For hospital marketing planning, in the workplace, in fact, each of us needs to have certain ability. Both personal development and team development of the company need to make long-term career planning. The following is a summary of the hospital marketing plan.
Hospital marketing plan 1 1. xx hospital brand objectives:
1, build a professional brand of liver disease treatment, establish differentiated competitive advantage, win by brand, control market share and make satisfactory sales performance.
2. Enhance employees' sense of identity and achievement in the hospital, and urge employees to improve the quality of medical services.
Strategy: early involvement in the promotion of service projects is easy to produce sales performance, but it is short-term; It is not conducive to the construction of hospital brand. This is a question of brand and sales performance, and brand promotes sales.
Second, the brand core positioning:
Brand positioning should fit consumers' consumption psychology: choosing a hospital for medical treatment is like buying a product. First, we should think about the quality of products (of course, it is best to have brand reputation) and the authority and professionalism of hospitals. Medical service is a special service, which has a direct relationship with people's lives. Consumers pay more attention to her skills, experts, curative effects and other strengths, rather than the use function of the product. It is positioned at the forefront of liver disease treatment in China, which is in line with consumers' consumption habits.
Establish a high position and build a good brand. High positioning and high starting point determine high development, and positioning is the basis for hospitals to build specialty brands. The display of strength and the subconscious requirements for their own potential.
Slogan: XX Hospital of Traditional Chinese Medicine for Liver Diseases, to be the leader in the treatment of liver diseases in China.
Third, brand quality planning:
Experts, technical equipment, therapeutic effect, honorary title, cooperation with authoritative organizations, academic research authority, undertaking scientific research projects, etc. These are all materials that brand planning must have and publicize, so that patients can have a sense of identity with the hospital brand after experiencing the services brought by the hospital. The most important thing for patients to feel this way is the service of doctors and nurses and the efforts of other hospital staff.
Therefore, all hospital staff must clearly understand the meaning of brand and brand slogan, and agree with this concept. According to the brand concept of the hospital, formulate the work norms of doctors and other staff. It is necessary for hospital operators to adjust the brand work norms according to the problems in the actual operation process, so as to make the brand work feasible. Brand advertising strategy: print, TV, radio, outdoor, hospital magazine, website, printed matter, activity promotion, courtyard songs, etc. (Specific planning scheme)
Fourth, market positioning:
In terms of software and hardware, we should be able to convince patients who come to see a doctor and let them experience the strength of the first brand in the field of liver disease treatment in China. In terms of market characteristics, we are a large-scale international specialized hospital for liver diseases, which is the frontier in the field of liver disease treatment in China.
This clearly distinguishes other hospitals, whether it is various hospitals (positioning) or liver diseases departments of large Chinese medicine hospitals, what we have done is what others have not done yet. In terms of regional strategy, we will carry out more refined marketing operations; All parts of the province are bombarded with news hype and advertisements. Market entry point: relying on brand communication, news hype hospital characteristics, efforts to pay attention to Shaanxi ancient Chinese medicine liver disease hospital, focusing on the visibility of the hospital.
Verb (abbreviation of verb) hospital promotion
It is divided into four stages: entering the market, expansion, maturity and promotion, which lasts 1 year. The purpose is to push the hospital to the market and let patients generally understand it. From knowing and understanding the hospital (the first stage), to agreeing that the hospital (the second stage) is sick and coming to our hospital (the third stage), and finally willing or fixed to stay in our hospital for a long time and recommend others to see a doctor (the fourth stage).
Market introduction period of intransitive verbs
Taking openness as the time dividing line, it can be divided into pre-opening strategy and post-opening strategy. Objective: To let people know about our hospital, understand the hospital deeply and pay attention to its popularity. At the same time, advertising operations and activities should be fully and skillfully promoted to attract patients to see a doctor.
Before opening:
1, hold a large press conference.
2. Rolling subtitle bombing: it was launched the next day and lasted for 24 days. Generally concentrated in news and TV series. Play it about 6 times a day, and adjust it according to the actual situation. Note: the spread of the scheme should not be too long apart from the opening of the business, nor should it be too long apart from the time of film and television exposure and print advertising. Generally, it should not exceed two weeks, and it is best to control it within 10- 14 days. Even the film and television are on camera and printed, but the rolling subtitles continue to be on camera and continue to create influence.
