How do you market a hospital?

The main content includes: database marketing, loyalty marketing, one-to-one marketing, customer-oriented marketing, relationship marketing, frequent marketing, etc.. Hospital marketing should focus on customer service and management, based on customer database, to improve customer loyalty as the core, the correct use of a variety of marketing mix, optimize the customer portfolio, enhance the service profit chain, to promote the growth and development of hospitals and improve hospital competitiveness. 1, segmentation of the medical market, looking for the best customers in the business battle to win the real secret is to have the best customers from the best customers to identify, maintain and improve the competitiveness of enterprises. The real secret of winning in business war is to have the best customers, and to determine, maintain and improve the competitiveness of enterprises from the best customers. According to the "80-20" principle, 80% of a company's business is created by 20% of its customers. Understand who the best customers (the 20%) are, what they do, how they are seen, what their habits are, and how much they are willing to pay to be seen. Provide special consideration and service to your best customers from time to time. Increasing the loyalty of your best customers can yield significant marketing results. Customer service does not start from the customer's expectations of the hospital, it should start from the perspective of the hospital's view of the customer, and the hospital should know how to select loyal, profitable customers with whom to build a long-term good customer relationship. The best customers are those who smile at you, like your service, and keep you in business. They are the ones that hospitals want as repeat customers. Value is the most essential factor in customer retention; the more valuable the service a customer receives, the more loyal they will be. We have found that most of our profitable customers are not our largest customer base, but rather some of our middle-income customers. Our largest customer base is a number of low-income people who are able to pay in full and can receive a minimum level of service, but the cost of care for low-income customers reduces the profitability of the hospital. Middle-income customers are willing to accept good medical services, and pay the price set by the hospital is the hospital's most profitable customer base, we must spend energy to focus on, maintain the best customers. 2, the rational use of the marketing mix, locking the loyal customers, society is changing more and more quickly, the market is becoming more and more competitive, if you can't keep the loyalty of customers, the customer will run to your competitors or potential competitors. Creating a successful profit-generating system depends on attracting customers who will repeat their purchases again and again over time. We need to attempt to identify good customers, provide quality health care, and stay in touch with them, leading to the development of their potential health care consumption, so that they come back to the hospital again and again to purchase our health care services. Hospitals currently realize most of the profits from the existing customer base, they come to the hospital because they trust the hospital's medical technology and services, the maintenance of this trust is a two-way street, hospitals do not pay enough attention to the old customers are not treated well by the hospital, may be angry and jump ship. Fifth, the scientific optimization of marketing strategy, cultivate brand appeal According to some scholars, the company as long as to reduce the customer turnover rate of 5%, you can increase 25% to 85% of the profits. A study shows that 75% of the buyers of Toyota products expressed a high degree of satisfaction, and said they are willing to buy Toyota products again. This fact shows that a high level of satisfaction and joy fosters an emotional attraction to the brand, not just a rational preference, and will build a high level of customer loyalty. Characteristics of loyal patients: patients who frequently visit outpatient or inpatient hospitals; patients who have received referrals from others; patients who trust the hospital and engage in word-of-mouth promotion; and patients who are immune to promotional activities of other hospitals. How to lock the quality of customers, improve the loyalty of quality customers, is each of our staff must go to seriously think about the problem. 1, one-to-one marketing strategy, a good doctor is a master of one-to-one marketing, one-to-one marketing contains the following four basic elements: ① identification: to determine your target customer group. ② Differentiation: Divide the customer base according to their requirements and their value to the hospital. ③ Interaction: Interact with your customers in order to build a learning relationship. ④ Customization: Customize medical services and information. The outpatient physician consultation process is a typical one-to-one marketing process. In the past, there was a certain information asymmetry between patients and health care workers, health care workers do not know what patients really need; patients do not know what health care workers, how to diagnose and treat the level of treatment; how much the price is; how much the quality is; the introduction of the concept of one-on-one marketing in the process of outpatient doctor's consultation and treatment can solve the above problems. The patient is involved in the process and has to share his/her experience with others. One-to-one marketing work initiated by the doctor, from the beginning of the diagnosis and treatment of the stage of introduction of patients, throughout the whole process of diagnosis, treatment and rehabilitation of the patient's disease, so that the patient *** with the participation of the real realization of the demand-oriented, personalized service for the patient, to maintain the loyalty of the patient. Some doctors in practice, have begun to use the concept of one-to-one marketing and achieved good results. The use of one-to-one marketing strategy: take the initiative to meet and find patients; pay attention to the diagnostic process and the patient's communication; patients with different levels of consumption to identify, provide different prices of the treatment program for patients to choose; inform the patient of the effectiveness of the treatment; the possible side effects; the next time to follow up the consultation. The doctor searches for his best customers and improves customer loyalty, so patients are prone to accept his treatment plan, although the plan may be more expensive than others. There are two more points ① the condition is taken seriously; ② he feels that someone is helping them to solve their problems. After these two points are satisfied, patients will accept our medical services. Recognizing and appreciating patients Hospitals and patients need a comprehensive process from acquaintance to admiration to love. In the theory of customer relationship management, the relationship between hospitals and patients from low to high can be divided into five different levels: ① seek to replace: the services provided are not satisfied, but subject to certain conditions have no choice but to consume here, once