Hospital marketing ideas and ideas
Hospital marketing ideas and ideas, in the workplace each of us should master certain skills, marketing planning is also a work of each enterprise needs, which contains the knowledge content is also relatively broad, the following hospital marketing ideas and ideas.
Hospital marketing ideas and ideas 1
In order to do a good job of marketing, to promote the overall development of the hospital, is now the development of hospital marketing work plan as follows.
First, the medical market analysis
Medical quality with the standardization of medical institutions, medical quality is also gradually improving, private hospitals are gradually screened out of the undesirable phenomenon; coupled with the private hospitals good medical services, the majority of the people's ideological awareness has gradually changed from the original resistance to recognition, and then acceptance of going to the private hospital. Private hospitals.
At the same time, the private hospitals are also actively negotiating with the relevant departments to communicate, and strive for the most administrative support, so that the private hospitals in the health insurance, social insurance and other aspects of the treatment of the same, and thus the hospitals are gradually increasing the number of patients. The private medical institutions of the surging competition is quite fierce!
Second, the hospital's current situation analysis
Unified management in the new hospital after the entry, due to the division of more detailed, personnel changes and other practical factors, so that the department and the department between the doctor and the nurse, between doctors and patients, nurses and patients, hospital leadership and staff, such as the friction there is a certain degree of Poor communication and poor communication, there is a certain impact on the specific work.
Intervention and surgical volume of the hospital's surgical volume is steadily increasing, but far from reaching the current needs of the hospital operating room and catheterization, part of the time period of surgical vacancies are more serious. In the hospital each surgical volume, the marketing department in this regard plays a very important role, through the marketing department of the peripheral contact and market publicity, the province's referral to the number of surgical patients in a step-by-step increase in the number of patients, at the same time, with the marketing department of the recent period of time in some areas of the new rural co-operation referral agreement, referral to the patient will likely be more and more.
Three, other medical institutions market analysis
Referral commission is the current medical institutions common market competition, but in the actual operation of the process of the difference is quite large, all kinds of ways are in order to actively strive for patients, to improve the outpatient volume and hospitalization rate. Cooperation with the relevant health units around the health insurance, urban residents health insurance, rural cooperative medical successive cases, the medical institutions have to take action, spend a great deal of effort to contact, some single unit from the dean himself to start, and around the relevant health units to contact, public relations, and ultimately to obtain the signing of the agreement.
What's more, the local health authorities have gathered the leaders and doctors in charge of the relevant partner hospitals in the form of official documents to provide more public relations time and public relations basis for this unit.
Fourth, the market sector analysis
Because of the differences in the projects carried out by the hospital, the referral commission to take a unified fee, this way is very correct, but part of the examination project referral commission is relatively less, which is very unfavorable to the outpatient examination of the referral; at the same time the hospital there are outpatient examination commission can not be timely, part of the department on the commission there is dissatisfaction phenomenon. The commission is dissatisfied with the phenomenon.
Public relations costs are essential for the marketing department to develop the market, so the use of costs has become a major problem, which requires the marketing department staff and hospitals *** with the cooperation, in order to get a good combination of control and liberalization.
But our hospital in this aspect of the control is relatively dead, can not be flexible use of hospitality, market personnel in the exchange of people on behalf of the entire hospital's image, if the existence of hospitality in this area of dead control, in the process of doing something in concrete there may be some drawbacks. Public relations costs can not be completely controlled and can not be completely liberalized, the method is to take the cost of retention and direct allocation of a combination of two kinds of methods.
Fifth, the hospital outpatient volume to improve the operation
peripheral community advertising as the most direct contact with the residents - community advertising, in the publicity is essential, the mandatory role of the advertisement to allow residents to repeat the acceptance and recognition, so that in the final selection of the community. and recognized, so that in the final choice in favor of our hospital. The distribution of leaflets is a targeted guide to the hospital, in which the subjects of treatment and examination are clearly written, and the preferential measures are marked out.
Community clinic activities carried out in conjunction with the neighborhood committees, regular Wednesdays and Saturdays in the community to do the cycle of clinic activities, the activities do not lie in the number of people who can be clinic, but to do the work of publicity, and at the same time in the clinic when issued checklists, laboratory tests, and so on, to further do the target in-depth work. The community health education work jointly with the intention of community service centers and community health service stations, to carry out publicity and education work, deepen the residents of the hospital's awareness and recognition, so as to achieve the purpose of the hospital.
Sixth, the hospital peripheral marketing approach
Currently the marketing department to develop the network of doctors mainly in the city, county hospitals, physicians, in the object of grasping the section director or section head, so that the network of doctors in the hospital to develop a great limitation, so in the further development of the market to increase efforts.
