For the hospital's marketing program
For the hospital's marketing program, in the workplace, in fact, each of us is the need to have a certain ability, whether it is personal development or the development of the company's team, is the need to do a good job of long-term career planning, the following collation of the hospital's marketing program.
For the hospital marketing program 1
First, the brand objectives of the xx hospital:
1, to create a specialized brand of liver disease treatment, to establish a differentiated competitive advantage, to win the brand, to control the market share, to make a 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. Medical service is a special service, which is related to human life, and consumers are more concerned about her technology, experts, efficacy and other strengths, rather than the use of the product function. The positioning at the forefront of liver disease treatment in China is in line with 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 of the hospital to build a specialty brand. 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 projects, 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 identity of the brand of the hospital. 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)
Fourth, market positioning:
Hardware and software, we have to be able to persuade patients to come to the clinic, so that patients can experience the first brand of China's first brand in the field of liver disease treatment. In terms of market characteristics, we are a large-scale internationalized liver disease hospital, and we are building the forefront of the field of liver disease treatment in China.
This clearly distinguishes other hospitals, whether it is all types of hospitals (positioning), or large and medium-sized hospitals in the liver disease department, 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: brand communication as a basis, news hype hospital characteristics, and strive to Shaanxi media of all sizes to focus on Gucheng TCM Liver Hospital, focusing on doing the hospital's visibility.
Fifth, the hospital promotion
four phases of the introduction of the market, expansion, maturity, enhancement, lasted one year, aimed at the hospital to the market, so that patients generally understand, from understanding, understanding of the hospital (the first stage), identify with the hospital (the second stage) have a disease will be to our hospital (the third stage), and finally The patients are willing to reach or long-term fixed in our hospital, and recommend others to come to the clinic (fourth stage), constitute the hospital brand.
Sixth, the market introduction period
to open for the time divider, divided into pre-opening strategy, after the opening strategy. Purpose: through the event momentum, so that people recognize our hospital, in-depth understanding of the hospital, focusing on the hospital's visibility; at the same time, more adequate and skillful advertising operations, activities and promotions, to attract patients to come to the clinic.
Before opening:
1, held a large-scale press conference
2, rolling subtitle bombing: put every other day, put over a period of 24 days. Generally focus on news and TV show time slots. Put about 6 times a day, according to the actual situation and then adjust. Note: the program can not be spread with the opening of too long a time apart, not with the film and television on the screen, print ads on the page too long a time apart, generally no more than two weeks, the best control in 10-14 days. Even film and television on camera, print on the page, opening, but rolling subtitles still continue to be on camera, continue to create impact.
3, 3,000,000 annual salary for CEO - with the medical staff recruitment, but more demanding. Purpose: expect to cause media attention hype. Hospital CEO recruitment requirements: doctoral degree, MBA degree, has visited more than three countries, has a wealth of diplomatic resources, proficient in more than two foreign languages, as a vice president of a hospital of more than three B five years.
Opening: 1, opening ceremony (specific planning case slightly)
2, PR strategy: 200 patients free physical examination activities. Purpose: to create popularity. Free physical examination program: liver function, two half, DNA quantitative testing free of charge. Idea: Invite media reporters to attend the opening ceremony, and report "200 patients free medical examination activities"; at the same time appropriate to promote the opening of the print ads, mobilize people to participate in the heart.
3, hype "free treatment of liver disease patients" event. The cause of the incident: a liver disease patients have long endured the torment of liver disease, has been to a number of hospitals to seek medical treatment and can not be cured. Moreover, he is heavily indebted and is now seeking help from the media. Purpose: Through giving the patient humanitarian aid: free treatment of liver disease; triggering media attention, creating hospital awareness, further strengthening the hospital's reputation, is a cheaper publicity; at the same time, if the patient's image is suitable, with the help of its popularity in the media hype out of the hospital film and television commercials, let it become a hospital film and television advertisement publicity "actors", filming out the publicity effect is better. The shooting of the publicity effect is better.
