How to do hospital marketing
How to do hospital marketing, now want things to go smoothly and successfully completed, certainly need to plan ahead of time, to develop certain measures and programs out, so as to ensure that things go smoothly and the expected results. The following shares the marketing program and management of private hospitals.
Hospital marketing how to do 1First, market research
In order to do a good job of marketing, as a marketer, the first thing you must do is to conduct a comprehensive market research on the market. Only on the market situation in mind, in order to achieve a targeted approach. Therefore, market research is the first step in the work of marketers, but also an extremely critical step.
(a) hospital situation
First of all, we must have a comprehensive grasp of the situation of our hospital. The history of the hospital, the status quo, the hospital's position in the industry, strength, business conditions and future development trends should have a more comprehensive understanding. Because in the service marketing at the same time, is actually in the community to show their own hospitals, so the demand for health care services to describe the hospital is a marketing staff must be a task.
In particular, it should be described to the service recipients of the hospital's characteristics, explaining that we are different from others, which is actually our strength, our specialty. The image of the hospital will be a good contribution to your future service marketing efforts. Presenting a well-designed hospital presentation to healthcare service seekers is the first step to success for our marketers.
(2) Program Information
The second preparatory task for marketers is to understand in detail the medical program to be promoted. The pamphlet on the service program, the clinician's background on diagnostic and treatment techniques and related qualifications, and the information prepared by the marketing department are all ways for marketers to learn about the hospital's products and programs. In addition, the resource integration training sessions organized by the hospital are also an excellent opportunity for marketing personnel to communicate with the medical staff of the various departments to understand the implementation of the hospital's projects, implementation, and execution of the project.
In the process of understanding the medical project products, the characteristics of our hospital's own department project, this type of service project marketing ****, this type of project and other types of project comparisons (disadvantages and advantages) is the hospital marketing personnel must master. Here are some of the knowledge that marketers must memorize.
1, the project is different from similar competing hospital projects
2, this type of project is different from other types of competing projects
3, the development trend of this type of project
(C) market situation
This part of the situation of the market research is more complex. Research content is also more. The ultimate goal of our marketing services is to show the hospital, win reputation, meet demand, and develop value-added. Therefore, to understand the market situation for our marketing and service health care is crucial. The following content is the marketing staff must be clear in mind:
1, under the jurisdiction of the region a **** how many hospitals? How many hospitals are there in each level, such as tertiary and secondary? (Other marketing channels)
2, each hospital's main departments and the main list of doctors, there is no national or local well-known experts, the current situation of the hospital to carry out diagnosis and treatment programs, medical consumers' attitude towards the project services. Doctors develop disease prices, outpatient situation, inpatient situation and other information.
3. The number of patients each partner provides to the hospital each year or month, and their requirements for my hospital.
(V) Survey
Understanding the competitors has an important relationship with our marketing efforts. In particular, the hospital is using and will soon be carried out by the various competitive programs and diseases must be investigated. In the process of investigation, the content of the investigation includes price (discounts and intermediate price), marketing strategy, marketing channels, incentives, institutions, personnel, program market share, hospital strength and so on.
1, hospital profile
The hospital profile is mainly to investigate the hospital's size, nature, business expertise. Investigators should be prepared before going to the hospital pens, record books, cameras and so on. Work procedures are:
(1) investigators first use the camera to take pictures of the hospital panorama, a detailed record of the location of the situated, can be drawn in the form of diagrams.
(2) familiarize themselves with the hospital environment, and the hospital's outpatient building, inpatient building, bulletin boards, blackboard boards, etc. photographed down.
(3) Go to the lobby of the outpatient building, look carefully at the introduction of the hospital, departmental profiles, the distribution of hospital departments, and will be the main departments of the hospital specialists should be consulted on the time, name, and the corresponding departments to copy down, to understand the number of beds in the hospital, the daily flow of patients, and record the specific data.
(4) As for the nature of the hospital, business expertise can ask several doctors in the hospital, understand clearly and record.
