Hospital marketing program
Hospital marketing program, in the workplace, each of us should master certain skills, marketing planning is also every business needs a work content, which contains a wide range of knowledge content is also relatively broad, the following collated hospital marketing program.
Hospital marketing program 1I. Significance of the research program:
1. Background:
In recent years, the bank's personal financial management business has developed rapidly. Personal finance products are constantly enriched, from a single product to a combination of products; banks have launched personal finance centers, personal finance studios, financial supermarkets and so on.
It is reported that after the establishment of the Bank's financial product research and development center, the Bank will develop personal financial products suitable for promotion in the country or in some regions in a planned and systematic manner, and at the same time, explore a highly efficient and rapid personal financial product research and development mechanism, to provide a guarantee for the rapid development of the personal financial business, and will be mainly in the business areas of personal wealth management, personal assets, liabilities, payment and settlement of the product R&D. The new atmosphere and the loose policy environment of the government provide a good external growth environment for personal financial product innovation, which is also the exploration program for the construction of our bank.
In response to the development of the people's hospitals, various types of fees and so on, our bank to the people's hospitals marketing poss machine (for personal financial products on behalf of the payroll business, on behalf of the conditions of the fees proposed).
2, the current state of the study:
From the actual situation of my bank seems to be,
(1) marketing efforts are low, at present my bank is mainly the image of the unit publicity, personal financial products less publicity of the characteristics of the bank; the main object of the service for the low-end customers, high-end customers are not many, not strong;
(2) the technical content. Personal financial products there are "three lows", namely, low technical content, personal financial products are not built on a technology-led platform;
(3) Special attention should be paid to the innovative financial products must not only be built on the existing infrastructure of rural credit unions, but also different from the personal financial products have been launched, so that the product promotion is more convenient, customer acceptance is also easy. The new product will be more convenient and easier for customers to accept.
(4) the economic market is becoming more and more competitive, especially the impact of the financial crisis; our bank around the goal of our bank's development, from the people's hospitals to develop personal financial products
Second, the purpose:
1, from the bank's point of view, as long as the protection of investors, especially low- and middle-income investors. Since the financial crisis, some of the bank's wealth management products have zero returns and losses, according to expert analysis, the introduction of this approach is mainly to regulate the investment management of our personal finance business, the CBRC believes that such wealth management products are a little too aggressive, risk control is too loose, and this kind of loss is also far beyond the general public's expectations and understanding of the bank's wealth management products
In the Chinese come to see that the Banks should be a safe place to invest, bank financial products should at least be able to meet the requirements of investors to stop loss, therefore, the CBRC believes it is necessary to issue such a notice to regulate the bank's wealth management products and enhance the ability of commercial banks to control risk.
2. From the point of view of the People's Hospital, social development, more and more people cherish their lives, and thus the development of the People's Hospital is getting faster and faster, especially when it comes to personal finance has become more and more complex. Marketing poss machines to the people's hospitals on the one hand can facilitate personal finance, on the other hand, can promote our bank's personal financial products.
3, from a general point of view, due to the competition by the market, our bank should start from the practical point of view, in view of China's bank development policy and the efficiency of the economy of the problem, reasonable publicity and innovation. In the people's hospitals in the people's hospitals with the purpose of the development of our bank to start, in the people's hospitals group to develop personal financial products.
Third, the promotion of the main content:
1, the bank's goals; with the development of the economy, people's capital accumulation, rational financial management has gradually become a leisurely way of today's people, in recent years, due to the competition in the market, each bank has begun to look for their own way out, especially by the financial crisis In recent years, due to the competition in the market, every bank has begun to find its own way out, especially by the financial crisis, our bank pays more attention to personal financial management, hoping to find hot spots from personal financial management, for this reason, our bank has taken the personal financial business as a strategic development business, and the goal is to become an international first-class retail bank.
2, the road to the goal; market opportunities and competition coexist; the bank has established the construction of personal financial management road, this paper focuses on the marketing of personal financial products for hospitals, to the hospitals marketing poss machine (for the collection of hospitals all kinds of fees, payroll business).
