Hospital marketing program case study
Hospital marketing program case study, the workplace in fact, many aspects of things we will not directly express, and sometimes we can work through some of the process of some of the details can be found in a lot of different issues, the following hospital marketing program case study.
Hospital marketing program case example 1
Part I market analysis
First, private hospitals in general, there is a crisis of integrity
As the medical industry investment is relatively large, health care workers on the absolute monopoly of medical knowledge, as well as the government's private hospitals in the early stages of supervision The strength is small, resulting in a number of quick success of the private medical investors to use false medical advertisements, exaggerations and other methods of operation, resulting in a one-time fraudulent medical behavior, so that the majority of patients and even the whole society on the integrity of private hospitals have a kind of bias in the operation of the problem.
Although the audit of medical advertisements has increased in 20xx, and private hospitals have changed their marketing models, the high fees charged by the government for private hospitals, which are subject to a 33% income tax and a 5.5% sales tax, still make the average citizen shy away from private hospitals.
Analysis of the strengths and weaknesses of Datong Digestive Disease Hospital
Datong Digestive Disease Hospital is the first and only hospital in Datong that specializes in gastroenterology, so it has the advantage of being the first in the market; at the same time, it is a new hospital, so it is easy to establish a brand image quickly; in addition, the leaders of disciplines are all the experts from the famous hospitals in Datong. In addition, all the subject leaders are experts from well-known hospitals in Datong, which makes it easier to establish a positive image than other private hospitals. But the negative impact of private hospitals and the confusion of the healthcare market can't be ignored.
Part II Marketing Implementation Program
First, the expert as a basis, health care reform policy as a guide, and the primary health care institutions to establish a wide range of cooperative relations, to build a two-way referral network
The new round of health care reform has been clearly put forward to the urban community health, Rural health and public **** health services as the focus of China's health care in recent times. Our government has also tilted its policy towards primary healthcare organizations in terms of funding subsidies and reimbursement of medical expenses. The government has also made it clear that when conditions are ripe, it will develop a primary care system.
This means that most patients in the future will be referred from primary care. In light of the characteristics of gastrointestinal diseases, I suggest that based on the relatively strong strength of the hospital's brand of experts, we establish a wide range of cooperative relationships with primary care institutions, with the following specific programs:
(a) Establishing a relationship of "reciprocal support and bidirectional referral" with primary care institutions in Datong and signing a cooperation agreement
(b) The hospital provides the following support services to primary healthcare institutions that have established a cooperative relationship
1. Receiving primary healthcare personnel to come to the hospital for further training and learning free of charge, and organizing a seminar on the prevention and treatment of digestive diseases every three months;
2. Combining the actual situation of primary healthcare institutions and the health needs of patients, the hospital regularly selects and sends senior specialists to primary healthcare institutions to attend consultations or conduct health education lectures, and to provide support services to patients.
3, monthly free gift to the primary health care institutions of a number of health education readers;
4, free to the primary health care personnel to provide technical advice, guidance, and online consultation, referral of patients to the primary health care personnel can follow the patient to observe the treatment;
5, the primary health care institutions referred patients to our hospital for treatment;
6, the primary health care institutions to provide technical advice, guidance, and online consultation, referral of patients to the primary health care institutions for treatment. The primary medical service organizations refer patients to our hospital ambulance transportation free of charge (such as patients to come, according to the distance with the ticket to give reimbursement of travel expenses), while according to the referral of patients with the type of disease to give primary medical service organizations a certain amount of development funds (including the primary health care workers commission), the end of the year for the bidirectional referral of the work of the primary health care institutions to give a certain amount of material incentives;
6, in accordance with the two-way referral criteria for each type of disease, the referral of patients with the type of disease to the hospital ambulance ambulance free of charge. In accordance with the standards for two-way referral of various diseases, the referred patients' conditions are stabilized and promptly transferred back to the primary health care institutions to continue to receive treatment.