4, advertising strategy print media part of the idea: to celebrate the establishment of the hospital as the theme, comprehensive promotion of the hospital's strength profile, to build China's first brand of liver disease treatment, and the launch of promotional activities. Television media part of the idea: time 1 minute, brief information, prominent theme. By the film and television advertising company shooting production on camera, the effect is better. And it is interspersed with the hospital's strength promotion. To let the audience understand the opening of the hospital, and can initially understand the hospital.
Two birds with one stone. After the opening of 1, electric media placement strategy: brand communication as the leading, to the strength of the hospital as the focus of communication, in a wide range of dissemination of hospital visibility on the basis of maintenance and enhancement of the hospital's reputation. Note: Media time slots are selected with packages. Planning and production of film and television advertising tape.
Brand chapter: 5 seconds or 10 seconds, the spot will also become a standardized advertisement for other spots. Idea: brand chapter, in fact, is the dissemination of brand positioning. Declaration chapter: 30 seconds, the spot can be edited into 5 seconds, 10 seconds, 15 seconds. Idea: different characters, different protagonists, different contexts and environments, witnessing "I choose Gucheng TCM Liver Hospital to treat liver disease". Although it is very vulgar, it is easy to spread the popularity by repeating the broadcasting. Reference to the brain platinum idea.
Strength: 1 minute / 1.5 minutes. Why not 3-5 minutes? Reason: 3-5 minutes is too long, has become a small program, so that the advertising theme expression is not prominent. The cost is higher. Secondly, it is inconvenient for TV stations to transfer time slots, and 1 minute can also express the same, repeated broadcast, the effect is better.
Advertisement film production form: news reports. Ideas: creative use of new advertising styles, bold innovation in medical advertising communication methods, pioneering medical advertising layout precedent. As far as possible to invite to Shaanxi more influential news program hosts, such as Shaanxi News Channel news hosts, to host the news report, and let the reporter live coverage. In this way, news hosts and journalists sing together, the dissemination effect is better than the pure, direct strength of the dissemination effect, credibility and attraction.
Ideas: focus on the dissemination of hospital strength, on-site interviews with experts, the background of the investment organization. And through the health system officials, or other high-ranking officials, to evaluate the hospital, the equivalent of inviting them to image endorsement, with the help of their authority to disseminate, easier to obtain people's trust.
Or cause controversy and concern. PSA: 30 seconds, the spot can be edited into 5 seconds, 10 seconds, 15 seconds. Idea: public service announcements, advocating respect for people with liver disease, non-discrimination against hepatitis B patients, triggering social ****ming.
2, PR strategy. Organize "China (Ancient City) 20xx the first liver disease prevention and control summit forum". Purpose: The main purpose is to create momentum, so that people continue to deepen the impression that our hospital is a leader in the field of liver disease treatment.
Joint lectures with universities and colleges to popularize hepatitis B knowledge. Purpose: This can also be said to be an extension of the Summit. Deep into the universities and colleges, in the university and high school students, expanding the hospital's influence, with this group of rebellious, their own high-quality, easy to understand the characteristics of the new things, it is very easy to constitute the word of mouth.
Forum with the print publicity (news, advertising); at the same time, the distribution of "liver rehabilitation brochure".
The first in the province to promote "full tracking diagnosis and treatment", the establishment of patient files, regular return visits to patients; at the same time, the first to set up a "hospital customer service center", specializing in the management of patients that is, our customers, the diagnostic and treatment services to do a more thorough effort to practice the "customer is always right", "the customer is always right". "The customer is always right" service concept.
It can also be like the Globe to establish a "community of affection" in large hospitals. Purpose: to make the service quality, in order to truly reflect the concept of hospital brand.