3. Hire a CEO-with an annual salary of 3 million-to cooperate with the recruitment of medical staff, but the requirements are higher. Objective: To attract media attention and hype. Requirements for hospital CEO: doctor's degree, MBA degree, visited more than three countries, rich in diplomatic resources, proficient in more than two foreign languages, and served as the vice president of a third-class and second-class hospital for 5 years.
Opening price: 1. Opening ceremony (specific planning scheme)
2. Public relations strategy: 200 patients have free physical examination activities. Objective: To create popularity. Free physical examination items: liver function, two and a half, DNA quantitative detection is free. Idea: Invite media reporters to attend the opening ceremony and report "Free physical examination for 200 patients"; At the same time, it should be properly publicized in the opening print advertisement to mobilize people's participation.
3, hype "free treatment for patients with liver disease" event. Cause of the incident: A patient with liver disease suffered from liver disease for a long time and went to several hospitals for medical treatment, which could not be cured. And I'm in debt, so I'm turning to some media now. Objective: By giving patients humanitarian assistance: treating liver diseases for free; It is relatively cheap publicity to attract media attention, establish the hospital's popularity and further strengthen the hospital's reputation; At the same time, if the patient's image is appropriate, with the help of his popularity in the media, he will become an "actor" in hospital film and television advertisements, and the publicity effect will be better.
4. The strategic thinking of print media advertising: to celebrate the establishment of the hospital as the theme, comprehensively publicize the general situation of the hospital's strength, build the first brand of liver disease treatment in China, and carry out publicity activities. Some ideas of TV media: time 1 minute, short information and prominent theme. The lens produced by the film and television advertising company has a better effect. And it is interspersed with hospital strength promotion. Let the audience know about the opening of the hospital and get to know the hospital initially.
Kill two birds with one stone. 1 Strategy of developing electronic media after opening: Take brand communication as the leading factor, concentrate the strength of the hospital, and maintain and enhance the reputation of the hospital on the basis of widely spreading the hospital's popularity. Note: the choice of media time is mainly based on package. Planning and production of film and television advertising tape.
Brand: 5 seconds or 10 seconds. This commercial will also become a standard advertisement for other commercial films. Idea: Brand articles are actually the spread of brand positioning. Declaration: 30 seconds, the commercial can be edited into 5 seconds, 10 seconds, 15 seconds. Thinking: different characters, different protagonists, different contexts and different environments witness "to treat liver diseases, I choose the ancient city hospital of traditional Chinese medicine for liver diseases". Although vulgar, repeated playback is easy to spread popularity. Refer to the idea of melatonin.
Strength: 1 min/1.5 min. Why not spend 3-5 minutes? Reason: 3-5 minutes is too long, and it becomes a small program, which makes the theme of the advertisement not prominent. The cost is higher. Secondly, it is inconvenient for TV stations to adjust the time period, and 1 minute can also be displayed, and the effect is better if it is played repeatedly.
Production form of advertising film: news report. Thinking: creatively use new advertising styles, boldly innovate the communication mode of medical advertisements, and create a precedent for medical advertisements. As far as possible, invite more influential news program hosts in Shaanxi, such as the news host of Shaanxi News Channel, to host news reports and let reporters report on the spot. In this way, the news anchor and the reporter sing together, and the communication effect is better than the simple and direct strength, and the credibility and attraction are stronger.
Ideas: Focus on spreading the strength of hospitals, interviewing experts on the spot and introducing the background of investment institutions. Evaluating hospitals through health system officials or other senior officials is equivalent to asking them to speak on their behalf and spread it with their authority, which makes it easier to gain people's trust.
Or arouse people's controversy and concern. Public welfare article: 30 seconds, the advertisement can be edited into 5 seconds, 10 seconds, 15 seconds. Concept: public service advertising, advocating respect for patients with liver disease, not discriminating against patients with hepatitis B, and arousing the society.
