Marketing is a private hospital in recent years to improve business, growth in efficiency and import an important initiative, but also in the increasingly competitive medical market to win a key step. Shanghai Medical Strategy summarizes the common marketing methods of private hospitals, to understand.
To do a good job of private hospital marketing, first of all, we must set up a market outreach department in the hospital, set up a business quality ability of the marketing team, the requirement of the marketer should know the general medical knowledge, but also to master the skills of the market sales service. Each marketing staff should be pre-work related business knowledge training, familiar with the structure of the hospital and market positioning, understand the hospital's medical business, especially the hospital's special technology and specialty business, understand the specialists and the hospital's technical backbone, a full understanding of the hospital's strengths and weaknesses, and avoid the shortcomings of the strengths of the hospital, to be able to skillfully publicize the introduction of the introduction of the introduction of the introduction to the internal.
In short, marketing is a combination of business and sales, marketers should learn to find the market, tap the market, cultivate the market; the development of marketing network, consolidate the marketing network.
The following is an overview of the marketing content of private hospitals:
One, "ground marketing"
1. Physical examination: mainly for the organization of group physical examination, which can be divided into rural areas, communities, schools, enterprises and public institutions, focusing on gynecological physical examination.
2. Referral: focus on the development of rural health centers, village cadres and township health centers at this level of referral network; followed by pharmacies, clinics, staff hospitals, community street cadres and other referral network.
3. Volunteer clinics: township health centers collaborate in volunteer clinics; community streets collaborate in volunteer clinics; urban squares holiday clinics (try to collaborate with relevant departments and units); factory site clinics; enterprise school clinics and so on.
4. "Medical care": the organization of professional mature marketers (to middle-aged women is appropriate), dedicated to major and medium-sized public hospitals to set up points for delivery * mobile marketing. However, it should be noted that the "medical care" marketing resources to focus on the efficacy, not overdeveloped.
5. Health lectures (holidays): schools, community streets, enterprises and institutions and other sections of the hospital health lecture hall.
6. Fellowship activities (irregular): schools, community streets, enterprises and institutions and other sections and referral network staff.
Two, "air marketing" (customer service)
1. Telemarketing: telephone consulting, reservation; telephone return visit (the establishment of customer files and special perfect return visit mechanism).
2. SMS platform marketing: SMS medical news; SMS consultation and appointment.
3. Network platform marketing: website construction, network promotion (including keyword bidding, optimization, posting, health questions, links to articles, etc.); online consultation, booking (link to the "Business Link", the amount of conversations converted); network visits; network activities (such as prizes, disease questionnaires, etc.); the establishment of the network of hospital platforms. The hospital platform.
Three, the hospital marketing
1. All marketing: the establishment of incentives to mobilize the hospital staff to carry out marketing, may be appropriate to set goals and tasks, regular evaluation, excellent awards and poor penalties.
2. Customer marketing: the use of customer resources, that is, patient resources (especially cured patients), the introduction of patient resources, the proportion of incentives.
Fourth, holiday marketing
1. Legal holidays: such as "May Day", "11" and other long holidays, to "pay attention to the health of workers" or "the wealth of the country and the people. "Wealthy country and strong people, love the motherland care health" and other themes into the launch of the corresponding marketing activities.
2. Anniversary of convention promotion: such as World Men's Health Day, World AIDS Awareness Day, 3.8 International Women's Day, Teachers' Day and other festivals, combined with the relevant theme to enter, launch the corresponding marketing activities.
3. Hospital Day: with the theme of "Thanksgiving to the community, return to the people", launch the corresponding marketing activities.
V. Event Marketing
1. Event marketing in the hospital: such as a rehabilitation patients to the hospital thanks to the hype of the event.
Operation is as follows: in the morning of a certain day (the most concentrated time around the hospital), a group of people beat a gong and drums to the hospital, holding a large red thank you letter to the hospital to express their heartfelt thanks, and then firecrackers in the hospital door to post a thank you letter. The content of the letter of thanks can be combined with the activities carried out by the hospital and the formulation. Event marketing can be a true story, can also be purely fictional. This event if you can not find the real thing, you can ask people to play, the staff's families can be on the battlefield. If properly planned, before and after the arrangements are mutual, and can even ask the media to come to report, do free publicity.
2. Network event marketing: such as the hype of an online medical assistance events.
Operation is as follows: in a popular BBS, a netizen issued such a request for help posting, saying that their friends and relatives suffering from some kind of serious illness (according to the hospital's characteristics of the technology or activities need to determine what kind of disease), and its county hospitals have been unable to do anything about it, at the same time, because of the family's poverty can not cope with the high cost of medical expenses, so the major hospitals to ask for help. We then followed the posting that we are willing to provide assistance, the commitment to give medical fee waivers, naturally, their own hospital's specialty technologies or activities and the advantages of low fees to introduce some publicity. Soon after the netizen then issued a thank you post, the key at this time is to thank the letter to be written to attract the attention of netizens and enthusiastically follow the post, and strive to make the major Web sites reproduced until it becomes news. The whole thing should pay attention to the details to avoid mistakes.
3. Other event marketing: to highlight the public welfare, news, science-based can regularly create certain events, with the media to cooperate with the hospital's image, strength, function and other marketing.
Sixth, terminal marketing ("card method" marketing)
Cooperation with professional advertising and marketing companies, the production of a variety of medical discount cards (such as free medical examination card, medical subsidy card, surgical limit card, love discount card, etc.), for the townships and villages in the rural consumer groups, direct door-to-door distribution, household card, carpet coverage. Coverage.
Seven, academic conference marketing
With medical associations or medical research institutions to co-organize the annual meeting of various professional disciplines, semi-annual society, a certain disease symposium, primary care training courses, etc., combined with the corresponding activities for marketing.
Eighth, experiential marketing
such as the introduction of a new technology and equipment hospitals or carry out a project activities, you can enter the community street publicity, inviting residents to have a free experience, try the effect, so that they are satisfied, and then achieve the purpose of marketing.
Nine, public welfare marketing
Participate actively in various social public welfare activities, or their own initiative to organize some influential large-scale public welfare activities, fully demonstrate the positive image of the hospital, social responsibility, medical quality, corporate culture, etc., to establish a good impression of the hospital and the public's word-of-mouth to improve the credibility of the hospital, reputation, and to build the hospital's brand of integrity in order to create social benefits to to create social benefits to achieve the purpose of marketing.
In addition, hospital marketing is a continuous system process, ultimately not by a department can be completed alone, need to be closely linked with the hospital departments. Hospital marketing and other business marketing is the same, companies sell products, we sell a special product - health. Hospital marketing is a means, but also a concept, should be throughout all aspects of the hospital's integrated management process - hospital-wide marketing.