Clinic marketing campaign planning program
Clinic marketing campaign planning program, marketing activities in whatever industry is an important presence, a good marketing program for the entire marketing process plays a role in the role is quite critical, how to do a good job of marketing is also what we want to know, the following clinic marketing campaign planning program.
Clinic marketing campaign planning program 1
1, the integration of a variety of medical resources
① Chinese medicine, chronic disease management
② experts regular specialist services
③ provincial medical treatment, hospitalization green channel
④ single disease / occupational disease management system
strong> 2, the marketing approach
① Pricing "low" and "transparent": zero difference in the price of medicines, just pay 198 yuan for membership, the clinic of all products a discount
② Charge a thousand return a thousand: members of the recharge of a thousand to send a thousand supermarket shopping card
③ joint settlement: members enjoy 60% discount on all products, while members can realize the joint settlement of medical insurance card and membership card;
④ butler service: in case of emergency members and members of the family to provide 24-hour door-to-door delivery of medicines (Zhaoyuan City area)
⑤ to the worry-free: all members can enjoy a provincial outpatient
Private Hospital Marketing Planning Activity Program
First, the party background
Light is like an arrow, the years are like a shuttle. 20xx New Year's Day is approaching, our hospital in the extraordinary in the past year, accompanied by everyone's support, in the care of the thriving. The thorns along the way made us meet here, and the spirit of self-improvement connected each of our hearts together. We comfort each other, encourage each other, support each other, *** with progress. All the way through the wind and rain we rely on each other, along with the departure of old friends, the arrival of new friends, we sweet in the heart, because here left the most wonderful friends of life footprints. A new year, a new beginning.
In this festive and melting night, let us meet here, with the most hard work, to hold up a blue sky of growth! Let us meet here, with the most beautiful notes to compose the earth's favorite war song! The sun is new every day, symbolizing the birth of hope, to verify tonight's sleepless night!
Second, the theme of the evening:
20xx "New Year's Eve" gala evening
Third, the purpose of the evening:
Enrich the spare time of everyone! Promote the friendship between coworkers. Increase the sense of belonging of employees!
Fourth, the party time:
December 31, 20xx (16:00 start)
Fifth, the party place:
Red High-beam Hotel
Sixth, the party process:
Sixth, the party process. strong>
A, the evening host speech
B, the leadership of the New Year's opening speech
c, the program performance
VII, the evening party program requirements:
program form:
1, to the relaxing and enjoyable, participation in the strong karaoke songs and the performance of the departments of the
2, lucky draw
VIII, awards
(a) program category
1, first prize: 500 yuan (1/individual or group)
2, second prize: 300 yuan (1/individual or group)
3, Third Prize: 100 yuan (2/individual or group)
4. Participation Prize: 50 yuan (the people who participated in the program)
Award Leaders:
First Prize will be awarded by Mr. Wu
Second Prize will be awarded by Mr. Huang, the director of the company
Third Prize will be awarded by Mr. Liu, the president of the hospital, and Mr. Liu, the director of the company
Participation Prize Leaders to be determined
(II) On-site raffle category
1, 1 first prize: 200 yuan
2, 2 second prizes: 100 yuan
3, 3 third prizes: 50 yuan
On-site raffle draws by the relevant leaders in order to select the third prize, the second prize, the first prize
All personnel (except for the relevant leaders) to issue raffle ticket numbers (numbers generated randomly)
The raffle prizes are issued by the relevant leaders. >
Raffle prizes are issued on the spot by the field raffle leader
(C) game participation prize category
20 yuan worth of gifts (by the host of the prize on the spot) see the details of the game
IX. strong> Oral clinic marketing campaign planning basic principles
1, positioning principles
Marketing activities to have a brand positioning, the market and consumer positioning to be clear and accurate. Think of an advertisement for your clinic that is more conducive to word-of-mouth communication.
Example: xxx dental, professional service without error! (Positioning services)
xxx Dental, high-end technology, pro-people price! (Positioning price)
2, the brand principle
Marketing activities should be consistent with the organization's brand positioning, to enhance the brand image for the purpose.
3, the performance principle
Marketing activity planning should be carried out with the performance target, planning the activities of the link, the estimated traffic and customer unit price.
4, the principle of moderation
Marketing activities should not pursue the large and unrealistic. Large activities 1-2 times a year, small activities can be carried out every month.
Dental clinic marketing planning 'time and method
1, products, services
When the organization introduces a new technology or the opening of a new service, you can plan for the launch of this marketing experience activities to expand the publicity of the new products and services.
2, holidays
Holidays as an opportunity and theme of timely planning and launch of promotional activities to enhance customer goodwill towards the brand. Such as Dragon Boat Festival, Father's Day, Mother's Day, Children's Day, Women's Day, National Day and so on.
