What are the specific methods of hospital marketing strategy
What are the specific methods of hospital marketing strategy, in fact, we all need to have a certain ability, no matter whether it is personal development or the development of the company's team, is the need to do a good job of long-term career planning, the following collation of the specific methods of hospital marketing strategy.
What are the specific methods of hospital marketing strategy1
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, hospital marketing planning department to provide professional market research, marketing programs, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing, marketing and so on. 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, without a strong and efficient implementation team, and then the perfect plan is also very easy to become 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 spread
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 first step in the process is to make sure that you have a good understanding of what you are doing and how you are doing it, and how you are doing it.
The fourth trick: joint promotion
In the cost and promotion of limited premise, private hospitals can try to promote with external forces, such as pharmaceutical companies to promote the terminal, in the vicinity of the private hospitals to carry out promotional activities, many pharmaceutical companies are currently in the terminal to carry out promotional activities, and equipped with professional lecturers and promoters. 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 they are getting their injections.
What are the specific methods of hospital marketing strategy2
Selected Hospital Marketing Strategies
I. Overview of the overall development strategy,
1. Optimize the internal structure of the hospital ----- to establish a comparative advantage<
To realize the scientific and rational allocation of resources, for the target market, the organic combination of funds, talents, equipment and other resources, the formation of specialized advantages, according to their own strengths and rivals' weaknesses to make choices, have to take and give up, the establishment of their own characteristics, in the establishment of the characteristics of the Department of the basis for increased investment, the introduction of advanced equipment, selection and training of outstanding The company's main goal is to create a first-rate medical brand name.
2, the basic strategy of medical services ---- boutique large specialties, rough small comprehensive
large specialties, small comprehensive --- that is, the local advantage strategy: narrowing the hospital's comprehensive, optimize the hospital's limited resources, and focus on the development of advantageous specialties
3, the development strategy of Lianchi Hospital ----- with technology to survive, service for development, to the characteristics of the benefit.
Medical service technology is the foundation of all hospitals, Lianchi Hospital is no exception. xx Hospital to solve the technical gap with large hospitals, relying only on itself is very difficult. The introduction of technology and talents is one of the effective methods that Lianchi Hospital can adopt. In addition to this, Lianchi Hospital should look for the flashpoints with development potential under its own existing situation and integrate the technical resources of medical services in order to utilize the advantages of the group. That is to say, the combination and packaging of medical service products, in gynecology, pediatrics and other aspects of highlighting the technical advantages.
4. Strengthen the promotion of personnel and tap resources to obtain win-win strategy --- cooperation to obtain resources for my use
To achieve multi-channel cooperation to obtain win-win, including win-win with customers, win-win with neighboring hospitals, win-win with the town village clinics, win-win with staff, win-win with the suppliers, win-win with business management.
5, price strategy --- cost leadership strategy
In the guarantee of medical quality and provide good service under the premise of actively reducing various costs, to seek medical services on the price of controllable elasticity. If our costs or expenses are significantly lower than the industry average or major competitors when providing the same service product, the cumulative total cost of all value-creating activities over a certain period of time will inevitably be lower than the industry average or major competitors.
On the one hand, the cost advantage allows the hospital to achieve greater profitability and accumulate more development funds under the same economies of scale; on the other hand, the hospital will likely have stronger viability and competitiveness in an unfavorable operating environment. Another implication of the low-cost advantage is the sustainability of this advantage.
6, the establishment of the hospital's service strategy ---- differentiation strategy
The medical services provided to the patient must be different. xx hospital services must be in the service, the uniqueness of the service process to work, including in the health care services of the product portfolio, reputation, medical technology, patient services, and its brand.
7, the hospital's resource use strategy ---- target concentration strategy
The hospital's resources are limited, only the hospital's overall strength, focus on the development of the hospital's pillar specialties, it is possible to obtain a greater success in a shorter period of time. This is also the proverbial "concentration of superior forces to fight the war of annihilation". In particular, the investment of advertising resources, the investment of human resources.
In the publicity we use 80% of the advertising resources to focus on publicizing 20% of the key business, such as: painless abortion, breast disease, infertility, children's intellectual development, and so on, will get the ideal benefit.
8, monopolize the important communication resources, the establishment of invisible competition shielding ----- surprise competition strategy.
Monopolize the relatively limited communication resources to establish a competitive shield. The use of a variety of means of publicity, to take a variety of channels, organized in various forms of public relations, promotional activities, to increase the visibility of the brand of special departments, until the brand of Lianchi Hospital is firmly located in the minds of the target consumers.
9, unified image strategy:
The use of a unified image strategy, the use of a unified pattern, color, features, is conducive to the establishment of the brand image of the xx hospital, not only to save the cost of packaging, but also to expand the influence of the xx hospital.