2. Public relations strategy. Hold the "China (Ancient City) 20xx First Liver Disease Prevention Summit Forum". Objective: To build momentum and let people continue to deepen their impression of our hospital's leading position in the field of liver disease treatment.
Jointly hold lectures with colleges and universities to popularize hepatitis B knowledge. Purpose: It can also be said to be an extension of the summit forum. Go deep into colleges and universities, expand the influence of hospitals among college students, and with the help of this group's rebellious, high-quality and easy-to-understand characteristics, it is easy to form word of mouth.
Cooperate with the forum for printing publicity (news, advertising); At the same time, the "Liver Rehabilitation Publicity Manual" was distributed.
The province took the lead in implementing "full follow-up diagnosis and treatment", establishing patient files and visiting patients regularly; At the same time, the first hospital customer service center was established to manage patients, that is, our customers, so as to make the diagnosis and treatment service more thorough and practice the service concept of "customers are always right".
You can also establish a "family community" in a big hospital like Global Connect. Objective: To provide quality service and truly embody the brand concept of the hospital.
News and print advertising planning; At the same time, the publicity atlas of Hospital Customer Service Center was produced and integrated into the hospital corporate culture construction and hospital training. Objective: Brand grafting can improve the reputation of hospitals, and more importantly, the reform of medical services will naturally attract media attention. Invite singers or concert stars to visit patients with liver disease in our hospital, and have heart-to-heart talks and take photos with patients with liver disease. , which caused a sensation. (but don't hire him as an image spokesperson), please contact us.
The advertising company cooperated by our company filmed the whole process and recorded the activities of its stars coming to our hospital. Objective: Because of the star factor, the relevant media in the province will automatically pay attention to this activity-creating momentum, spreading the hospital quickly by the popularity of the star, and the hype can even become an instant hit.
3, print news, advertising strategy: news: doing a series of news hype in the morning paper and evening paper; Advertising: for film and television advertising, the two are combined to integrate and spread a unified signal. And add some promotional information.
Brand content: brand awareness, let people know and be familiar with the brand positioning of hospitals, and clearly distinguish other hospitals in the impression.
Purpose of public welfare articles: to arouse the voice of the whole society, to achieve emotional identity, and then to identify with our hospital.
The purpose of the strength series articles is to spread the strength of the hospital, let people truly experience the powerful strength of the ancient Chinese medicine liver disease hospital, and witness and recognize the authoritative position of our hospital in the field of liver disease treatment. Note: Try to create diverse forms of expression, such as impressions, notes, etc., to avoid boredom and make the layout vivid.
The strengths of the series of popular science articles are: health education for the public, making it a brand column of popular science of liver disease; And reflect the strength of the hospital in the advertisement, so that the column can be fully combined with the hospital, so as to suit the remedy to the case. Note: Try to cooperate with the media to host popular science programs.
Open the first 24-hour hotline for prevention and treatment of liver diseases in our province. Objective: To embody the characteristics of specialized hospital for liver diseases from this angle. 3. 15 integrity: with the help of 3. 15, shape the hospital's sense of integrity in people's impressions.
Seven, the market expansion period
Objectives and strategies: This stage is a period of all-round competition for market share, and it is also the key point of hospital development. The hospital goes deep into the market, expands its business and carries out more detailed operations; At the same time, we will further strengthen the brand, and strive to improve the brand operation from the aspects of advertising operation and service, so that people's brand perception and experience can be integrated.
1, TV media delivery strategy: continue to broadcast the original film and television advertisements, increase the production of story dramas and news dialogue programs, and further enhance the brand of the hospital, especially through news dialogue programs, creatively use new advertising methods, which are easy to attract people's attention and have far-reaching influence.
The planning and production of video tape is a news dialogue program. Program name: Overview of the dialogue program: Invite a well-known news program host (such as the news channel host of Shaanxi TV Station) as the host. Guests: chairman of the group, senior officials of health system, entrepreneurs, liver disease experts, people/patients. Program duration: 5- 10 minutes. Thinking: By making and modifying the storyline, it expounds the happiness and happiness obtained after treatment in our hospital. Among them, it reflects the strength of the hospital, hospital services and disease efficacy.
