Hospital marketing plan
Hospital marketing plan, in the workplace, each of us should master certain skills, marketing planning is also every business needs a work content, which contains the knowledge content is also relatively broad, the following hospital marketing plan.
Hospital market marketing plan 1Part I market analysis
First, private hospitals generally have a crisis of integrity
As the health care industry investment is relatively large, health care workers on the absolute monopoly of medical knowledge, as well as the government's supervision of private hospitals in the early stage of the process. The strength is small, resulting in a number of quick success of the private medical investors to use false medical advertisements, exaggerations and other methods of operation, 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 have a kind of bias in the operation of the problem.
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 are subject to a 33% income tax and a 5.5% sales tax, still make the average citizen 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 is a new hospital, so it is easy to establish a brand image quickly; in addition, the leaders of disciplines are all the experts from the famous hospitals in Datong. 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, while actively collecting local residents on the hospital services and other 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 within six hours of the hospital for 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 plan 2A market analysis
The total population of xx million people in my county, the town population of xx million people, the rest of the population were distributed in xx Jiazi Township, xx Township, xx Township, xx Township, xx Township, xx Township, xx Township. xx Township enterprises and institutions nearly xx, the population is relatively concentrated. xx County XX Hospital is a Grade 2A hospital, XX Hospital is a private hospital, there are X community service centers and XX community service stations. Private hospitals are mainly advertising and outside the expert consultation treatment discounts, community service centers and community service stations to community services, the same enjoy medical insurance, social security, new rural cooperative medical projects.
In recent years, the rapid development of health undertakings, the new rural cooperative medical care resident population participation rate of xx%. Farmers difficult to see a doctor, the problem of expensive to see a doctor has been initially resolved. xx hospital xx square meters of the overall relocation of the complex, the township health center medical room expansion. To cope with the increasingly fierce competition in the medical market, passively waiting for customers (patients) to come to the door, the hospital is likely to face a loss of customers. All this has brought great pressure on the survival and development of the hospital. Hospitals to develop rely on business, business strategy, the essence of business management is to find ways to attract patients.
To be invincible, it is necessary to continue to improve the comprehensive management, improve the level of business on the basis of the publicity through a number of subtle, establish a harmonious relationship between doctors and patients, establish a good social image, to do outside the tree image, the internal quality of the strong, to win the trust of the people.
The current situation of the hospital
(a) Since the hospital moved into the new site, in the operation of a large step, but there are many details have not reached the hospital scale to match the benefits. At present, the management of hospital marketing and information collection is poor, the establishment of the Department of Social Services as a department of the hospital, be sure to play its function, internal understanding and publicity, external marketing and investigation, pulling patients and digging potential customers.
(b) internal publicity materials are too little, the departments have few tangible publicity materials, such as: bulletin boards, publicity boards. External publicity is not enough to cope with the increasingly fierce competition in the medical market, the construction of media publicity platform is necessary, however, in recent years, because of advertising inaccurate publicity, efficacy and does not match, buried patients do not trust the heavy crisis, the hospital is able to use the existing many resources and ways to go to the external publicity of the internal image of the hospital. Media publicity is only an external means, the long-term development and daily operation of the hospital mainly rely on the correct `market positioning, advanced service concepts, advanced management model.
(C) did not maintain the hospital's own customers, some customers lost never come back. Hospital management and service needs to be improved, "patient-centered" as the service concept has not been put into practice.
For example: a few days ago, I encountered an old lady in the first floor clinic is asking a staff pathology in a few floors, but the staff is very impatient, said: "do not understand, ask the nurse to go". In fact, at that time I was thinking: as a hospital employee how can you not understand how many floors are in the Department of Pathology! And the attitude was very hard! It is because of this attitude may lose the customer forever, or even more. The patient can not have our hospital, but our hospital can not do without the patient.
Third, the market marketing program
(a) marketing ideas
To the overall work of the hospital and the hospital development plan as a guide, adhere to the "within the grasp of the management of the quality of strong, outside the market tree line image "The company's main goal is to provide the best possible service to its customers. The company's main goal is to provide the best possible service to its customers in the marketplace. On the other hand, the rural medical conditions in the xx region are relatively backward townships as the main direction of attack, through the publicity of the introduction of hospital specialties to attract the majority of patients.