3, for my bank's goal to talk about the role of personal financial products; in recent years, my bank will be personal financial business as one of the strategic development priorities, emancipation of the mind, change of concepts, adhere to the long-term sound operation, reform and innovation, intensive operation and integration of management, to truly focus on the people's livelihood, service to the people, and to achieve a good and rapid development of the business of the personal finance. poss machine can help individuals to better organize their finances. Better organize their finances. The company's main goal is to provide the best possible service to its customers, and the company's mission is to provide the best possible service to its customers, and the company's mission is to provide the best possible service to its customers.
Fourth, the market strategy:
1, market positioning;
Our personal financial business adhering to the "customer-centered" business philosophy, innovative forms of service, deposit and loan business have achieved remarkable results. The bank's personal finance business adheres to the "customer-centered" business philosophy, innovative forms of service, deposit and loan business have achieved gratifying results. However, with the impact of the financial crisis, the Bank, in response to the increasingly fierce competition in the market, was the first in the industry to launch a three-tier wealth management service system of BOC Wealth Management, Wealth Management, and Private Banking at the end of 20xx, and with the concept of "Create Wealth***Win," it launched differentiated personal financial services for customers in different stages of their lives, strengthened the innovation of financial products, and helped customers realize their wealth. The company also provides differentiated personal finance services for customers at different stages of life, strengthens innovation of financial products, and helps customers realize the value of their property.
2, the service crowd;
Our bank is aimed at most of the low-income people, here mainly for the hospital staff at all levels. Because of the competitive nature, our bank targets a wider range of people.
3, publicity:
(1) to determine the object;
(2) publicity:
a, the effective use of radio, television, newspapers and other strong media, to strengthen the characteristics of a particular personal financial products publicity, so that the customer understands and can accept the product.
b, you can also take the form of distributing leaflets, hanging banners, posting slogans and other forms of comprehensive, three-dimensional publicity;
c, to strengthen staff training, the establishment of a high-quality customer service manager for customers to do a good job of personal financial products.
d. Strengthen the collection of information feedback, actively listen to and adopt the views of customers, further improve the function of personal financial products, and increase the visibility and reputation of personal financial products.
(3) the introduction of the product;
a, the principle of construction of the product, performance;
b, the product of the personal financial products to understand;
c, the role of the product;
d, the hospital's policy.
4, publicity strategy;
(1) publicize the purpose of the Bank;
(2) publicize some of the contents of the personal financial products
(3) Notes: a to determine the target of the publicity;
b, the development of publicity programs (including the development of the time, location, the various types of personnel marketing
Fifth, the process of activities;
1, write the object; (People's Hospital personal finance)
2, the process of data collection;
(1) the first in the People's Hospital marketing personal finance
(2) again a certain period of time to our bank after the launch of the policy in the people's hospital publicity work summarized.
(3) Finally, through the results of the data show that the people's hospitals strongly support the enthusiasm and enthusiasm of personal financial products.
3, brochure compilation process
(1) on the market survey; to see which publicity more adapted to the public? Which publicity method is the best strength? The lowest cost? Which way is the most effective for our company?
(2) The managers are required to handle the data (including collection, classification, processing)
(3) Try to write a brochure for the current situation of the People's Hospital
(4) Additional staff to the major people's hospitals to publicize the
(5) Through the message will be, to see which publicity method is the most effective
(6) Fully invested.
Sixth, the effect of the activities of feedback, evaluation work.
(1) first to the people's hospital marketing personal financial products, try to implement in the hospital, if you can, our bank to provide more preferential policies, such as a. to facilitate the personnel to handle. b. to hospital workers to provide certain concessions.
(2) Through the survey, analyze;
a. How many people actually participate?
b. Why do they participate? (Through which channels? Understanding of our bank's financial products?)
c. Try the effectiveness of the method received
VII, the work schedule
Time research progress
20xx July - June first to the market research, to determine the people's hospital as the target survey. To the library and the Internet to find relevant information, read the relevant literature
July 20xx - September to the People's Hospital big publicity activities, practice, collect materials, research, technical exchanges, but also with the relevant personnel to discuss
July 10, 20xx - early August 20xx People's Hospital's publicity Work to analyze, and began to implement the new program.
August 20xx - October 20xx vigorously in the popularization of personal financial management in the people's hospitals
October 20xx - February 20xx to analyze and evaluate the impact of the Bank since the implementation of personal financial products in the people's hospitals in our Bank.