2, business model
(1) the same industry referral channels
can be through face-to-face conversation, to understand the name of the partner doctor, home phone, residential address, commuting time, personal hobbies, hobby, spare time, family, and so on, as well as the hospital's economic and financial situation. benefits and recent developments in various areas. The first thing you need to do is to get a good understanding of how the system works, and how it works.
3, marketing promotion channels
Doctors and nurses in outpatient and inpatient departments
Marketers should find the location of the corresponding department, to understand the director of the corresponding department, the deputy director, and the personnel of the department and to make a record. The investigation must be serious, detailed, clear and true. Finally, business people can summarize the content of the hospital's internal environment survey in the form of a table. After a comprehensive survey of the target market, and then select a part of the potential partners easy to break through one by one breakthrough (first easy, then difficult, each breakthrough), while the market expansion for some of the paving work (including the promotion of preparations, visits, etc.).
Second, the development of the plan and the main steps
Generally speaking, marketing for the above research takes about 3-4 weeks. An experienced marketer may be a little shorter. This research process is essential and is a prerequisite for a good promotion. Only after the research is completed can a promotion plan be developed. The plan is divided into a regional development plan and a hospital market development plan.
(a) regional development plan
Mainly refers to the jurisdiction of the region of a year or a stage of hospital development and maintenance program. Arrangement of the plan, pay attention to the reasonable distribution of human, material and financial resources and centralized use of such issues. To use the "two eights theory" to develop plans. The "two-eight theory" that 20% of the cooperation **** win will bring 80% of the revenue, so we should focus 80% of the force to serve, develop and maintain the 20% of the partners. In the selection of partners, to the region under the jurisdiction of the same industry referral object classification, according to the degree of easy to develop,
familiarity with the village doctor and the possible referral channels are divided into categories, draw out of which 20% of the potential partners for the first phase of development, and strive to have a better start in the first phase. In the development of the plan to pay attention to the following issues:
1, the plan will be divided into several phases, each phase has a specific region and specific target groups and target tasks.
2, each phase to a month. Because the general hospital market statistics performance once a month.
3, pay attention to the choice of partners in the local leadership position, as soon as possible to form a breakthrough point, so that it can be easily formed in the next stage of the situation to lead the way.
4, the regional plan to be specific, detailing the specific time, specific market areas related to the budget and possible results and objectives.
(2) market development plan
In the completion of the regional plan and get approval, should be developed in more detail involving the development of each partner's specific plan. This plan should be very specific, specific to each link, each person in charge, each time period and each cost. In this way, on the one hand, superiors can be based on this plan for supervision and inspection, on the other hand, they can also do a good understanding, while in the development of the plan can be found in which place they are less well prepared. Of course, this plan will be adjusted according to the actual situation in the implementation process.
(C) the project into the implementation
medical project as a special service implementation content, different from the general consumer goods, especially hospitals to carry out surgical procedures, it has in the referral doctor to guide the completion of the consumer process characteristics, the generation of its patients to consume, subject to the hospital doctors with the direct impact of cooperation.
In the entire referral consumption, more than 70% of the source of the disease produced in the cooperation of rural doctors. The rural doctor has become a competitor's market resources, resulting in fierce competition, but also to our marketing team in the operation of the market has brought greater difficulty. The hardest part of doing referrals is to get recognized, the most important is the integrity of the guarantee, the most afraid of the service is not in place.
The medical programs and medical products offered by the hospital want to be able to successfully penetrate the market and penetrate the hearts of the people, it is required that the marketing staff of our team have a clear understanding of the form of the business channels, the procedures for serving the patients, as well as the approach that they should take.
Hospital marketing how to do 2Currently hospitals need to face the following four types of problems in marketing:
1, the medical services market is not enough attention to the concept of hospital management has not been updated;
2, no modern marketing strategy, the planning of medical services is not in place;
3, the lack of an effective Marketing organization and management personnel;
4, medical regulations and other restrictions.