(2) the specific implementation of the program
1, according to the "xx County Hospital" medical characteristics, xx County communities as the target, and gradually develop the medical market. In order to publicize the specialties, special diseases as an entry point, and increase efforts to publicize the hospital's advantageous departments, while driving the development of other departments. Through the organization of health lectures, health checks, community clinics, square clinic consultation and other activities as a channel to strengthen external publicity, liaison, medical services directly to the customer, and then attract more patients to the hospital for further treatment, expanding the medical market.
2, the eyes of the medical market to the rural areas, directly with the township health centers, village health center to establish a cooperative relationship, in order to mutual benefit as the premise of enhancing the business platform, the implementation of resources **** enjoy, complement each other, so that farmers enjoy the level of secondary hospital diagnosis and treatment at home, which can be indirectly deepened to the recognition of the brand of the XX County Hospital.
3, the establishment of a perfect service system, a variety of service activities as the hospital's marketing strategy, always centered around a center to start, the center is to make customer satisfaction, truly reflecting the "patient-centered", and constantly improve the quality of service, standardize the service behavior, improve the service attitude.
(1) The hospital should set up a complaint reception office, responsible for receiving and handling patient complaints, effectively solve the problem of patient complaints, will have an impact on patient satisfaction, loyalty, trust, which will be transformed into the hospital's credibility and profitability.
(2) Improve differentiated services. In order to attract more customers, should be brought to some of its services that are different from other hospitals, so that their different needs are met accordingly, and beyond the expectations of their needs, to reach a high degree of satisfaction, in order to win the difference. Such as: to ensure that the hospital's medical services are convenient and fast, and strive to eliminate the "three long and one short" (long registration fee time, long waiting time, long time to get medicine, short treatment time) phenomenon, to facilitate the majority of patients to seek medical treatment. With the development of society, the degree of politeness continues to improve
People's requirements for the quality of the environment is getting higher and higher, to maintain good health of the hospital medical environment, for patients to bring a comfortable, clean, warm, smooth space for medical treatment, is the need for the survival and development of the hospital; the implementation of the smile service, focusing on the patient's feelings to address the full name or honorifics, rather than call the bed number. These affectionate service will allow patients to experience the hospital's humanistic care, improve customer satisfaction.
(3) the establishment of the "patient as the core, quality as the key, service as the focus, marketing for the purpose of" the satisfaction survey. Regular inpatient and outpatient satisfaction surveys, collect information on the hospital's discharged patients to do customer phone calls. The results of the satisfaction survey will be statistics, analysis, published, and put forward to improve the views, and constantly improve the quality of medical care and medical service level, expanding the capacity of the hospital patients, to achieve sustainable and healthy development of the hospital.
4, to the sub-health market. The Ministry of Health organization information report: only x% are healthy people, xx% are people with diseases that need treatment, most of which xx% of people are in sub-health. As people become more and more aware of their health, they learn about their own physical condition through medical checkups, so that prevention is the mainstay and treatment is supplementary. Our hospital medical checkup center in the form of discount card from a single unit for the physical examination of employees to the community, rural development, planning to launch a series of medical checkup card, all items on the card in accordance with the provisions of the price of the hospital to give discounts must be preferential.
For different groups of people set up different names, physical examination materials and prices, such as routine physical examination for the general population, health checkups for the elderly, health checkups for women, health checkups for the working class, the results of the physical examination is interpreted by a senior doctor, and written health care recommendations. If the medical examiner is found to have a potential disease, the hospital will assign experts or specialists to help them develop personalized health care and treatment programs to attract a large social group, expand the hospital's business, and improve the hospital's economic efficiency and brand benefits.
5, targeted to do some publicity. Any company or hospital to long-term stable development, publicity is indispensable. Build media publicity platform, and xx regional media to establish a good relationship, to take media reports, bulletin boards, brochures, promotional films and other different ways of publicity for the community to vigorously publicize the hospital's specialties, brand services, new technologies, new projects, hospitals and other famous doctors. The use of large-scale activities and social welfare behavior to promote the hospital, standardize the production of departmental bulletin boards, guide patients to facilitate access to medical care, to reach and constantly shape a good social image of the hospital, enhance the core competitiveness of the hospital.
