Hospital marketing tools and methods
Hospital marketing tools and methods, in the workplace, in fact, we all need to have a certain ability, no matter whether it is the development of the individual or the company's team development, is the need to do a good job of long-term career planning, the following collated hospital marketing tools and methods.
Hospital marketing tools and methods 1
The first move: expert sitting
Experts are the best representatives of the establishment of an authoritative image. Chinese people have a tradition of superstitious authority, as long as a labeled expert, cabbage can also be sold on the price of tequila. Hospital registration should also be divided into an expert number, born out of a price tag to, although the same look at a cold. So playing the expert card in medical marketing is one of the commonly used and effective techniques.
In the promotion of private hospitals, the influence of experts is even more powerful than the appeal of the clinic, many patients are followed by experts. Currently, the common method, is a large hospital doctors (usually retired) to the clinic on a regular basis, so as to pull the private hospital technology image. If you don't have the resources, you can try to build a brand of authoritative doctors in private hospitals to build your own "expert" brand.
The second trick: public lectures private
Through public health lectures, closer to the neighborhood residents and the psychological distance between the clinic, is not an effective way.
Private hospitals can be held on their own, can also be jointly organized with the community, the latter effect is better, that is, a layer of public welfare cloak, but also to strengthen the relationship with the neighborhood. The theme should also be closely related to current events, such as last year's dengue fever epidemic, some private hospitals asked doctors to explain how to prevent dengue fever, the activities of the effect is very good.
The third trick: word of mouth
As the saying goes, the gold word of mouth is not as good as the word of mouth of the people. The consumer's experience is the most persuasive! In the promotion of private hospitals, how to properly use word-of-mouth marketing? One relies on good service to win patients spontaneous word-of-mouth publicity; another way is that private hospitals consciously guide word-of-mouth dissemination. The common way is to refine typical cases in phases, in the patient's visit, by the medical staff "inadvertently" revealed. The first time I've seen this, I've seen it, and I've seen it, and I've seen it, and I've seen it, and I've seen it, and I've seen it.
Fourth move: joint promotion
Private hospitals in their own costs and promotion of the limited power of the premise, you can try to promote through the use of external forces, such as the use of pharmaceutical companies to promote the terminal, the publicity activities in the vicinity of private hospitals. At present, many pharmaceutical companies are carrying out promotional activities in the terminal, and equipped with professional lecturers and publicity personnel, private hospitals can choose to cooperate with them, *** with the organization, with the help of its professional power for their own publicity.
Fifth move: intimate service
Than technology, which is the hardware; than the price, the highest transparency; the most likely to be colorful have fun should be the service. Service - this looks the most simple to do is the most difficult to do service from the patient's point of view, rather than from the operator's point of view. Although many private hospitals have set up the guide desk, but the image of the guide in the minds of patients is a huge difference. Put a TV in the IV room so that patients are not overly bored while they are getting their injections.
Sixth move: preferential promotions
This way is based on different seasonal characteristics or current hotspots for promotion. For example, the spring push "health spring action", March 8 on the push gynecological disease on the discount, and so on. The key to the operation of this type of approach is to point to new activities, content design to be attractive. Such as a private hospital to do activities did not choose discounts, but to send specially produced exquisite family medicine box, very attractive to some residents, after a long time after the event, there are still residents in the discussion of this matter.
Hospital marketing tools and methods 2
First, analyze the local health care market, find the positioning of the hospital business
As the saying goes: "know yourself and know the enemy, a hundred battles are not dangerous", there is no in-depth investigation of the local health care market and scientific analysis, talk about the hospital business strategy is bound to be blind and inefficient.
These are the most important things you can do for your business.
The investigation and analysis of the medical market can start from the following five aspects:
1, investigate and analyze the composition of the local disease spectrum, focusing on the identification of common diseases, diseases and incidence of multiple diseases.
2, the investigation and analysis of the local existing medical institutions of the discipline, focusing on which disciplines have matured and solid status, which disciplines are still very childish or still blank.
