Hospital Marketing Methods
Hospital Marketing Methods, in life, in fact, we can come into contact with a lot of different industries, and we all know that in our workplace in fact, each industry will have some of their own internal rules, the following to understand the hospital marketing methods.
Hospital Marketing Approach 1What are the hospital marketing models?
Mode 1: The establishment of a marketing planning department within the hospital
In recent years, in the face of the serious challenges of the health care market, the majority of hospital administrators gradually realized that they must have the ability to understand the market changes and control the market, and try to use marketing strategies to expand the existing market.
Mode 2: professional companies to provide consulting programs
As the saying goes, "a foot has its shortcomings, and an inch is long", for the hospital, a medical worker's special is to treat the patient, and the dean's special is to manage the medical workers. To be able to set up a marketing planning department, for public hospitals, has been at the forefront of the peer group, but if the requirements of scientific and efficient management of the marketing team, in fact, is not enough.
As we all know, hospital marketing involves news, advertising, graphic design, network marketing and other professional knowledge and experience in the industry, for health care workers is indeed a "separate line like a mountain", professional hospital marketing planning company can rely on the company's professional team and rich experience, marketing planning for hospitals to provide professional marketing department. The company's marketing strategy is based on a team of professionals and a wealth of experience in providing professional services such as market research, marketing programs, and marketing skills training.
Model 3: Hospital Marketing Hosting
The professional company can provide a perfect implementation plan, but the success of a goal not only depends on the plan, but also depends on the implementation, there is no strong and efficient implementation team, and then the perfect plan is also easy to turn into empty talk.
Model 4: Hospital Marketing Outsourcing
Although Model 3 reduces the risk to the hospital, the marketing strategy department's personnel relationship is still attached to the hospital. Hospitals have to deal with the pressure of greeting the families involved when hiring. Even if there are issues with the employee's competence and character, the cost of management increases because of the dismissal of personnel. Because marketing costs are borne by the hospital, there is some degree of economic risk and risk of internal conflict.
Hospital marketing outsourcing can further reduce the management risk of the hospital, and it can even be said that the hospital does not bear any risk.
What are the specific marketing methods for hospitals?
The first move: expert sitting
The expert is the best representative to establish the image of authority. The Chinese have a tradition of superstition and authority. As long as it is labeled as an expert, the cabbage can be sold at the price of tequila. In the hospital registration also to give an expert number, higher than a price, although the same as a cold. Therefore, playing the expert card in pharmaceutical marketing is one of the common and effective methods.
The second move: public lectures private
Through the public **** health knowledge lectures, is to narrow the psychological distance between the neighborhood and the clinic is an effective way.
The third trick: word-of-mouth communication
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 is to rely on good service to win patients spontaneous word-of-mouth publicity; another way is that private hospitals consciously guide the word-of-mouth spread. A common method is to extract typical cases in phases, which are revealed by healthcare professionals "inadvertently" during the patient's visit. The story of the private hospital's strengths and weaknesses has been told to thousands of households.
The fourth trick: joint promotion
In the cost and promotion of limited premise, private hospitals can try to promote with the help of external forces, such as pharmaceutical companies to promote the terminals, publicity activities in the vicinity of the private hospitals, many pharmaceutical companies are currently in the terminal to carry out promotional activities, and equipped with professional lecturers and promoters. Lecturers and publicizers. Private hospitals can choose to cooperate with them, unite them, and use their own professional power to publicize themselves.
Fifth move: attentive service
Than technology, which is the hardware; relative to the price, the highest level of transparency; service should be the most likely to make a difference. Service - look simple, do it is difficult. Do service, to stand in the patient's point of view, rather than stand in the operator's point of view. Although many private hospitals people have set up a counseling desk, but the image of counseling wizard in the minds of patients is very different. Put a TV in the IV drip room so that patients don't get too bored while injecting.
Hospital Marketing Approach 2Hospital Brand Marketing Planning Methodology Collection
First, what is brand marketing?
1, the concept of brand marketing
Brand marketing is based on the value of the product on top of the customers / users continue to use / experience the product in the process, through the enterprise-led to carry out a series of help to enhance brand awareness, or brand reputation, or brand loyalty, and ultimately to achieve the first mention of brand The first step is to create a new, more efficient, and more effective way of communicating with your customers.
2, brand marketing has four major roles
First, through brand awareness to enhance product sales;
Second, through brand reputation to enhance the conversion rate of product sales;
Third, through the accumulation of brand equity to enhance the brand's premium ability;
Fourth, through the brand recognition to enhance the reduction of comprehensive marketing costs and customer selection costs.
3. The logic of brand marketing?
The logic of brand marketing of marketing planning company Dahan Marketing is based on the design of brand marketing strategy corresponding to the different stages of products and enterprises. The fundamental principle of brand marketing is based on a series of cognitive formation process or cognitive change process of patients' customers/users before they make a decision to buy a product.
Second, how to do hospital brand marketing?
