Once upon a time, the services of private hospitals were talked about by the world, and the remarkable points really made some private hospitals complacent about the superiority of public hospitals. However, with the profound changes in the medical environment, public hospitals have invested more and more manpower, material resources, financial resources and energy in services, and the service quality has been continuously improved. The service of private hospitals has long been uncompetitive and can't really attract patients. Even the so-called "hotel-style service" that once made private hospitals proud is now widely criticized.
In today's call to return to the essence of medical care, what kind of service can really attract patients?
We must know the basic facts. The so-called medical service is definitely not limited to whether we warmly receive patients. It is a three-dimensional and multi-dimensional service system, that is, we put forward the concept of big service, including whether the hospital environment is beautiful (greening, environmental sanitation), whether the medical technology is exquisite (whether there are authoritative experts), whether the medical staff are enthusiastic and thoughtful, and whether the medical treatment process is efficient and orderly.
All of the above are, in the final analysis, to solve the problem of patients' trust in hospitals. 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 by service marketing, they must solve four basic problems: beautiful environment, authoritative experts, ultimate service and efficient process.
This paper is based on the topic of "beautiful environment".
For potential patients or patients who come to the hospital for the first time, the hospital environment is the first medium for patients to establish emotional contact with the hospital. However, according to the author's observation, due to different geographical locations and management concepts, the environmental shaping and management of private hospitals are polarized: either too luxurious or too simple-the result is the same: patients are reluctant to come and dare not enter because they cannot gain the trust of patients.
The main problems are the following two aspects.
I. Overall image
The outer wall of the building is old, the wall is covered with dust, and all kinds of wires and cables are like cobwebs, which gives people a feeling of ruin, confusion and depression, and it is difficult for patients to trust the hospital.
The billboards in the hospital are all over the roof, even all over the exterior wall, and their styles are extremely uncoordinated. Billboards in some hospitals are even worn out 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 richly decorated and extremely luxurious, which is seriously inconsistent with the social image of hospitals. The patient can't help thinking: "The hospital is like a palace, how much will it cost us!" " However, some hospitals do not pay much attention to the design and decoration of outpatient halls, and their management is not in place. Dirty and messy phenomenon persists, which easily leaves a weak and unreliable impression on patients and affects their trust in the hospital. In severe cases, patients will be reluctant to go to the hospital for follow-up visits or continue to spend money, let alone refer more patients.
Lack of patients is the core obstacle to the survival and development of hospitals.
Therefore, private hospitals must pay attention to the negative influence of the overall image of the hospital on patients' subconscious. The external walls of buildings should be cleaned frequently, kept clean and ash-free, and shall not be erected at will. The design style of billboards should be unified, and the damaged billboards should be removed and replaced immediately. The design style of outpatient hall should be warm, elegant and harmonious, and the pattern should be simple, which is consistent with the public's social image of the hospital. Not too luxurious nor too simple, the ground should be clean and tidy.
Second, environmental sanitation.
1. The hospital has no greening or the proportion of greening area is too small. The relationship between man and nature constitutes a basic natural ecological environment, which can act on man. As a part of the local ecological environment and a special public medical service place, the hospital should strive to create an ecological environment in harmony with nature, promote the physical and mental health and comfort of patients, and let patients have emotional connection with the hospital in their hearts.
2. Dirty, messy and poor ground hygiene seriously affect the image of the hospital in the eyes of patients. A hospital is a temporary "home" for patients during the diagnosis and treatment of diseases. Who wants to live in a dirty environment where garbage is everywhere? Environmental sanitation will affect patients' confidence in the hospital, including diagnosis and treatment technology and comprehensive strength. Where can you trust without confidence? Without trust, patients will be reluctant to come and dare not enter.
In the aspect of environmental sanitation, we should try our best to garden the campus, formulate environmental sanitation standards, strengthen the management and assessment of cleaning staff, and check the sanitation status in time. We can even link whether the hygiene is up to standard with cleaning and supervisor's bonus, so as to motivate relevant personnel, ensure cleanliness, make the environment pleasing to the eye, make patients feel comfortable, and make hospitals trust, willing to come and dare to come.
Compared with the hospital's strategy, this may be a trivial matter, but from the patient's point of view, it is these seemingly trivial things that affect the patient's first impression of the hospital. And this first impression, in most cases, determines whether patients dare to walk into our hospital.
Therefore, whether we can attract patients with specific services, the first step is to create a beautiful environment, strengthen management, and attract patients with a trustworthy image.
Service marketing model of private hospitals (2): authoritative experts
The author's last article "Private Hospital Service Marketing Model (1): Beautiful Environment" focuses on the first big move to attract patients, establishing the first contact with patients in a beautiful environment, and making patients willing to walk into the hospital. Today, let's discuss how to win the trust of the patient and make him/her willing to see a doctor and repeat consumption.
For patients, the greatest value is to be optimistic about their own diseases. Therefore, the hospital's medical technology has naturally become the focus of patients' choice of hospitals. For hospitals, there are only two things that can reflect the strength of medical technology: first, advanced inspection equipment and laboratory means; Second, first-class medical experts. The equipment is easily available and the homogenization is very serious. According to the author's understanding, some rural private hospitals with only dozens of beds already have 64 rows of CT. Therefore, high-end equipment has basically not formed the competitive advantage of private hospitals. At the same time, even high-end equipment needs corresponding experts to ensure the inspection effect. Therefore, it is very important to have a group of medical experts in the hospital.
