Dental Clinic Feasibility Report
The first market
Jinan is the capital of Shandong Province is a large economic city, with a total population of about 7 million people, a beautiful environment, a pleasant climate, and a developed economy. According to the understanding of whether oral health care awareness or oral health level, the overall deviation. Chinese teenagers caries rate average up to more than 80%, adults periodontal disease rate average up to more than 90, the elderly dental retention rate of less than 40% (more than 60 years old, more than eight teeth). At present, so many people in China have oral problems, but a great part of the people still do not pay enough attention to oral problems, have not been timely treatment. So dentistry is a very potential project.
Jinan has a large population, but there are fewer professional dental institutions, mainly hospitals attached to the dental department, other hospitals in Jinan can not form the advantage of scale, profit maximization advantage.
The second market demand
With the development of contemporary society and the continuous improvement of people's living standards, oral problems have become more and more serious. At present, about 50% of the population suffers from dental caries, with an average of 2 caries per person; up to 80% of the 5-year-old children have caries in their milk teeth; and 80% of the population above 7 years of age suffers from a variety of oral diseases. According to Prof. Zhang Zhenkang, president of Chinese Stomatological Society, there are 2.5 billion caries, 600 million malocclusion and 1 billion periodontal disease patients in Mainland China. So it is feasible to open a dental clinic.
Competitors: the main dental medical professional institutions for the three (Jinan Best Stomatological Hospital, St. Pui International Dental, Jinan Peng Ai [Dr. Cao] Oral Aesthetic Center), the rest of them are attached to the dental, relative to the population of a major city capital, the competitiveness of the city is relatively small.
Business projects: three of the dental professional organizations operating in the project are relatively complete (dental fillings, root canal treatment, dental restoration, prosthetic restoration, dental cleaning, cosmetic dentistry, periodontal medical treatment, orthodontic treatment, dental implants, surgical treatment, etc.).
Means of operation: mainly network-based, Baidu bidding for the left 5 right 8, relatively small competition, and offline advertising and so on.
Our expected positioning: the project should be perfect, network-based and offline advertising combined with the average consumption level of the Jinan population as the standard design of the project price.
Competitor scale: Jinan Best Dental Hospital, St. Bei International Dental, Jinan Peng Ai [Dr. Cao] Dental Beauty Center, according to online understanding, the three are thousands of square meters. (Details also need to site visits)
Competitor advantages: competitors due to the earlier opening of hospitals in Jinan, there is a little bit of visibility and reputation, which dental health care professional organizations 3 are more than thousands of square meters of area, with a good medical environment and a full range of equipment.
Competitor disadvantage: 3 of the professional dental medical institutions due to the scale of the large investment, the corresponding treatment costs are relatively large, the formation of a kind of high-end consumption, it is difficult to meet the needs of more consumers. The rest of the hospital attached to the dental due to the operation of the project is not perfect, difficult to meet the needs of more consumers.
Third clinic scale
Practical area: clinic: 140 square meters. Waiting room: 25 square meters. Office, finance room: 25 square meters. Technician room 25 square meters. VIP room 30 square meters. Network Department 35 square meters: Total: 280 square meters
Fourth medical content
Dental fillings, root canal treatment, dental restoration, denture repair, dental cleaning, dental aesthetics, periodontal medicine, orthodontic treatment, dental implants, surgical treatment and so on.
Fifth medical equipment
Oral clinic equipment is divided into: dental comprehensive treatment equipment, dental implant equipment, dental diagnostic equipment, dental imaging equipment, dental technician equipment, dental sterilization equipment, dental X-ray equipment, dental laser equipment, dental treatment equipment.
1, dental treatment equipment
Dental treatment chairs, automatic dental treatment table, turbine handpieces, a variety of power air compressor, physician's chair, nurse's chair, desktop electric ah drilling machine, miniature electric dental drilling machine, pneumatic dental drilling machine, built-in or independent of the negative pressure suction sewage device.