Hospital marketing plan 3Goal: the medical market is a huge market, any one hospital can not meet all the needs of the entire market, with the changes in the medical market, many specialized hospitals are often unable to meet the needs of different patients with the same disease, such as: even if you suffer from the same disease, and the condition is similar to that of the different patients, the needs of different patients or there are great differences. For example: some patients expect to get a complete cure, while some just expect to control the symptoms, some like Chinese medicine treatment, some like surgical treatment, so, there are specialties, specialized hospitals to make up for the specialty of the general hospitals, began a new pattern of medical changes.
As a new hospital form model, its marketing strategy is mainly from the following two aspects:
The first stage: small diseases to do popularity, big diseases to do benefits. This popular business truth in the medical industry first originated in the law of two or eight. The famous 80/20 rule states that the top 20% of patients create 80% of the hospital's profits, and a significant portion of that 80% is lost to the bottom of the patients.
Because every patient does not have to be profitable for the hospital, some patients bring in losses. Although most patients create less profit, or do not create profit, but also able to enhance the hospital's popularity, increase market share, help to improve the degree of trust of patients to the hospital, expand the hospital's popularity, and can cause the hospital intangible assets increase. This is conducive to the long-term development of the hospital.
The second stage: reverse over, "the big disease first do popularity, and then create benefits", with a big disease to lead to a big disease, not a small disease to lead to a big disease, that is, the big disease just start to calm down, the first not to kill the patient, wait until the big disease popularity, then come to kill. The big break can be big, the big give and take can be big. Only in this way will not go south.
Therefore, the correct promotion is that all the diseases are first to do popularity, do for a while, once more people, and then roll up the sleeves to catch fish. However, to do popularity at the same time, we can not purely do brand, it is important to implement the "patient-oriented" principle of service, constitute a "loyal customer groups, the establishment of a common people's satisfaction can not be separated from the hospital.
First, the hospital's popularity management strategy
At present, the hospital is facing how to increase the outpatient clinic to gather popularity, which is the most worthwhile to think about before the promotion of hospital advertising. We can not just wait for patients to the door, but should take the initiative to consciously integrate their own resources targeted public relations campaigns, take a personalized, refined service routes, while the use of differentiated means, combined with their own specialties and existing manpower, equipment, environment and other factors, to grasp the whole service management. The company's main goal is to provide the best possible service to its customers.
In the past, due to the hospital's specific professional, technical, some hospital staff subconsciously lack of overall marketing concepts and to cope with the competition in the mindset of the mindset tends to be more mechanical and passive, the lack of branding and commercial awareness, lack of initiative and aggressiveness. This often puts itself in a weak and unfavorable situation. As far as the hospital is concerned, how to spread their own advantageous resources, business projects, service means as soon as possible, and quickly occupy the patient's mind space, leaving the marketing is never okay.
At present, the recommended brand hospitals should be positioned in the direction of two major strategies:
1, brand service - the goal is to maximize the pursuit of reputation.
This is exactly where the majority of hospitals in the current marketing confusion and shortcomings, often equate the hospital's visibility to branding, visibility in the degree that must be the hospital's primary pursuit, but this is only on the surface, the real enhancement of the hospital's brand is a good word-of-mouth and vivid brand image, but good reputation must have a fairly high visibility and consumer
The pursuit of visibility and reputation varies from brand to brand, such as fast-moving consumer goods, the maximization of visibility is the most important, durable goods is different, reputation is the most important, the degree of recognition of the hospital's patients is based on the level of medical care, counterparts in the department, the standard of charge, the service attitude of the overall recognition.