The reality is that there is no shortage of experts in private hospitals, and some even spend a lot of money to hire them. Regrettably, in private hospitals, there is more embarrassment of "experts' ignorance". One of my clients is a private hospital rooted in rural areas, with nearly 70 employees and 0/20 beds/kloc. In order to continuously improve the hospital's medical technology, the hospital has spent a lot of money to hire a number of experts from the top three hospitals in the city to visit the hospital regularly. However, local residents do not recognize these experts, so the number of outpatient visits by experts is not too high, comparable to other ordinary doctors. Most patients recognize the dean of this hospital-most patients come for him, and his outpatient volume is equivalent to about one-third of the whole hospital. He is a "real expert" in the eyes of patients.
The president's friends sometimes get confused. In his own words, the experts invited from the top three hospitals are excellent in diagnosis and treatment technology and service attitude, and the level is definitely not below him. But patients are still reluctant to choose these experts.
Actually, it's not hard to understand. After all, patients are basically residents living around the hospital, and these experts are from the cognitive range of patients. For hospitals, because the number of specialist clinics is not too large, it is bound to waste valuable medical resources and increase the operating cost of hospitals. So how to shape the image of experts, let them get the recognition and trust of patients, and realize the value of experts while attracting more patients?
The author believes that, first of all, it is necessary to systematically screen experts to ensure that real experts are invited; Secondly, it is necessary to design packaging experts in all directions; Then there will be targeted promotion, so that patients can know and recognize experts and are willing to take the initiative to accept expert diagnosis and treatment services.
When selecting experts, we should focus on the qualifications of candidates in the following aspects:
1, professional qualification: medical practitioners and attending doctors cannot meet patients' psychological expectations of experts. Therefore, the candidate should be at least the deputy chief physician or above, and it is best to have a doctoral degree or advanced study experience in a famous university or have studied under famous domestic experts.
2. Technical features: It has unique, hard-to-imitate and irreplaceable knowledge and skills, and at the same time conforms to the development trend of local diseases, which is the core competence of being an expert doctor and the core competitive advantage of attracting patients.
3. Clinical experience: Many patients like to let the old doctor treat themselves, and feel that the old doctor has rich clinical experience, noble medical ethics and a sense of security. Therefore, candidates must have at least 15 years of clinical experience and be over 40 years old.
4. Others: The tall academic aura gives people a practical and authoritative image temperament, which is also a necessary condition for gaining the trust and recognition of patients. In particular, the early image temperament will even exceed the doctor's own technical ability, which will be very attractive to patients.
For the selection of experts and famous doctors, we usually make a multi-dimensional and systematic evaluation in the form of scales to ensure that we can find real experts. Otherwise, once the wrong choice is made, it will not only make the peers laugh at it, but also seriously affect the reputation of the hospital, which is not worth the candle.
In the design and packaging experts, we should be all-round and three-dimensional, focusing on the following aspects:
Appearance design: the plastic image of experts such as gfd needs special design, the work clothes should be brand-new, high-quality and tangible, and the hairstyle design should conform to the expert temperament; Work marks should be designed to be exclusive to experts and unique.
Office environment: the expert consultation room must be spacious, bright and magnificent, and the waiting area is comfortable and spacious, which is completely different from the ordinary consultation room.
3. Identification of the consultation room: The signboard of the expert consultation room must be different from the general consultation room and highlight the "expert clinic". Signs should be eye-catching, standardized and imposing, and colors and styles should make patients feel comfortable and trustworthy.
4. Registration fee: The registration fee of experts must be raised appropriately (this is also ignored by some private hospitals, because most private hospitals implement the policy of free registration fee). And every time you see a doctor, you must register according to the regulations, otherwise you will not be allowed in. Never do the foolish thing of free consultation, or all the efforts to shape experts will be in vain. Hospitals don't have to worry about blocking patients because the registration fee is too high. On the contrary, according to our experience, more people will hang up the expert number.
Quantity limitation: The number of expert outpatient visits per day must be strictly limited, and appointment registration can be implemented to show the scarcity of expert resources.
Auxiliary staff: Senior specialist clinics need to be equipped with corresponding doctors and triage staff, and design the pre-diagnosis process, so that young doctors can take blood pressure and write cases for patients on behalf of experts, which can save time and allow experts to have more exchanges and communication with patients.
In terms of expert promotion, it is necessary to concentrate resources to promote experts to suitable patient groups in a proper way according to the place, the disease and the degree. There are many ways to promote experts, but we should pay attention to the following points:
Publicity and promotion should not exceed the geographical scope of hospital radiation, and it is best to accurately locate and publish promotional information and advertisements;
Highlight characteristics, focus on demands, and emphasize only one characteristic. Don't emphasize that experts are miraculous doctors who can cure all diseases;
You can measure the promotion effect in order to adjust the promotion strategy.
Whether you can attract patients with authoritative experts depends on whether you have found a real expert to make your patients agree with you. Having achieved the above two points, it is just around the corner for patients to double their consumption.