(1) Recognize the marketing stage
We are talking about the hospital specifically refers to: private hospitals, medical institutions, physician groups, hospitals, specialist departments, the following general term "hospital". The application of brand marketing strategies for hospitals at different stages varies. In the start-up period, it is necessary to base on the natural brand growth brought about by the growth of departmental specialties and the size of patients/users; in the growth period, it is necessary to promote the brand led by the enterprise, and to enhance the overall brand through brand communication; in the maturity period, it is necessary to carry out more brand advertisements and brand image promotions as the main brand PR activities; and in the decline period, it is necessary to reconfigure the brand strategy with the innovation of the product and the market.
(2) choose the right marketing mix
Hospital brand marketing has the official hospital platform brand display, hospital brand advertising marketing, hospital public relations activities marketing, hospital new media brand content marketing, expert interviews and other marketing methods.
(3) Design the right marketing content
The hospital marketing planning company Dahan Marketing believes that hospital brand marketing can be divided into three modules: the official brand display content, the third perspective brand authority endorsement content, and the content of the brand evaluation system for customers or users.
Third, the reality of doing hospital brand marketing common problems
The reality of brand marketing problems common three categories: (part of the example of non-hospital cases, only for reference)
1, spent a large amount of marketing budget for brand advertising, and finally, regardless of the amount of customers or sales output is very low.
(1) Example:
Most of the advertising agency to do advertising branding 'local hospitals end.
(2) cause analysis:
The wrong stage of the wrong brand marketing tools. The brand should be strongly invested in the growth and maturity period, rather than the start-up period (or in the early stages of the market layout).
2, in order to hospital "brand" of the dissemination of brand marketing, the final name does not live up to its name.
(1) Examples (enterprises):
Nachi Jie car, Melaleuca home network, Sanju oral fluid and so on.
(2) reason analysis:
name: brand, real: product. Brand before the product, but the brand must be based on the product itself. The basic value system of the brand contains the brand name, VI, positioning language, promotional language, core value proposition, brand vision and other major content. Brand marketing is not for the promotion of brand value system content, brand marketing can not be separated from the product.
3, brand marketing program, the implementation of good, but still failed to produce value.
(1) Examples:
Gree cell phone, Laixiang APP, Bao Neng car.
(2) cause analysis:
The first situation, the hospital brand positioning does not match the positioning of the corresponding department, resulting in the occupation of the consumer mind on the problem, consumers do not buy, the market does not accept. This is the result of the error of the strategic positioning of the hospital brand.
The second situation, the medical market has a high degree of homogenization of competitors, and the hospital self-branding and product positioning is not differentiated.
Fourth, the medical institutions / hospital brand marketing planning framework
First part of the hospital brand stage analysis
Hospital marketing planning company Dahan marketing services hospital clients, medical institutions / private hospitals are in the brand growth stage, and has a certain number of patients market.
Part two of the hospital brand marketing target
Core target one: hospital/doctor group
Role: to specialize in the doctor group business, elevated to combat the industry all carry out weight loss surgery hospital.
Core target 2: director expert IP
Role: against the existing head of the competitors expert IP, and more than 2 director IP, and hospital / doctor group positioning echo.
The third part of the hospital brand presentation
(a) copywriting presentation
1, the brand name (communication use of the name)
2, positioning language
3, Slogan
() (B) visual presentation
1, logo
2, VI norms (color, size, location, proportion)
Main list:
1) tools to show the category: backdrops, door header, display bulletin boards, brochures, business cards, doctor's profile, hospitals and surgery centers image map, doctor image map, office document templates, hospital materials visual specifications, etc.
2) marketing and promotion: marketing map (live, hot map, patient map) specifications, uniforms, microblogging avatars, circle of friends picture specifications, etc.
3) the hospital brand image character characters (can be a cartoon health manager as the subject)
Fourth Part of the hospital brand PR communication part
(a) hospital brand presentation system
1, content: the company's official profile, the main body of the company's official profile (doctor team, nursing team, health management team, department surgery center, the main patient cases), the company's official dynamics, the company's official Contact information
2, form: graphic soft text, the main background map, detail map, corporate video, product promotional video
3, platform: official website, official microblogging, official jitter, official WeChat, official small program, official headline, official Baike, etc., wikipedia entries, youku video, tencent video, etc.
4, frequency of updates: quarterly updates
4, update frequency: quarterly updates <
(B) hospital professional public relations system
1, the form: graphic soft text, short video, Q & A, reports
2, platforms:
official (expert) Zhihu, official website, official small program, WeChat public number, expert microblogging, expert jitterbug number;
39 doctors, micro-medicine,
Baidu library; Baidu Know, Sina Knowledge, 360 Q&A, etc.