(C) The cooperation of primary health care institutions is obliged to cooperate with the hospital's various public welfare activities in the community (townships, villages) and various social surveys, and actively collect the local residents of the hospital's services and other aspects of the recommendations and opinions.
Second, to establish a friend-type health partnership as a guide, long-term to give patients health concerns, to cultivate loyal customer groups
In our country, there is a serious herd mentality and dependence on the psychological, no matter what to do like to look for relations with friends, medical treatment is even more so. If we can become friends with all the patients who come to the hospital, then not only will they come when they are not feeling well, but they will also recommend the hospital to their relatives and friends, which will bring about a very good word-of-mouth effect. Specific implementation rules are as follows:
(a) regular training in the hospital in service awareness and service skills, such as medical etiquette, doctors receiving communication skills, etc.;
(b) the implementation of the hospital and the patient to think differently, to carry out the affectionate service;
(c) for the discharged patients to carry out a return visit, such as leaving the hospital within six hours of the first return visit, The second visit within three days, the third visit within a week, the fourth visit within a month, and then once a month;
(D) to patients to disclose the contact information of health care personnel, so that patients have health problems in a timely manner to contact health care personnel, such as the production of business cards for the entire hospital health care personnel;
(E) to give the discharged patients emotional attention on a regular basis, for example, major festivals,
Third, aiming at the target population to carry out disease screening, rapid occupation of the market
For the high incidence of digestive diseases and susceptible to the population, and its local government or their work units to contact the free routine health checkups for disease screening, and then by the way of the regular health checkups. The company's main goal is to provide the best possible service to its customers, and to provide the best possible service to its customers. The company's products and services include: a new product line, a new product line, a new product line, a new product line, a new product line, a new product line, a new product line, a new product line, and a new product line.
Fourth, multi-channel promotion, so that more people can experience the service, accept the service
Make full use of the opening of the clinic, major festivals and legal holidays and other opportunities, through the expert clinic, inspection and treatment fee concessions, actively participate in the government's organization of a variety of public welfare activities, pay attention to the special populations of health in a variety of forms of multiple forms of promotion activities.
These are the most important things you can do for your business.
Fifth, make full use of the Internet tools, more customer groups
The Internet is no stranger to today's society, on the contrary, more and more people are more and more things more dependent on the Internet. Now many hospitals are also carrying out network marketing, but the vast majority of them have gone into a misunderstanding, that is, they can not wait to let each person browsing the site to come to the hospital for treatment, the site just opened the dialog box is not a large number of hospital ads, so that people are very disgusted, the results can be imagined.
If our website only do health education and technical strength, equipment display and some soft publicity, standing in the position of the third party through the Internet to promote their own then the results will be different, so that other people trust the ingredients will increase a lot of
A hospital marketing program case example 2 First, market analysis Our county's total population of 238,000 people, the town's population of 78,000 people, the rest of the population were distributed in fifty towns, Xinlin Town, Unibe Town, Dayingzi Township, Guandi Township, Daijing Township, Xinchengzi Township. 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 advertising and outside the expert consultation treatment discounts, community service centers and community service stations to community services, the same enjoyment of health insurance, social security, new rural cooperative medical projects. In recent years, the rapid development of health undertakings, the new rural cooperative medical care resident population participation rate of 94.9%. Farmers difficult to see a doctor, the problem of expensive to see a doctor has been initially resolved. Chinese and Mongolian hospital 6800 square meters of the overall relocation of the complex, the township health center medical room expansion. In the face of increasingly fierce competition in the medical market, passively waiting for customers (patients) door to door, the hospital is likely to face customer loss. All of this has brought great pressure to the survival and development of the hospital. Hospitals to develop rely on 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 multiple subtle publicity, the establishment of a harmonious doctor-patient relationship, establish a good social image, to do outside the image, internal strong quality, trust in 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 tangible . Publicity content is less, such as: publicity columns, 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 