Competitor analysis ⒈ The Second Affiliated Hospital of West China Medical University (1) is a collection of medical care, teaching, research and preventive health care as one of the largest women's and children's specialized hospitals in the western region
In 1993, the Ministry of Health, UNICEF and the World Health Organization awarded the title of "Baby Friendly Hospital", in 1998, through the "third-class hospitals specializing in obstetrics and children's" assessment
(2) Hospital is located in Chengdu's main traffic artery, No. 20, section 3 of Renmin South Road, convenient transportation, the existing business premises cover an area of more than 41,000 square meters. p>
(2) The hospital is located at No.20, Section 3, Renmin South Road, the main traffic artery of Chengdu City, with convenient transportation, and has an area of more than 41,000 square meters of business premises
The hospital has more than 500 beds, 11 clinical departments, 5 medical and technical departments, and 14 research laboratories and laboratories
There are 460 staff members, including professors, professors, professors, professors, professors, professors, professors, professors, professors, professors, professors, professors, professors, professors, professors, professors, and professors, professors, professors, and professors. st="on "ProctID="any">anyersonName>physician and researcher 33, associate professor, associate principalersonNamew:st="on "ProctID="any">any physician and associate researcher 53, doctoral supervisor 20, master's supervisor 55
The hospital bears the responsibility for the women's medical service of Chengdu, Sichuan Province and even the southwest region. The hospital is responsible for the diagnosis and treatment of women and children with critical diseases in Chengdu City, Sichuan Province and even the southwest region, and receives referrals, consultations and a lot of other clinical work
(3) There are a variety of outpatient clinics in children's medical care, including pediatric kidney, digestive, respiratory, cardiovascular, neurological, endocrinological, hematological, immunological, pediatric oncology, pediatric infectious diseases, neonatal, children's health care, children's growth and development, nutrition, physiological counseling and so on
In recent years, the hospital has invested tens of millions of dollars in the hospital's medical care. In recent years, the hospital has invested tens of millions of yuan to purchase more than 400 sets of large-scale advanced precision medical equipment, with a complete critical care system, so that the success rate of the rescue of critically ill patients reaches more than 95%
The diagnosis and treatment level of neonatal congenital infections, neonatal jaundice, neonatal hypoxic-ischemic encephalopathy, epilepsy, pediatric renal disorders, pediatric gastrointestinal disorders, etc., is also one of the front-runners in China
pearl Sichuan Provincial Women's and Children's Hospital (Sichuan Provincial Maternal and Child Health Hospital) (1) Sichuan Provincial Maternal and Child Health Hospital was founded in 1988, is a set of health care, medical care, scientific research, training as one of the provincial health care institutions, is a baby-friendly hospital, Sichuan Provincial Maternal and Child Health Training Center, Sichuan Provincial Maternal and Child Health Information Center, Sichuan Provincial Newborn Disease Screening Center, is the West China University of Medical Sciences, Maternal and Child Health, and Sichuan Provincial Health School and other universities and colleges and medical schools teaching and learning. A number of universities and colleges of medical school teaching practice base
(2) is located in Chengdu City, Fuqin West Road 338, the hospital's existing equipment worth more than 15 million yuan, there are: ultrasound diagnostic instrument (U.S.), X-ray machine, atomic absorption spectrophotometer, automatic biochemical analyzer (Japan), monitor (U.S.), anesthesia machine, respiratory machine, television laparoscopy (Germany), hysteroscopy (Germany), oral cavity, comprehensive treatment table (Italy), the hospital has been the first time in the world to be the first time in the hospital. Comprehensive treatment table (Italy), newborn disease screening instrument education structure: 1 doctor, 11 masters, 68 undergraduates, 43 college students, 85 junior colleges, college education accounted for 57
7%, bachelor's degree accounted for 37
6%
(3) in the field of children's health care, children's computer counseling, intelligence testing, nutritional counseling, growth and development monitoring, children's immunization, children's preventive measures, children's health care, children's computer counseling, children's health care, children's computer counseling, children's computer counseling, children's computer counseling, children's health care, children's computer counseling, children's health care, children's computer counseling, children's counseling, children's health care, children's health care. Children's vaccination, children's physical examination, children's oral health care, children's eye health care, newborn disease screening center and early childhood training centers
Chengdu Maternal and Child Health Hospital (1) Chengdu Maternal and Child Health Hospital was founded in June 1944, the predecessor of the "Sichuan Women's and Infants' Health Hospital", was renamed "Chengdu Municipal Women's and Children's Health Hospital" in 1978
After decades of creation and development, now it has the responsibility to provide the best health care services for children and young people.
