In order to make things or then work can be carried out smoothly, we usually do this thing or then work before a program will be developed, the following is organized by me for you "hospital marketing program case example 2021 reference, welcome to read.
hospital marketing program case example 2021 aFirst part of the market analysis
First, private hospitals generally have a crisis of integrity
Due to the relatively large investment in the health care industry, the absolute monopoly of medical knowledge of health care workers, as well as the government's private hospitals in the early stages of the supervision of the lesser, resulting in a number of quick success and short-term profits. The private medical investors use false medical advertisements, exaggerations and other ways to operate, resulting in a one-time fraudulent medical behavior, so that the majority of patients and even the whole society has a kind of prejudice to the integrity of private hospitals operating problems. Although the 2021 medical advertising audit has increased, private hospitals have also changed in the marketing model, but due to the government of private hospitals to collect xx% income tax and xx% sales tax, the high charges still let the ordinary people of the private hospitals to stop, do not dare to praise.
Second, Datong Digestive Disease Hospital Market Strengths and Weaknesses Analysis
Datong Digestive Disease Hospital is the first and only hospital in Datong that specializes in gastroenterology, which has the advantage of being the first in the market; at the same time it's a new hospital, which makes it easy to establish a brand image quickly; in addition, the leading disciplines are the experts of 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. The first is that it is not possible to get the best out of the system, but it is possible to get the best out of the system, and it is possible to get the best out of the system.
The second part of the marketing implementation program
I, based on experts, health care reform policy as a guide, and the primary health care institutions to establish a wide range of cooperative relations, 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 main focus of the recent period of work of China's health care. Health care in recent times the focus of work. Our government has also tilted its policy towards primary healthcare organizations in terms of funding subsidies, reimbursement of medical expenses, and many other aspects. The government has also made it clear that when conditions are ripe, it will develop a system of first consultation for primary health care organizations. This means that most patients in the future will be referred from primary care organizations. Combined with the characteristics of digestive diseases, I suggest that based on the relatively strong strength of the hospital's brand of experts, we should establish a wide range of cooperative relationships with primary medical institutions, with the following specific programs:
(1) Establish a relationship of "reciprocal support and bidirectional referral" with the primary medical service organizations in Datong and sign a cooperation agreement
(2) Establish cooperative relationships with primary medical institutions in Datong and sign a cooperation agreement with them. (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. Sitting in the clinic or health education lectures, health education series activities;
3, monthly free gift to the primary health care institutions of a number of health education books;
4, free of charge to the primary health care personnel to provide technical advice, guidance, and on-line consultation, referral of patients to the primary health care personnel can follow the patient to observe the treatment;
5, the primary health care institutions Referral of patients to our hospital ambulance free transportation (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 health care service organizations a certain amount of development funds (including primary health care workers commission), the end of the year for two-way referral of the work of the primary health care institutions to give a certain amount of material incentives;
6, in accordance with the standards of two-way referral of the various types of diseases, the primary medical care organizations to give a certain amount of material incentives. The patient's condition is stabilized and then transferred back to the primary health care institutions in a timely manner 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 of 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 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 medical checkups include routine medical and surgical checkups, abdominal ultrasound, blood biochemistry, chest X-ray, and so on.
Four, multi-channel promotion, so that more people can experience the service, accept the service
Make full use of the opening of the clinic, 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 promotional activities. The company's sales and marketing activities have been conducted through a variety of channels.
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 can not wait for everyone browsing the site to come to the hospital for treatment, the site just opened not a Business Link dialog box is a large number of hospital ads, so that people are very disgusted with 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 a third party through the Internet to promote their own words that the results will be different again, so that others will trust the ingredients will increase a lot.
hospital marketing program case example 2021 twoWith the rise of network marketing, hospitals have also joined the team. With the development of society, the emergence of domestic large-scale private hospitals are developing hot at the same time also led to the hospital network marketing hot. Private hospitals to China's medical industry to bring a lot of good side, of course, there are also some bad things. As the saying goes, there are pros and cons in everything, in the many private hospitals, hospital network marketing naturally have standardized business, there are not standardized business hospitals. But we should be sensible to realize that more is to bring the good side, and break the public hospitals in China's health care industry has been the monopoly of the situation, no longer sick can only go to the public hospital to see a doctor, see a disease fear, look at the doctor's face, listen to the doctor's taunts and unpleasant words, endless queuing, crowded, noisy, so that the body was already in pain to accept the torment again.