3, investigate and analyze the local economic situation and the composition of the population, focusing on the ability to pay for the local people, the proportion of the population into the health insurance.
4, investigate and analyze the total local health care market and the degree of development, focusing on finding out whether there is potential to explore.
5, investigation and analysis of medical investment 'environment, focusing on checking the local party committee government and the relevant departments to treat the policy orientation and basic attitude of private medical institutions.
Through the above five aspects of the investigation and research, you can initially decide the hospital's market positioning.
1, to determine whether to run into a general hospital or specialty hospitals.
2, to determine what groups? Who is the main object of service?
3, to determine what measures to take?
Second, to determine the development goals of the hospital, the development of practical plans
No clear development goals, there is no direction and motivation, but also can not well cohesion of the hospital leadership and all staff, and whether the goal is correct and appropriate, directly related to the speed of development of the hospital and the structure of the hospital, of course, there is no practical plan, and then the large and good goal is also just an empty space. The goal of the good again is just a castle in the air, the wall cake.
Hospital development goals should include recent goals and long-term goals.
Near-term goals are generally within five years, to include: accurate and rapid market entry, well-known specialty brands, competitive service quality, growing talent team, increasingly perfect medical facilities.
Long-term goals also include: a loyal and reliable customer base, a stable and substantial return on investment, etc., based on careful calculation, you can also quantify the above goals.
In order to achieve the development goals on schedule, the following plans must be formulated: infrastructure development plan, medical equipment equipment plan, personnel training and discipline construction plan, hospital culture and system construction plan, hospital marketing and planning plan, financial management and economic income and expenditure plan and so on.
Three, the establishment of excellent talent team, the sound of the corresponding professional disciplines
The core of the hospital's competitiveness is the quality of medical care, the core of medical quality is the construction of disciplines, disciplines is the core of the construction of technical personnel, therefore, the ability to establish a team of talented people, so as to improve the corresponding disciplines, the relationship between the success or failure of the hospital operation.
The construction of the talent team relies on absorption and training. Attracting and retaining talent requires reasonable treatment, a career platform and a congenial atmosphere, and the organic unity of the three, relying solely on treatment to retain people is far from enough.
The training of talents should have a strategic vision, but also willing to invest, in the long run, private hospitals should rely on their own training, rather than relying on others to dig the foot of the wall.
Private hospitals currently have a lot of problems in terms of talent, retired doctors accounted for a large proportion of the middle-aged technical backbone of the shortage, there are reasons for the market supply, but also improper view of talent, need to draw our attention.
Four, to determine a reasonable salary system, improve the job incentives
Another important aspect of the core competitiveness of the hospital is the quality of service, to improve the quality of service is to mobilize the main way to mobilize staff motivation, mobilization of motivation is the main measure of job incentives, job incentives, the main means of remuneration system.
Reasonable pay system has two points: one is to have competitiveness externally, that is to say, the compensation of employees with other similar hospitals, similar to other industries than to have a sense of achievement and pride; the second is to have fairness internally, that is to say, the compensation of employees in various positions within the hospital to be the same as the contribution they make, there should be a sense of self-esteem and fairness.
Most of the current private hospitals pay is to take the confidentiality of the issuance of methods, I think this is not a scientific pay system, in the hospital start-up period or smaller scale may be practicable, but with the development and growth of hospitals, must establish an open and scientific pay system, the mysterious "red packet" can only be used as a complementary means of pay system, and the "red packet" can only be used as an additional means. The first step is to make sure that you have the right tools for the right job, and that you have the right skills.
Fifth, to create a unique cultural concept, cohesion of the hospital staff
No cultural concept of their own hospital is no "soul" of the hospital, there is no cohesion of the collective is the rabble, there is no fighting force, therefore, to long run a good hospital, especially private hospitals. Therefore, in order to long run a good hospital, especially private hospitals, must consciously create their own, unique hospital culture concept.
From the current problems of private hospitals to consider, hospital culture should focus on the following four aspects of the construction, and then according to the personal temperament of the main leaders and cultural background, and gradually formed different from others "personality".
