How do hospital marketers do it? In fact, we can meet people from many different industries. Everyone knows that in the workplace, each industry will have its own internal regulations. Let's learn how hospital marketers do it.
How do hospital marketers do 1 traditional marketing?
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.
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 follow-up 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.
website marketing
Patient behavior analysis
Patients are the core goal of hospital website marketing, and hospital website marketing should be patient-centered, understand patients' learning and understand hospital website marketing. (This is also the most difficult link, consumer psychology)
Hospital website packaging
Highlight the technical examples of the hospital, show the image of the hospital, and convey the hospital culture to patients. Be a hospital website that patients can trust, a hospital website that makes patients have viscosity, and a hospital website that guides and markets patients. Failure to do a good job in hospital packaging directly affects the patient conversion rate of the hospital.
Hospital website promotion
Choose appropriate methods to promote hospital websites. The website is not promoted, and few or even no patients visit the hospital website. Therefore, the promotion of hospital websites is one of the necessary tasks.
Search engine marketing
Search engine marketing is the most effective marketing method at present, also known as precision marketing. Almost all people who search for these questions are patients with needs, but their needs are different. Search engine marketing is divided into bidding ranking and natural ranking. Search engine is the main method for patients to obtain medical information, and it is of great significance to do a good job in search engine marketing. If you are the marketing director of hospital website, search engine marketing deserves your attention.
Hospital website information manufacturing
After the hospital website is completed, it is necessary to update and maintain the hospital website information. Information manufacturing is to create some content topics around patients and have an impact on patients. Commonly used are website thematic production and disease information improvement. Patients don't like websites that haven't been updated, and they don't like outdated information.
Hospital website activity planning
Collecting patients' information, communicating with patients in depth, and expanding the hospital's popularity, the industry competition is becoming increasingly fierce, and it is often the team with strong planning strength that can stand out.
Public relations maintenance of hospital website
Patients are more willing to understand the feelings of patients with the same disease, and patients will take the initiative to understand the hospital's praise and popularity. Strengthening the impression of hospital brands on patients, expanding the hospital's popularity, creating news and dealing with negative news in hospitals is a basic job for hospital website marketers.
Online consultation
Online consultation is a communication bridge between patients and hospitals. (This is the main way of communication in hospitals now)
Research on website advertising
Analyze and count website advertisements wholeheartedly, find the most suitable website advertising mode, reduce advertising investment and improve investment return.
Data analysis guides marketing.
Analyze the website marketing data to point out the direction for hospital website marketing.
How to do a good job in hospital marketing personnel 2. Model essay on hospital marketing work plan
First, the overall development goals:
Focusing on medical work, focusing on improving the level of medical technology, focusing on strengthening the quality of medical services, focusing on talent development and training, focusing on strengthening the scientific management of hospitals, actively exploring new business models, Qi Xin will work together, unite and cooperate, and strive to build a second-class first-class hospital with a certain scale of operation, perfect functions, beautiful environment, complete equipment, standardized management and exquisite technology within 1 to 3 years, and build a structure.
Second, the main tasks:
1, implement the talent development strategy and accelerate the construction of talent team.
Establish a training mechanism and competitive incentive mechanism for hospital medical technicians, attach importance to continuing education, create a positive learning atmosphere, encourage various forms of academic activities, achieve the purpose of giving full play to talents' specialties, applying what they have learned and applying what they have learned, maintain the relative stability of medical technicians, and build a talent echelon with reasonable structure.
2. Accelerate the construction of key disciplines and specialties.
According to the existing facilities, personnel and technology of the hospital, comprehensively analyze the medical market information in Gannan, adhere to the principles of building the hospital by science and technology, prospering the hospital by science and technology, and putting people first, adhere to the principles of "honesty, brand, minimally invasive and high efficiency", formulate a relatively perfect plan and implementation plan for the construction of key disciplines, and gradually complete the construction of key disciplines and characteristic specialties according to the planning objectives.