2, dental implant equipment
Dental implant machine, implant denture instruments, implants, implant machine, in the nail machine, mold taking machine.
3, dental diagnostic equipment
Root canal length measuring instrument, pulp activity test.
4, dental imaging equipment
Magnifier, microscope, micro oral camera, oral endoscopy digital camera.
5, dental technician equipment
Technician electric drilling machine, technician workbench, press fit machine, technician vibrator, mold filling vibration machine.
6, dental sterilization equipment
Constant temperature electric oven, high temperature and high pressure steam sterilizer, high temperature sterilization dryer, ultraviolet and ozone irradiation lamps, ultrasonic cleaner, dental handpiece sterilizer, ultrasonic cleaner, electric thermostat, handpiece cleaning and oiling machine.
7, dental X-ray equipment
Intraoral dental film machine, cephalometric instrument, surface tomography X-ray machine, automatic film washing machine, automatic film washing machine, X-ray film machine, dental CT machine.
8, dental laser equipment
Low-power laser machine, water laser system, teeth whitening laser system, oral laser comprehensive treatment instrument.
9, dental treatment equipment
Light curing machine, ultrasonic scaler, powder spray scaler, silver-mercury blending machine, root canal expansion device.
The number of units of equipment dental clinic opening equipment and instruments purchasing list is indicated, the expected price of about 200,000 yuan. (Detailed equipment developed later)
Sixth Personnel
2 physicians, 1 reception, 2 nurses, network department: 1 supervisor, 1 bidding, promote me 3, 3 consulting. *** Count 12 people. Deficiencies developed later.
Seventh input
. Housing and license rent: 500,000 / year Renovation: 150,000 Equipment investment: 450,000
Market development, PR advertising costs: 100,000 Working capital: 200,000 *** count: 1.4 million
Eighth investment income is expected to be:
Dentistry is a more popular, everyone in general is the existence of a dental problem, due to the fact that Jinan is a large city with a large population, plus the The promotion of the network, every day to the hospital about 5 personnel extremely normal.
(According to the Jinan market understanding of the scaling of a 150-200, filling 150-400, do a tooth more than 2,000, orthodontic estimates of 10,000, the rest of the project is estimated to be a few hundred thousand, according to the above point of view to estimate a conservative estimate of the per capita consumption of about 2,000)
Every day, it is expected that 5 people to the hospital for treatment and to the annual growth rate of 10% growth rate
The daily expected 5 people to the hospital for treatment and to the annual growth rate of ten percent
(The above red price fluctuations)
The above data is expected to two years to recover costs.
Ninth marketing strategy and plan
Marketing strategy:
Positioning of the population: the age of all stages of dental problems of the population
Market positioning: middle-income resident population is the main strength of the strength of the consumer group customers as a complement.
Price positioning: medium price and high quality
Localization: Jinan as the center, the consumer groups to Jinan local and migrant workers
Market integration ideas: integrated marketing, ground marketing, public service marketing, event marketing, festival marketing.
Promotion of the general direction: the hospital target group: urban mid-range consumer groups, the first urban areas to the surrounding villages and towns after the extension of affluent social security opening crowd.
The basic publicity in the city: community clinics, flyer publicity (), newspapers, television, SMS advertising.
Annual Work Arrangement:
Pre-work: clear each of the various job responsibilities, enhance the understanding of the professional knowledge of each position and the awareness of the service.
Online: optimization for the major search engines, as well as bidding advertising input. Online for the brand encyclopedia and related brand word maintenance. The first to understand the rival data and bidding inputs, as soon as possible to grasp the market dynamics, in order to achieve reasonable control of online promotion costs.
Offline: target markets such as schools, communities and a series of offline marketing activities such as publicity, clinics, health surveys, etc. to enhance the awareness of the protection of teeth in all age groups. This year, the focus is on more in-depth marketing and marketing work, according to the actual local situation of offline advertising. Capture market share. Enhance performance! Later to Jinan as the center to the surrounding urban and rural extension.