February - May 20xx Completion of the work in the People's Hospitals to bring the personal finance product to a wider area.
VIII. Project Budget:
Cost Accounting: For the Bank to push the personal financial products in the people's hospitals since the beginning of the policy, taking into account the direct budget and the indirect budget; for example, the cost of publicity and other costs of announcements, the indirect loss of the Bank in the period of implementation.
Accounting for revenue: the impact of our bank's popularity on the promotion of personal financial products in People's Hospital, the impact of our bank's visibility, in addition to the analysis of our bank's deposit and loan performance in the future for a certain period of time, especially under the impact of the financial crisis, the comparison of our bank's business, as well as what are the differences in the competition between the various types of banks, to see if our bank is more marketable than the other banks (after the sale of personal financial products in the hospital).
Summary:
The brand awareness of the domestic banks in recent years has been increasingly strengthened, the bank set up a brand of personal financial management has been recognized in the market, the bank in the innovation of financial products have also made a lot of attempts. At present, the phenomenon of homogenization of bank financial products is serious. Under the current situation, the Bank has marketed its financial products to people's hospitals in an effort to stay ahead of the industry. In our bank poss machine marketing purposes, to ensure the benefits of our bank at the same time, to provide more convenience for the general people, so that our bank's financial products in the people's hospital to thrive.
Hospital Marketing Program 2Part I Market Analysis
First, private hospitals generally have a crisis of integrity
As the medical industry investment is relatively large, the absolute monopoly of medical knowledge of medical professionals, and the government's private hospitals in the early stages of supervision is small, the This has led to the use of false medical advertisements, exaggerations, and other methods of operation by some eager private medical investors, resulting in a one-time fraudulent medical behavior, so that the majority of patients and even the whole society on the integrity of private hospitals to operate the issue of a kind of prejudice.
Although the audit of medical advertisements has increased in 20xx, and private hospitals have changed their marketing models, the high fees charged by the government for private hospitals, which levies 33% income tax and 5.5% sales tax, still make the ordinary people shy away from private hospitals.
Analysis of the strengths and weaknesses of Datong Digestive Disease Hospital
Datong Digestive Disease Hospital is the first and only hospital in Datong that specializes in gastroenterology, so it has the advantage of being the first in the market; at the same time it's a new hospital, so it's easy to build a brand image quickly; and the leaders of the disciplines are experts of famous hospitals in Datong, so it is easier to build a brand image quickly. In addition, all the subject leaders are experts from well-known hospitals in Datong, which makes it easier to establish a positive image than other private hospitals. But the negative impact of private hospitals and the confusion of the healthcare market can't be ignored.
Part II Marketing Implementation Program
First, the expert as a basis, health care reform policy as a guide, and the primary health care institutions to establish a wide range of cooperative relations, to build a two-way referral network
The new round of health care reform has been clearly put forward to the urban community health, Rural health and public **** health services as the focus of China's health care in recent times. Our government has also tilted its policy towards primary healthcare organizations in terms of funding subsidies and reimbursement of medical expenses. The government has also made it clear that when conditions are ripe, it will develop a primary care system.
This means that most patients in the future will be referred from primary care. In light of the characteristics of gastrointestinal diseases, I suggest that based on the relatively strong strength of the hospital's brand of experts, we establish a wide range of cooperative relationships with primary care institutions, with the following specific programs:
(a) Establishing a relationship of "reciprocal support and bidirectional referral" with primary care institutions in Datong and signing a cooperation agreement
(b) The hospital provides the following support services to primary healthcare institutions that have established a cooperative relationship
1. Receiving primary healthcare personnel to come to the hospital for further training and learning free of charge, and organizing a seminar on the prevention and treatment of digestive diseases every three months;
2. Combining the actual situation of primary healthcare institutions and the health needs of patients, the hospital regularly selects and sends senior specialists to primary healthcare institutions to attend consultations or conduct health education lectures, and to provide support services to patients.