First, innovation, is the concept of advancement, visionary strategy and successful practice; second is enterprising, is the relentless pursuit of continuous exploration and sustained development; third is integrity, is the loyalty to the cause of the customer's trustworthiness and dedication to the community; fourth is pragmatic, is the responsible attitude, a solid style and perfect results.
From the current private hospitals facing the survival of the environment to consider, the hospital concept should be shaped from the following seven aspects of efforts, that is, human-centered management as the center, the integrity of the operation as the cornerstone of learning and innovation as the driving force to stimulate competition as a platform for high-quality service as a fundamental, to the construction of the system as a safeguard to the low-cost and high-efficiency as the goal.
The ultimate goal is to achieve an ideal state: a competent and efficient leadership, a united and collaborative department, a competitive and cooperative staff, an up-and-down hospital, and a harmonious situation between doctors and patients.
Six, carefully carry out marketing planning, the establishment of good customer relations
In a broad sense, all aspects of hospital management are closely related to the hospital marketing, but from a narrow understanding of the essence of hospital marketing is to attract patients, expanding the business; in the short term to quickly expand the influence of the hospital to quickly open up the situation; long-term stability to attract a large number of loyal customers. The first is to attract a large number of loyal customers.
First of all, to establish a hospital marketing organization, equipped with professional marketing planners, the formation of the camp team, hospital-specific marketing strategies and marketing methods for training, and the development of effective marketing performance assessment incentives.
Second, to develop a hospital marketing plan, clear marketing focus, the main ways and means, the input budget, the purpose to be achieved.
Finally, carefully organized and implemented, it is necessary to emphasize that we must attach great importance to the management of patient-customer relations, patients to the hospital, this is only the first step of the marketing work, how to do so that the patient to come back and bring the people who did not come, which is the highest state of marketing.
It is worth noting that a small number of private hospitals to take improper, or even illegal marketing methods, such as hiring "medical care", which not only harms the reputation of private hospitals, but also may make the hospitals face heavy fines, until the serious consequences of being banned, from the strict sense, which can not be regarded as a marketing tool.
Seven, open a variety of communication channels, and strive for support from all walks of life
For a start-up hospital, to operate a good hospital, to maintain a variety of communication channels is essential, specifically, I think there are the following:
1, is to communicate with the government about the functions
Communicate with the relationship with the health administration to ensure fair treatment in terms of access to the industry and regulation of practice.
Communicating with drug regulatory authorities, which involves the regulation of drug and medical device quality.
Communicating with the medical insurance department, which is related to whether the hospital can be included in the scope of medical insurance, is very important, and should be a key focus of the public relations of private hospitals.
Communicate with the business administration department of the relationship, which is related to the hospital advertising and marketing competitive means.
Communicate with the tax department's relationship, in order to obtain tax incentives.
2, is to communicate with the news media relations
As far as possible to increase the positive publicity of the hospital, in the hospital radiation area to establish the "integrity", "orthodox" image, to avoid with the media to become an enemy. The image of the hospital radiation area to establish "integrity", "orthodox" image, to avoid becoming enemies with the media.
3, is to communicate with the political and legal departments off
Currently, medical disputes are plagued by one of the hospital's biggest headaches, the hospital's normal order and the phenomenon of personal threats to the staff from time to time, to deal with the relationship with the local political and legal departments, especially the local public security organs, is conducive to get timely assistance and fair treatment.
4, is to communicate with the local community relations
Actively participate in community activities, support the community's work, through the community to return to the community, you can make the hospital by the local community residents to accept the smooth, so that the rapid establishment of a firm footing, which is also very important to the hospital.
Eight, build risk management mechanism, prevent and resolve business risks
Summary of private hospitals are most likely to encounter risks and crises there are five major sources:
1, is the sudden major medical accidents or medical disputes;
2, is the media malicious speculation
3, is the medical traps set by undesirable members of society;
4, is the individual law enforcement officers deliberately difficult;
5, is the accidental fire, theft and mass casualty events.