News, print advertising planning; at the same time, the production of "hospital customer service center" brochure, and integrated into the hospital's corporate culture, hospital motto. Purpose: brand grafting, improve hospital visibility, more importantly, reputation, but also a change in medical services, will naturally attract media attention. Invite concert singers or stars to visit our hospital and talk and take pictures with patients with liver disease, so as to create a sensation. (but not to hire him as the image spokesman), and ask the advertising company that cooperates with our company to shoot the whole record of the activities of the celebrities in our hospital. Purpose: the relevant media in the province because of the star factor, will automatically pay attention to the activity - momentum, borrowing star visibility fast spread hospital, hype is better or even a hit.
3, plane news, advertising strategy strategy: news: in the morning paper, evening paper to do a series of news hype; advertising: and film and television commercials echo, the combination of the two, the integrated dissemination of a unified signal. And add some promotional information.
Brand chapter purpose: brand awareness, so that people understand and familiar with the brand positioning of the hospital, the impression of a clear distinction between other hospitals.
The purpose of the public service chapter: to cause the whole society **** Ming, to reach the emotional identity, and then identify with our hospital.
The purpose of the series of strengths: to spread the strength of the hospital, so that people can really experience the strong strength of Gucheng TCM Liver Disease Hospital, the strength to witness and identify with the hospital's authoritative position in the field of liver disease treatment. Note: Try to create diversified expressions, for example, impressions, handwritten notes, to avoid dryness of the page and make the page vivid.
The purpose of the series of popularization of the strength of the chapter: health education of the general public, so that it constitutes a brand column of popular science of liver disease; and in the advertisements to reflect the strength of the hospital, so that the column is fully integrated with the hospital, to do the right medicine. Note: Strive to use the way of cooperation with the media to host popular science columns.
Open the first 24-hour liver disease prevention and treatment hotline in our province liver disease survey.
Seven, market expansion period
Purpose and strategy: this stage is a comprehensive competition for market share of the period, but also the development of the hospital is the key point. Hospital in-depth market, expanding business, more detailed operation; while further strengthening the brand, from advertising operations, service efforts, perfect brand operation, so that people's brand perception and experience of unity.
1, television media placement strategy placement strategy: continue to continue to broadcast the original film and television commercials, increase the production of storytelling drama, news and dialogue programs, to further enhance the hospital brand, especially through the news and dialogue programs, pioneering the use of new advertising methods, easy to attract people's attention, the impact of the more far-reaching.
The planning and production of the film and television tape news dialogue program program name: Dialogue Program Overview: Invite well-known news program hosts (for example, Shaanxi TV news channel program hosts) as hosts, guests: the chairman of the group, the health system, senior officials, entrepreneurs, liver disease specialists, the people/patients. Program length: 5-10 minutes. Idea: Through the production of a modified storyline to illustrate the joy and happiness gained after treatment in our hospital. Among them, reflect the strength of the hospital, hospital services, disease efficacy.
2, PR strategy with the China Poverty Alleviation Commission, XX Health Bureau, XX media cooperation, in-depth in various regions to organize hepatitis B census. Note: this census is different from the previous census of various medical institutions, this census is a substantial public welfare behavior, for the people and the country. Purpose: to penetrate into various areas, the hospital's banner to all corners of the township, expanding the hospital's influence and reputation in the region. Series of news, print advertising planning; at the same time with the distribution of "liver rehabilitation publicity materials.
Writing a series of census reports, or census doctor's handbook, to do more systematic publicity and advertising. Organize China's xth Academic Symposium on Prevention and Treatment of Liver Diseases / Academic Exchange Meeting Purpose: To host the academic symposium, to create the hospital's academic authority status in people's impression, thus further establishing the hospital's status as a leader in the field of treatment of liver disease. 10 trips / day shuttle buses to the railway station, the bus station to pick up and drop off patients free of charge. Note: Or negotiate with the bus company to increase the amount of buses put.
The station set one stop for XX Liver Disease Hospital. Purpose: This is convenient for patients to visit the hospital, reflecting the hospital's humane service, and do free publicity and advertising, constitute a necessary word of mouth.
