Marketing is an important initiative introduced by private hospitals in recent years to improve business and increase efficiency, and is also a key step to win in the increasingly competitive medical market. Each marketing staff should be pre-service training in relevant business knowledge, familiar with the structure of the hospital and market positioning, understand the medical services carried out by the hospital, in particular, the hospital's special technology and specialized services, to understand the specialists and the hospital's technical backbone, a full understanding of the hospital's strengths and weaknesses, and to build on their strengths and avoid their weaknesses, so that they can skillfully publicize the introduction of the introduction of the introduction of the introduction of the outside world. In short, marketing is a combination of business and sales, marketers should learn to find the market, tap the market, cultivate the market; the development of marketing network, consolidate the marketing network.
The following is an overview of the marketing content of private hospitals:
I. "Ground Marketing"
1. The main focus is on gynecological physical examination.
2. Referral: focus on the development of rural health centers, village cadres and township health centers at this level of referral network; followed by pharmacies, clinics, staff hospitals, community street cadres and other referral network.
3. Volunteer clinics: township health centers collaborative clinics; community streets collaborative clinics; urban squares holiday clinics (as far as possible with the relevant departments and units of the collaboration); factories and construction sites clinics; enterprise schools clinics.
4. "Medical care": the organization of professional mature marketers (to middle-aged women is appropriate), dedicated to major and medium-sized public hospitals to set up points for delivery * mobile marketing. However, attention should be paid to the "medical care" marketing resources to focus on the efficacy, can not be overdeveloped.
5. Health lectures (holidays): schools, community streets, enterprises and institutions and other sections of the hospital health lecture hall.
6. Fellowship activities (irregular): schools, community streets, enterprises and institutions, and other sections and referral network staff.
Second, "air marketing" (customer service)
1. Telemarketing: telephone consultation, reservation; telephone return visit (the establishment of customer files and special perfect return visit mechanism).
2. SMS platform marketing: SMS medical news; SMS consultation, reservation.
3. Network platform marketing: website construction, network promotion (including keyword bidding, optimization, posting, health questions answered, article links, etc.); online consultation, booking (link to the "Business Link", the amount of conversations converted); network visits; network activities (such as prizes for disease questionnaires, etc.); the establishment of a network of hospital platforms. The hospital platform.
Third, the hospital marketing
1. full marketing: the establishment of incentives to mobilize the hospital staff to carry out marketing, may be appropriate to set goals and tasks, regular evaluation, excellent prize poor penalty.
2. Customer marketing: the use of customer resources, namely patient resources (especially cured patients), the introduction of patient resources, to give the proportion of incentives.
Fourth, holiday marketing
1. Legal holidays: such as "May Day", "11" and other long holidays, to "focus on workers' health" or "the rich country, strong people, the people's health," or "the rich country, the people's health, the people's health, the people's health," or "the rich country, the people's health, the people's health". "Wealthy and strong people, love the motherland care health" and other themes into the launch of the corresponding marketing activities.
2. Convention publicity anniversaries: such as the World Men's Health Day, World AIDS Awareness Day, 3.8 International Women's Day, Teachers' Day and other festivals, combined with the relevant theme into the launch of the corresponding marketing activities.
3. Day of the hospital: "Thanks to the community, return to the people" as the theme, the launch of the corresponding marketing activities.
V. Event marketing
1. Hospital event marketing: such as a rehabilitation patients to the hospital thanks to the event of hype.
The operation is as follows: in the morning of a certain day (the most concentrated traffic around the hospital), a group of people beat a gong and drums to the hospital, holding up a big red letter of thanks to the hospital to express their heartfelt thanks, and then firecrackers in the hospital door to post a letter of thanks. The content of the letter of thanks can be combined with the activities carried out by the hospital and the formulation. Event marketing can be a true story or pure fiction. This event if you can not find the real thing, you can ask people to play, the staff's families can be on the battlefield. If properly planned, before and after the arrangements are mutually responsive, and can even ask the media to come to report, do free publicity.
2. Network event marketing: such as the hype of an online medical aid event.
The operation is as follows: in a popular BBS, a netizen issued such a request for help posting, saying that their friends and relatives suffering from some kind of serious illness (according to the hospital's characteristics of the technology or activities need to determine what kind of disease), and its county hospitals have been unable to do anything about it, at the same time, because of the poor family can hardly cope with the high cost of medicines, so the major hospitals to ask for help. We then follow the posting that we are willing to provide assistance, the commitment to give a reduction or waiver of medical fees, naturally, their own hospital's special technology or activities and the advantages of low fees introduced to publicize a number of. Soon after the netizen then issued a thank you post, the key at this time is to thank the letter to be written to attract the attention of netizens and enthusiastically follow the post, and strive to make the major Web sites reproduced until it becomes news. The whole thing should pay attention to the details to avoid mistakes.