3, season
For the season's services to launch related marketing activities, such as orthodontics in the summer, the fall of the planting, teeth whitening years ago.
4, break the game
When the organization in the opponents under the pressure of performance decline or performance bottlenecks, can be timely through the planning of appropriate marketing activities to deal with the competition of opponents, change the situation.
Dental clinic marketing campaign planning the basic steps
1, market research and analysis
Marketing campaign planning before we have to fully understand the opponents, to understand their marketing strategy, pricing system, the content of the activities, the implementation of methods, and the internal activities of all efforts. The internal activities of all the efforts made (such as consulting techniques, doctors and nurses service techniques and redevelopment techniques, etc.); in addition to this, but also on the target customer research, to understand their needs; after the end of the research, we must conduct a detailed analysis of the results of the research and combined with the effect of the previous activities to determine the positioning of the marketing activities, including the target group positioning, activity strategy, price positioning, service positioning, and so on.
2, clear activity goals
Each marketing campaign will make the organization in the financial resources, time, energy investment, clear activity goals is for the activities of the planning and organization of a clear direction to promote and ensure that all inputs can be gained. The goal of marketing activities for dental clinics is basically to enhance the brand, customer satisfaction, performance improvement.
3, determine the form and scale of activities
Combined with the results of the research and analysis and activity positioning, objectives, and combined with their own situation to determine the form and scale of the event; in the form of we can innovate, can be integrated into the preferences of the target consumers into the way, but do not want to be spoofed, the scale of the respect for the actual situation, can not be the pursuit of the big and comprehensive, which is not conducive to the cost of the event. Large and comprehensive, which is not conducive to cost control and implementation.
4, writing program
1, the theme is clear: the theme of the marketing campaign is the activities of the overall content of the condensed, it must be concise, eye-catching, so that the audience look at the basic knowledge of the content of the activities.
2, the content should be comprehensive, exhaustive: in writing the program, we not only want to elaborate on the content of the activities in detail, but also stand at the level of an executive on the implementation of the activities of the work of a detailed description, so that everyone involved in the implementation of the program to know what they want to do when they do what, how to do it, which also ensures that the activities of the important step in the smooth running. Specific include: staffing and division of labor, personnel responsibilities, implementation of the worksheet, material design content and list.
3, integration of resources, planning and publicity: good marketing activities can not be carried out without online and offline publicity, so when writing the program, in the event of publicity also have to do detailed planning, according to the purpose of the event and budget, integration of all available publicity channels and resources, to do the effect of the maximum dissemination of the program, so as to ensure that the event meets the final expectations.
4, have a plan and budget: in writing the event program to consider all the consequences of the event may occur, to do a good job in advance of the plan, just in case; activity budget allows us to know the cost of the activity input, to facilitate the evaluation of the effect of the whole event later.
Oral clinic activity marketing planning implementation
1, activity preparation
This stage is also known as the activity warm-up period, in addition to the implementation of the marketing activities organized by the people, time, place, material, the activities of the pre-preparation of publicity to formally start. In addition, around the activities of the content of the organization's internal preparations should also be launched, such as the reception of medical staff, the service process of training exercises; consulting skills, the process of training; activities required for the production of various types of forms and the use of training.
2, the activities of the implementation
clear goals, clear responsibilities, co-ordination, control of the overall situation, grasp the details, each involved in the implementation of the people to do their duty, cooperate with the timely replacement; to "customer satisfaction" oriented service concept. The activity involves a series of extra charges, new projects, etc. to do in advance to inform and explain the original reason; at the same time, the activities of the publicity and promotion is to increase the efforts to show the process and stage effect of the activities in a timely manner, the best can be combined with the customer experience publicity, in order to increase the target customers on the activities of the sense of trust.
3, activity publicity
A good activity, not only to produce, but also to thoroughly implemented, the implementation of an important piece of time is to publicize, so the implementation of this aspect of the separate out to say. Now the publicity is not like before, just need to be in front of the store or a few streets to send a leaflet on the line. And now there are N kinds of channels, ripe on the line of their own WeChat public number activity push, WeChat group, QQ group, community website.
4, activity evaluation
activity after the end of the implementation of all the departments and personnel involved in the activity to summarize and analyze the shortcomings of the proposed solution to the good part of the program to do the optimal program, and then the formation of the text of the summary; in addition to this, but also to the activities of the data analysis, analysis of the input and output ratios, team performance, consulting conversion ability, publicity, and so on. In addition, it is also necessary to analyze the data of the activities, analyze the input-output ratio, team performance, consulting and conversion ability, publicity channel effect, etc., which provides effective data support for the future marketing activities or the future operation of the organization.