10, quality management strategy ----- to strengthen the quality management of hospital services to win by quality:
Strengthen the quality management of hospital services to win by quality. The first step is to establish a hard medical service. And in the case of hard products hard, by playing the service card, strengthen the soft product power, such as carrying out smile service, star service, etc., at the same time using the service benefits to further introduce talents, additional medical projects, etc., so as to comprehensively improve the product power, to solve the hospital market-oriented operation and development of 'bottleneck problem.
11, continuous innovation strategy.
In order to maintain the leading position, each year must ensure that the relevant marketing activities to lead the competitors to become advanced in the medical industry publicity conceptualization, customer service, distribution benefits, and so on, in order to innovate to stay ahead of the curve and stay ahead of the game.
12, in response to the existence of shortcomings, to improve quality and efficiency.
Second, the operational objectives
To further improve the hospital's degree of knowledge and trust, in particular, to strengthen the trust and reputation of the construction, emphasizing the characteristics, the brand department, the medical services to do fine and specialized, to bring the point to the surface, the establishment of the brand advantage of the xx hospital.
The implementation of the need to focus on grasping, "the establishment of characteristics", and "marketing innovation", "branding" three major themes, step by step, to achieve success.
Hospital marketing program
A market analysis
On January 1, 20xx, the implementation of the new "medical advertising management approach", private hospitals will slowly fade out of the advertising and marketing strategy, to ground marketing and event marketing, partly relying on advertising to save money.
When most of the private hospitals choose ground marketing and activity marketing, we will also face fierce competition. If we can quickly capture the market and stabilize the market, we will be the big winner.
According to understanding and analysis, most of the private hospitals now market department in name only, some are just a simple "collaboration department", not really play a "leading" role. To make the market bigger, do firmly, the market must be a clear division of labor, work carefully, in-depth, continuous, to provide customers with personalized, differentiated services. For this reason, I put the marketing department according to the market business needs, divided into three major parts: physical examination center, referral center, membership center.
Second, the market department set
The market department according to the nature of work is divided into: physical examination center, referral center, membership center.
Third, the center's responsibilities
Physical examination center: mainly to carry out paid physical examination and unpaid physical examination two. By providing customers with personalized and differentiated paid physical examination, to improve economic efficiency; with ordinary unpaid physical examination, to promote the brand image of the hospital, tapping potential customers. In the two ways, the physical examination of the customer will be developed into a "hospital member", become a potential customer of the hospital.
Referral Center: mainly to the community, corporate medical service points, to provide differentiation, return on referrals, especially the introduction of "competitors" do not have the service project; large state hospitals, individual doctors can be implemented in the form of public relations to carry out return on referrals; referrals to foreign medical institutions are mainly inclined to surgical projects on the return on referrals. The referrals from foreign medical institutions are mainly in the form of surgical programs.
Member Center: mainly to take the membership marketing approach, the physical examination center, referral centers to develop customers as members, and maintain good member relations, to capture repeat business. It can also directly develop new members.
Fourth, the operational approach
(1) physical examination center
Physical examination center for different people, to provide different physical examination program, especially "competitors" can not carry out the test project.
1, paid physical examination
A, first phone after the door
The physical examination center with 2-3 telemarketers, outside the phone 2-3, on the enterprises, hotels, entertainment venues, especially finance, insurance, telecommunications, and development zones within the factory and mine, the first in the form of a phone call for one-time public relations, and the intention of the physical examination and the intention of the physical examination and no intention to do the physical examination of the unit, sent business The first is the first time I've ever seen a woman in the world who has been in the world for a long time.
B, public relations
Mainly through public relations, joint government departments, in the form of administrative notices, focusing on state-owned enterprises.
2, gratuitous medical examination
gratuitous medical examination is mainly used for brand marketing, community development and other public welfare activities, through gratuitous medical examination to discover new customers, potential customers, and their "membership card marketing".
(2) referral center
In the form of door-to-door public relations salesman, to provide differentiated, rewarding referrals, focusing on the introduction of "competitors" can not carry out the services (testing projects, surgical procedures); national hospitals can also try to "individual doctors public relations "
(3)
(3) Membership Center
The purpose of the membership system is to retain customers to become repeat customers. For different groups, the introduction of different membership cards, proposed targeted service programs. The main "student card", "community card", "VIP card", "cash card".
Fifth, the market publicity
The purpose of the market publicity is to develop the "market" to establish long-term contact, many hospitals are constantly developing the market, a variety of means of a wide range of customers overwhelmed, if you do not establish a long-term contact, it would be Customers forget, the development of the early do will be lost, the customer will be taken away by others.
1, DM
DM to be targeted, divided into three kinds:
A, students
B, referral points
C, community birth control office
2, members
customer return visit system
the establishment of the SMS return visit platform, members, referral points in charge of the SMS return visit on a regular basis, the main content of the following:
the main content, the main content, the main content, the main content, the main content, the main content. The main contents are as follows:
A. The latest marketing activities of the hospital
B. Social news of the hospital
C. Birthday and holiday greetings of the members
D. Health reminder