After decades of establishment and development, the hospital is now responsible for preventive health care, counseling and medical services for two-thirds of the population of Chengdu, and is in charge of business guidance and personnel training for the seven districts and twelve counties (municipalities) health care hospitals, institutes and medical units, and has become the largest health care institution integrating medical treatment, health care, teaching and scientific research in the southwestern region
(2) Located in the west of Chengdu City on the Industrial Street, the hospital carries out health care for children living in diaspora and group children in the city, and provides health care for children living in the city. It manages and guides the health care of children living in the diaspora and children in groups, and carries out international technical exchanges and collaborative projects through exchanges and cooperation with the United Nations Population Fund (UNFPA), the United Nations Children's Fund (UNICEF), and other relevant organizations at home and abroad
Analysis of Market Share and Competitive SituationNote: The source of the data is the report on the status of the hospitals in the Chengdu market, which was compiled by the Chengdu Maternal and Child Health Hospital in March 2002
Market Share and Competitive Situation Analysis p>As shown in the chart, in terms of the choice of hospitals for children's medical treatment and health care, the Children's Hospital of Chengdu leads all the hospitals with 41
4%, followed by the Second Affiliated Hospital of Huaxi (19
2%), and the Maternity and Children's Hospital of Chengdu is in the third place, but with a larger difference in the percentage of the share of the children's hospitals compared with that of the previous ones, which is only 5
9%
Seeing that the children's hospitals in the urban market in all regions of the city are in the same position as the children's hospitals in the urban market in all regions of the country, it is very difficult for them to compete with the children's hospitals. Children's Hospital in the urban areas of the regional market have formed an absolute business advantage, reflecting the hospital's "specialty" development trend, but also facing direct competition from a number of hospitals
Consumer analysis (1) factors affecting consumers' choice of hospitals: Note: data from the Chengdu Maternity and Child Health Hospital in March 2002 to do the current situation of Chengdu market hospitals Statistical Report
As shown in the figure, the factors that consumers are concerned about when choosing a hospital for childbirth are the same as those of the hospitals. The importance of the factors that consumers pay attention to when choosing a hospital to give birth to a child are, in order of importance, the level of medical technology (96
5%), comfortable service (57
2%), convenient transportation (18
9%), price (17
8%), and the reputation of the hospital (5
6%)
In regard to the importance of the above factors
The awareness of consumers with and without children is basically the same
It is obvious that the level of medical technology is given the greatest importance as a special consumption of medical treatment
In addition, based on the excellent hardware equipment, the software system - service, is also getting more and more attention from the consumers; in addition, transportation, price, etc. are also important factors for the consumers. Transportation, price and so on is also an important basis for consumer decision-making
(2) other consumer factors to pay attention to ① age group: because it is a children's hospital, the object of service is children, the consumer is parents, most of the age of 25-40 years of age
② the psychological aspects of medical care: the choice of a small disease into the doctor, the big disease to find a good hospital ③ most consumers believe that children's health care is necessary; at the same time, the more important to consumers of health care programs, mainly for the children's health care program. The more important health care programs are mainly about children's nutrition and intelligence services: nutritional counseling, children's intelligence measurement, screening
④The age group of people have a good sense of children's pictures, concerned about the comparison between neighboring children and their own
Advertising Positioning a strategic positioning of the image of the implementation of the brand strategy, to create a "humane, affectionate" image, and continue to promote the development trend of hospitals, "Specialty"
Advertising Positioning a strategic positioning of the brand strategy to build "humane, intimate" image, continue to promote the development trend of the hospital "Specialty
Today, the Du Hui service industry has been extended to the branding
Public brand awareness has been strengthened, therefore, how to shape the brand of the medical service industry, to further develop China's health industry, and better serve children's patients, is the initial purpose of the image of the Children's Hospital construction