2.PR strategy cooperated with China Poverty Alleviation Committee, XX Health Bureau and XX Media to carry out hepatitis B surveys in various regions. Note: This general survey is different from the previous surveys of various medical institutions. This kind of census is a substantial public welfare act, benefiting the people and the country. Objective: To go deep into various regions, spread the banner of hospitals in every corner of villages and towns, and expand the influence and reputation of hospitals in this region. Series news and print advertising planning; At the same time, the "Liver Rehabilitation Publicity Materials" was distributed.
Write a series of census reports, or survey doctors' notes, and make more systematic publicity advertisements. The purpose of holding the X China Symposium/Symposium on Prevention and Treatment of Liver Diseases is to hold academic seminars, establish the academic authority of hospitals in people's minds, and further establish the leading position of hospitals in the field of liver disease treatment. 10 daily shuttle bus to the railway station and bus station to pick up patients for free. Note: Or negotiate with the bus company to increase the number of buses.
The site is set to XX Liver Disease Hospital. Objective: To make it convenient for patients to see a doctor, to embody the humanized service of the hospital, and to make publicity and advertisements for free, thus forming a necessary reputation.
One class per week: hold lectures on liver disease knowledge regularly (initial: every Saturday night). And the third point (10 trains/day shuttle bus to the railway station and bus station to pick up patients free of charge. ) constitutes a "lecture through train" or a "lecture through train". Objective: To reflect the strong academic atmosphere and learning enthusiasm of our college and strengthen the re-education of employees internally. Co-sponsored the "First Liver Disease Knowledge Competition" with government departments, a TV station and a newspaper. Mode of operation: co-sponsored by the media, our hospital must enjoy the right of naming.
Objective: It is a good public welfare activity to improve the reputation of the hospital in the eyes of the public. It has aroused the concern of the whole society about liver diseases. Because this is the first time that our hospital has held such an activity, people have also paid attention to our hospital and strengthened our professional impression of liver disease in the eyes of the public.
VIII. Market Maturity
Objectives and strategies: strengthen brand building, highlight the brand through the comprehensive strength of the hospital, and gradually establish the reputation of the hospital among people, even medical staff, so as to achieve high brand satisfaction and let patients or healthy people come to our hospital as soon as they hear about liver disease.
1, TV media delivery strategy. At this stage, film and television release: gradually increase the release of brand advertisements, manifesto advertisements, public service advertisements and 5-second or 10/.5-minute/1 minute story dramas, supplemented by strong film and television advertisements of 1.5-minute/1 minute (depending on the specific situation)
Objective: Strength articles cooperate with brand communication, highlight the brand with strength, and use the brand to promote sales. After about half a year's film and television advertising bombing, people generally understand the strength and general situation of the hospital. Therefore, the role of the dissemination of strength articles is reduced, while brand building and strengthening are more important, so the proportion is appropriately adjusted.
2.PR strategy cooperates with the health department to train doctors in township hospitals and village clinics free of charge. Objective: From attracting patients to paying attention to medical personnel in various areas of the ancient city (mainly referring to doctors in township hospitals and village clinics), of course, in the final analysis, it is necessary to expand the source of the disease and further narrow the distance with them. At the same time, patients and medical staff (where medical staff refers to doctors in township hospitals and village clinics) are the most populous groups and the most vulnerable groups. ) grasp together and exclude different opinions, in order to reach a consistent reputation inside and outside.
Cooperate with the health department to hold the activity of "Liver disease rehabilitation into ten thousand families". Objective: To realize carpet bombing and bring health to thousands of families. Welcome local hospitals, especially county-level hospitals, to establish cooperative relations with our hospital and visit it, otherwise our hospital will give technical support and guidance. Objective: To expand the influence of our hospital in the industry, establish an authoritative position in the industry and become a leader in the treatment of liver diseases in China. Strive to establish a cooperative relationship with Shaanxi College of Traditional Chinese Medicine, or establish a cooperative relationship with domestic liver disease research institutions.
Objective: To strive to speak in the academic circle, from clinical to academic is a very important transcendence.