a better alternative is found, immediately turn to the alternative; ② basic recognition: the services provided can not be said to say that neither satisfied nor dissatisfied, and find a better alternative, may turn to the alternative; ③ Mutual cooperation: satisfied with the services provided and eager to provide better quality services, will call the hospital if there are problems or dissatisfaction, but will not refer other patients to the hospital; ④ Mutual dependence: very satisfied with the services provided by the hospital and encourage the continuation of quality services, will not give advice, and may refer other patients to the hospital; ⑤ Sense of mastery; the patient takes the hospital as his own, and will strongly recommend the hospital to his family and friends; constantly give the hospital a good reputation. and friends to recommend the hospital; constantly give reasonable suggestions to the hospital, and with the hospital *** with the solution to explore; hospitals and patients *** with the efforts to find patients reasonable expenses, or to help patients solve problems. The lifetime value of these five levels of patients to the hospital is gradually increasing as the level of the relationship increases. The hospital's marketing focus is to enhance the relationship level between the patient and the hospital to increase the lifetime value of the patient. In our practical work, we can find the corresponding customer groups in different relationship levels, customer relationship management is to enhance the level of customer relationship management of profitable customers to improve customer loyalty. 1, the patient's recommendation When the patient's expectations are exceeded, the patient will feel very happy, satisfied patients will remain loyal for a longer period of time, long-term consumption in the hospital, the price of the sensitivity of the more Less price sensitivity. Marketing to loyal patients usually does not cost anything extra. Loyal patients always tend to get more services and try new services. Patient referrals are the most profitable of all hospital marketing behaviors, very satisfied patients through word of mouth in the marketplace to help you sell and sell. 2, enhance the value of the patient implementation of total quality management, to provide patients with quality health care services, the pursuit of user satisfaction, and constantly meet or exceed customer expectations. Continuous quality improvement to improve medical profitability. Hospitals according to the patient and patient lifetime value, the cost of attracting or keeping patients to weigh the interests of different segments of the medical market to develop different levels of marketing. Several ways to increase patient value and retain patients: 1) Strengthen relationships with patients by increasing financial benefits. Such as giving prizes and various forms of price concessions to regular customers, but these measures are easily imitated. ② Increase social interest financial benefits. That is, personalization and privatization of medical services. ③ Increase structural ties, as well as financial and social benefits. Such as hospitals to provide specific services, electronic medical records, medical records custody, etc., in a certain sense, constructed a switching barriers, easy to form a competitive advantage]. 3, thank you to the patient through the thank you, especially the letter of thanks, let patients know that they are being valued by the hospital, is to maintain the hospital and the patient's feelings of the excellent means, the patient may care more about this spiritual fulfillment, this point of investment relative to the patient to the hospital's profits is insignificant. Seven, the introduction of medical personnel, personnel training At this stage, we need to have experience, especially with private medical institutions, doctors, nurses, medical guides and management, marketing personnel, especially obstetricians and nurses. Training for the existing medical and nursing staff, step by step to change their concepts, especially the original Yongan Hospital doctors and nurses. Eight, improve the hardware equipment: the introduction of medical equipment, network systems, internal infrastructure, etc.. The above eight is as our secret to cultivate internal strength. Nine, frequent marketing strategy + a variety of media advertising frequent marketing plan is to give incentives to those who buy frequently as well as according to a stable number of customers to buy, such as cooperation with mobile, Unicom health plan. Give some patients issued discount cards, give outpatient free registration fee, hospitalization fees, examination fees, treatment fee discount. And you can use its information platform to publicize medical activities. By analogy, it is possible to cooperate with insurance companies for such health programs. Jointly hold health activities with the Women's Federation, the Health Education Institute, the Civil Affairs Bureau, the Health Bureau, the Yongan Street Office, and other relevant governmental units, and at the same time release news with the help of the media. Interact with strong medical institutions such as City Hospital No. 1 and Zhongshan Medical University to invite their experts to sit in their classes. Finding suitable media for planned advertising, advertising content should be different from any existing private hospitals, reflecting the image of Yongan Hospital as a public hospital, starting from a high point of vision to the long term, try to achieve the atmosphere. Never for the sake of quick success and quick profit, damage the existing public image of Yongan Hospital, to avoid people seeing Yongan Hospital as a private hospital, and not to let the public subjectively realize the formation of a "hospital within a hospital". The goal of CRM in hospitals is to increase business opportunities by improving communication with patients and providing the right content (service and price) at the right time through the right channel. Customer relationship management throughout the patient lifecycle. Effectively introduce the hospital's healthcare services to patients and potential patients. Provide personalized healthcare to each patient. Communicate with each patient touch point; communicate with patient channel preferences; capture and analyze channel information. Appropriately delivers healthcare information to patients at the right time. High-value returning, satisfied, profit-generating customers are the focus of attention for all business companies around the world. With China's accession to the World Trade Organization (WTO), according to WTO principles, medical services belong to the trade in services, foreign medical capital into China has become inevitable, with the entry of foreign capital will certainly bring us advanced medical technology, medical services and advanced hospital management. Competition in the medical market will be more intense, hospitals should be closely around the customer, good customer service and customer management, and constantly invent and improve the new marketing plan, enhance the relationship with the customer layer, establish and strengthen customer loyalty, to meet the upcoming international competition. Follow-up question: I asked what the difference is. You answer so much, I do not see any difference