Therefore, it is very urgent to strengthen the construction of hospital marketing.
In order to meet the needs of the target market, the medical institutions on their own to control the best combination of various marketing factors, so that they play a comprehensive role in completing and realizing the mission and goals of the medical institutions.
The most popular categorization method is to summarize the various marketing factors into seven categories: product, price, place of distribution, sales promotion, people, tangible display and process, referred to as the "7p".
Product
A product is anything that is provided to a patient to satisfy his or her health (or health-related) desires and needs, which includes physical objects, technologies, medicines, and so on, and refers generally to all medical services provided by a hospital
The overall concept of a healthcare product consists of four levels of services: core services, diagnostic services, ancillary services, and convenience services. The concept of medical service products as a whole includes: core services, diagnostic services, auxiliary services, and convenience services at four levels.
Pricing
① for different grades of wards and nursing services to set different prices;
② hospitals can also be provided by different technical staff to implement the level of pricing of medical services, that is, the high technology of the medical staff to charge a higher fee for the consultation;
③ in the reduction of large-scale medical equipment inspection fees at the same time increase the cost of those highly technical
④ Correctly handle the price issue.
Channel
The medical services marketing channel refers to all the organizations and individuals that work together to supply, distribute and receive medical services from a hospital. It is important to emphasize the importance of "localization", to build localized personnel and customer policies, to fully motivate local personnel, and to build an effective channel.
Promotions
The hospital services promotion mix includes advertising, staffing, promotion, and public relations. Public **** relations is an important strategy for hospital promotion, is an important tool for hospitals to improve visibility and strengthen market competitiveness, hospitals must attach great importance to the relationship with the news media, the government and the community, to strengthen the hospital to the community, in order to shape a good long-term overall image of the hospital.
Tangible display
The so-called "tangible display" refers to the scope of service marketing management, all the tangible components that can convey the characteristics and advantages of the service.
The role of physical presentation. The role of the service marketing process is mainly manifested in several ways:
① through the sensory stimulation, so that customers feel the benefits of the service to their own;
② to guide the customer to the reasonable expectations of the service product;
③ influence on the customer's first impression of the service product;
④ to promote the customer to the quality of the service to produce "The customer's first impression of the service product;
④ Promote the customer's perception of the quality of the service.
People
People include medical staff and medical customers. Medical manpower includes training, selection, commitment, motivation, appearance, work ethic, patient-employee contact, patient or family behavior and level of involvement. All hospital employees are part of the healthcare product.
Therefore, hospitals must do a good job of selecting and training staff, emphasizing the reasonable requirements of staff, and rationally deploying clinical front-line teams and logistics managers.
The value of CRM is mainly embodied in the following aspects:
1, effective management and utilization of customer resources in the hospital;
2, rational use of customer-related resources in the hospital;
3, expanding the hospital's sales;
4, reducing the cost of hospitals;
5, to bring hospitals added value; realize the unification of the hospital's external platform.
The process
Patients from entering the hospital to start, through the consultation, registration, consultation, payment, inspection, medication and other steps, to finally leave the hospital of the whole process of the real moment, is the hospital to provide services, and the process of contact with the patient, but also the hospital to the patient to show the quality of their own service time.
Thus, to manage every link and every aspect of the patient's medical treatment, draw a flow chart of contact with the patient, from the patient to, to the patient to leave, to study every link, in order to ensure that every link, every aspect of the best, so that the patient has a high degree of satisfaction with the hospital.
In the current high degree of socio-economic development today, the service economy as the carrier of the `knowledge economy is gradually extended to all areas of society. Along with the growing material and spiritual needs of human society, health and prevention and treatment of disease demand is also gradually increasing, hospitals as a special social service organizations, are facing new opportunities and challenges. Therefore, hospitals should strengthen marketing in order to stand out in the fierce market competition.
Of course, without the hospital's medical quality improvement, hospital marketing will also lose its significance, enhance the level of diagnosis and treatment is more of a hospital marketing a hard truth.