encountered an old lady in the first floor clinic is asking a staff pathology in several floors, but the staff is 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 the hospital's development plan as a guide, adhere to the "internal management of the quality of the strong, expanding the market tree lines like 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. (2) the specific implementation of the program 1, according to the "Linxi County Hospital" medical characteristics, Linxi County communities as the target, and gradually develop the medical market. In order to publicize the specialties, special diseases as an entry point, and increase efforts to publicize the advantages of our hospital 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, in order to mutual benefit as the premise of enhancing the business platform, the implementation of resource **** enjoy, complement each other, so that farmers enjoy the level of diagnosis and treatment of the second level of hospitals at home, can be indirectly deepened to the recognition of the brand of the hospital in Lindsay County. 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 win the difference. Such as: to ensure that the hospital's medical services convenient and fast, and strive to eliminate the "three long and one short" (long registration fee time, 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 requirements for the quality of the environment more and more high, maintain good health of the hospital medical environment, provide patients with a comfortable, clean, warm, smooth space for medical treatment, is the need for the survival and development of the hospital; the implementation of the implementation of the smile service, focus on the patient's feelings to address the full name or honorifics, rather than 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, service-focused, marketing for the purpose of" the satisfaction survey. Regular satisfaction surveys of hospitalized and outpatients, collection of information on discharged patients from all hospitals to do 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. 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 medical checkup center in the form of discount card from a single unit for the physical examination of employees to the community, rural development, planning to launch a series of medical checkup card, all items on the card in accordance with the provisions of the hospital price to give a certain amount of discounts. For different groups of people set up different names, physical examination content and price, such as routine physical examination for the general population, health care physical examination for the elderly, for women's health physical examination, health examination for the working class, the results of the physical examination by a senior doctor to interpret, and written health care recommendations. 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 medical care, to achieve the continuous shaping of a good social image of the hospital, enhance the core competitiveness of the hospital. Hospital marketing program case example 3 Hospital promotion program First, the marketing environment analysis: 1, the macro-constraints in the marketing of the enterprise: (1) the overall political and legal situation: At present, there is no political factors affecting the consumer market; legal "medical beauty service management approach" and other laws and regulations have been implemented, but at present, it seems, is not very mature, the medical cosmetic market is still a bit of fish and dragons, due to the regulation of the laxity of the illegal practitioners still exist, the credibility of the cosmetic industry by the extent of the necessary The damage, the hair transplant industry is basically no impact. (2) the overall economic situation: 20xx year the Party Central Committee, the State Council in accordance with the macroeconomic operation in the existence of new and emerging prominent contradictions and may affect the overall economic and social development of the major issues, continue to strengthen and improve the macro-control, to achieve rapid economic growth, corporate profits increased, increased fiscal revenue, the national economy and social development. Income of the population to improve the national economy and social development of the situation continues to be a good trend. In general, the economic situation for the development of the beauty industry has no adverse impact. (3) the overall social situation, cultural background factors: Hair transplantation industry basically no cultural impact. For the medical beauty industry, there was a public opinion incident of artificial beauty in China a long time ago, but at this time, as society continues to open up, people's concepts are becoming more and more open and have improved greatly. The medical beauty industry is being understood by more and more Chinese people. However, it is undeniable that this should still have an impact on the development of the medical beauty industry, so the protection of customer confidentiality should be implemented from the beginning to the end. 2, enterprise marketing micro-constraints: (1) within the enterprise: The internal management structure: the structure determines the results, the system describes the structure, so it is necessary to improve the enterprise's system, standardize the management, so as to improve the quality of service customers. quality. To create the core strengths of the enterprise, high-quality products and services. (2) outside the enterprise: The main competitors: Phytosynthesis