A good hospital marketing program will definitely focus on audience engagement and interaction.
A complete list of 5 hospital marketing programs
A good program will definitely focus on audience participation and interaction. What formats do you need to pay attention to when writing a program? The healthcare market is a huge market, no single hospital can meet all the needs of the entire market, Here I bring you a complete list of hospital marketing programs, I hope you like it!
Hospital Marketing Programs Daquan 1
First, the background of the party
Light is like an arrow, the years like a shuttle. 20__ New Year's Day is approaching, our hospital in the extraordinary in the past year, accompanied by everyone's support, in the care of the thriving. The thorns along the way made us meet here, and the spirit of self-improvement connected each of our hearts together. We comfort each other, encourage each other, support each other, *** with progress. All the way through the wind and rain we rely on each other, accompanied by the departure of old friends, the arrival of new friends, we sweet in the heart, because here left friends the most wonderful footprints of life. A new year, a new beginning. In this festive and melting night, let us meet here, with the most hard work, to hold up a blue sky of growth! Let's meet here, with the most beautiful notes to compose the earth's favorite war song! The sun is new every day, symbolizing the birth of hope, to verify tonight's sleepless night!
Second, the theme of the evening:
20__ "Welcome to the New Year" gala evening
Third, the purpose of the evening:
Enrich the spare time of everyone! Promote the friendship between coworkers. Increase the sense of belonging of the staff!
Fourth, the party time:
December 31, 20__ (16:00 start)
Fifth, the party location:
Red High-beam Hotel
Sixth, the party process:
A, the evening party hosting speech
B, the leader of the New Year's opening speech
c, the program performance
VII. p> VII, the party program requirements:
Program form:
1. to relax and enjoyable, participatory karaoke songs and programs performed by various departments,
2. lucky draws, etc.
VIII, awards
(a) program category
1, the first prize: 500 yuan (1/individual or group)
2. p> 2, Second Prize: 300 yuan (1/individual or group)
3, Third Prize: 100 yuan (2/individual or group)
4, Participation Prize: 50 yuan (the people who participated in the program)
Awarding Leader:
First Prize awarded by Mr. Wu
Second Prize awarded by Director Huang
Third Prize awarded by President Liu, Director Liu awarded
Participation Prize Leader to be determined
(B) on-site lucky draw activities category
1, the first prize: 200 yuan
2, the second prize of two: 100 yuan
3, the third prize of three: 50 yuan
On-site lucky draw by the relevant leaders in turn to draw the third prize, the second prize, the first prize
All personnel (in addition to the relevant leaders) issued a raffle ticket number (number randomly generated)
Raffle prizes by the on-site raffle draw leader on the spot
(C) game participation award category
value of 20 yuan gift (by the host of the on-the-spot awards) see the details of the game
IX, other: (*** with the discussion, improve the activity)
Hospital Marketing Program 2First, the significance of the activities
1, continue to improve the hospital's visibility. Increase the exposure of the hospital in the community.
2, commissioning 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 affordable, 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, Xuchang Renhe Orthopaedic Hospital program specific implementation plan:
In the program put in place in 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 `_ display racks, from the hospital internal dissemination, so that the hospital patients can better enjoy the event.
3, empty from the network to start spreading, in 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. To fully enhance the enthusiasm, initiative!
Fourth, conclusion:
July's, just a beginning, 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 booster, become our best free publicity tool, let our fan economy become our biggest thing!
Hospital Marketing Plan Book 3Foreword
May is Labor Day, which is a good opportunity to launch a large-scale campaign.
Theme of the event
"Under the same blue sky, love for migrant workers" large public welfare activities
Time of the event
May
Place of the event
Places in the community
Community plazas
The main content of the event
1. Boai world - Foshan Zhongshan Hospital "together under the blue sky, love for migrant workers" large-scale public welfare activities launch ceremony.
2. "Under the same blue sky, love for migrant workers" of the care of migrant workers. Including expert clinic, maintenance team, legal counseling, consumer rights and other.
3. "Under the same blue sky, love for migrant workers" of the helping action. Visiting poor families in Chancheng District door-to-door, delivering goods and medicines, sending condolence money, 10% discount health card.
4. "Under the same blue sky, the love of migrant workers" of the migrant workers' children to help the program.
(1) Provide free medical checkups for children of migrant workers in difficulty.
(2) Donations and books from the Migrant Children Sponsorship Program will be used to support female students in need.
5, the establishment of Zhongshan Hospital "migrant workers assistance fund". During the campaign period, if you donate a dime to the Migrant Workers Assistance Fund, Sun Yat-sen Hospital will offer a 10% discount card for a lifetime of medical treatment.