3. The strength of print advertising strategy series (including inviting famous experts to teach or consult, or becoming an authoritative scientific research institution cooperation unit, etc.). Objective: to spread the strength of the hospital, let people really experience the powerful strength of the hospital, and witness and recognize the authoritative position of our hospital in the field of liver disease treatment.
A series of popular science articles (including inviting famous experts to lecture or consult, or becoming a cooperative unit of an authoritative scientific research institution, etc.). )-strive to co-chair the column with the media. Objective: To educate the public on health and make it a brand column of popular science of liver disease. And reflect the strength of the hospital in the advertisement, so that the column and the strength of the hospital can be fully combined to achieve the right medicine.
IX. Marketing Promotion Period
Purpose and strategy: after nearly a year of communication, the brand has accumulated rich assets; But we still have to promote her, through the adjustment of film and television advertisements and humanized post-medical services, to promote brand personalization and facilitate people's spiritual and emotional exchanges. Only in this way can the brand be more deeply rooted in people's hearts and make them willing to stay in our hospital for a long time.
1, TV media strategy. This stage is an important stage of brand promotion. Therefore, the style of TV advertising belt pays more attention to warmth, peace and humanization, trying to personalize the brand. Manifesto: Reflect and witness "To treat liver diseases, I choose XX Liver Hospital" from different perspectives of hospitals. Public welfare film: the theme of copywriting remains unchanged, the shooting and actors change, and the style is more close to the people and more touching.
Brand film: only an advertising standard, no advertising. Power film and story drama are integrated: among them, it reflects the story of liver disease treatment, interviews experts, senior officials and patients on the spot, and recommends the strength of the hospital.
2, public relations strategy to set up a "liver health club"-VIP members (managed by the hospital customer service center). Objective: Extended medical service is an important embodiment of humanized medical service. Participants: patients with fatty liver and alcoholic hepatitis. (Participants will be restricted). Hold the first liver rehabilitation association. Objective: This activity communicated feelings, and it was also an affirmation of their own medical services, so that patients could have a sense of identity with XX Liver Hospital psychologically and emotionally.
Cooperate with mobile communication/Unicom to establish a "family community" of global communication. Objective: To cooperate with China Mobile to strengthen patients' trust and satisfaction with the thoughtful service of the hospital.
3, print media strategy series strength articles (including inviting famous experts to teach or consult, or becoming a cooperative unit of an authoritative scientific research institution, etc.). Objective: To spread the strength of the hospital, let people truly experience the powerful strength of XX Liver Hospital, and witness and recognize our authoritative position in the field of liver disease treatment. The strength of a series of popular science articles (including inviting famous experts to teach or consult, or becoming a cooperative unit of an authoritative scientific research institution, etc.). )-the way to strive for a joint column with the media.
Objective: To educate the public on health and make it a brand column of popular science of liver disease. And reflect the strength of the hospital in the advertisement, so that the column and the strength of the hospital can be fully combined to achieve the right medicine.
The relationship between brand and marketing in the long run, just like state-owned medical institutions, brands can bring stable and rising sales performance to hospitals. Brand is the core competitiveness of medical institutions, and future medical institutions (state-owned hospitals are gradually weakening their dominant position) must rely on brands to survive.
Because patients have constituted or are constituting advertisements of medical institutions with almost natural immune potential, and in the information society, the flood of information has repeatedly become the main way to catch people's attention. Advertising costs are high, so we need brands. This is an era in which brands win, so that patients can remember hospital brands and identify other medical institutions.
Hospital marketing plan II. Means and methods of hospital marketing.
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.
Hospital marketing plan. Choice of hospital marketing strategy
I. Overview of overall development strategy
1, optimize the internal structure of the hospital-establish a comparative advantage.
To realize the scientific and rational allocation of resources, we should organically combine the resources such as funds, talents and equipment according to the target market, form the advantages of specialties, choose according to our own advantages and disadvantages, take the right way, make use of it, establish our own characteristics, increase investment, introduce advanced equipment, and select and train outstanding top-notch talents on the basis of establishing characteristic departments, thus building a first-class medical brand.
2, the basic strategy of medical service-high quality specialist, rough and small comprehensive.
