Maternity hospital marketing department promotion program
Maternity hospital marketing department promotion program, hospitals sometimes need to be marketed, and the medical market is a huge market, any one hospital can not meet all the needs of the entire market, the following look at the maternity hospital marketing department promotion program.
Maternity hospital marketing department promotion program 1a. Purpose
1, rapidly expanding XX gynecological hospital in the public awareness (image), to create the hospital's expert brand, department brand, technology brand and service brand.
2, the rapid establishment of new consumer habits, seize the medical market share.
Second, the goal
1, to establish the overall visibility and reputation of XX Women's Hospital.
2, to promote XX Women's Hospital's special departments, special projects, new technologies, new projects and super quality services.
3. Promote the brand of XX Women's Hospital's expert team, as well as convenient, affordable, efficient, high-quality and warm service.
4, the rapid expansion of XX Women's Hospital market share, increase market share.
Third, XX Women's Hospital market positioning
Private hospitals due to the patient flow is not fixed, a great impact on the stability of the profit of private hospitals, so the expansion of outpatient clinic volume is a necessary initiative. Its market positioning is as follows:
1. Stabilize the surrounding area (community, rural). To the surrounding community as a foothold in the fundamental, "off, love" to attract a stable customer base, to build a good reputation.
2. Seize the opportunity of health insurance. Private hospitals to join the health insurance is imperative, private hospitals only efforts to join the health insurance, more to ensure stability around the consumer groups, to achieve a better cash flow.
3. Actively publicize a variety of health insurance designated hospitals and hospital preferential policies, and gradually accumulate, establish a reputation for long-term brand building to lay a good foundation.
The hospital has to analyze and position itself in the market, find its strengths, discover its weaknesses, and carry out comprehensive argumentation and planning. Here, I provide the hospital with the following analytical framework.
1, the advantages:
① approved by the provincial, municipal and district health administrative agencies, and with reference to the WHO and JCI standards for the construction of the country's second-class specialized hospitals.
② professional and technical advantages
③ perfect supporting facilities
④ all kinds of insurance designated organizations
Weaknesses:
① mature competitors.
② Advertising effect.
③ The people still lack a deep understanding.
④ Especially in need of very famous discipline leaders (the city is particularly important)
2, competition: such as the Fourth Military Medical University, Xi'an Women's Hospital, Sanqin Hospital, etc.
3, the market: the market surface is large, the people's living standards continue to improve, and there is a very high demand for the quality of life.
In our market research, we learned that the Ministry of Health released the most health survey results show that we now have 20% of the people do not see the hospital, one of the main factors is that the hospital costs are too high. Low- and middle-income people account for the vast majority of the urban population (rural), there is a very large market, as long as we position ourselves accurately, the source of disease is not a problem.
In addition to price competition, in the competition of hospitals, the patient to judge the good or bad of a hospital's services, is based on feeling. Patients compare their expectations of the hospital with the feeling of going to the hospital to receive the service, and if the feeling and experience exceeds the patient's expectations, then it is good medical service.
Patient's feelings in the hospital > patient's expectations = good quality of service
Patient's feelings in the hospital patient's expectations = bad quality of service
Patient's feelings in the hospital = patient's expectations = general quality of service
Patients who go to the hospital to receive the service mainly cost money, and by providing value for money services, they can form "Loyal customers", according to the modern concept of hospital services business, "loyal customers" is the main source of profit and development of the hospital's driving force. One of the basic ways to determine the value-added services is that hospitals provide more additional services after the basic medical services.
Fourth, the advantage of the brand service strategy - "good look at the disease" + value-added services
The fundamental purpose of the patient to the hospital is to look at the good disease, relieve the physical and mental pain. In turn, the hospital in the final analysis is to be able to solve the problem of "disease" for the patient. From the point of view of the medical market, who can solve the patient's problem, who will be able to get the patient's trust; with the patient's trust, the hospital will be able to develop smoothly. The only way to do so.
Only by medical technology and medical quality. In the service, such as hospitalization one-stop service, the patient was admitted to the hospital with a person to accompany the patient, the patient was discharged from the hospital doctors and responsible nurses to the gate; Internet leisure, the patient's birthday, send flowers; these quality services, all value free. Patients discharged from the hospital we have to telephone tracking return visit, seek advice, continue to provide assistance.
Fifth, high-quality affordable strategy -
In order to allow patients in the hospital "spend less money, look good," or "spend the same amount of money, enjoy the
In order to make the patient in the hospital "less money, good" or "spend the same amount of money, enjoy a more satisfactory service", the hospital will be "high-quality and affordable" strategy, reduce some of the charges of the examination program, so that the patient to get more affordable.
Sixth, marketing and promotion strategy - highlighting the specialty characteristics, departmental characteristics, technical characteristics and service characteristics. Emphasis on community (rural)!
1. Actively develop medical insurance, improve service quality, cultivate credibility, and reduce the harm of false advertising.
2. Market cultivation in the early stage, expanding multi-channel marketing and advertising to quickly establish visibility, establish a solid position and new consumer habits.
3. Targeted at urban community residents and urban migrant population, universities and colleges, the vast rural areas. (For the old workers to implement special preferential treatment strategy)
4, the goal of the appeal is clear and understandable, give full consideration to the patient's psychological habits, to avoid causing the patient's psychological aversion.
5. Based on the community, major colleges and universities, pulling the community (rural). Become in the hearts of the people satisfied with the hospital, efforts to community (rural), universities as the base of development.
6, the communication media to choose the people's habitual contact with the media, such as the city community media, social news newspapers, public **** facilities.