6, China Boai world - Foshan Zhongshan Hospital, "together under the blue sky, love for migrant workers" large-scale public welfare activities to summarize the General Assembly.
Specific operational details
The first part of the launch ceremony
1 time: May 20, 16:00 pm start
2 location: children's clothing city square
3 guests: Chancheng District Youth League Committee Secretary, Chancheng District Charity Federation, Chancheng District, Chancheng District Education Bureau, the Foshan City, Foshan City, the care of the next generation of the Working Committee, the head of the world of fraternity, Foshan City, Zhongshan Hospital, the world's largest hospital in the world, the world's largest hospital in Foshan, the world's largest hospital in the world. The person in charge, the president of Foshan Zhongshan Hospital, the news media (specific to be determined)
4 activities process
1, the scene play soft music, to be seated guests, the media in place.
2, the host announced the start of the ceremony, and introduced the "together under the blue sky, love foreign workers" large-scale public welfare activities.
3, Chancheng District Youth League Committee Secretary speech.
4. The president of Foshan Zhongshan Hospital made a speech.
5, Foshan City military sub-district representative speech.
7. Speech by the head of Boai World.
8, Foshan military sub-district representative and the president of Zhongshan Hospital unveiled the migrant workers fund.
9, Chancheng District Youth League Committee Secretary of the "love for migrant workers, love warm Foshan; large-scale charitable activities flag awarded Boai world, Foshan Zhongshan Hospital.
10, the host announced the end of the ceremony.
Hospital Marketing Programs 4A market analysis
The total population of 238,000 people in our county, the town population of 78,000 people, the rest of the population were distributed in fifty sub-towns, Xinlin Town, the town of Tongbu, the township of Tayingzi, the township of Guandi, the town of Daijing, the town of Xinchengzi. There are nearly 200 enterprises and institutions in Linxi Township, and the population is relatively concentrated. Linxi County Zhongmeng Hospital is a Grade 2A hospital, Jincheng Hospital is a private hospital, there is one community service center and 16 community service stations. Private hospitals are mainly based on advertising and inviting outside experts to consult and treat discounts, community service centers and community service stations are mainly based on community services, also enjoying the medical insurance, social security, the new rural cooperative medical program. In recent years, the rapid development of health care, the new rural cooperative medical care resident population participation rate of 94.9%. The problem of difficult and expensive medical treatment for farmers has been initially solved. Chinese and Mongolian hospital 6800 square meters of the overall relocation of the complex building, township health center medical room expansion. In the face of increasingly fierce competition in the medical market, passively waiting for customers (patients) to come to the door, hospitals are likely to face a loss of customers. All this has brought great pressure to the survival and development of the hospital. Hospitals rely on the development of business, business strategy, the essence of business management is to find ways to attract patients. To be invincible, we must continue to improve the comprehensive management, improve the business level on the basis of the subtle propaganda through multiple parties, the establishment of a harmonious doctor-patient relationship, to establish a good social image, to do outside the tree image, the internal quality of the strong, to win the trust of the people.
Second, the current situation of the hospital
(a) Since the hospital moved into the new site, in the operation of a large step, but there are many details have not yet reached the hospital scale to match the benefits. At present, the management of hospital marketing and information collection is poor, the establishment of the Department of Social Services as a department of the hospital, it must play its function, internal understanding and publicity, external marketing and investigation, pulling patients and tapping potential customers.
(ii) internal publicity content is too little, the departments have little tangible publicity content, such as: bulletin boards, publicity boards. External publicity is not enough, in the face of increasingly fierce competition in the medical market, the construction of media publicity platform is necessary, however, in recent years, because of advertising inaccurate publicity, efficacy and commitment does not match, buried patients do not trust the heavy crisis, the hospital can use a lot of existing resources and ways to go to the external publicity of the internal image of the hospital. The media publicity is only an external means, the long-term development of the hospital and the daily operation of the main still rely on the correct market positioning, advanced service concepts, advanced management mode.
(C) did not maintain the hospital's own customers, some customers lost never come back. Hospital management and service needs to be improved, "patient-centered" as the service concept has not been put into practice. For example: a few days ago, I met an old lady in the first floor clinic was asking a staff pathology department in the floor, but the staff was very impatient, said: "I do not know, ask the nurse to go". In fact, at that time, I thought: as a hospital employee, how can you not know which floor is the Department of Pathology! And the attitude was very hard! It is because of this attitude that we may lose this customer forever, or even more. The patient can not have our hospital, but our hospital can not do without the patient.