Weekly class: regularly held lectures on liver disease knowledge (initially set: every Saturday night). With the third point (10 trips / day shuttle bus to the train station, bus station to pick up patients free of charge.) Constitutes "listen to lectures, take the through train" or "lecture through train". Purpose: externally to reflect the hospital's strong academic atmosphere and enthusiasm for learning, and internally to strengthen the re-education of staff. Co-sponsor the "First Liver Disease Knowledge Contest" with government departments, a TV station and a newspaper. Operation: co-sponsored with the media, and our hospital must enjoy the right to the title.
Purpose: to improve the hospital's reputation in the eyes of the public, is a good public service activities. It is a better public service activity. It draws the attention of the whole society to the liver disease, and since the hospital is the first one to organize this kind of activity, people will pay attention to the hospital and strengthen the professional impression of the liver disease in the mind of the public.
Eight, market maturity
Purpose and strategy: to strengthen the brand building, through the hospital's comprehensive strength to highlight the brand, and gradually build the hospital's reputation in the people, and even among the medical staff, so as to reach a high degree of satisfaction with the brand, so that the patients or healthy people will come to the hospital as soon as they hear about liver disease.
1, television media placement strategy. This stage of film and television placement: gradually increase the 5 seconds or 10 seconds of brand advertising film and television, declarative advertising film and television, public service announcements film and television, 1.5 minutes / 1 minute of storytelling drama placement, 1.5 minutes / 1 minute (depending on the specific situation) of the strength of the film and television advertising as a supplement.
Purpose: the strength of the chapter with the brand communication, the strength to highlight the brand, and the brand to promote sales. After about six months of film and television advertising bombardment, people are generally aware of the hospital's strength and profile. Therefore, the role of the strength of the communication is reduced, and branding and strengthening is more important, so the proportion of the appropriate adjustment.
2, PR strategy in cooperation with the health sector, free training of township health centers, village health center doctors. Purpose: from pulling patients to the importance of medical personnel in various areas of the ancient city (mainly refers to township health centers, village clinics doctors), of course, ultimately, to expand the source of disease, and further draw closer to them. At the same time, patients and medical staff (medical staff there means township health centers and village clinic doctors, which are the most numerous group of people and the group most likely to make things bad.) One together, to eliminate different opinions, in the hope of arriving at the internal and external consistent word of mouth.
In cooperation with the health sector, the organization of "liver disease rehabilitation into ten thousand families" activities. Purpose: to realize the carpet bombing, to bring health to ten thousand households. Welcome to hospitals around the world, especially county hospitals, and our hospital to establish a collaborative relationship, come to visit, or our hospital will give technical support and guidance. Purpose: To expand the influence of our hospital in the industry, to establish the authority position in the industry, and to be the leader position in the treatment of liver disease in China. Strive for the establishment of scientific research and other collaborative relations with Shaanxi College of Traditional Chinese Medicine, or establish collaborative relations with domestic liver disease research institutions.
Purpose: strive to speak in the academic world, from clinical to academic is a very important beyond.
3, print advertising strategy series of strength (including inviting famous experts to come to lecture or consultation, or become a collaborative unit of an authoritative scientific research institutions, etc.) Purpose: disseminate the strength of the hospital, so that people can really experience the hospital's strong strength, strength to witness, identify with the hospital in the field of liver disease treatment. The purpose is to spread the hospital's strength so that people can really experience the hospital's strong strength.
Series of popular science chapter strength (including inviting well-known experts to come to lecture or consultation, or become a collaborative unit of an authoritative scientific research institutions, etc.) - to strive for co-sponsored columns with the media. Purpose: health education of the general public, so that it constitutes a brand column of popular science of liver disease; and in the advertisement to reflect the strength of the hospital, so that the column and the strength of the hospital is fully integrated to achieve the right medicine.
Nine, the market to enhance the period
Purpose and strategy: after nearly a year of communication, the brand has accumulated a wealth of assets; but we still need to enhance her, through the film and television commercials adjustments, humanized after-sales service, prompting the brand personality, easy to communicate with people's hearts and emotions. In this way, the brand can be more y rooted in people's hearts, so that they are willing to long-term fixed in our hospital.