According to the specific situation of our hospital, the benefit departments of special specialties are: gynecology, obstetrics, infertility, andrology, anorectal and so on. Taking painless induced abortion, hysteroscopy combined with minimally invasive surgery and microtubule interventional surgery as the breakthrough, the all-round development of the above-mentioned characteristic specialties can be promoted. Brand departments include: cardiovascular and cerebrovascular medicine, urology, ophthalmology, otolaryngology, general surgery, etc. Under the leadership of academic leaders such as Liao Jianxian and Jiang Shukai, we aim at achieving economic benefits and focus on achieving social benefits.
3, the introduction of cutting-edge medical equipment and technology.
Take the development path of "small comprehensive, big specialized subject", make the key specialized subject bigger and stronger, and make everyone have me. According to the objective situation of the hospital, we will constantly strengthen the construction of hardware facilities, form technical advantages in the specialist field, and constantly strengthen brand building. Our hospital has purchased advanced facilities and equipment such as four-dimensional color Doppler ultrasound, HC2, DR and CT, and plans to introduce facilities and equipment such as nuclear magnetic vibrator and PK knife, and strive to build a newborn emergency center with warm environment, reasonable structure, advanced equipment and high service level in 20xx.
4. Deepen hospital management.
According to the management mode of modern hospitals, we should actively explore new management modes, change management mechanism, fully implement cost accounting, improve the target management responsibility system, do a good job in financial analysis of departmental income, conscientiously implement various financial systems, and implement planning and budget management. The implementation of hospital, branch two-level accounting.
5. Strengthen the construction of logistics team to ensure strong support.
Reasonably allocate logistics service resources, establish a logistics support team with reasonable structure, complete functions and strong support, take "high quality, high efficiency, low consumption and fast" as the goal, continuously improve the logistics support ability, and do a good job in the logistics support of clinical first-line departments.
6. Strengthen the construction of hospital culture, establish core values and enhance team cohesion.
Adhere to the staff training system, through various forms of learning and communication, unify thinking and understanding, and establish core values, so that employees of enterprises can continuously enhance their sense of ownership, reach the realm of taking the hospital as their home, and continuously enhance team cohesion. At the same time, we will manage details and loopholes, improve various rules and regulations, and let everyone consciously abide by them. Firmly establish the idea of "promoting the hospital and humiliating the hospital", and Qi Xin will work together to continuously improve the service level and quality, so as to continuously improve patients' satisfaction and create good economic and social benefits.
Third, development ideas:
① A center
The hospital always insists on taking patients as the center, firmly establishes the idea of serving patients wholeheartedly, and strives to improve the service attitude and quality to meet the medical needs of patients.
(B) the construction of a high-quality talent team
Talent problem is the core problem of hospital competition. Hospitals should not only cultivate a team of professional and technical talents with noble medical ethics, exquisite skills and good cooperation, but also cultivate a team of talents who can operate and manage, so as to realize scientific, institutionalized and objective talent management.
(C) improve the management system
Improve the two-level target management responsibility system of hospitals and departments, enliven the employment mechanism, strengthen the management of departments through the target responsibility book, and achieve the purpose of encouraging departments and promoting the development of hospitals; Improve the medical quality management system, with medical quality as the core and medical record management as the center, strengthen quality awareness, strengthen work responsibilities, improve the second-level quality control organization and quality evaluation system, and implement total quality management for all staff; Improve the cost accounting system, strengthen business philosophy and market awareness, and adhere to the principle of winning by quality and increasing income by quantity.
Carry out full cost accounting and implement cost quantification management to effectively reduce medical costs. Strengthen the management of medical insurance expenses, actively implement the cost control method of single disease, and achieve reasonable inspection, rational drug use and reasonable charges, reduce the medical expenses of patients and reduce the burden on patients.
