Private hospital service marketing model (1): Beautiful environment
Once upon a time, the services of private hospitals were talked about by the world, and their remarkable features also really made some private hospitals There is a sense of superiority and complacency in public hospitals. However, with the profound changes in the medical environment, public hospitals have invested more and more manpower, material and financial resources in services, and the quality of services has continued to improve. The services of private hospitals have long been uncompetitive and unable to truly attract patients. Even the so-called "hotel-style services" that private hospitals were once proud of are now widely criticized.
Today, when we are calling for a return to the essence of medical care, what kind of services can truly attract patients?
We must know the basic facts. The so-called medical services are definitely not simply limited to whether we warmly receive patients or not. It is a three-dimensional and multi-dimensional service system, which is the big service concept we propose, including whether the hospital environment is beautiful (greening and environmental sanitation), whether the medical technology is exquisite (whether there are authoritative experts), and whether the medical staff's services are warm and thoughtful , whether the medical treatment process is efficient and orderly, etc.
All of the above, in the final analysis, are to solve the problem of patients' trust in the hospital. Only when patients have trust in the hospital will they be willing to come to the hospital for treatment.
To sum up, if private hospitals want to attract patients through service marketing, they must solve four basic problems: beautiful environment, authoritative experts, ultimate service and efficient process.
This article starts with the topic of "beautiful environment".
For potential patients or first-time patients, the hospital environment is the first medium for patients to establish an emotional connection with the hospital. However, according to the author's observation, due to differences in location and management philosophy, private hospitals' environmental shaping and management are polarized: either too luxurious or too crude - but the result is the same: unable to Gaining the trust of patients leads to patients being unwilling to come and afraid to enter.
The most important problems mainly include the following two aspects.
1. Overall image
The exterior walls of the building are old, covered with dust, and there are various wires and cables like spider webs, giving people a sense of dilapidation, chaos and depression. It is difficult for patients to trust the hospital.
Hospital billboards are placed all over the roof of the building, and even on the exterior walls. The styles are extremely inconsistent, and some of the hospital billboards are even tattered and crumbling. This will undoubtedly aggravate the patient's distrust and even bring fear to the patient's subconscious.
The outpatient hall is either too luxurious or too simple. The outpatient halls of some private hospitals are magnificently decorated and extremely luxurious, which is seriously inconsistent with the social image of the hospital. Patients can't help but think: "The hospital is like a palace, how much money will it cost us!" However, some hospitals do not pay much attention to the design and decoration of the outpatient hall, and the management is not in place. The messy and messy phenomenon persists, and it is easy to It gives patients the impression of being weak and unreliable, and affects their trust in the hospital. In severe cases, patients may be unwilling to visit the hospital again or continue to spend money, let alone refer more patients to the hospital.
Lack of patients is the core obstacle to the survival and development of hospitals.
Therefore, private hospitals must pay attention to the negative impact that the overall image of the hospital has on patients' subconscious minds. The exterior walls of the building should be cleaned frequently to keep them clean and free of gray wires, and they should not be installed in a haphazard manner. The design style of billboards should be unified. If a billboard is found to be damaged, it should be removed and replaced immediately. The design style of the outpatient hall should be warm, elegant and harmonious, and the layout should be simple, consistent with the public's social image of the hospital. Be careful not to be too luxurious or too simple, and the floor hygiene should be neat and clean.
2. Environmental sanitation
1. There is no greening in the hospital or the proportion of greening area is too small.
The relationship between man and nature constitutes a basic natural ecological environment, and this ecological environment can affect people. As a component of a local ecological environment, the hospital is a special public medical service place responsible for treatment and rescue. It is man's sacred duty to strive to create an ecological environment that is in harmony with nature, to promote the physical and mental health and comfort of patients, and to create an emotional connection between patients and the hospital deep in their hearts.
2. Dirty, messy and poor floor hygiene seriously affects the image of the hospital in the eyes of patients. The hospital is a temporary "home" for patients during their illness, diagnosis and treatment. Who wants to live in an environment where garbage is strewn and disorganized? Environmental health conditions will affect patients' confidence in the hospital - including diagnosis and treatment technology and comprehensive strength. Where can there be trust without confidence? Without trust, patients will be reluctant to come and dare not come in.
In terms of environmental sanitation, we should try our best to garden the campus, formulate environmental sanitation standards, strengthen the management and assessment of cleaning personnel, and check the sanitation status in a timely manner. We can even compare whether sanitation meets the standards with the cleaning and supervisor The personnel's bonuses are linked to drive the enthusiasm of relevant personnel to ensure that the hygiene is clean, the environment is pleasing to the eye, and the patients feel comfortable, trust the hospital, and are willing to come and dare to come.
Compared to the hospital's strategy, this may be a trivial matter, but from the patient's perspective, it is precisely these seemingly insignificant things that affect the patient's first impression of the hospital. In most cases, this first impression determines whether the patient is willing or not to enter our hospital.
Therefore, whether we can attract patients with specific services, the first step is that we must create a beautiful environment and strengthen management, and attract patients with a trustworthy image.
Private Hospital Service Marketing Model (2): Authoritative Experts
The author’s previous article "Private Hospital Service Marketing Model (1): Beautiful Environment" focused on attracting patients The first big move is to establish the first connection with patients with a beautiful environment so that patients are willing to enter the hospital. Today, let’s discuss how to win the patient’s trust so that he/she is willing to see you and make repeated purchases.