2, human services - staff and patient support services
service branding ultimately in the actual implementation of the core value of its embodiment, medical services and other services or tangible commodities are very different, in the process of medical services to the bring
Therefore, marketing relies on the cooperation of the marketing department and other departments, so that all departments can participate in marketing activities with heart and initiative. To incentivize teamwork in all departments, if the hospital staff is not satisfied, then it is difficult for the staff to satisfy the patients. The degree of patient satisfaction depends on the value of the hospital's services, the value of the hospital's services depends on the loyalty of the staff to the hospital, loyalty depends on the staff's satisfaction, satisfaction depends on the value of the hospital for the staff, and the value of the hospital for the staff depends on a series of deep-rooted problems such as internal management, mechanisms, institutions.
Therefore, our future work in the specific practice behavior plan (reference) is as follows:
⊙ good internal staff management, including life, training, welfare, vacation, performance and other aspects.
⊙ Establishing key customer files, strengthening marketing relationship management of major customers, and analyzing patient satisfaction and employee satisfaction;
⊙ Utilizing a variety of media, health lectures, clinic tours, and joint activities to promote and publicize medical services;
⊙ Improving the management of the customer service center to provide patients with integrated services before, during, and after the consultation;
● Providing patients with a comprehensive range of services, We are committed to providing the best possible service to our patients before, during and after the consultation process.
We are committed to expanding the market by visiting customers and markets, and strengthening the relationship with the government's health administration departments, social security bureaus, insurance companies, various public welfare organizations, social groups, and neighboring community units.
⊙ use the database to collect and accumulate customer information, and information collation, summary and analysis, according to the hospital's positioning of the selection of target customer groups, targeted for the relevant departments and departments to bring marketing information; do a good job of marketing training for health care personnel and other personnel, to guide the department to carry out marketing skills training, to improve the level of the whole, the whole marketing.
⊙ marketing tools are varied, and the initial phase is mainly carried out (starting from how to attract eyeballs, activities to create momentum, develop special programs, and trigger attention, to amplify their own characteristics and points of interest, so that patients have a psychology of recognition.)
⊙ Later on, it starts from how to accumulate data, track back visits, and constitute word of mouth.
As Xi'an Ci'ai Women's Hospital, we have a lot of attractive places, we want to do is to think of ways and means to make more people know as soon as possible, as soon as possible to familiarize themselves with, as soon as possible to visit. If you don't have the full market awareness, lack of basic marketing tools, not only can't gather people's hearts, but also may lose the original good resources and basic patients.
Second, the specific marketing promotion of Ci Ai Women's Hospital
A. Purpose
1, the rapid expansion of Ci Ai Women's Hospital in the public awareness (image), to create the hospital's expert brand, department brand, technology brand and service brand.
2, the rapid establishment of new consumer habits, seize the medical market share.
Second, the goal
1, to establish the overall visibility and reputation of the Ci Ai Women's Hospital.
2, the promotion of Ci Ai Women's Hospital's special departments, special projects, new technologies, new projects and super quality services.
3, the promotion of Ci Ai gynecological hospital team of experts brand as well as convenient, affordable, efficient and quality and warm service.
4, the rapid expansion of Ci Ai gynecological hospital market share, increase market share.
Third, Ci Ai Women's Hospital market positioning
Private hospitals due to the patient flow is not fixed, a great impact on the stability of the profit of private hospitals, so the expansion of outpatient clinic volume is a necessary initiative. Its market positioning is as follows:
1, stabilize the surrounding area (community, rural). To the surrounding community as a foothold in the fundamental, "off, love" to attract a stable customer base, to build a good reputation.
2, seize the opportunity of medical insurance. Private hospitals to join the health insurance is imperative, private hospitals only efforts to join the health insurance, to ensure more stable peripheral consumer groups, to achieve a better cash flow.
3, the heart of the publicity of a variety of health insurance designated hospitals and hospitals preferential policies, and gradually accumulate, establish a reputation for long-term brand building to lay a good foundation.
The hospital has to analyze and position itself in the market, find its strengths, discover its weaknesses, and carry out comprehensive argumentation and planning. Here, I bring the following analysis framework for the hospital.
1, the advantages:
① approved by the provincial, municipal and district health administrative agencies, and with reference to the WHO and JCI standards for the construction of the country's second-class specialized hospitals.