3, update frequency: semi-monthly - monthly update
(C) hospital brand information dynamics
1, content:
1, content:
< p> Company product dynamics, R & D technology dynamics, center dynamics, brand activity dynamics, expert academic dynamics, patient case dynamics.2, platforms:
official website, official microblogging, official WeChat public number, official jitterbug number; third-party platforms: third-party integrated news source platform, third-party vertical news source platform
3, update frequency: monthly updates
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1, content: Hospital authority report class; director qualification class, director of academic achievement class, director of the interview report class; patient evaluation, patient story class. 2, platforms: Tencent, Sina.com, Sohu.com, People.com, Euronews.com, 36 Krypton; South Health, see medical sessions, micro-medicine, Fuhuo health, 39 doctors, seek medical advice, have to come to the doctor, quickly ask the doctor, Baidu Health, Miaoshi doctor; The third-party Sohu number, Baike number, headline number, patient self media such as patient jitterbug number, small red book number, etc. 3, update frequency: weekly/monthly update How to do hospital marketers Traditional marketing The use of mass media for hospital publicity and the dissemination of deeds, such as cooperation with television stations to create health education programs, health knowledge lectures. Submitted to the newspaper for major medical issues or common medical problems and analysis of the answer, through the health of life missionary columns, publicizing health science and hospital departmental advantages and characteristics. Carry out public welfare activities with group attention and community influence, such as free medical checkups for retired government cadres, outstanding teachers of the year, outstanding employees of community enterprises of the year, and national or municipal "May Day Model Workers", etc., and long-term exemption from fees for the elderly above a certain age or widows and orphans, and other social assistance groups. The company also provides free medical checkups for the elderly above a certain age, widows and orphans, and other social assistance groups, and provides free medical checkups for outstanding students in the college entrance examination every year. The use of flexible price competition strategy to benefit patients, so that patients "spend less money, see the good", or "spend the same amount of money to enjoy more satisfactory service", to take the lower part of the examination program charges, to control the use of large prescriptions and imported ( joint venture) drugs and other measures. The measures include lowering the fees for some examination items, controlling the use of large prescriptions and imported (joint-venture) medicines, and designating one day a month as a free open day for medical treatment. The establishment of the "free treatment policy for special cases", "medical relief funds", and the government to carry out joint love activities, the implementation of relief for poor patients, advocating community activities to help each other care for the establishment of a collective image of the community citizenship, so that the hospital in the public appeal of the formation of a benchmark position. The company's main goal is to provide the best possible service to the public. Out of the department and the hospital, in-depth community medical services, can be implemented, such as "medical and cultural together into the community", if the community service object can be satisfied with the service, these stable patient groups can be more easily converted into lifelong customers. Private hospitals are inseparable from advertising, and even more inseparable from marketing. The opening of a new hospital, to save advertising costs, must adhere to the marketing road. The most rapid way, is the event marketing. Event marketing, the most typical of the first few days of the opening of the new hospital free open treatment. Then, three days after the free treatment, it is exactly the patient follow-up period, and then launched a half-price discount. Promotional activities are over, the use of sets of information for detailed digestion, do conference marketing. That is, the "short and quick" three-step: → free treatment set of information → three days after the discount → for big diseases to engage in conference marketing Website marketing Patient behavioral analysis Patient behavioral analysis
Hospital Website Packaging
Highlight the technical examples of the hospital, show the image of the hospital, and convey the culture of the hospital to the patients. Do patients can rely on the hospital website, do let the patients have viscosity of the hospital website, do to the patients have guiding, marketing hospital website. Not doing a good job of hospital packaging work, directly affecting the hospital's patient conversion rate.
Hospital website promotion
Choose the right way to promote the hospital website. If the website is not promoted, few or no patients will visit the hospital website. Therefore, hospital website promotion is one of the must-do tasks.
Search engine marketing
Search engine marketing is currently the most effective marketing method, also known as precision marketing almost search these issues are patients in need, but the needs are different and. Search engine marketing is divided into two kinds of bidding ranking and natural ranking. Search engines are a major method for patients to obtain medical information, and it is important to do a good job of search engine marketing. If you are a hospital website marketing director, search engine marketing is worth your attention.
Hospital website information manufacturing
After the hospital website to do a good job of updating the hospital website information maintenance work, information manufacturing, that is, around the patient to create some of the content of the topic, the impact on the patient, commonly used is the production of the site features, disease information to improve the patient will not like the site has not been updated, will not like to see the time information. The first thing you need to do is to make sure that you have the information you need to make a decision.
Hospital website activity planning
The collection of patient information, in-depth communication with patients, expanding the hospital's visibility, the industry is becoming more and more competitive quotations, can stand out of the hospital are often planning a strong team.
Hospital website PR maintenance
Patients are more willing to understand the feelings of patients with the same disease, patients will also take the initiative to understand the hospital's favorable comments and visibility. Strengthen the hospital brand to the patient's impression, expand hospital awareness, news manufacturing and hospital negative news processing is a basic work of hospital website marketers.
Online counseling
Online counseling is a communication bridge between patients and hospitals. （
Website advertising research
We analyze the website advertisement to find the most suitable website advertisement mode, to reduce the advertisement investment and to improve the return on investment.
Data analysis to guide the marketing
Analyze the website marketing data, for the hospital website marketing work to point out the direction.