The strategy of local superiority is to reduce the comprehensiveness of the hospital, optimize the limited resources of the hospital, and focus on the development of superior specialties-painless visual abortion, breast, infertility, hysteromyoma, ADHD, intellectual development and other specialties, in order to seek the continuity of advantages, extend services and form a service chain.
3. The development strategy of Lianchi Hospital-survival by technology, development by service and benefit by characteristics.
Medical service technology is the foundation of all hospitals, and Lianchi Hospital is no exception. It is difficult for xx hospital to solve the technical gap with big hospitals by itself. Introducing technology and talents is one of the effective methods that Lianchi Hospital can adopt. In addition, Lianchi Hospital should look for bright spots with development potential under its current situation, integrate medical service technical resources and give full play to the advantages of the group. That is, the combination and packaging of medical service products will highlight the technical advantages of gynecology and pediatrics.
4. Strengthen personnel promotion, tap resources to obtain a win-win strategy-cooperate to obtain resources for our use.
Realize multi-channel cooperation to achieve win-win results, including win-win with customers, win-win with surrounding hospitals, win-win with town and village clinics, win-win with employees, win-win with suppliers and win-win with business management departments.
5. Price strategy-cost leadership strategy
On the premise of ensuring medical quality and providing good services, we should actively reduce various costs in order to seek the controllable flexibility of medical service prices. When providing the same service products, if our cost or expense is obviously lower than the industry average or major competitors, then in a certain period of time, the total cumulative cost of all value-creating activities must be lower than the industry average or major competitors.
On the one hand, through the cost advantage, under the same scale economy, the hospital can obtain greater profits and accumulate more development funds; On the other hand, it will be possible for hospitals to have stronger viability and competitiveness in an unfavorable business environment. Another meaning of low-cost advantage is the sustainability of this advantage.
6. Establish hospital service strategy-differentiation strategy.
The medical services provided to patients must be different. The service of xx Hospital must work hard on the uniqueness of service and service process, including increasing the hospital's own characteristics in product mix, word of mouth and brand, medical technology, patient service and market development channels.
7. Hospital resource utilization strategy-target concentration strategy.
Hospital resources are limited. Only by pooling the overall strength of the hospital and concentrating on developing the pillar specialty of the hospital can we achieve greater success in a short time. This is also the saying of "concentrating superior forces to fight a war of annihilation." Especially in advertising resources and human resources.
In publicity, we use 80% of advertising resources to focus on 20% of key businesses, such as painless abortion, breast diseases, infertility and children's intellectual development. , this will achieve the desired benefits.
8. Monopolize important communication resources and establish invisible competition shield-surprise attack competition strategy.
Monopoly relatively limited communication resources and establish competition shielding. Use various publicity means and channels to organize various forms of public relations and promotional activities to improve the brand awareness of characteristic departments until the brand of Lianchi Hospital is firmly positioned in the eyes of target consumers.
9, unified image strategy:
Adopting a unified image strategy and adopting a unified pattern, color and characteristics is conducive to establishing the brand image of xx Hospital, which can not only save packaging costs, but also expand the influence of xx Hospital.
10, quality management strategy-strengthen hospital service quality management, win by quality;
Strengthen the management of hospital service quality and win by quality. First of all, we must establish excellent medical services. In the case of excellent hard products, we should strengthen the strength of soft products by playing service cards, such as carrying out smile service and star service, and at the same time use service benefits to further introduce talents, increase medical projects, comprehensively enhance the strength of products, and solve the bottleneck problem of hospital market-oriented operation and development.
1 1, continuous innovation strategy.
In order to maintain the leading position, it is necessary to ensure the relevant marketing activities every year, lead competitors to become advanced in the propaganda concept, customer service and distribution efficiency of the medical industry, and maintain the leading level and position through innovation.
12, aiming at the existing shortcomings, improve the quality and efficiency.
Second, the business objectives
Further improve the hospital's awareness and trust, especially strengthen the construction of trust and reputation, emphasize the characteristics and brand departments, make medical services specialized and establish the brand advantage of xx hospital.
In the process of implementation, we need to pay attention to "establishing characteristics" and "marketing innovation" and "brand building" in order to succeed step by step.