Slogan "all patient-centered," based on the addition of a sentence "to improve the patient relationship," through the "patient-oriented," and to improve the patient relationship, the children's Hospital, the children's Hospital, the Children's Hospital and the Children's Hospital. The slogan "improve doctor-patient relationship" is added on the basis of "all patient-centered" to strengthen the concept of friendly service brand through affectionate and humanized visual image design, which helps to establish a good image of the hospital in the public interest, improve the competitiveness of medical services, and complete the convergence with the international level of medical services
The second market positioning 1) The only comprehensive municipal children's hospital in Sichuan Province
2) Responsible for consulting, rescuing, transferring, transporting, and providing services to critically ill children in Chengdu and other provinces, as well as the hospital's image construction. Rescue, transfer, establishment of children's emergency network and training of personnel
3)Academic status and authority in pediatrics in the province
4)High-quality, high-efficiency, safe, convenient, low-consumption and satisfactory medical services
5)Adult internal medicine for the convenience of the residents in the vicinity of the hospital
Three target audience targeting the citizens of Chengdu, focusing on people aged 25-40 years old
Three target audience targeting the citizens of Chengdu, focusing on people aged 25-40 years old
Three target audiences, focusing on people aged 25-40 years old
Three target audiences, focusing on people aged 25-40 years old
Please refer to the following list
Three, advertising planning an advertising appeal regional advertising staging based on the promotion of the Chengdu market, the appropriate extension of the suburban secondary county, continue to strengthen the Chenghua District, Jinjiang District, Jinniu District of the existing market advantage, strengthen the Wuhou District, Qingyang District of the publicity
Two ads into the timing and implementation of the ads staged with the advancement of the hospital's internal renovation and remodeling projects, the hospital has been the most important part of the hospital, the hospital is the most important part of the hospital's internal renovation project, the hospital has been the most important part of the hospital's internal renovation work, the hospital is the only one of its kind in the city. Seize the opportunity of 6
1 Children's Day, in mid-May to the end of June in phases, a planned selection of different media combinations, as follows: Preliminary (mid-May to the end of May): create a certain momentum
Midterm (early June to mid-June): Increase publicity, so that consumers to establish the depth of goodwill
Supplementary period (mid-June to the end of June): Further make the Consumer recognition, strengthen its influence
Three advertising media mix strategy media selection (1) bus body advertising survey, along the route through the main kindergartens in Chengdu, elementary school more bus vehicles are 11, 25, 77, respectively, in these three lines of each of the five cars to do the body painting ads
(2) Sichuan Province, women and children's channel to choose a higher ratings of the time broadcasting 15-second ads, two groups per day, the first group for about 19:30-20:00 "society, family, women" before the program (Monday to Friday; the second group for about 20:00-20:50 "Star Theater" program, the first episode of the upper and lower episodes of the drama (Monday to Friday); Saturday and Sunday about 16:30-16:50 "Addictive Theatre," the "Cartoon World," the two groups
(3) "New Wave Weekly" the weekly magazine specializing in the ratings of the weekly magazine. Xinchao Weekly" the weekly magazine specifically for the Chengdu market, published on Tuesdays, the current circulation in the Chengdu market reached 11
60,000 copies, and its readers' age and children's hospitals coincide with the target group of the advertisement, in the entire advertising campaign period, uninterrupted reports on the latest developments in the hospital, the total number of publications is expected to be 6 times
Attached May 11, 2004 issue of the "Xinchao Weekly" published on May 11, 2004, the first page of the survey table
(4) billboard advertising focused on elementary school, kindergartens near the *** set up 20 billboard advertising for a month
(5) network advertising on their own Web site in the form of pop-up windows, the establishment of a 360 * 360 panoramic demonstration and a 10-second full-screen flash ads
(6) banners and posters, flyer ads in the South Taisheng Road, the establishment of banners, the hospital in the South Road, the hospital is expected to be published six times, the number of times. Establishment of banners, posters outside the hospital, flyers distributed near the hospital
Media mix in the first period (mid-May to the end of May): bus advertising, street advertising, "Xinchao Weekly", network advertising, posters in the middle of the period (early June to mid-June): "Xinchao Weekly", Sichuan Women and Children's Channel, the network advertising supplement (mid-June to the end of June): "Xinchao Weekly", "Xinchao Weekly", the network ads. Network advertisement