② professional and technical advantages
③ perfect supporting facilities
④ all kinds of insurance designated organizations
Weaknesses:
① mature competitors.
② Advertising effect.
③ The common people still lack a deep understanding.
④ personality needs very famous discipline leader (the city is particularly important)
2, competition: such as the Fourth Military Medical University, Xi'an Women's Hospital, Sanqin Hospital, etc.
3, market: the market is large, people's living standards continue to improve, and there is a very high demand for the quality of life.
In our market research, we learned that the Ministry of Health released the most health survey results show that 20% of us at the moment do not go to the hospital to see a doctor, one of the main factors is that the hospital costs are too high. Low- and middle-income people account for the vast majority of the urban population (rural), there is a very large market, as long as we position ourselves accurately, the source of disease is not a problem.
In addition to price competition, in the competition of hospitals, the patient decides whether a hospital service is good or bad, is based on feelings. The patient compares the feeling of understanding the service through the expectation of the hospital and the feeling of going to the hospital, and if the feeling and experience exceeds the patient's expectation, then it is a good medical service.
Patient's feeling in the hospital > patient's expectations = good service quality
Patient's feeling in the hospital < patient's expectations = bad service quality
Patient's feeling in the hospital = patient's expectations = general service quality
Patient's visit to the hospital to understand that the service is costly, and to bring the value of the service, can be constituted. "Loyal customers", according to the modern concept of hospital services business, "loyal customers" is the main source of profit and development of the hospital's driving force. One of the basic ways to determine the value of a service is for the hospital to bring more additional services after the basic medical services.
Fourth, the advantage of the brand service strategy - "good look at the disease" + value-added services
The fundamental purpose of the patient to the hospital is to look at the disease, to relieve physical and mental pain. In turn, the hospital in the final analysis is to be able to solve the problem of "disease" for the patient. From the point of view of the medical market, who can solve the patient's problem, who will be able to get the patient's trust; with the patient's trust, the hospital will be able to develop smoothly. The only way to do this is to rely on medical technology and quality of care.
In the service, such as hospitalization one-stop service, the patient was admitted to the hospital with a person to accompany the patient, the patient was discharged from the hospital doctors and duty nurses sent to the gate; Internet leisure, the patient's birthday, send flowers; these high-quality services, all value free of charge. The patient is discharged from the hospital we also want to telephone tracking return visit, seek advice, continue to bring help and so on.
Fifth, quality and affordable strategy -
In order to let the patient in the hospital, "spend less money, look good", or "spend the same amount of money, enjoy the
In order to make the patient in the hospital "less money, good" or "spend the same amount of money, enjoy a more satisfactory service", the hospital will be "high-quality and affordable" strategy, reduce some of the charges of the examination program, so that the patient to get more affordable.
Sixth, marketing and promotion strategy - highlighting the specialty characteristics, departmental characteristics, technical characteristics and service characteristics. Emphasis on community (rural)!
1, the heart of the development of medical insurance, improve the quality of service, cultivate credibility, reduce the harm of false advertising.
2, market cultivation in the early stage, expand multi-channel marketing and advertising to quickly establish visibility, establish a solid position and new consumer habits.
3, targeting urban community residents and urban migrant population, colleges and universities, the vast rural areas. (For the old workers to implement a personalized preferential treatment strategy)
4, the target appeal is clear and understandable, and fully consider the patient's psychological habits, to avoid causing the patient's psychological aversion.
5, based on the community, universities and colleges, pulling the community (rural). Become a satisfied hospital in the hearts of the people, and strive to community (rural), colleges and universities as the base of development.
6, the communication media selection of the people's habitual contact with the media, such as the city community media, social news newspapers, public **** facilities.
Seven, media mix strategy
The integration of advertising should be a combination of image advertising and sales advertising, television media and other channels of media. In the TV to see the image of the hospital ads, but also in the newspaper to see the hospital's brand building ads, and then through the Internet to see the hospital's detailed description of the medical magazine briefings after the diagnosis of tracking services, community public service announcements as a pad, the patient through a full range of information to understand the hospital's credibility immediately be effectively strengthened, so as to trigger the impulse to act and consume, to realize the business of sales.