1, the annual task:
① to create a stable and united marketing team;
② the establishment of the region's stable marketing network channels on the ground;
2, the stage is divided into:
① integration of the work of the period: March, April, May;
② performance enhancement period: June, July, August;
② performance enhancement period: June, July, August;< /p>
③ overall maintenance period: September, October, November;
④ annual summary period: December, January, February. (The above dates can be changed according to the actual situation)
Activities:
Holiday cycle:
January: New Year's Day to welcome the new year
February: Spring Festival to pay homage to the New Year
March: March 8 girls
April: 4.7 World Health Day
May: May 1 labor
June: June 1 children
July: the first day of June, children
May: May 1 labor
June: the first day of June, children
July: build the party patriotic
August: support the military and love the people
September: college and university freshmen
October: eleven national day
November: the hospital construction
December: member feedback (the above holidays can be agreed upon, the specific activities were discussed and analyzed to formulate)
Brand promotion: 1. Increase the brand through the Internet Publicity
2. In major events and other promotions and clinics. In the course of the activities, integration of related media, creating news points event reports to further increase the brand awareness of dental.
3. In the relevant advertising carriers to publish the hospital and the introduction of special treatment programs.
4. In-store promotion, good doctor-patient relations, maintain good new and old customer trust in the hospital, upgrade the hospital brand. The company's mission is to provide the best possible service to its customers by providing them with the best quality products and services, and by providing them with the best quality products and services. The doctor will do more to attract more referrals from acquaintances. Guests to the hospital, the doctor to do more communication, expanding the development of consumer spending on patients.
Marketing Plan:
(1) Routine Marketing - Volunteer Clinic, Dental Popularization:
Volunteer Clinic:
Monthly on-site clinic 2 to 4 times, depending on the object of the preparation of the relevant information, and the results of the clinic statistics, summarization, reporting.
Oral science and health care preaching:
Mainly school-based, actively contact with the school authorities, the use of health classes to ask senior professionals to students' knowledge of oral health, prevention of common dental diseases during the teenage period;
At the same time, from time to time into the community oral health care panels to display, so that more people know about oral problems,
Community Public relations activities:
Volunteer consultation activities, family visits, a variety of networking activities, cultural evenings,
holiday celebrations, community public service activities. By communicating with the public? Zero distance? communication,
Shape the hospital's good image and improve the hospital's visibility.
(2) Special festivals:
(Dental Day, Teacher's Day, etc.) Plan ahead and make preparations for related activities and promotional items. At the same time, contact the relevant media for event marketing reports to enhance the overall image of the hospital.
Advertising: selective placement of effective communication!
Newspaper
Positioning health plate: branding combined with news articles, public service activities, publicity, dental science publicity, special promotional activities
Increase publicity through the annual holidays
Holiday positioning: hospitals, special professional introduction, discounted activities, etc. (specific later agreed)
Cost (to be determined)
The cost (to be determined)
The hospital is a very good place to start.
Network marketing:
Promotion through its own website and third-party websites and so on
Promotion principles:
1. Advertising successive: ground advertising is the first consideration for the hospital brand promotion, one is because of the ground advertising? The first is due to the limited nature of ground advertising. and the fact that it is not a good idea to use it. Exclusivity The second is because of the ground advertising's? Directness and? Repeatability? Therefore, whoever occupies the ground advertising Whoever occupies the ground advertising, who will occupy the ground first opportunity?
2. Overall first push: first push the overall brand, and then push the section characteristics.
3. Integration is important: unite all the forces that can be united to utilize all the resources that can be utilized!
4. advertising as a complement: news things to hype, media public **** relations to take advantage of
5. marketing to strengthen: marketing costs are basically manpower plus the cost of materials, from the DM and clinic publicity, you can be sure of the effect, so strengthen the development of marketing, that is, the need to strengthen the staffing and team management
(marketing plan and change according to local specifics)
(marketing plan and change according to local specifics)
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(Author: Chen Qingsong) reproduced please leave your name