A fee-based hospital network marketing
1. Baidu, Google and other search engine placement on the hospital network marketing is very important to a shortcut, but this is definitely not a permanent place of hospital network marketing easy to go fast.
2. Portal and local website advertising space in the hospital network marketing role in the controversial, in my hospital network marketing in the actual promotion of work found that this channel can have a greater role can be useless, how to use the channel has become the key.
3. The third-party medical industry website cooperation mode for hospital network marketing, is a selective project, in some specific such sites, a specific period of time to put some of the specific items may have a certain effect.
4. entrusted third-party network marketing services company marketing approach, according to my analysis of the actual work of the hospital network marketing, the feasibility of this approach is very "difficult" difficult to implement than their own architecture of a set of network marketing system is still complex, difficult and difficult to cooperate with this kind of lasting and so on.
Currently on the Internet, the main way to use the hospital network marketing fee is nothing more than these ways, in these ways, according to the characteristics of each hospital's business program is different, the way there should be different choices. On the current status of network marketing, the first and second content is relatively important, and the third and fourth content, is very controversial, I personally believe that the third and fourth long-term hospital network marketing not only does not promote the role, but will play a role in hindering. As for why I understand this way, smart you can go to think about it, I think you will be able to figure out the answer.
Second, the free hospital network marketing
1. The site's own optimization, now a popular word "SEO", in fact, to be frank, if you do the search engine charges, SEO and how much role? This we can also think about thinking. Especially now that Baidu, their excessive manual operation, the free inclusion of the restrictive and so on.
2. The frequency and activity of the hospital's business program content on the network. Now most hospitals are concerned about the activities of Baidu's interactive web boards, such as Baidu Know, Ask, Blog, and a series of other interactive web boards. How much of these interactive board activity on the hospital network marketing contribution? Is the need to think, do not bury your head in the sand, do not know what to do. The focus of network promotion is the content, and the focus of the content is to think, we must not see what others say is good to copy, this will bring themselves into a dead end.
3. Various ways of group hair, this content is also more controversial content. About the advantages and disadvantages of group hair, there are different opinions, from the user experience is more bad than good, from the range of options is more good than bad. The final conclusion of individuals is that the disadvantages outweigh the advantages.
hospital marketing program case example 2021 threehospital network, it will be more and more important for hospital branding, hospital marketing, who does not do who is eliminated, who is slow to do who is eliminated. Share with you hospital network marketing.
The first step to do a good job of hospital network marketing
1. financial investment - shedding children can not set the wolf. High-level hospital network marketing talent (hospitals and other talent is also the same), the need for a high standard of pay system, but also to have a system to identify "fake" talent. The core talent needs to develop a long-term "win-win" salary system, to achieve the development of the hospital's vision and the personal interests of the talent closely linked to the realm.
2. emotional investment - to keep people focus on keeping the heart, you are not interested in him, why would he be interested in you? Respect for talent, more communication with the core talent, focus on the development of corporate culture.
3. Talent evaluation - quarterly or half-yearly assessment of talent, so that the hospital up and down the relevant colleagues to say, the advantages and shortcomings of the talent, and finally form a report, so that the talent know their own strengths and weaknesses, so that the talent has the pressure and motivation to continue to improve.
The network marketing team to build the proverb: "three ignorant cobblers, top a Zhu Geliang. "Liu Bowen also said:" ten thousand men, the world is invincible. " It can be seen that the power of the individual is limited, the team can produce greater energy. How to build an efficient network marketing team?
Doing a good job in hospital network marketing, the second step
1. Recruitment of core people, the team first has to have a team, the efficient team requires that this team must be the soul of the character. He is the beginning and end, pointing out the direction of work, cohesion, responsibility.
2. Appeal to *** with the interests of the same, looking for *** with the idea that the team is not relying on the order to rely on the suppression in order to operate efficiently. We have to give the team friends say: "do a good job at the end of the month, we share the commission to eat a big meal, natural and man-made disasters do poorly, I invite everyone to eat a meal." Team members of the "big brother", but also working for the boss, not superior, concerned about the interests of each member of the team and protect the good is the leader of the responsibility. "Two people with the same heart, its benefits break gold" - with *** with the same interests, *** with the same idea, why not suffer from great things?
3. Minimum efficient CS team - supervisor, technology, artwork, planning writers, me.
1) Supervisor: Coordination planning, data analysis, task decomposition, work guidance training, SEO, SEM, advertising cooperation.