How to do hospital marketing 3
The concept and purpose of hospital marketing
Hospital marketing, refers to the medical unit for the target customers (patients or sub-healthy people) to choose the best kind of service, a full understanding of the target customer's aspirations, needs, to take a certain service programs, reasonable prices, perfect the process, for the target customers to provide satisfactory service process. target customers to provide satisfactory service process.
In the marketing at the same time, establish the service brand of the medical unit, improve the quality of the staff themselves, and lay a good foundation for the development of medical units. China is a socialist country, the principle of health is: "all for the people's health", so we must firmly establish the "patient-centered, wholeheartedly for the people's services," the business philosophy, we must completely break and resolutely reverse the pursuit of economic interests of medical units to maximize other forms of service. The maximization of other forms of unfair commercial competition, in order to achieve the ultimate goal of serving the people's health.
The quality of medical technology is the lifeblood of the hospital
Every kind of marketing has a positioning, the positioning of the production unit, the positioning of the products produced, and the positioning of the service object. The hospital is a special service organization, the product is medical services. This organization provides a different kind of service, which is to provide medical services to patients.
This service is divided into core services and value-added services of two kinds, the core service is to provide the main services, that is, for the patients to cure; value-added services that is before the disease, the disease service, the disease service, and other related services after the extension of the service. The core service is the most powerful weapon to seize the customer, but also the customer is the most needed.
Medical technology is the pillar of the hospital, is the carrier of the core services. In the development of marketing activities, medical technology should be the fulcrum for marketing, no outstanding technical advantages, hospital marketing simply can not begin. A hospital that can't treat the patient's disease better, its survival and development is conceivable.
Therefore, hospitals must pay attention to the progress of medical technology and the formation of technological advantages, to focus on training and development of high, precise, specialized medical professionals, and constantly improve the ability to relieve the pain of patients, which is the key to the survival and development of a hospital.
Hospitals below the municipal level because of limited financial resources, the development of medical technology, core services, positioning, should focus on the development of specialized hospitals, do not be greedy, the development of the profession to a certain kind of the region, a certain number of sources of disease to determine how much; to specialize in the construction of the main, the other general departments as a complementary, division of financial resources, manpower, set up the hospital in the region's brand of professional and technical expertise, and continue to build, enhance. The hospital will be able to build and enhance the brand in the region.
If a hospital highlights key specialties, especially in a few specialties with strong, unique advantages, showing a high level of technology, will greatly enhance the competitive strength of the hospital, the patient will be combined with their own condition or medical needs to choose this hospital, and then the source of the disease continues to increase, and gradually achieve the purpose of specializing in the whole with the whole.
Therefore, talent training and specialty construction has been the eternal theme of hospital construction, hospital talent training from the young physicians to start, to provide them with a 10-year training program, from the point to the hospital from the implementation of 3 to 5 years of strict 24-hour residency system, and effectively strengthen the effective cultivation of young people, and then they should be based on their individual strengths and the needs of the hospital's specialty construction, to send them to higher hospitals for advanced study, to make the hospital to learn more, to make the hospital to learn more, to make the hospital to learn more, to make the hospital to learn more, to make the hospital to learn more, and to make the hospital to learn more. The hospitals are also required to send them to higher level hospitals for further training so that they can become successful as early as possible.
Good service environment is the guarantee of the development of the hospital
In addition to a high level of medical technology, but also a good service environment. A warm, comfortable healing environment, conducive to the early recovery of patients. The service environment includes the hard and soft environment, the hard environment is the layout of the patient's medical environment, health and other conditions, the soft environment, including the moral level of medical personnel, service attitude, service details. Specific measures to improve the service environment:
(1) Effective transformation of the service attitude, with the rapid development of the national economy, the people's living standards continue to improve, the patient's requirements for the medical environment is also improving, the hospitals should do their best to outpatient clinics, wards for renovation, decoration, to carry out a number of humanized outpatient clinics, wards, in order to meet the needs of patients, such as in the children's ward design cartoon walls, daily regular playback in the ward, the children's ward, the children's ward and the hospital. patterns, playing soft music regularly in the ward every day to protect patients' privacy, etc.