(d) Implementing innovative mechanisms
Reform the hospital system, deepen the reform of personnel distribution system, and innovate the incentive mechanism of personnel, distribution and talents; Carry out technological innovation and encourage and support scientific research, new technologies and new projects through various incentive mechanisms; Carry out management innovation, adhere to the principle of "people-oriented", create and optimize a relaxed, harmonious, safe and stable internal and external environment, realize the scientific, reasonable and effective integration and allocation of hospital personnel, finance, materials and various resources, and make them play an effective role.
Fourth, the implementation measures:
(a) The Second Hospital is our guide to action.
It will take 3-5 years to realize the long-term development goal of "one brand, two teams (expert technical team and management team) and three foundations (hospital management model foundation, hospital culture foundation and hospital advantage project foundation)", and emphasize that the hospital should have the thinking of "leap-forward" development, so as to realize the development goal of our hospital becoming a "second-class first-class" hospital.
(two) adhere to the rule of the hospital by system, rule the hospital by virtue, and strengthen the system construction.
Adhere to the principle of "ruling the hospital by system and ruling the hospital by virtue", which complement each other and promote each other. Establish rules and regulations that conform to medical laws, regulations and rules and meet the requirements of hospital development, and strictly abide by them in practice. We must overcome the habit of "having orders but not doing them" and prevent blindness and randomness in our work.
(four) to speed up the pace of personnel training, and actively carry out technical cooperation and exchanges.
The key to hospital competition is the competition between talents and technology. Therefore, hospitals should take various forms to speed up the training and introduction of talents, actively carry out technical cooperation and exchanges with other hospitals in the group, improve hospital medical technology and enhance hospital competitiveness. Emphasis should be placed on starting with hospital leaders, forming an atmosphere of "respecting, cherishing, using and cultivating talents" in the hospital, giving care and help in work and life, and retaining people with "heart". At the same time, we should strengthen the introduction of talents, create conditions, introduce talents urgently needed by hospitals, and set up a team of hospital technical experts in various ways.
(five) adhere to the quality of medical care as the core.
Medical quality is the foundation and lifeline of the hospital. We should constantly strengthen quality awareness, establish a management system with medical quality as the core, establish a formal medical order, cultivate a scientific and rigorous medical style, conscientiously implement medical rules and regulations, engage in medical activities in strict accordance with medical diagnosis and treatment routines and operational norms, reduce medical disputes, put an end to medical accidents, and ensure medical safety.
(6) Strengthen the construction of hospital culture and stabilize the construction of staff.
The development of modern hospitals can not be separated from the connotation of hospital culture, which has formed the spirit of being positive, United and friendly and taking the hospital as home. Hospital culture construction is the weak link in our hospital. While the hospital is developing, efforts should be made to coordinate all aspects, create a stable and harmonious working and living environment, care about the lives of employees, improve the welfare of employees and stabilize the workforce. All the work of the hospital should embody and emphasize "people-oriented", especially the hospital management should treat every employee with "heart" and the staff of the whole hospital should treat every patient with "heart".
(7) Enhance the marketing awareness of the whole hospital.
The lack of credibility of private hospitals, the enterprise restructuring of public hospitals and the awakening of their marketing awareness will be the real threats facing our hospital. The survival and development space and prospect of hospitals will depend on whether the market operation is excellent or not. Considering the low social popularity of our hospital and the factors in the market introduction stage, we need a relatively low price index to be accepted by patients and the market as soon as possible.
But the key is to establish and improve the marketing mechanism of comprehensive outpatient service, separate the technology and consumption level of each single disease, and form a series of "diagnosis and treatment packages", which can also improve the price index of single disease as much as possible without affecting the credibility of the hospital. Because there is no technical difference, consumers may be vague and indecisive, and the reason for their final acceptance may be their preference for a hospital name-therefore, attention should be paid to the packaging of hospital image in advertising planning.
Fifth, establish a standardized publicity system
To survive and develop, private hospitals must constantly adapt to the medical market environment. Therefore, we must effectively play the role of publicity in the development of private hospitals. Print media is the main form of publicity in our hospital at present.