Risk avoidance and crisis resolution require the construction of an effective risk management mechanism, which involves four important aspects:
1, there should be an institutionalized and systematic crisis management organization and operational processes;
2, there should be the importance of senior leadership and direct leadership;
3, there should be a good internal Information system support;
4, to have good crisis management personnel.
Hospital marketing tools and methods3 What are the hospital marketing models? Mode 1: the establishment of a marketing planning department within the hospital In recent years, in the face of the serious challenges of the health care market, the majority of hospital administrators gradually realized that they must have the ability to understand the market changes and control the market, and try to use marketing strategies to expand the existing market. Mode 2: professional companies to provide consulting programs As the saying goes, "a foot has its shortcomings, and an inch is long", for the hospital, a medical worker's special is to treat the patient, and the dean's special is to manage the medical workers. To be able to set up a marketing planning department, for public hospitals, has been at the forefront of the peer group, but if the requirements of scientific and efficient management of the marketing team, in fact, is not enough. As we all know, hospital marketing involves news, advertising, graphic design, network marketing and other professional knowledge and experience in the industry, for health care workers is indeed a "separate line like a mountain", professional hospital marketing planning company can rely on the company's professional team and rich experience, hospital marketing planning department to provide professional market research, marketing programs, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing and so on. The company's marketing strategy is based on a team of professionals and a wealth of experience in providing professional services such as market research, marketing programs, and marketing skills training. Model 3: Hospital Marketing Hosting The professional company can provide a perfect implementation plan, but the success of a goal not only depends on the plan, but also depends on the implementation, without a strong and efficient implementation team, and then the perfect plan is also very easy to become empty talk. Model 4: Hospital Marketing Outsourcing Although Model 3 reduces the risk to the hospital, the marketing strategy department's personnel relationship is still attached to the hospital. Hospitals have to deal with the pressure of greeting the families involved when hiring. Even if there are issues with the employee's competence and character, the cost of management increases because of the dismissal of personnel. Because marketing costs are borne by the hospital, there is some degree of economic risk and risk of internal conflict. Hospital marketing outsourcing can further reduce the management risk of the hospital, and it can even be said that the hospital does not bear any risk. What are the specific marketing methods for hospitals? The first move: expert sitting The expert is the best representative to establish the image of authority. The Chinese have a tradition of superstition and authority. As long as it is labeled as an expert, the cabbage can be sold at the price of tequila. In the hospital registration also to give an expert number, higher than a price, although the same as a cold. Therefore, playing the expert card in pharmaceutical marketing is one of the common and effective methods. The second move: public lectures private Through the public **** health knowledge lectures, is to narrow the psychological distance between the neighborhood and the clinic is an effective way. The third trick: word-of-mouth spread As the saying goes, the gold word of mouth is not as good as the word of mouth of the people, the consumer experience is the most persuasive! In the promotion of private hospitals, how to properly use word-of-mouth marketing? One is to rely on good service to win patients spontaneous word-of-mouth publicity; another way is that private hospitals consciously guide the word-of-mouth spread. A common method is to extract typical cases in phases, which are revealed by healthcare professionals "inadvertently" during the patient's visit. The first step in the process is to make sure that you have a good understanding of what you're doing and how you're doing it. The fourth trick: joint promotion In the cost and promotion of limited premise, private hospitals can try to promote with external forces, such as pharmaceutical companies to promote the terminal, in the vicinity of the private hospitals to carry out promotional activities, many pharmaceutical companies are currently in the terminal to carry out promotional activities, and equipped with professional lecturers and promoters. Private hospitals can choose to cooperate with them, unite them, and use their own professional power to publicize themselves. Fifth move: attentive service Than technology, which is the hardware; relative to the price, the highest level of transparency; service should be the most likely to make a difference. Service - look simple, do it is difficult. Do service, to stand in the patient's point of view, rather than stand in the operator's point of view. Although many private hospitals people have set up a counseling desk, but the image of counseling wizard in the minds of patients is very different. Put a TV in the IV drip room so patients don't get too bored while injecting.