1, TV media strategy. This stage is an important stage of brand enhancement. Therefore, the style of TV commercials focuses more on warm, peaceful and humane, trying to personalize the brand. Manifesto: from different angles of the hospital to reflect and witness the "treatment of liver disease, I choose XX Liver Disease Hospital". (Real shot of the hospital environment, strength, service-oriented, angle change) public service film: the main theme of the text remains unchanged, the shooting and the actors change, the style is more close to the people, more touching.
Brand film: only become an advertisement template, do not do advertising. Strength film and story drama both in one: which, reflecting the story of liver disease treatment, on-site interviews with experts, high - officials, patients, and recommended hospital strength.
2, PR strategy to set up a "liver health club" - VIP members (under the management of the hospital customer service center). Purpose: Extended medical services, a very important manifestation of humanized medical services. Participants: patients with fatty liver, alcoholic liver, etc. (participation will be limited). Organize the First Liver Rehabilitation Fellowship. Purpose: This activity is to communicate emotions, but also a kind of affirmation of their own medical services, so that patients psychologically and emotionally identify with XX Liver Disease Hospital.
Cooperation with mobile communications / Unicom, the establishment of global communication "affinity community". Purpose: to cooperate with the mobile, a strong combination, with the help of their thoughtful service to enhance the hospital's sense of trust in the minds of patients, sense of satisfaction.
3, print media strategy series of strength (including inviting famous experts to come to lecture or consultation, or become a collaborative unit of an authoritative scientific research institutions, etc.) Purpose: disseminate the strength of the hospital, so that people can really experience the XX Liver Disease Hospital's strong strength, the strength of the witnesses, agree with the hospital's authoritative position in the field of liver disease treatment. Series of popularization of the strength of the chapter (including the invitation of well-known experts to come to lecture or consultation, or become a collaborative unit of an authoritative scientific research institutions, etc.) - to strive for the way to co-organize columns with the media.
Purpose: health education of the general public, so that it constitutes a brand column of popular science of liver disease; and in the advertisement reflects the strength of the hospital, so that the column and the strength of the hospital is fully integrated to achieve the right medicine.
The relationship between branding and marketing in the long run, like state-owned medical institutions, the brand can bring stable and rising sales for the hospital. Brand is the core competitiveness of healthcare organizations, the future of healthcare organizations (state-owned hospitals gradually fade its dominant position), must rely on brand survival.
Because patients have been, or are being, immune to the almost naturally occurring potential of the publicity advertisements of medical institutions, and because in an information-based society, where information is disseminated in a flood of information, repetition has become the main method of capturing people's "eyeballs". The cost of advertising is serious, so we need branding. This is the era of branding, so that patients remember the hospital brand to recognize other medical institutions.
Hospital marketing tools and methods
The first move: experts
Experts are the best representatives of the establishment of an authoritative image. The 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, 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 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 a 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.
For the hospital marketing program 3Selected Hospital Marketing Strategies
A. Overview of the overall development strategy
1. Optimize the internal structure of the hospital ----- to establish a comparative advantage
To realize the scientific and rational allocation of resources, for the target market, the organic combination of capital, talent, equipment and other resources, the formation of specialty advantages, according to their own strengths and weaknesses of the opponents to make choices, have to take and give up, to establish their own characteristics, in the establishment of the characteristics of the department based on the introduction of more investment, the introduction of advanced equipment, selection, training of outstanding top talent, so as to create a first-class medical brand.
2, the basic strategy of medical services ---- boutique large specialties, rough small comprehensive
large specialties, small comprehensive --- that is, the local advantage strategy: narrow the hospital's comprehensive, optimize the hospital's limited resources, focus on the development of advantageous specialties
3, the development strategy of Lianchi Hospital ----- with technology to survive, service for development, to the characteristics of the benefit.
