospital.
4. Enter the sub-health market. According to the data report organized by the Ministry of Health, only x% are healthy people, xx% are people with diseases that need treatment, and most of them are in sub-health state. With people's growing awareness of health, people know their physical condition through physical examination, so that prevention is the mainstay and treatment is the supplement. In the form of discount cards, the physical examination center of our hospital plans to launch a series of physical examination cards from the single physical examination of employees in the unit to the community and rural areas, and all items on the cards will be given necessary discounts according to the price stipulated by the hospital. Set different names, physical examination materials and prices for different groups of people, such as routine physical examination for the general population, health examination for the elderly, health examination for women, health examination for working-class people, etc. The results of physical examination are interpreted by senior doctors and written health suggestions are written. If the physical examiners are found to have potential diseases, the hospital will assign experts or specialists to help them formulate personalized health care and treatment programs, so as to attract huge social groups, expand hospital business and improve hospital economic benefits and brand benefits.
5. Do some targeted publicity. Publicity is essential for any company or hospital to develop steadily for a long time. Set up a media publicity platform, establish a good relationship with the media in xx area, and use different publicity methods such as media reports, billboards, brochures and videos to vigorously promote hospital characteristics, brand services, new technologies, new projects and famous doctors in hospitals. For society. Use large-scale activities and social welfare behaviors to publicize the hospital, standardize the production of publicity columns in departments, guide patients to seek medical treatment conveniently, constantly shape the hospital's good social image and enhance its core competitiveness.
Chapter II Hospital Marketing Planning Scheme
I. Overall analysis of xx medical market In the past X years, due to the strict control of medical institutions by the state, from the examination and approval of private medical institutions to the supervision of medical advertisements to the inspection of medical institutions, the entire medical market in xx has stabilized and the management of private hospitals has developed in a balanced way. Analyze from the following aspects:
1, the media propaganda tends to be soft articles and news from large-scale hard advertisements, and even cooperates with newspapers to carry out various project activities, such as "Beautiful Mother" activity carried out by Zhongshan Hospital, "Love in Jianghuai" activity carried out by Red Cross Hospital, "Free Physical Examination" activity carried out by Long March Hospital, and various activities carried out by Great Wall Hospital constantly grasping social hotspots. This form of publicity is gradually recognized by the general public and gradually becomes the first choice of hospital marketing publicity.
2. Market Development Under the policy form that media propaganda is greatly controlled, the business development of marketers is gradually put in the first place of marketing by medical institutions. The market team of each unit has been growing, and the scope of market business expansion has become wider and wider. Its business objects are not limited to xx and three counties. The province's market development has gradually expanded, accounting for nearly half of its business turnover.
3. Medical Quality With the standardized operation of medical institutions, the medical quality is gradually improved, and the bad phenomena of private hospitals are gradually abandoned; Coupled with the good medical services in private hospitals, the ideology of the general public has gradually changed, from initial resistance to recognition, to now receiving treatment in private hospitals. At the same time, private hospitals are also actively negotiating with the government for maximum administrative support, which makes the treatment of private hospitals in medical insurance and social insurance basically the same, so the number of patients in hospitals is gradually increasing. The undercurrent competition of private medical institutions is quite fierce!
Second, the analysis of the current situation of the hospital
Since moving into the new hospital, our hospital has taken a big step in management, but there are still many details that are far from matching the scale benefit of the hospital, such as the unified management of the hospital, the number of outpatient visits, the utilization rate of hospital beds, the number of interventional operations and the number of surgical operations. All these urgently need to establish a set of management and marketing system to enrich the operation of hospitals and achieve ideal business performance.
1, unified management After entering the new hospital, due to practical factors such as more detailed disciplines and large personnel changes, there is a certain degree of poor communication between departments, doctors and nurses, doctors and patients, nurses and patients, and hospital leaders and employees, which has a certain impact on specific work.
2. Outpatient volume In terms of outpatient volume, hospitals have always been relatively poor. From the perspective of seven days a week, the number of outpatients on Monday, Tuesday, Wednesday and Thursday is relatively good, with an average of about xx people, and the other three days are rarely under normal circumstances. Every afternoon, the number of outpatients is not good, and basically few patients come to see a doctor.