3, monthly free gift to the primary health care institutions of a number of health education readers;
4, free to the primary health care personnel to provide technical advice, guidance, and online consultation, referral of patients to the primary health care personnel can follow the patient to observe the treatment;
5, the primary health care institutions referred patients to our hospital for treatment;
6, the primary health care institutions to provide technical advice, guidance, and online consultation, referral of patients to the primary health care institutions for treatment. The primary medical service organizations refer patients to our hospital ambulance transportation free of charge (such as patients to come, according to the distance with the ticket to give reimbursement of travel expenses), while according to the referral of patients with the type of disease to give primary medical service organizations a certain amount of development funds (including the primary health care workers commission), the end of the year for the bidirectional referral of the work of the primary health care institutions to give a certain amount of material incentives;
6, in accordance with the two-way referral criteria for each type of disease, the referral of patients with the type of disease to the hospital ambulance ambulance free of charge. In accordance with the standards for two-way referral of various diseases, the referred patients' conditions are stabilized and promptly transferred back to the primary health care institutions to continue to receive treatment.
(C) the cooperation of primary health care institutions are obliged to cooperate with the hospital's various public welfare activities in the community (townships, villages) to carry out, as well as various social surveys, and at the same time, actively collect the local residents of the hospital's services, such as the various aspects of the recommendations and opinions.
Second, to establish a friend-type health partnership as a guide, long-term to give patients health concerns, to cultivate loyal customer groups
In our country, there is a serious herd mentality and dependence on the psychological, no matter what to do like to look for relations with friends, medical treatment is even more so. If we can become friends with all the patients who come to the hospital, then not only will they come when they are not feeling well, but they will also recommend the hospital to their relatives and friends, which will bring about a very good word-of-mouth effect. Specific implementation rules are as follows:
(a) regular training in the hospital in service awareness and service skills, such as medical etiquette, doctors receiving communication skills, etc.;
(b) the implementation of the hospital and the patient to think differently, to carry out the affectionate service;
(c) for the discharged patients to carry out a return visit, such as leaving the hospital within six hours of the first return visit, The second visit within three days, the third visit within a week, the fourth visit within a month, and then once a month;
(D) to patients to disclose the contact information of health care personnel, so that patients have health problems in a timely manner to contact health care personnel, such as the production of business cards for the entire hospital health care personnel;
(E) to give the discharged patients emotional attention on a regular basis, for example, major festivals,
Third, aiming at the target population to carry out disease screening, rapid occupation of the market
For the high incidence of digestive diseases and susceptible to the population, and its local government or their work units to contact the free routine health checkups for disease screening, and then by the way of the regular health checkups. The company's main goal is to provide the best possible service to its customers, and to provide the best possible service to its customers. The company's products and services include: a new product line, a new product line, a new product line, a new product line, a new product line, a new product line, a new product line, a new product line, and a new product line.
Four, multi-channel promotion, so that more people can experience the service, accept the service
Make full use of the opening of the clinic, the major festivals and legal holidays and other opportunities, through the expert clinic, inspection and treatment fee concessions, actively participate in the government's organization of a variety of public welfare activities, pay attention to the special populations of health in a variety of forms of multiple forms of promotion activities. The company's main goal is to provide the best possible service to its customers.
Fifth, make full use of the Internet tools, more customer groups
The Internet is no stranger to today's society, on the contrary, more and more people are more and more things more dependent on the Internet. Now many hospitals are also carrying out network marketing, but the vast majority of them have gone into a misunderstanding, that is, they can not wait to let each person browsing the site to come to the hospital for treatment, the site just opened the dialog box is not a large number of hospital ads, so that people are very disgusted, the results can be imagined.
If our website only do health education and technical strength, equipment display and some soft publicity, standing in the position of the third party through the Internet to promote their own words that the results will be different, so that others will trust the ingredients will increase a lot.
Hospital Marketing Program 3Hospital Marketing Program Plan
A market analysis
x city under the Hebei Province is located in the Bohai Bay subdistrict jurisdiction of the three districts and four counties, is a nationally renowned tourist city, the current population of a total of 2.3 million people, of which nearly half of the population of the northeast. Immigrants. Harbor District is the first administrative district, Beidaihe District and Shanhaiguan District are tourist resorts, and the famous listed company, Yaohua Glass, is located in X city. Port City in the three districts of the harbor district as the city center, the population is relatively concentrated, all municipal government agencies and major medical units are concentrated here;
Beidaihe District as Beijing and Tianjin around the region's convalescent resorts, is based on hotels, restaurants, recuperation hospitals, tourism services industry; Shanhaiguan District, also as a tourist area but because of its proximity to the Liaoning Province, the more centralized development of the original Port City, the heavy industry.