Our hospital introduced the talents, equipment, technology, service and development trend of the hospital through newspapers, magazines and other printed materials. In Ganzhou Evening News and Information Daily, the main media in our city, the hospital was introduced in the form of news, popular science, special edition, etc., and all-round publicity was given to various disciplines, professionals, equipment and technology of the hospital, and new technologies and projects were introduced to provide scientific and reasonable guidance and suggestions for patients to seek medical treatment. In addition, the hospital itself regularly edits and publishes Modern Beauty and Boys and Girls, which are distributed to thousands of households free of charge.
The rapid development of Internet provides a new window for hospital publicity. The website of our hospital mainly provides online QQ consultation, appointment registration and other columns. This column not only publicized the hospital experts, but also attracted some patients. The hospital will also open up new columns, and strive to improve the understanding of our hospital by netizens, so that the hospital can get more understanding and support.
How do hospital marketers do 3 hospital marketing methods?
The first trick: expert consultation
Experts are the best representatives to establish an authoritative image. China people have a tradition of superstitious authority. As long as it is labeled as an expert, Chinese cabbage can also be sold at the price of agave. When you register in the hospital, you should also give an expert number, which is higher than the price, although it is the same to see a cold. Therefore, playing expert card in medical market promotion is one of the commonly used and effective methods.
In the promotion of private hospitals, the influence of experts is even stronger than that of outpatients, and many patients follow the experts. At present, the commonly used method is that doctors in large hospitals (usually retired) go to outpatient clinics for regular consultation, so as to boost the technical image of private hospitals. Without this resource, we can try to build an authoritative doctor brand in private hospitals, so as to build our own "expert" brand.
The second trick: the public lecture is private.
It is an effective way to narrow the psychological distance between the surrounding residents and the clinic through public health knowledge lectures.
It can be organized by private hospitals themselves or jointly organized by community neighborhood committees. The latter is more effective, that is, it can put on a coat of public welfare and strengthen the relationship with the neighborhood Committee. The theme should also be closely related to current events. For example, when dengue fever was prevalent last year, some private hospitals asked doctors to explain how to prevent dengue fever, and the activities were very effective.
The third measure: word-of-mouth communication
As the saying goes, gold medals and silver medals are not as popular as ordinary people. Consumers' consumption experience is the most convincing! How to properly use word-of-mouth marketing in the promotion of private hospitals? First, win patients' spontaneous word-of-mouth publicity with good service; Another way is that private hospitals consciously guide word-of-mouth communication. The common way is to extract typical cases in stages and reveal them inadvertently by medical staff when patients see a doctor. Three people become tigers, and the advantages of private hospitals fly to thousands of households with stories.
The fourth measure: joint promotion
On the premise of limited cost and promotion power, private hospitals can try to carry out publicity activities near private hospitals through external promotion, such as terminal promotion of pharmaceutical companies. At present, many pharmaceutical companies carry out publicity activities at the terminal, and are equipped with professional lecturers and propagandists. Private hospitals can choose to cooperate with them, hold a group and promote themselves with their professional strength.
The fifth measure: intimate service
Compared with technology, this is hardware; Compared with the price, the transparency is the highest; The most likely thing to shine is the service. Service-this seems to be the simplest but the most difficult to do. To do service, we should look at the problem from the perspective of patients, not from the perspective of operators. Although many private hospitals have set up consultation desks, the images of consultants in patients' minds are quite different. Put a TV in the drip room so that the patient will not be too bored when injecting.
The sixth measure: preferential promotion
This way is to promote sales according to the characteristics of different seasons or current events. For example, the "Healthy Spring Breeze Action" will be promoted in spring, and gynecological diseases will be given preferential treatment in March and August. The key to this mode of operation lies in new activity points and attractive content design. For example, a private hospital did not choose to discount when doing activities, but sent a special exquisite family medicine box, which attracted some residents. After the activity, the residents still talked for a long time.