Maternity Hospital Marketing Department Promotion Program 2I. Significance of the activities
1, continue to improve the hospital's visibility. Increase the hospital's exposure in the community.
2, commission the hospital outpatient volume. Because of the season, the outpatient volume and the last few months than there is a significant decline.
3, increase the fan base. With the gradual increase in marketing efforts to carry out, the importance of the fans also highlighted, the future is a fan era, such as millet cell phone Lei Jun are fans of the economy.
4, brand image. Focus on the event to create a public service activities, improve the brand image of Renhe Orthopaedics, change people's views on private hospitals.
Second, the activity program
In July, the launch of the campaign "let the hot July, more than a touch of fresh", in line with the spirit of letting the people of Xuchang by more benefits, so that in this hot summer is not hot.
Xuchang Renhe Orthopaedic Hospital in Xuchang ten years can not do without the support of the people of Xuchang, thanks to the community, to give back to Xuchang, where in the activity period (7.1-7.30), all the elderly 65 years old or older with an ID card can enjoy the following free activities:
Free expert diagnostic examination. (Special invitation to the former Beijing 301 Hospital pain expert Professor Li Guangzhi to visit the hospital)
Third, the hospital program specific implementation plan:
In the program to put the implementation of the main land, sea and air
1, the sea from the newspaper, television, outdoor and other traditional media, such as the external dissemination of the event.
2, land in the hospital hall, made of x-racks, from the hospital internal dissemination, so that the hospital patients can better enjoy the event.
3. Empty from the network to start the dissemination of WeChat, microblogging, websites, forums, blogs to focus on publicity, viral marketing on the network.
In general, it is, mobilize the masses, extensive participation, with the form of everyone's favorite spread the matter. Be fully motivated and proactive!
Fourth, the conclusion:
July's, just a start, cultivate fans is a long-term project, starting in July, I hope that in the future every month to launch each month different activities to cultivate fans. Let the fans become our . `Boost, become our best free publicity tool, let our fan economy become our biggest thing!
Maternity Hospital Marketing Department Promotion Program 3I. XX Hospital brand objectives:
1, to create a specialized brand of liver disease treatment, to establish a differentiated competitive advantage, to win with the brand, to control the market share, to make satisfactory sales performance.
2. Enhance the staff's sense of identification with the hospital, sense of achievement, and prompt the staff to improve the quality of medical services.
Strategy: early intervention in the promotion of service programs, easy to produce sales results, but this is short-term; the construction of the hospital brand is not favorable. This is a brand and sales performance, branding for sales.
Second, the core positioning of the brand:
The positioning of the brand should be adapted to the consumer's psychology of consumption: consumption of hospitals, like buying a product, first think about the quality of the product (with a brand reputation is of course the best), think about the authority of the hospital and professional. And medical services, is a more special services, personal relationship with the human life fundamental.
Consumers are more concerned about her technology, experts, efficacy and other strengths, rather than the function of the product. Positioned at the forefront of liver disease treatment in China, fitting the consumer's consumption habits. High positioning to build a good brand. High positioning, high starting point determines far-reaching development, positioning is the foundation for hospitals to build specialty brands. The strength of the show and the subconscious requirements of their own potential.
Slogan: XX Chinese Medicine Liver Disease Hospital, to be the leader of liver disease treatment in China.
Third, the brand quality planning:
Experts, technical equipment, therapeutic efficacy, honorary titles, collaboration with authoritative institutions, academic and scientific research authority, undertake scientific research topics, etc., these are brand planning must have and can be publicized material, to let the patient in the experience of the hospital to bring the service, resulting in a sense of identification with the hospital brand. Brand identity. And let the patients have such a feeling is the main doctors, nurses and other hospital staff's services and efforts.
Therefore, it is important for all hospital staff to clearly understand the meaning of the brand and its slogan, and to recognize the concept. The work of doctors and other staff should be based on the concept of branding the hospital. It is necessary for hospital operators to make adjustments to the brand work norms according to the problems that arise during the actual operation of the hospital in order to make the brand work practically feasible. Brand advertising strategy: print, TV, radio, outdoor, hospital magazine, website, printed materials, event promotions, hospital songs, and so on. (Specific planning slightly)
Four, market positioning:
Hardware and software, we have to be able to persuade the patients to come to the clinic, so that the patients personally experience the strength of the first brand of liver disease treatment in China. In terms of market characteristics, we are a large-scale internationalized liver disease specialist hospital, and we are creating the cutting edge of China's liver disease treatment field. This clearly distinguishes us from other hospitals, whether it is all types of hospitals (positioning), or liver disease departments in large and medium-sized hospitals,
We do what others have not yet done. Regional strategy to see, we will carry out more refined marketing operations; province-wide, with news hype, with advertising to bombard. Market entry point: the brand communication as a basis, news hype hospital characteristics, and strive to Shaanxi media of all sizes to focus on the Gucheng Hospital of Traditional Chinese Medicine and Liver Diseases, focusing on doing the hospital's visibility.
Fifth, the hospital to promote
four stages of market introduction, expansion, maturity, enhancement, lasted one year, aimed at the hospital to the market, so that patients generally understand, from understand, understand the hospital (first stage), identify with the hospital (the second stage) have a disease will be to our hospital (the third stage), and ultimately to reach the patients willing or long-term fixed in our hospital, the hospital, the hospital, the hospital, the patient, the patient, and the patient. Long-term fixed in our hospital, and recommend others to come to the clinic (fourth stage), constitute the hospital brand.