3. Other event marketing: to highlight the public welfare, news, science-based, can regularly create certain events, with the media with the hospital's image, strength, function and other marketing.
Sixth, terminal marketing ("card method" marketing)
can cooperate with professional advertising and marketing companies to produce a variety of medical discount cards (such as free medical examination card, medical subsidy card, surgical limit card, love discount card, etc.), for the townships and rural consumer groups, direct door-to-door distribution, household card, carpet coverage. The company's website has been updated and is now available in the market.
VII, academic conference marketing
and medical associations or medical research institutions co-organize the annual meeting of various professional disciplines, semi-annual societies, an academic seminar on certain diseases, primary health care training courses, etc., combined with the corresponding activities for marketing.
Eight, experiential marketing
Such as the introduction of a new technology and equipment hospitals or carry out a project activities, you can enter the community street publicity, inviting residents to free experience, try to try the effect, so that they are satisfied, and then to achieve the purpose of marketing.
Nine, public service marketing
Actively participate in a variety of social public service activities, or take the initiative to organize some of their own influential large-scale public service activities, to fully demonstrate the positive image of the hospital, social responsibility, medical quality, corporate culture, etc., to establish a good public impression of the hospital and word of mouth, improve the credibility of the hospital, reputation, to build the integrity of the hospital's brand, to create social benefits to The company's marketing program has been designed to meet the needs of the public.
In addition, hospital marketing is a continuous systematic process, ultimately not by a department can be completed alone, the need for hospitals to closely link the various departments to cooperate. Hospital marketing and other business marketing is the same, the enterprise sells products, we sell a special product - health. Hospital marketing is a means, but also a concept, should be throughout the various aspects of the hospital's integrated management process - the whole hospital marketing.
A hospital large National Day marketing program
The purpose of the program to take advantage of the 60th anniversary of the community public welfare activities as the main axis, with the Long March health card (tentative name of the "with the country **** life health card" and "Motherland 60 love card"). The Long March Health Card (tentatively known as the "Health Card with China" and the "Motherland 60 Love Card") was issued and media public relations was conducted to form a positive and complete concept of "Long March Hospital" among the urban residents.
The purpose of the program was first to increase the visibility and awareness of Long March Hospital, second to give the residents an overall impression that Long March Hospital has a sense of social responsibility, and third to increase the number of target customers visiting Long March Hospital.
Theme of the event: ***Celebrate the Birthday of China, ***Enjoy Health
Organizers: Bureau of Health, Bureau of Civil Affairs, Bureau of Education, Disabled Persons' Federation, Youth League Committee
Undertakers: Huaibei Long March Hospital
Co-organizers: Haibei Daily Newspaper, Huaibei Television Station, Huaibei Educational Television Station, and Huaibei Broadcasting Station
Setting of the event
I. Celebration of the country's strength, wishing all the people health - the strongest and the most healthy. The Long March Hospital is giving away 2009 "Healthy with the Country" cards
Launching the activity of "Celebrating the Country's Strength and Wishing the Health of the Whole Nation" to promote the idea that people born on October 1 should share the country's health. The campaign enlists 60 volunteers as "Huaibei Health Ambassadors" to participate in community health construction, health support for poor patients, health promotion and education and other public welfare activities.
1, the production of "with the country *** birth health card", to the urban area born on October 1, free of charge to the residents, the core service circle area to relax to the residents born in October.
2, "with the country *** health card" to enjoy the content:
● This card is valid from October 1, 2009 - September 30, 2010.
● Card face value of 60 yuan, cardholders in the Long March Hospital, the first medical or physical examination of 60 yuan (including 60 yuan) all free, more than 60 yuan card face value offset 60 yuan, come to the doctor in October or physical examination, more than part of the other to enjoy 60% discount.
● Cardholders can enjoy 20% discount on repeated purchases at Long March Hospital and 60% discount for "health ambassadors".
● Cardholders are exempted from the registration fee and diagnostic fee of general outpatient clinics.
● Non-cardholder patients who come for physical examination or medical treatment in October are also given 20% discount.
3. The card information was released through media reports, banners, community bulletin boards, and the distribution of small flags, etc. Residents of Huaibei City, including foreign long-term residents, received the cards with their ID cards at Changzheng Hospital, the location of the community walk, and neighborhood committees. The card will be issued as of October 31st. 4. The card is limited to the use of the cardholder and is not valid for others.