hair transplantation; Yimer Medical Cosmetics (created China's first man-made beauty); Beijing International United Hair Transplantation and Beauty and other enterprises. At present, whether it is hair transplantation, or medical beauty industry, there are many large and small hospitals, mixed fish and dragons, there are also unregulated companies exist, but the strength of our competitors with a comparable number of competitors, this industry is a huge market, we have the basic strength to win a larger share of the market, to do the beauty of the hair transplantation industry leader. Simply from the way the network promotion seems to be a few competitors network promotion is better, copywriting and website planning positioning is more accurate, more able to attract consumers. Improve the work of the website is imperative, should be repositioned website style, positioning should be matched with the psychological expectations of consumers, the positioning of the potential consumers to really do the heart. Other aspects of the competitors to be further investigated. Second, the marketing strategy 1, strategic objectives: Short-term goal: to occupy a necessary amount of market share, the realization of corporate profits; Long-term goal: to build the hospital's domestic and even the international brand, to be the leader in the industry. 2, SWOT analysis: Strengths: our hospital's overall strength is strong, good management, expert team strength is second to none, is the domestic and international leading level; successful cases are numerous; our experts early in the hair transplant plastic surgery center to carry out the work of the accumulation of a good reputation must have a deeper impact. Weaknesses: generally exist in the details within the enterprise, the service to the customer is a process-oriented management. Each link excellence is our pursuit. Lack of reasonable marketing planning and implementation. Opportunity: the development of society, people's living standards, according to Maslow's pyramid of needs theory, it seems that people's needs are getting higher and higher, the beauty market is gradually expanding, the hospital is also an opportunity; the market is huge and the number of level of professional medical institutions is very small, the same means opportunity for our hospital. The immaturity of competitors, management and marketing deficiencies in all aspects of the brand has not yet been established Threats: from the network of the initial point of view, the strength of a few hospitals comparable to our strengths of the competitive threat to us; the other slightly. 3, STP analysis: Market segmentation: categorized by age, gender, occupation, economic status and so on. Target market selection: From the gender point of view: the proportion of men and women with hair loss is comparable. Beauty demand is basically female; From the age point of view: youth, adult, middle-aged more; the second oldest. From the point of view of living standard: mostly belong to the middle and upper class, white-collar people and above. Influenced by social factors, for hair transplant consumers, the proportion of men and women is quite equal, the majority of middle-aged and elderly, and are more affluent people; for medical beauty, more young women, also more affluent people. Consumers are mostly ugly, hair loss, obese people, the pursuit of fashion also accounted for a considerable proportion of the population. Consumers are often psychologically dissatisfied with their own appearance, low self-esteem, lack of self-confidence, envy of others, and have a strong desire to change their own ` desire. But the cosmetic surgery itself, as well as hear some of the negative aspects of medical beauty, such as failure cases, etc., with fear, so from the consumer decision to choose the organization to spend a series of processes. In general, the psychological process goes through: 1, medical cosmetic awareness; 2, tentative decision to consume; 3, looking for a reason to balance their fear; 4, the real decision and choose the institution to consume; the first three stages of the dynamics of the process of understanding of corporate promotional information. Due to the lack of symmetry before and after hair transplantation and medical cosmetology consumption, consumers choose medical institutions in many cases based on the impression of the hospital's perception, so the hospital should increase the efforts of corporate image building and brand building. Market Positioning: Key Points: 1 technical strength: high quality, high level; 2 warm caring service quality, emotionally satisfy the lack of attention to the psychological needs of consumers; 3.... ...In short, can be summarized as: authority, safety, affection, thoughtfulness; in view of the fashion a family of cosmetic surgery in our country has not yet been well developed, do not think about going in. Positioning language examples: 1, "xxx hospital, I fancy" Although nowadays the opposition to follow the success of the previous program, but on the basis of the innovation is not bad, the use of good! This advertising creative display can ask a celebrity in the South to do endorsement, film and television commercials, to the thick mature humor of the South Mandarin at the end of the advertisement to reflect: Advantages: 1), the brand name is prominent; 2), easy to remind people of the "Shenzhou line, I see line" advertising slogan, so as to establish a brand connection with the mobile Brand association, with the mobile group to shape their own brand image; easier to get people's word of mouth shortcomings: slightly 2, "xxx hospital, molding