(2) With the increasingly fierce competition in the medical market, the service attitude of medical staff is also improving, but there are still individual medical staff who have a hard service attitude, unpleasant words and so on, which aggravates the psychological pain of patients. Therefore, it is necessary to strengthen the professional ethics education of medical personnel, and constantly improve their moral and ethical level, improve the hospital's spiritual civilization construction efforts, and strengthen the concept of thinking of patients, urgent patients, patients as relatives.
Reasonable promotions and fair prices are the key to winning market acceptance
The price of medical service charges is a very sensitive and difficult to control factor in the marketing mix of medical services. Non-profit hospitals, the price should be strictly enforced in the price standards designated by the state, never illegal charges, while encountering holidays or hospitals have commemorative nature of the day, but also expressly to the benefit of patients.
In terms of promotion, it should include good advertising, publicity, public relations and other marketing communication methods, in particular, should do a good job of marketing personnel (people, referring to the medical staff and patients).
Medical personnel in the process of medical services play an important role, is part of the medical service products, hospital managers in addition to strengthening the training of medical personnel, but also focus on marketing them to the general public, to improve their visibility in the majority of patients, to establish a famous doctors and famous brand.
At the same time should pay attention to the patients, so that they have a high degree of identification with the hospital, so that each patient feels the reliability of the hospital services, to determine the recognition of each patient on the unit of medical services, but also to the maximum extent possible to influence other patients.
Kindred communication is the lubricant for the rapid development of hospitals
Good internal and external relations up and down is the lubricant for the rapid development of a hospital:
(1) Communication between the hospital and the higher authorities is the key to obtaining a good development of hospitals in the external environment and policy support;
(2) Communication with other hospitals (2)Communication with other hospitals and communities, to provide them with technical support, business consulting, so as to enhance the relationship;
(3)Communication between the hospital staff, to strengthen the department, the staff of the friendly collaboration;
(4)Communication with the patients, such as the introduction of the hospital's situation before the disease, the disease do a good job explaining the condition of the disease, the patients are discharged to do a good job of following up the services, the relevant extended services to do (5) Communication with patients In particular, the follow-up after the patient is discharged from the hospital, is also a very critical link, like a product after-sales service, do a good job, repeat customers will be more.
Constructing a harmonious and healthy hospital culture, promoting the strengthening of internal cohesion
Constructing a healthy and upward hospital culture, strengthening the cohesion of the hospital's internal medical staff, so that the hospital to form a more than the technology, more than the service of the health theme.
The hospital should develop a series of incentive systems to create a positive hospital cultural soil for employees. Hospital groups and organizations should often organize a number of healthy sports and recreational activities, through the activities carried out to enhance communication between employees, teaching in the fun, moral in reason, so as to achieve the purpose of enhancing unity and cohesion;
Medical and nursing departments should be frequently held in the medical and nursing professional competitions and professional academic lectures, and to invite neighboring health care institutions to participate in the peer *** with the Development; the outstanding achievements of the personnel to be vigorously commended, and actively recommended to the next level, and linked to personal growth and progress;
The academic community at home and abroad in the publication of articles in journals, self-education personnel, to achieve scientific and technological progress award personnel, the postgraduate students to be material incentives and vigorously commended. Through the establishment of a series of incentive system, in the hospital to create a positive learning atmosphere.
Summary
Only down-to-earth good hospital marketing, in order to gradually change in the rigid management mode, in accordance with the business philosophy of the modern enterprise management, and from all aspects of the perfect amendment to improve their own, improve the hospital's brand, so as to promote the reform and development of the hospital, and to cultivate a high-quality excellent staff within the The team provides a good humanistic environment for the whole society and ensures the healthy development of the hospital.