Hospital brand operation strategy and high quality development engine

Where is the breakthrough in hospital operation innovation? How to utilize the Internet as the biggest variable to achieve the biggest increment in career development? How to do a good job of strategic planning and management optimization? How to seek the path of high-quality development? How to design an efficient value chain operation model? How to establish a reasonable organizational structure, operation mechanism and team? Small hospitals have great potential in the network era. However, they must specialize in one or two specialties, choose their own niche specialties, adhere to the small business, make full use of the open gene of the Internet, and make the niche specialties into a big platform for the industry. This is a small hospital with a big business, as long as you focus to the extreme, you can become a leading hospital at the industry level. For a hospital, it is especially important to transform patients' pain points into communication resources, so that patients' resources can become brand evangelists! In the context of the Internet, the production of branded content and the creation of value are increasingly socialized and public participation, and the relationship between hospitals and their customers tends to be equal, interactive and mutually influential. There is also the user's preference to feel self-progressing and growing up, which is becoming a new topic in marketing under digitization. When some traditional operation methods are widely used, the user experience and aesthetics will be obviously fatigued. In the fierce competition in the medical market, hospitals can't ignore the competition of soft power such as management mode and service level in addition to hard power such as technology and equipment. How to integrate the concept of humanization into the whole process of medical services and hospital management, to change the previous "patients to the hospital is to see a disease, the hospital is only to treat the patient" stereotypes, to establish the medical object is first of all "people" followed by the "disease" of the medical object. The modern medical model of "disease" will be an important issue in the construction and management of modern hospitals. Today, it is a new era of digital-led operation, which is characterized by the following features: 1, based on digital, create experience to comply with the customer life cycle trajectory; 2, deep segmentation, private customization, optimization of the customer's experience in the content and design; 3, tendency to mobile, focus on interaction; 4, reduce costs, optimize value. Obviously, in the digital media environment, many patients also act as producers and disseminators of media information and content. Therefore, the hospital should take the initiative to interact with the genes of this era, and constantly adapt to this era, the hospital brand has no material entity in itself, so the hospital brand is a combination of multiple factors, is the whole and the details of the dual expression, complete equipment, comfortable environment and thoughtful service, in addition to highlighting the image of the hospital, how to allow patients to relieve the physical disease at the same time to give the full satisfaction of the psychological. Let them feel strongly supported by the concept of others need, to accept the diagnosis and treatment at the same time can experience from the inner spirit of the strong power. The latter is precisely the need for hospitals not only to patients to save lives, sometimes more need for hospitals to create a human-centered value. This should be the humanization skills that we need to master nowadays. As we all know, the management of the medical field is different from the traditional management, to fully consider the specificity of the medical market, who can truly grasp the true meaning of hospital branding and humane feelings, who will be able to occupy the high ground in the medical field. I remember that Professor Holland, an American oncology sociologist, mentioned that there are four "life buoys" for doctors: 1) technical charm and presentation; 2) expression of love and charisma; 3) warmth and companionship; and 4) beliefs and philosophical perception and support of life. Hospital quality and safety is the eternal theme of medical career. The core of hospital competitiveness is medical quality, the core of medical quality is discipline construction, the core of discipline construction is technical talent. Hospital **** the same culture, is the driving force from the inside out, a good system is the binding force from the outside and the inside, personal charisma is the infectious force from me and you. When the speed of learning lags behind the speed of change, it becomes obsolete. There's a reason why Mayo is doing well. As the Executive Director of Global Business Development at Mayo Clinic talks about, Mayo's code for brand management is simply "patient satisfaction and word of mouth". In real life, when patients go to the hospital, they often have this or that problem, such as: who will remove the stitches and tubes when they are discharged from the hospital after surgery? How can I find a doctor to guide me in time after going back? Is there anyone to contact me for referral? What about the next follow-up visit? This is not just a problem faced by individual patients, but also the voice of many patients***. After the patient left the hospital and the hospital lost contact, poor adherence, is the current chronic disease management "short board" where. Seeing the pain points of patients, Xiangya Hospital of Central South University has assembled a team of professionals from inside and outside the hospital to explore a new model of post-hospital health consultation and health management services, tailoring services to the post-hospital needs of patients with different diseases to track and manage discharged patients. After joining the post-hospital health management service, patients can receive unlimited real-time online services from post-hospital case managers. Including disease, nutrition, exercise, rehabilitation, registration and other consulting services; when needed, you can make an appointment to transfer to the original healthcare team to get disease counseling, rehabilitation guidance and other services; Xiangya Hospital case managers provide regular follow-up services, tracking and assessment of the patient's condition, improve the patient's exclusive health file, which is conducive to the doctor's efficient and comprehensive understanding of the patient's condition and timely intervention; in addition, the patient can also regularly receive the pushed In addition, patients can also receive regular push of relevant health education knowledge. One day, a case manager followed a group of doctors to check in the ward, and an elderly patient who did not want to talk caught her attention. After communicating with the patient's family, she learned that the patient was a postoperative cancer chemotherapy patient who, under the torment of the disease, had begun to refuse to communicate with others and even went on hunger strike in the past two days. The case manager realized that if the patient's psychological condition continued to be low, it would even affect her body and would not be conducive to the next step of treatment. Therefore, the case was immediately referred to the Medical Social Work Department, and a professional social work team was arranged to intervene at the first time. As the case manager and social worker went to the patient from time to time to chat with her and take a walk with her, the patient's smile slowly came back, and she rekindled her confidence in life and started to cooperate with the doctor's treatment. After the treatment, the case manager helped to contact and arrange for referrals for continuous tracking and care. Dr. He of Xiangya Hospital had a female patient who was diagnosed with advanced lung cancer eight years ago, with a large amount of fluid in her chest cavity, and could not undergo surgery. After diagnosis, Dr. He led the department team to develop a detailed treatment plan for the patient. For the first 5 years, the patient had to stay in the ward every month for chemotherapy, and then changed to come to the hospital for chemotherapy once every 3 months. 8 years, every time before the patient came, he would call the department in advance, and on weekdays, the patient's family members would communicate with the doctors at any time. although it took up a lot of spare time of the medical team, the hospital has always insisted on doing so for the patient's recovery. Today, the patient's survival quality is very high, and no disease can be seen. Famous brand marketing experts, the founder of the blue brother Zhiyang international marketing consultant organization in the "Health News" wrote an article pointed out that the patient is the "ultimate voter" of the health care market, determining the value of the hospital to create, brand equity can be found.