the perfect person, enjoy self-confidence in life." Advertising materials can be arranged according to the specific situation, it is not necessary to invite celebrities, but in addition to pay attention to the principles of conventional film and television advertising, the need to better reflect the emotional factors, maximize the hiding of the naked money transactions, to do the emotional aspects of the exchange. Advantages: In view of the social phenomenon that ugly appearance often gives people no self-confidence, this advertising slogan can arouse consumers' ****ming. Harmonization of life and person makes it worthwhile for people to recall, and is conducive to word-of-mouth. Disadvantages: Slight 3, "beautiful from the head, the fate of the change, xxx hospital" Advertising materials can be flexibly arranged on the basis of grasping the main points. Advantages: 1), I want to be beautiful, is the desire of every person who is dissatisfied with their own appearance, is the deepest call of their hearts, easy to make the potential consumer **** Ming; 2), the traditional concept of appearance and destiny is linked to the other appearance of people bring a variety of influences, people are eager to get rid of this "fate" type of influence, the advertisement is a good idea to get rid of this "fate" type of influence. 3), shortcomings: slightly 4, the realization of strategic objectives: (1) from the internal construction of thinking. That is, from the level of internal management, the level of construction of physicians and nurses, the level of construction of corporate culture, etc., to enhance the brand value of the hospital 1, for the management of the company's construction, recommended reference to the current 6S management model used by many companies. 6S: refers to the six aspects of organization, reorganization, cleaning, cleanliness, literacy and security. a. Organize: Separate the items that are used and not used, and round up the items that are not used. Purpose: to improve work efficiency. b, reorganization: the placement of items when the location of the obvious identification. Purpose: to eliminate the "search" phenomenon. c, cleaning: the environment, equipment cleaning, wiping clean. Purpose: to improve the quality of work. d. Clean: continue the environment in a beautiful state. Purpose: to create a clear and present e. Quality: to develop good habits, good manners, to comply with the rules. Purpose: orders, discipline implementation. s, safety: the discovery of potential safety hazards and to be eliminated in a timely manner or to strive for effective preventive measures. Purpose: in front of the "5S" implementation of the premise. 2, for the construction of talent, should start from the following points: a, respect for the personal value of employees, to enhance their sense of ownership, and encourage them to participate in the construction of the company, the work has the initiative. b. Develop their work skills in all aspects. c. Maximize their learning requirements and so on. 3. Basically, all large enterprises have their own corporate values and corporate culture, and they all take corporate values and culture construction as the basis for the direction of the company's development. Corporate value and culture is the guiding ideology for building corporate brand. Our hospital should improve the relevant information of corporate culture as soon as possible (2) Thinking about the value of medical service products from the enterprise. That is, from the quality of service, value-added service projects, service added value, service innovation, etc., to enhance the brand value of the hospital 1, constantly improve the quality of service, make full use of the enterprise's talent and equipment advantages, the development of the price thinking about the cost and profit at the same time, with reference to competitors' offers to develop. 2, enhance the added value of the product. 3, pay attention to innovation, take the "I have he did not" route. Note: Because the most important prerequisite for brand promotion is the enterprise to bring the service or product with excellent quality, and stability, durability, which is the core of the establishment of the brand, otherwise the brand can not be established. Therefore, managers should pay enough attention to the above two points, and strive for excellence. (3), from the social image of the enterprise, promote the way to think, enhance the brand value of the hospital Third, marketing and promotion strategy: 1, film and television media ads: Television entertainment, life and other channels; public transportation media; office buildings, digital television, and so on. Audio-visual advertising is a relatively large investment, the speed of dissemination of advertising methods, the operation of the good, the effect is very obvious. However, it should be put after a lot of speculation and thinking to put, such as must do accurate positioning of advertising materials, as well as the amount of investment to do a reasonable arrangement, etc. in order to reach a perfect enough to put the program. 2, in view of the beauty industry has not yet entered the maturity period and the specificity of the beauty industry, so it is not appropriate to invest too much to do carpet advertising bombing, so that on the one hand, the cost of investment is too much, on the other hand, easy to do the dowry for others, should be by the principle of the game should be observed at all times the movements of competitors and the market trend, the organic combination of proactive and passive, in order to arrive at a reasonable advertising.