Third, the market marketing plan
(a) marketing ideas
To the overall work of the hospital and hospital development planning as a guide, adhere to the "internal grasp of the management of the strong quality, outside the market tree line image" as the idea, on the one hand, to the town of Lindsay community as the main direction of attack, and gradually expanding to the township health centers, village health clinics, strengthening the "health care system", and strengthening the "health care system", the "health care system". On the one hand, it focuses on the community of Linxi Town, and gradually expands to township health centers and village health centers, strengthens the characteristic brand of "Linxi County Hospital", and intensifies the brand promotion to attract the patients through the brand strategy. On the other hand, the rural medical conditions in the Linxi area are relatively backward townships, the main direction of attack, through the publicity of the introduction of the hospital characteristics of the department to attract the majority of patients.
(B) the specific implementation of the program
1, according to the "Lindsey County Hospital" medical characteristics, Lindsey County communities as the target, and gradually develop the medical market. To publicize the specialties, special diseases as an entry point, and increase efforts to publicize the hospital's advantageous departments, while driving the development of other departments. Through the organization of health lectures, health checks, community clinics, square clinic consultation and other activities as a channel to strengthen external publicity, liaison, medical services directly to the customer, and then attract more patients to the hospital for further treatment, expanding the medical market.
2, the eyes of the medical market to the rural areas, directly with the township health centers, village health center to establish a cooperative relationship to mutual benefit as the premise of enhancing the business platform, the implementation of resource **** enjoy, complement each other's strengths, so that the farmers enjoy the level of diagnosis and treatment of the second level of hospitals at home, can be indirectly deepened to the brand of the Lindsay County Hospital 's cognition.
3, the establishment of a perfect service system, a variety of service activities as the hospital's marketing strategy, always centered around a center to start, the center is to make customer satisfaction, truly reflecting the "patient-centered", and constantly improve the quality of service, standardize the service behavior, improve the service attitude.
(1) The hospital should set up a complaint reception office, responsible for receiving and handling patient complaints, effectively solve the problem of patient complaints, patient satisfaction, loyalty, trust will have the greatest impact, which will be transformed into the hospital's credibility and profitability.
(2) Improve differentiated services. In order to attract more customers, should be provided with a number of services that are different from other hospitals, so that their different needs are met accordingly, and beyond the expectations of their needs, to achieve a high degree of satisfaction, in order to differentiate to win. Such as: to ensure that the hospital's medical services are convenient and fast, and strive to eliminate the "three long and one short" (long registration fee time, long waiting time, long time to take medication, short diagnosis and treatment time) phenomenon, to facilitate the majority of patients to seek medical treatment. With the development of society, the degree of civilization continues to improve, people's demand for environmental quality is higher and higher, maintain good health of the hospital medical environment, to provide patients with comfortable, clean, warm, smooth space for medical treatment, is the need for the survival and development of the hospital; the implementation of the smile service, focusing on the patient's feelings to address the full name or honorifics, instead of calling the bed number. These affectionate service will allow patients to experience the hospital's humanistic care, improve customer satisfaction.
(3) the establishment of "patient-centered, quality as the key to service as the focus of marketing for the purpose of" the satisfaction survey. Regularly conduct satisfaction surveys on hospitalized and outpatients, and collect information on discharged patients from all hospitals to make customer phone calls. The results of the satisfaction survey will be statistics, analysis, published, and put forward to improve the views, and constantly improve the quality of medical care and medical service level, expanding the capacity of the hospital patients, to achieve sustained and healthy development of the hospital.
4, to the sub-health market. The Ministry of Health organization information report: only 5% are healthy people, 20% are people with diseases that need treatment, most of which 75% of the people are in sub-health. As people's health awareness is getting stronger and stronger, people understand their own physical condition through physical examination, so that prevention is the mainstay and treatment is supplemented. Our hospital physical examination center in the form of preferential card from a single unit for the physical examination of employees to the community, rural development, planning to launch a series of physical examination card, all items on the card in accordance with the provisions of the hospital price to give a certain discount. Different names, contents and prices are set for different groups of people, such as routine medical checkups for the general population, health checkups for the elderly, women's health checkups, and health checkups for the working class, with the results of the medical checkups interpreted by a senior doctor and healthcare recommendations written in writing. If the medical examiner is found to have a potential disease, the hospital will assign experts or specialists to help them develop personalized health care and treatment programs to attract a large social group, expand the hospital's business, and improve the hospital's economic efficiency and brand benefits.