Huangdao City, the main Class A hospitals for the people's hospitals, seaport hospitals, hospitals of traditional Chinese medicine, maternal and child health hospitals, the second central hospital, three central hospitals, public security hospitals, railroad hospitals and military hospitals. Public hospitals occupy more than 90% of the market share of the city of X, the city's largest people's hospital, for example, the average daily outpatient volume can reach more than XX.
Private hospitals have developed rapidly in recent years, * hospital as the first private hospital opened, friendly hospitals, railroad hospitals, public security hospitals, reproductive hospitals, people's hospitals, a center of the second branch of private hospitals have settled in Hong Kong City. Private hospitals are specialized hospitals, specialties mainly involved in gynecology, men's medicine, otolaryngology, anorectal, orthopedics, neurology and so on. Among them, gynecology, male-related reproductive diseases and infertility are the main departments of private hospitals. At the same time in the city's distribution of hundreds of private clinics, community-based medical services, but also can enjoy the health insurance program.
Private hospitals in the operation of the main advertising and medical experts to consult treatment discounts. The publicity mainly relies on advertising, media to television, newspapers, outdoor mainly because several hospitals advertising in the local media appear too often too intensive, has reached the point of advertising flood. This is the reason why the local people have not been able to get any effect on their advertisements until they are numb, and they even have great distrust of the advertisements, and they are very disgusted and rejected by the private hospitals.
This shows that a single marketing tool in this relatively closed market environment has a business bottleneck, coupled with disorderly competition on the advertisement leads to the shrinkage of the market. The biggest weakness of the competition between private hospitals and public hospitals is the lack of historical precipitation and medical technology foundation. After all, the existing social status of public hospitals in addition to the planned economy, the monopoly status of the help and their decades of accumulation of medical practice is inseparable.
More than 90% of the patients in private hospitals come from farmers in the neighboring areas, and because of the opening of the department of male and female physiological diseases, most of the patients lack the appropriate scientific knowledge, as well as such illnesses are difficult to say will not choose to be in the large formal hospitals, which formed the hospital's main source of disease.
The current situation of the hospital
*The hospital has relatively convenient transportation from the railway station and the long-distance bus station is only 1.5 kilometers away, connecting the Shanhaiguan District and the Beidaihe District of the 33rd road, 34 buses can be passed from the vicinity of the hospital, the city's various districts and counties, patients to reach the hospital the longest travel time in less than 40 minutes, so that the location of the location is very convenient for patients to travel to see a doctor. It is very convenient for patients to travel to the hospital. The hospital has been established in gynecology, men's medicine, ENT treatment center, in this year and spend a huge amount of money to build a new minimally invasive surgery treatment center and inpatient department, so that the overall scale of the hospital and on a higher level.
Now the average daily outpatient volume of our hospital in about 50 people, monthly advertising costs in about 200,000 yuan, the average per capita advertising costs 134 yuan, the average per capita cost of public hospital operating costs of about 200 yuan (estimated value). The hospital's best period of operation was in July and August of XX, but the hospital is now operating in a downturn compared to the same period in history.
Performance decline and the market environment has a great correlation, but in the 2 years of operation process of the hospital in the management of the hospital there are also a lot of problems, resulting in the slowdown of the hospital's comprehensive development speed, according to my observation of the following key issues:
1, there is no overall strategy and long-term planning
My hospital is family management, the so-called strategy, but also to the hospital's management, the so-called strategy. The so-called strategy is a family management, the so-called strategy is only a very vague concept that exists only in the highest decision-maker's own head, not through the management's collective efforts and systematic analysis, often at the drop of a hat, said the change on the change. The so-called specialized hospitals are only in the medical scope of the positioning, there is no overall strategic thinking, the lack of scientific, systematic planning and efficient management system, can not effectively utilize the existing resources to give full play to their own characteristics, so even if the maintenance of down, it is also difficult to do great.