3. Bed utilization rate The hospital has X departments and an icu, with a total of about xx beds. Except for a little more beds in xx months, other months are relatively poor, and the total average utilization rate is only about XX%-XX%. Moreover, among the hospitalized patients, not all patients actually receive treatment, and quite a few are medical insurance patients. This hospitalization rate is far from the actual hospitalization rate.
4. The number of interventional operations and surgical operations The number of operations in the hospital is increasing steadily, but it is far from meeting the needs of the operating room and catheter room in the hospital at present, and the operation vacancy is serious in some periods. The marketing department plays an important role in the operation of the hospital. Through the peripheral contact and marketing of the marketing department, the number of patients referred for surgery in the province is gradually increasing, and at the same time, with the signing of the referral agreement of the new rural cooperative medical system in some areas in recent days, more and more patients will be referred.
The analysis of the current situation of the hospital may not be completely correct, but it can generally reflect the problems existing in the hospital: low outpatient volume, low bed utilization rate, few operating tables, insufficient external contact of the marketing department and so on.
Three, other medical institutions market operation analysis
In xx's medical institutions, more and more units are implementing market-oriented operation. The marketing department of many units has changed from contact with the media market in the past to direct contact with network doctors. For example, provincial hospitals and provincial friendship hospitals have set up marketing departments and made great efforts to carry out market public relations work. At the same time, physical examination centers and examination centers have gradually appeared in xx area, and their market development has divided some potential sub-health patients. In the whole market work, the specific ways mainly include:
1, referral commission This is a common way for medical institutions to compete for the market at present, but it is quite different in actual operation. Represented by Zhongshan Hospital, Friendship Hospital and Changzheng Hospital, the referral commission is quite high. In xx and three counties, many network doctors are actively introduced, which leads to the rapid increase of outpatient and hospitalization rates in such hospitals. Like the Long March Hospital, in addition to the high commission of online doctors, many discounts are also directly given to patients. Some inspection items are charged at half price, and you can also enjoy the corresponding preferential amount with the documents and publicity documents issued by doctors on the Internet. At the same time, they signed a referral agreement with the rural cooperative medical system in three counties, and they can go back to the hospital for direct reimbursement after seeing a doctor in the hospital. Like Tongren Rehabilitation Hospital, the agreement signed with Feidong is that after seeing a doctor, the hospital and Feidong Nong will jointly reimburse and settle accounts, which saves the trouble of patient reimbursement. All kinds of methods are to actively strive for patients and improve the number of outpatients and hospitalization rate.
2. Mode of market development: All hospitals have invested heavily in the organization of marketing department. There are about X-X people coughing in the general market, and the relevant facilities in the marketing department are relatively complete, which gives full play to the potential in personnel selection and division of labor, and also gives great support in market public relations.
3. Cooperation with relevant local health units In the case of medical insurance, urban residents' medical insurance and rural cooperative medical care, various medical institutions have taken action and made great efforts to contact. Some units started with the dean himself, contacted relevant local health units, conducted public relations, and finally signed an agreement. What's more, the local health authorities gather the leaders and doctors in charge of relevant cooperative hospitals in the form of official documents, providing more public relations time and foundation for this unit.
Fourth, the interpretation of the market-oriented operation of our hospital
The marketing department of our hospital is the earliest in xx medical institutions, and the initial marketing work is still in a groping state. However, with the development of hospitals and the whole private medical care, the marketing department of our hospital has not made great progress and development, and it is still in its infancy, even worse than the initial marketing department. The market development is not carried out in an orderly manner, and the staff are not systematic and have low enthusiasm. There are several problems in hospital marketing department at present:
1. Team Building Research Institute of Marketing Department The marketing department does not have a complete team and a systematic marketing idea to guide and supervise. Employees' work enthusiasm has not been steadily improved, and some employees' thoughts are passive and slack, and their enthusiasm for market development is not high, and they have not communicated and coordinated with network doctors to achieve the ultimate goal of referral.
2. Marketing Department referral commission Due to the differences in projects carried out in our hospital, it is very correct to adopt a unified referral commission fee, but the referral commission of some inspection projects is relatively small, which is very unfavorable for the referral of outpatient examinations; At the same time, the entrustment of hospital outpatient examination can not be timely, and some departments are not satisfied with the entrustment.