5, targeted to do some publicity. Any company or hospital to long-term stable development, publicity is indispensable. Construct a media publicity platform, establish a good relationship with the Linxi regional media, take media reports, bulletin boards, brochures, promotional films and other different ways of publicity for the community to vigorously publicize the hospital's specialties, brand services, new technologies, new projects, hospitals, famous doctors and so on. The use of large-scale activities and social welfare behavior to promote the hospital, standardize the production of departmental bulletin boards, guide patients to facilitate access to health care, to achieve continuous shaping of the hospital's good social image, enhance the core competitiveness of the hospital.
Hospital Marketing Programs 5In the entire marketing of drugs, the pharmacy is the last link. The product into the pharmacy, put on the counter, just from the commercial unit transferred to the downstream only, only to sell the product out, only to complete the whole sales process. In the case of increasingly serious homogenization of products, marketing tools, how to make your products stand out, catch the customer's eye, you need to carry out some promotional activities from time to time targeted, after all, whether it is a drug manufacturer, or commercial units, drugstores, to improve the customer's repeat purchase rate is the fundamental basis for everyone to survive, and only in this way will form a virtuous cycle. How to design a practical and effective buy gift activity program? According to the author's experience, attention should be paid to the following three aspects:
1. Creativity to new
Now the terminal competition has entered a white-hot state, each drug manufacturer to "win the terminal" as a "heavenly", in the terminal to invest a lot of human, financial and material resources. A large number of people, money, material resources, and buy gift activities to seize market share, pulling sales is the most direct and effective, so very often, really "you side sing me on stage", but most of the daily necessities as a gift, such as laundry detergent, soap and so on, the lack of novelty. Of course, these methods are not useless, since everyone is using, "existence is reasonable". Just if you can design a creative buying program, both to pull sales, but also to enhance the brand image, a double whammy, complement each other, why not? Creative to new, strange, special, you need to get out of the established mode of thinking, bold vision, careful evidence, not closed doors, often to the terminal walk around, close to the pharmacy operators and customers, they have the most to say about your products, therefore, they also know what they need most.
2. relevance to be strong
The design of the giveaways to be associated with the product itself has a certain degree, can not "wind horse and cattle are not related", otherwise, it is a failure. The author in a production of diabetes drugs known as the grass-roots level of the enterprise, has designed a "bundled sales" program. Buy "___ pills" complimentary "urine sugar test strips". The program adopted by the gift is a diabetic control of urine sugar an affordable and effective testing methods, relevance is strong, the price of gifts and low, about 1 yuan per box, and a box of drugs retail price to more than ten dollars, input and output is very reasonable, in practice, has achieved good results. Others, such as cold medicine to send rhinitis tablets (or drops), cardiovascular medicine to send salvia tablets (if you are sending medicine, it is best to send your own products, so that the other varieties also have a role in promoting, if your product line is shorter, it can only be "for others to do the graft" la), medicinal toothpaste toothbrush, etc., are good. However, we must distinguish between primary and secondary, such as rhinitis tablets to send cold medicine, it is a bit far-fetched, because colds may be accompanied by nasal congestion, runny nose and other symptoms of rhinitis, but rhinitis is not always caused by colds. This must be remembered.
3. practicality, operability to be strong
I once designed a treatment of "breast disease medicine" promotional program, buy a course of medicine, a free bra. This program creativity, relevance are good, but the operability is not strong. Because there are several sizes of women's underwear, and the actual delivery, and do not know which model needs how much, the purchase of various sizes need to play wider. If the activity cycle is shorter, by the otc representative on-site cooperation to do 2-3 days, the end of the activity can also be returned in a timely manner, but if the activity cycle is longer, and the giveaway is controlled by the drugstore, the actual operation of the very troublesome, so can only bear to give up the pain, give up this program.
In addition to the above three aspects, but also can not ignore the cost control of gifts, because it is directly related to the promotional activities of the input-output ratio, at the same time, if the degree of attention to the gifts is higher than the product itself, then play a noisy counter effect, like the stage above the "running" robbed the "corner". The "corner" of the play, the cart before the horse. Remember, it is only "green leaf child", customers will never get a gift and go to buy him no use of drugs. If you have a higher value-added products, or recommended by the course of treatment, the value of gifts may be a little higher, in order to increase the customer's desire to buy. Otherwise, only small gifts can be used. As for the purchase of gifts, most of the small gift wholesale market in various parts of the world, you can often go there to see, many pharmaceutical companies ordered gifts can be seen, perhaps you will have unexpected surprises, so as to develop a surprising, effective promotional programs.