Medical service technology is the foundation of all hospitals, and Lianchi Hospital is no exception. xx hospitals to solve the technology gap with large hospitals, relying solely on their own is very difficult. The introduction of technology and talents is one of the effective methods that Lianchi Hospital can adopt. In addition to this, Lianchi Hospital should look for the flashpoints with development potential under its own existing situation and integrate the technical resources of medical services in order to utilize the advantages of the group. That is to say, the combination of medical service products and packaging, in gynecology, pediatrics and other areas to highlight the technical advantages.
4. Strengthen the promotion of personnel and tap resources to obtain win-win strategy --- cooperation to obtain resources for my use
To achieve multi-channel cooperation to obtain win-win, including win-win with customers, win-win with neighboring hospitals, win-win with the town village clinics, win-win with staff, win-win with the suppliers, win-win with business management.
5, price strategy --- cost leadership strategy
In the guarantee of medical quality and provide good service under the premise of actively reducing various costs, to seek medical services on the price of controllable elasticity. If our costs or expenses are significantly lower than the industry average or major competitors when providing the same service product, the cumulative total cost of all value-creating activities over a certain period of time will inevitably be lower than the industry average or major competitors.
On the one hand, the cost advantage allows the hospital to achieve greater profitability and accumulate more development funds under the same economies of scale; on the other hand, the hospital will likely have stronger viability and competitiveness in an unfavorable operating environment. Another implication of the low-cost advantage is the sustainability of this advantage.
6, the establishment of the hospital's service strategy ---- differentiation strategy
The medical services provided to the patient must be different. xx hospital services must be in the service, the uniqueness of the service process to work, including in the health care services of the product portfolio, reputation, medical technology, patient services, and its brand.
7, the hospital's resource use strategy ---- target concentration strategy
The hospital's resources are limited, only the hospital's overall strength, focus on the development of the hospital's pillar specialties, it is possible to obtain a greater success in a shorter period of time. This is also the proverbial "concentration of superior force to fight the war of annihilation". In particular, the investment of advertising resources, the investment of human resources.
In the publicity we use 80% of the advertising resources to focus on publicizing 20% of the key business, such as: painless abortion, breast disease, infertility, children's intellectual development, and so on, will get the ideal benefit.
8, monopolize the important communication resources, the establishment of invisible competition shielding ----- surprise competition strategy.
Monopolize the relatively limited communication resources to establish a competitive shield. The use of a variety of means of publicity, take a variety of channels, organize a variety of forms of public relations, promotional activities, to increase the visibility of the brand of special departments, until the brand of Lianchi Hospital is firmly located in the minds of the target consumers.
9, unified image strategy:
The use of a unified image strategy, the use of a unified pattern, color, features, is conducive to the establishment of the brand image of the xx hospital, not only to save the cost of packaging, but also to expand the influence of the xx hospital.
10, quality management strategy ----- to strengthen the quality management of hospital services to win by quality:
Strengthen the quality management of hospital services to win by quality. First of all, we must establish a hard medical service. And in the case of hard products hard, by playing the service card, strengthen the soft product power, such as carrying out smile service, star service, etc., while using the service benefits to further introduce talents, additional medical projects, etc., so as to comprehensively improve the product power, to solve the bottlenecks of the hospital's market-oriented operation and development.
11, continuous innovation strategy.
In order to maintain the leading position, each year must ensure that the relevant marketing activities to lead the competitors to become advanced in the medical industry publicity conceptualization, customer service, distribution benefits, etc., to maintain the leading level of innovation to maintain the leading position.
12, in response to the existence of shortcomings, to improve quality and efficiency.
Second, the operational objectives
To further improve the hospital's degree of knowledge and trust, in particular, to strengthen the trust and reputation of the construction, emphasizing the characteristics, the brand department, the medical services to do fine and specialized, to bring the point to the surface, the establishment of the brand advantage of the xx hospital.
The implementation of the need to focus on grasping, "the establishment of characteristics", and "marketing innovation", "branding" three major themes, step by step, to achieve success.