Secondly, welcome the National Day with joy and love - Long March Hospital will release 360 copies of love
Launching the activity of "welcome the National Day with joy and love", targeting at some poor groups and some groups that deserve attention to help them. It reflects social responsibility and does its best to build a harmonious society.
1. 60 poor disabled people, 60 poor elderly people, 60 poor chronic patients, 60 excellent teachers, 60 excellent volunteers, 60 excellent cab drivers were recommended by the joint units, and a series of love tracking reports were made on them, so that the society would pay attention to the needy people from the perspective of health and health care at the same time of celebrating the strength of the country. The Long March Hospital will present a "Motherland 60 Love Card" to the selected people.
2. The content of the "Motherland 60 Love Card":
● The card is valid from October 1, 2009 to September 30, 2010.
● cardholders health checkup free of charge 1 time (worth 220 yuan). (Hospitals can set specific programs).
● Cardholders are exempted from all general outpatient registration fees and diagnostic fees.
● Cardholders can enjoy free health consultation at Long March Hospital, and patients with serious illnesses can enjoy regular rounds of Long March Hospital and guidance on rehabilitation and nursing care, and poor patients with serious illnesses can enjoy free treatment.
● Cardholders are entitled to free medical treatment for the first time when they visit the hospital for less than 60 RMB (including 60 RMB), and 60% discount for the part above 60 RMB.
● Cardholders can enjoy 60% discount on repeated purchases at Long March Hospital.
3. At the card-giving ceremony, the organizer would like to give the card to the selected representatives and their counterparts.
5. This card is an exclusive love card, which can only be used by the cardholder, and is invalid for others; the card should be kept properly, and if it is lost, it should be reissued to Long March Hospital in time.
Third, "Build a Healthy Community, Make a Healthy Family" community walk - Long March Hospital is practicing the universal health movement in Huaibei.
Launching the "Build Healthy Communities, Make Healthy Families" campaign, selecting n communities within the core circle to cooperate and signing the "*** Build Healthy Communities Program", in which Long March Hospital cooperates with the communities to build n "Healthy Families" in each community within the year. "The program is designed to provide a healthy family for each community in the year.
1. The community line lasts for 30 days, traveling from community to community, led by the Department of Health and implemented with the cooperation of Long March Hospital. The team should form a formation, focus on the atmosphere of the scene and create momentum.
2. Arrange activities in cooperation with community committees, 2-3 days of activities in each neighborhood.
3. The content of the activities is detailed in the program "Building Healthy Communities, Being Healthy Families".
Preparation for the event
1, first contact with the co-organizers, consultation and implementation of co-sponsored media and neighborhood committees throughout the cooperation.
2, with the medical examination center, each department on the activities of the relevant matters to do a good communication, to determine the list of activities and medical instruments and equipment, hospitals to do a good job of reception preparations (including telephone, front desk, department).
3, planning advertising, advertising slogans and other publicity slogans.
4, the preparation of the specific implementation of the work plan, the implementation of the work to the person.
5, the design and production of health cards, hospital promotional folders, activities, promotional materials, health forms, ready for a variety of activities, contact advertising companies to hang banners, site layout (hospitals and community line activity locations).
6, 2 days in advance to determine the start of the activities and participants, and to confirm that participants as scheduled to the meeting.
Activity principles
1, the establishment of the medical examination expert group, limit the number of participants, all involved in the medical examination of medical personnel to serve consistently, the quality of service.
2, the medical examination doctor can only give the corresponding treatment program, shall not force the patient in the hospital treatment.
3, preferential services or free services, do not cut corners because of cost reductions, and do a good job of public welfare brand.
4, price transparency, so that all participants to the hospital to see the price of each medical examination program, treatment program and the magnitude of the discount.
5, do a good job ___, to protect the privacy of patients.
Activity budget
1, 2009 "with the country **** celebration of health card" and 360 "motherland 60 love card" book total value of about 500,000 yuan, the actual cost of the actual cost of coming to the doctor's preferential amount, the actual expenses
2, advertising design and production, printing materials, banners and site layout costs,
3, the joint unit staff honorarium costs, the unit's staff meal subsidies,
4, the event planning and implementation assistance costs,
5, unforeseen expenses transport,
Activities expected
1, Media reports, special health cards, substantial discounts, neighborhood committee mobilization, community advertising and on-site activities, this three-dimensional synergistic promotion can produce a large sensational effect and increase the visibility of Long March Hospital, which is expected to reach 20% in the core area and 5% on average in other urban areas.
2. The activities led by government departments and the media are of strong public interest and high credibility, which is conducive to the establishment of the overall image of Long March Hospital.
3. The health card and preferential policies will attract many target customers to come to the hospital, either to receive the card, or to seek medical treatment, or to visit.