Sample Women’s Day activities that care for girls’ health and enjoy a happy life
1. Background and purpose
Simulated hospital background :
It has a certain degree of popularity and reputation in the local area, and is a top-three comprehensive hospital. The main departments are internal medicine, surgery, and dermatology. Gynecology is relatively weak, and its advantage over gynecology in Class II hospitals lies in the attending physicians and equipment.
Planning purpose
Hospitals have always been in a battle for position, and marketing techniques have emerged one after another. The theme activities focus on four aspects: donation, free clinic, gynecological examination, and treatment discounts, that is, Promotional activities, but now all hospitals do this. Firstly, there is no creativity, and secondly, they are not very attractive to consumers. How to make innovations in the current increasingly fierce competition? I think, we should use different methods Operate in an industry-integrated manner to enhance the hospital's brand value and connotation, and celebrate Women's Day. Expand the hospital's local social influence and improve the hospital's visibility and reputation among female consumer groups.
2 , The core theme of the activity: Healthy women, long-lasting happiness
3. Cooperating units:
Organizers: xx Municipal Women's Federation, xx Municipal Health Bureau
Organizers: xx Hospital
Co-organizer: xx Ping An Company xx Bank xx School
Media promotion unit: Ruili Magazine "Everyone Health" Magazine xx Evening News xx Newspaper Health Information Weekly xx Municipal TV Station xx Provincial TV Station xx Provincial Mobile TV Station
4. Overall idea of ??the activity:
Launch a gynecological examination discount card and join hands with local women’s magazines or newspapers, 1 March 1-8. If it is Fuzhou, then the first choice is to send it to readers in the form of inserts, and at the same time, advertise and promote it in the mass media. At the same time, it will be promoted in the form of news on local TV. Attract rural female groups to participate in activities organized by the hospital, recognize the hospital, and accept the hospital;
Take this opportunity to cultivate potential female consumers through campus PR activities. 2 March 7 is Girls' Day. As reserve consumers, because the hospital's operating cycle is quite long, it is necessary to preemptively train the hospital brand awareness of female consumer groups in 3 to 5 years, and thus tap the consumer group of school teachers.
The project is interactively integrated with the unexpected safety project. 3 Major banks or safety companies have specialized financial products or safety products for female consumers. Many of the salespeople and staff of banks or insurance companies are women. Consumer groups, female employees of Ping An Company and her female medical Ping An customers
The conservative "preferential and free" activities cannot be discarded. 4 On March 8, most units gave women a half-day holiday because everyone else was doing it. If you do it, you will lose the market. However, as a general hospital, it cannot conduct health surveys in the name of the Women's Federation and the Health Bureau like a maternal and child health hospital, nor can it serve a small number of people like a specialized women's hospital. Therefore, it should be promoted on a large scale Operate on a small scale and create specific projects for specific consumer groups
3.8 Women’s Day, as a man, there is more or less imbalance in this festival, and at this time, there are few media Or the unit pays attention and care to men. In response to this phenomenon, the hospital launched a harmonious family card. This card will be sent to the hands of the men who have a good relationship with the women who come to our hospital for treatment on March 8. On the following Saturday or Sunday, male care will be provided. Special events.
5. Promotional activity strategy:
The first phase: introduction period (news momentum and market warm-up period) February 15th - March 8th
In addition to the characteristics of Women's Day and the nature of our hospital as a general hospital. Under the premise of "putting myself first and using the market to build momentum", we will use the social influence of the media to fully shape the image and environmental packaging of the project, and our institute will incorporate corresponding promotional activities while the activities are ongoing, and at the same time, use the activities themselves to carry out Publicity and hype, fully publicizing the hospital's strength, service features, expert equipment, etc., using news hype and its own newspaper hype to build momentum to drive the event smoothly.
Publicity goals: Make every effort to shape the image of the property and celebrate the festival. News preparation and market warm-up before promotional activities. Arouse the attention of the target audience, create market and create a good on-site atmosphere. Promote the concept of "Health is Happiness". Promotion method: Introduce the core theme of this event "Healthy Women."