2) Technology: program writing modification, SEO optimization, SEM bidding management. (Q&A, classified information, transfer work)
3) artwork: website artwork, thematic artwork, advertising artwork. (Q&A, classified information transfer, transfer work content)
4) planning writers: hospital business soft, thematic planning, advertising soft. (Q&A, classifieds, transfer work)
5) I: website article update. (Q&A, classified information, transfer work)
Do a good job of the hospital network marketing the third step
Website construction and advertising cooperation (competent article)
1. website planning and construction
1) home fine and simple, do not clutter, so that visitors the first time to be able to find their own visit to the target.
2) the classification of the cover page of the article content is detailed, the theme of the columns designed to link directly into the business topic, advertising pictures beautifully moving (and business is not related to the columns directly cut, more than a few advertising space).
3) Each key disease business, in accordance with the high standard of the topic page cover design (artwork to be in place).
4) Each disease category cover page / list page / article page must develop different SEO title / keywords / description.
5) Listings page image ads for one main business + current categorized business image ads.
6) Article page main business ads theme with well crafted images.
7) Article page internal links include: hot articles, related articles, recommended articles.
8) Article page keyword links automatically point to the keyword site search results.
9) Business topics advertising page design: celebrity effect, results effect, intimidation effect, ****ing effect, commitment effect, authority effect, from the crowd effect.
2. Baidu bidding (SEM)
(1) Baidu account: Baidu account small hospitals strive to get rebates.
(2) Keyword selection: What is the main business of the hospital? What is the secondary business? Respectively accounted for how much of the proportion of income, according to this proportion of the Baidu account inside the money out.
① The main business of the main keyword selection:
A, keywords (hospital business; such as: laser spot removal)
B, the key words of advice (business consulting; such as: how much is photorejuvenation?).
C, brand words (business brand; such as xx excimer laser treatment)
D, industry words (industry categories; such as: the most authoritative men's specialist hospital in Southwest China)
② keyword lock: the use of Google AdWords tools (Baidu index and log in to Baidu promotional backstage, the tool option inside the keyword recommendation and price estimation tool. The last lock which is needed to left bidding promotion of the main keywords.
③ long-tail keyword selection: Baidu promotion background keyword recommendation, the late webmaster statistics of the incoming keywords
④ keyword quality: keyword quality affects the left side of the ranking position, the general keyword set up the right quality degree in 2, the quality of the degree of the keyword up to 3 need to be clicked on the keyword, you can hang the night related to the software clicks. The keyword quality degree manual
⑤ After the keyword published successfully use Baidu bidding assistant management. Recently a fee "bidding assistant" software, automatic bidding left ranking
⑥ data analysis, keyword strategy adjustment: the first account of the new site, the first month of the daily consumption control in the xx yuan below, the second month of the xx yuan / day, the third month of the xx / day. You will find that the performance is constantly commissioned, because the keyword quality degree is at work. If the hospital business space is large, the investment can be incremental.
3. Advertising cooperation
1) health portal class
2) news portal class (with Baidu news interface, such as Qianlong.com)
3) local portal news, information classification, community forums, etc.
4) local college forums
5) cooperation in the flow of the hospital business-related websites
4. SEO optimization outsourcing
Each hospital situation is different, in the absence of SEO optimization recruited to the situation, the website SEO optimization outsourcing to a professional network of companies to take care of, is not an effective means of marketing.
5. The construction of the website group
Each hospital has a number of business segments, a segment planning a website, which is necessary. A website brings an average of xx conversations a day, xx websites are xx conversations. Specialized and refined website in SEO optimization more can get the top rankings reflected.
6. Data analysis
Effective development of marketing strategy goals, to give team members a reasonable division of labor.
Hospital marketing program case example 2021 four
First, market analysis
In my school issued newspapers and magazines about English learning 21st Century Newspaper, English Weekly News, English Coaching Newspaper, Crazy English and other seven, the competition is exceptionally fierce, and at present, I learned that the English version of the study newspaper is a large number of entering our school market. It is understood that their sales model is simply to market in the dormitories of the university campus, but the coverage is not wide, often on each side. However, the delivery of newspapers or magazines became the biggest problem at the later stage, and there was often the problem of untimely delivery of newspapers or magazines, or the backlog of newspapers, which did not leave a good impression on the students. This is a good favorable condition for New Oriental English, which has just entered our school market.
Second, the marketing object analysis
Marketing object: xx University xx undergraduate freshmen
Total number of objects: undergraduate freshmen are expected to be around xx people
Analysis of the object's demand:
(1) For the college students who have just stepped into the Ivory Tower, they have their own English learning goals in their mind. They have already set up their own English learning goal, which is to pass the four or six levels of English, and then strive for a higher goal.