3. Public relations expenses for market development Public relations expenses are essential for the marketing department to develop the market, so the use of expenses has become a major issue, which requires the cooperation of marketers and hospitals to get a good combination of control and liberalization. However, our hospital's control in this respect is relatively dead, so we can't use hospitality flexibly. Marketers represent the image of the whole hospital when communicating with people. If there is death control in this respect, there may be some disadvantages in the specific process. Public relations expenses cannot be completely controlled or released. The only way is to combine expenses retention and direct distribution.
4. Lack of contact with local health authorities is the key to the development of the surrounding markets of hospitals, such as urban medical care and new rural cooperative medical care. All these require the hard work of the marketing staff to sign a contract with them. At the same time, it is necessary to fully reflect the leading role of hospitals in this regard, appropriately increase the input of personnel and funds, and combine the input with the success rate to get twice the result with half the effort. The above are the main problems existing in the marketing department. These problems have been with the hospital marketing department for a long time, sometimes seriously affecting the full development of marketing personnel, leading to unsatisfactory performance of the marketing department. From the above analysis, what we are concerned about now is the improvement of the number of hospital outpatients and the further effective development of the external market of the marketing department.
Fifth, the improvement of the operation mode of hospital outpatient service
Our hospital is located in Shilimiao, which is the junction of xx District and xx District. From the distribution of medical units, there are branches of the First People's Hospital of xx City in the west, xx Hospital in the east, xx Hospital and Physical Examination Center of the First People's Hospital in the north, and no large health units in the south, so there are medical institutions around our hospital. Moreover, the high-tech zone where our institute is located is a region with many enterprises. There are basically no old living quarters, and the occupancy rate of new living quarters is poor. Moreover, this area is a demonstration area. There are many health service centers and health service stations in the jurisdiction, and the health service work is quite detailed. Therefore, most residents go directly to their clinics. Several aspects overlap, resulting in low outpatient volume and less outpatient volume. Improvement method:
1. As the most direct contact way for residents-community advertising, advertising is essential in publicity. The compulsory function of advertising can make residents accept and recognize it repeatedly, so they tend to our hospital in the final choice.
2. Distribute leaflets to formulate targeted hospitalization guidelines, clearly write out the discharge treatment subjects and inspection items in the guidelines, and mark preferential measures.
3. Cooperate with the neighborhood committees of various communities to carry out community free clinic activities, and regularly carry out circulating free clinic activities in various communities every Wednesday and Saturday. The activity is not about how many people can be given a free clinic, but about publicity, and at the same time, checklists and laboratory tests are distributed during the free clinic to further achieve the goal.
4. Cooperate with interested community service centers and community health service stations to carry out community health education, carry out publicity and education, and deepen residents' cognition and recognition of the hospital, so as to achieve the purpose of coming to the hospital for treatment.
Six, hospital peripheral marketing methods
The peripheral marketing of hospital marketing department is the key to increase the amount of interventional operations and surgical operations. In view of the present situation of hospital marketing department, it is necessary to establish a complete marketing plan and completion plan in marketing, give full play to the role of marketing department, and achieve the purpose of increasing the amount of surgery.
1. Expand the scope of network doctors. At present, the network doctors developed by the marketing department are mainly doctors in city and county hospitals, mainly department directors or department directors, which has great limitations for the expansion of hospital network doctors. Therefore, efforts should be made to further develop the market. Geographically, to increase the contact with the larger township hospitals in each county, you can directly find their dean or general practitioner or doctor; From the object of view, it is necessary to increase the number of doctors contacted and not to arrest someone repeatedly. If there is a problem with contact, patients in one area may not be referred.
2. Local health authorities are the administrative leaders of local health units. Grasping their advantages can bring more benefits to our hospital. We signed a medical insurance reimbursement agreement with the Health Bureau and a new rural cooperative medical system reimbursement agreement with the Agricultural Association. Through cooperation, we issued many documents in their names and held many meetings beneficial to our hospital. Public relations with government departments can not only rely on the single-line contact of marketing personnel, but also rely on the active participation of hospital leaders, and actively play their own interpersonal relationships, one by one to contact, which will bring great benefits to the marketing department's next work.