Publicity strategy:
1 Set up a column in the health section of local mainstream mass print media to publish information on women’s healthy diet in the name of hospital health consultants
2 Local mainstream mass print media will publish relevant soft articles, supplemented by a small amount of hard advertising.
Because news is compared to advertising, 3 on March 6, 7, 8, it will be in the form of news on local TV media. Carry out publicity and build momentum. The interest rate is low and the audience is easy to believe, and the reach rate of the information is much higher than that of advertising. For example, "Ruili" or health magazines join forces, 4 Extension: 1. Cooperate with local or well-known brands Women's magazine. Subscriptions are exchanged for pages. For example, if you subscribe to 200 copies, you will receive four pages for promoting the hospital's image, and the other two pages will be used for 6-page event promotion in the form of vertical strips on the right side of the magazine. The discount card produced by our hospital is pasted on the front cover. With the card, you can enjoy preferential registration, registration fee reduction, free gynecological examination and other preferential contents when you visit the hospital. The subscribed magazine will be used as a gift to the hospital’s major female customers
"Three Parties Benefit" principle, in line with the principle of "mutual benefit." When cooperating with other units to promote our hospital, we will also provide preferential treatment to female employees of the cooperative unit who come to our hospital for treatment with the work permit of the cooperative unit. Patients can enjoy preferential policies such as registration fee reduction or exemption, or receive small gifts as promotional products
The second phase: heating period (market heating up) February 25th - March 5th
The hospital project has a long operating cycle and has obvious regional characteristics. The Women's Day event is a short-term activity. The guiding ideology of "quick resolution" must be established. Once the Women's Day is over, who will take care of women. At the same time, the hospital also has its own business and cannot be hindered by the March 8th Festival activities. However, the entire hospital must be prepared for a protracted war and start establishing strong promotions based on the characteristics of this period of market heating. , sp activities.
Stage goal: seize market share as soon as possible.
Marketing strategy: supplemented by event marketing, publicity strategy: newspaper. , mainly TV advertising. Provide more convenient and preferential medical treatment conditions. Target the main selling points with purely medical-oriented advertisements, and effectively cooperate with on-site activities. At the same time, use soft articles and news hype to cooperate with the publicity to achieve the purpose of medical treatment craze
sp Activities:
1 During the Women’s Day (February 25-March 25), all female users of bank cards from cooperative units, 1 join hands with local banks. When you come to our hospital for treatment, if the medical fee you bring is not enough, you can pay in installments (2) For female employees of cooperative units, we provide preferential and mutually beneficial group gynecological health examinations.
2 With local The insurance company has joined forces to interactively integrate the gynecological examination project and the accident safety card, which means interactively gifting the gynecological examination discount card and the accident safety card to the insurance salesperson and her customers.
Simultaneously affecting two major consumer groups, female employees of Ping An Company and her female medical Ping An customers
3. Lectures on women’s health will be held on March 5 and 8. Attract intellectual women to attend lectures in the province and cooperate with the province. Publicity materials and discount cards produced by our hospital will be distributed at the case site
The third phase: Main promotion period from March 6th to March 8th
Phase goal: Emphasis on service and enhance image.
Make rapid adjustments in various aspects. The purpose of the stage is to summarize experience through the sales feedback of the first two stages. Including price, payment method, promotion techniques, promotional packaging, etc., in order to be more in line with market demand, the promotion speed at this stage can be slowed down in time, and the reputation established in the first stage can be gradually achieved to achieve the stage goal.
Marketing strategy:
Use image advertising, testimonials, selling point advertising, and prompt advertising to form promotional advertising. Publicity methods: mainly newspaper advertising. At the same time, we cooperate with short-range promotional activities to solve actual problems and contradictions.
sp Activities:
1 March 7th Girls’ Healthy Campus Tour
Activity theme: Caring for girls’ health and enjoying a happy life.
Take this opportunity to use campus PR activities. March 7th is Girls’ Day. Cultivate potential female consumers into reserve consumers and negotiate with campus clubs before February 10. Establish the theme of the activity, plan the plan, produce corresponding pp bags, roll-up banners and other promotional supplies, and issue discount cards to girls on site. On March 7th and 8th, hospital gynecologists and health nurses were dispatched to conduct health science popularization and special lectures on women's health in cooperative schools. ;