(2) In our school, since there is an English placement test for new students about ten days after they enter the school, students who have been away from the test for a few months pay more attention to this test. However, without prior knowledge, few of them will bring their previous textbooks or materials with them, so this is also a favorable entry point for New Oriental's English sales pitch.
(3) The reform of the English four and six levels of the test questions now has higher requirements for the English level of contemporary college students. The most effective way to improve your English is to expand your vocabulary. Finding an effective material that can help you expand your vocabulary and improve your overall English ability is what many new students want to know, and at the same time, passing the English IV level has also become a goal for students to learn English.
Three, marketing market field and personnel
(1) marketing market field analysis: xx University of the vast geographical area, the distribution of dormitories is more concentrated.
(2) sales staff: In order to carry out better market promotion and marketing, sales staff should be all over the school freshmen dormitory area, so that we can do favorable publicity and marketing, in the first time to seize the school more market, while the distribution of newspapers for the future to provide more convenient. At the same time, taking into account the boys into the girls' dormitory is not convenient, sales staff should be a certain proportion of men and women, through which to establish a favorable geographical advantage!
(3) In view of the analysis of the market on the ground, it is estimated that the total **** need to be about 40 salesmen distributed in the campus of the various freshmen dormitory publicity and promotion, as for the late sending of magazines probably need 5 people.
Four, publicity and marketing
Publicity theme: read the New Oriental English, do the future master!
Promotion tenet: honesty and trustworthiness, service first, customer satisfaction!
Pre-preparation:
(1) Recruitment: Considering the difficulty of pre-promotion, I will recruit students and friends who are more responsible, want to do it and want to do it persistently, especially those who have had previous experience in promotion. At the same time, we should also take into account the geographical distribution of personnel and gender ratio, will be recruited into five small teams, one of which is a small team of girls, and choose a strong ability to captain.
(2) personnel training and experience sharing: as a sales team, there should be a team spirit, work together to do a good job of marketing. The development of team spirit requires team members to get along more and understand each other. In order to get better sales results, it is indispensable to master certain sales techniques. Although individual wisdom or experience is limited, but the accumulation of water into a river, sand into a tower, the power of unity is endless, requires us to be able to learn from a wide range of experience and exchange with each other. In addition to this, it is important to study the theoretical knowledge and learn more about sales techniques.
V. Preparation for marketing
(1) Two days in advance to the school, the development of marketing detailed planning steps.
(2) Coordinate with organization members to boost morale!
Six, publicity and marketing stage
(1) fixed-point publicity: the new student enrollment stage, in the dormitory of the main intersection set up a reception point. For new students and their parents to provide free water and make the corresponding publicity version of the plane publicity. At the same time, if conditions permit, you can provide free newspapers.
(2) publicity and marketing: new students enrolled in the time to the new dormitory publicity and marketing.
(3) Seize the opportunity of the old folks' meeting to help the new students to understand the university life and English learning, to answer the new students' many confusions about the university, and at the same time, to explain the importance of English and learning methods, with the help of marketing our newspaper.
VII Marketing Strategy
The focus is on capturing the psychology of the target audience.
(1) First of all, we should give people a kind of friendly feeling, self-introduction is very important, bring the student ID is a must, as a senior or sister we have to be in the eyes of the new students is very trustworthy. You can introduce the school situation to them as a senior or a sister, like making friends. We should smile when we talk to them, bring them closer to each other, and reveal the importance of learning English in college: as freshmen in our school, there will be an English placement test after entering the school, which will determine the level of English they will learn in that class. Speaking clearly about the importance of the placement test, students in fast classes have better English teachers, which is conducive to improving their English grades and taking the English IV exam earlier. And many students come to school without any English-related books or materials, buy this magazine can do some preparation for the exam, to find the feeling of English, the same can be used for the future of college English courses and English four-level learning.
(2) Bring a sample with you when you sell, be as concise as possible, and don't be too commercial when you cut to the chase, as this will make the new students look resentful.
(3) If you can successfully sell a magazine, be sure to issue a formal subscription invoice, preferably one specific to the magazine. The campus supervisor's contact information should also be left, so that if there are any problems with the distribution of the newspaper, you can reflect them to the campus supervisor. At the same time, salespeople should also take the initiative to leave their own contact information, and take the initiative to ask any questions to our seniors or sisters. Even in a dormitory did not succeed in marketing, the same to the identity of the senior or sister to leave a contact phone number, one can leave the freshman back to the opportunity, the second can be publicized to his or her roommates, for the future subscription to leave the way.