For patients, the greatest value is to be optimistic about their disease. Therefore, the hospital's medical technology has naturally become the focus of patients when choosing a hospital. For hospitals, there are nothing more than two things that can reflect the strength of medical technology: first, advanced inspection equipment and laboratory methods; second, first-class medical experts. Equipment is easy to obtain and homogeneity is very serious. As far as the author knows, some rural private hospitals with only a few dozen beds already have 64-slice CT. Therefore, high-end equipment has basically been unable to form a competitive advantage for private hospitals. At the same time, even high-end equipment requires corresponding experts to ensure the examination results. Therefore, it is very important to have a group of medical experts in the hospital.
The reality is that private hospitals are not short of experts, and some of them spend huge sums of money to hire them. Unfortunately, in private hospitals, there is more of an embarrassment of “no experts being recognized”. One of the author's clients is a private hospital rooted in rural areas, with nearly 70 employees and 120 beds. In order to continuously improve the hospital's medical technology, the hospital spends a lot of money to hire many experts from the top three hospitals in the city to come to the hospital for regular consultations. However, local residents do not recognize these experts, so the number of outpatient visits by experts is not too high, and is comparable to that of other ordinary doctors. What patients recognize most is the director of this hospital - most patients come to him. His outpatient volume is equivalent to about one-third of the entire hospital's outpatient volume. He is the "dean" in the eyes of patients. A real expert”.
This dean friend sometimes feels puzzled. In his own words, the experts invited from the tertiary hospitals are very good in terms of diagnosis and treatment technology and service attitude. below him. But patients are still reluctant to choose these experts.
It is not difficult to understand if you think about it. After all, patients are basically residents who live around the hospital, and these experts come from the patient's cognitive range. For hospitals, since the number of outpatient visits by experts is not too large, it will inevitably waste precious medical resources and increase the operating costs of the hospital.
So how to shape the image of experts so that they are recognized and trusted by patients, and how to truly realize the value of experts and attract more patients at the same time?
The author believes that first of all, experts must be systematically screened to ensure that real experts are invited; secondly, experts must be comprehensively designed and packaged; and then targeted promotion should be carried out to let patients know and Recognize the expert and be willing to actively accept the expert’s diagnosis and treatment services.
In terms of selecting experts, we should focus on examining the candidates’ qualifications in the following aspects:
1. Professional qualifications: Practicing physicians and attending physicians cannot satisfy patients’ expectations for experts. Psychologically expected. Therefore, candidates must be at least associate chief physician or above, preferably with a doctoral degree or study experience in a famous hospital or have studied under famous domestic experts.
2. Technical characteristics: Possessing unique, difficult-to-imitate and irreplaceable knowledge and skills, and at the same time in line with local disease development trends. This is the core competency of an expert doctor and the core competitive advantage in attracting patients.
3. Clinical experience: Many patients like to have older doctors treat them. They feel that older doctors have rich clinical experience, noble medical ethics and a sense of security. Therefore, candidates need at least 15 years of clinical experience and be over 40 years old.
4. Others: A high-level academic aura and a solid and authoritative image and temperament are also necessary conditions for gaining the trust and recognition of patients. In particular, the image and temperament may even exceed the doctor's own technical ability in the early stage and have a strong appeal to patients.
For the selection of expert doctors, we usually conduct multi-dimensional and systematic evaluation in the form of a scale to ensure that true experts are found. Otherwise, once the selection is wrong and the name is not worthy of the reality, it will not only make colleagues laugh, but also seriously affect the reputation of the hospital, and the gain outweighs the loss.
In terms of the design and packaging of experts, it must be all-round and three-dimensional, focusing on the following aspects:
Appearance design: The plastic image of experts such as their appearance needs special attention. Design, work clothes should be new, high-quality, tangible, hair design should be in line with expert temperament; work signs should be designed to be exclusive to experts and unique.
Office environment: The expert clinic must be large, bright, and impressive, and the waiting area must be comfortable and spacious, completely different from ordinary clinics.
3. Clinic signs: The signboards of expert clinics must be different from ordinary clinics, and the "expert clinic" must be highlighted. Signs should be eye-catching, standardized, and stylish, with colors and styles that make patients feel comfortable and trustworthy.
4. Registration fee: The registration fee for experts must be appropriately increased (since most private hospitals implement a registration fee-free policy, this is also an area ignored by some private hospitals). Moreover, you must register in accordance with the regulations every time you see a doctor, otherwise you will not be admitted. You must not do stupid things like free medical consultation, otherwise all the efforts made in shaping experts will be in vain. The hospital does not have to worry about stopping patients because the registration fee is too high. On the contrary, according to our experience, more people will register for specialists.
Quantity limit: The number of people admitted to the expert clinic every day must be strictly limited, and appointment registration can be implemented to show the scarcity of expert resources.
Support staff: Senior expert clinics need to be equipped with corresponding medical guidance and triage personnel, and design pre-diagnosis procedures to allow young doctors to measure blood pressure and write medical records for patients on behalf of experts, so as to save time and allow patients to Experts have more exchanges and communication with patients.
In terms of expert promotion, it is necessary to achieve the right location, disease, and moderation, and pool resources to promote experts to suitable patient groups. There are various promotion methods available, but the following points should be noted. :
Publicity and promotion should not go beyond the geographical scope of the hospital. It is best to achieve precise positioning and placement of promotional information and advertisements;
Highlight features and focus on appeals, and only need to emphasize a certain Features are enough. Don’t emphasize that experts are miraculous doctors who can cure all diseases;
The promotion effect can be measured so that promotion strategies can be adjusted.
The key to whether you can use authoritative experts to attract patients lies in whether you have found real experts and let your patients have the same understanding as you. If the above two points are achieved, the number of patients will double and the consumption will continue.