From the regional point of view, to increase the county larger. Township hospitals to contact, can directly find its president or sitting general practitioner or internal medicine doctor; from the object point of view, to increase the number of doctors to contact, can not repeat the monotonous grasp of a person, if once the contact problems so that patients in a region may not be able to refer.
The local health authorities are the administrative leaders of the local health units, to seize their advantages can bring more benefits for the hospital, and the Health Bureau signed a health insurance reimbursement agreement, with the Agricultural Cooperation Office signed the New Agricultural Cooperative Reimbursement Agreement, through the cooperation of the use of their name to issue a lot of documents in favor of the hospital, the organization of meetings in favor of the hospital, and so on. Public relations with the relevant departments, can not rely solely on the hospital marketing department staff of a single line of contact, more hospital leaders can actively participate in, and take the initiative to play interpersonal relations, and strive to do a contact to do a, so that the next step of the work of the Ministry of Marketing will bring great benefits.
Hospital marketing ideas and thoughts 2
Hospital marketing program
First, the significance of the research program:
1, Background:
In recent years, the bank's personal financial management business has been rapid development. Personal finance products are constantly enriched, from a single product to a combination of products; banks have launched personal finance centers, personal finance studios, financial supermarkets and so on.
It is reported that after the establishment of the Bank's financial product research and development center, the Bank has plans and steps to develop personal financial products suitable for promotion in the country or in some regions, while exploring a highly efficient and rapid personal financial product research and development mechanism for the rapid development of personal financial business, and will be mainly in the personal wealth management, personal assets, liabilities, payments and settlements, and other business areas for product R&D. The new atmosphere and the loose policy environment of the government provide a good external growth environment for personal financial product innovation, which is also the exploration program for the construction of our bank.
In response to the development of the people's hospitals, various types of fees and so on, our bank to the people's hospitals marketing poss machine (for personal financial products on behalf of the payroll business, on behalf of the conditions of the fees proposed).
2, the current state of the study:
From the actual situation of my bank seems to be,
(1) marketing efforts are low, at present my bank is mainly the image of the unit publicity, personal financial products less publicity of the characteristics of the bank; the main object of the service for the low-end customers, high-end customers are not many, not strong;
(2) the technical content. Personal financial products there are "three lows", namely, low technical content, personal financial products are not built on a technology-led platform;
(3) Special attention should be paid to the innovative financial products must not only be built on the existing infrastructure of rural credit unions, but also different from the personal financial products have been launched, so that the product promotion is more convenient, customer acceptance is also easy. The new product will be more convenient and easier for customers to accept.
(4) the economic market is becoming more and more competitive, especially the impact of the financial crisis; our bank around the goal of our bank's development, from the people's hospitals to develop personal financial products
Second, the purpose:
1, from the bank's point of view, as long as the protection of investors, especially low- and middle-income investors. Since the financial crisis, some of the bank's wealth management products have zero returns and losses, according to expert analysis, the introduction of this approach is mainly to regulate the investment management of our personal finance business, the CBRC believes that such wealth management products are a little too aggressive, risk control is too loose, and this kind of loss is also far beyond the general public's expectations and understanding of the bank's wealth management products
In the view of China's come Banks should be a safe place to invest, bank financial products should at least be able to meet the requirements of investors to stop loss, therefore, the CBRC believes it is necessary to issue such a notice to regulate the bank's wealth management products and enhance the ability of commercial banks to control risk.
2. From the point of view of the People's Hospital, social development, more and more people cherish their lives, and thus the development of the People's Hospital is getting faster and faster, especially when it comes to personal finance has become more and more complex. Marketing poss machines to the people's hospitals on the one hand can facilitate personal finance, on the other hand, can promote our bank's personal financial products.
3, from a general point of view, due to the competition by the market, our bank should start from the practical point of view, in view of China's bank development policy and the efficiency of the economy of the problem, reasonable publicity and innovation. In the people's hospitals in the people's hospitals with the purpose of the development of our bank to start, in the people's hospitals group to develop personal financial products.
Third, the promotion of the main content:
1, the bank's objectives; with the development of the economy, people's capital accumulation, rational financial management has gradually become a leisurely way of today's people, in recent years, due to the competition in the market, each bank has begun to look for their own way out, especially by the financial crisis In recent years, due to the competition in the market, every bank has begun to find its own way out, especially by the financial crisis, our bank pays more attention to personal financial management, hoping to find hot spots from personal financial management, for this reason, our bank has taken the personal financial business as a strategic development business, and the goal is to become an international first-class retail bank.
2, the road to the goal; market opportunities and competition coexist; the bank has established the construction of personal financial management road, this paper focuses on the marketing of personal financial products for hospitals, to the hospital marketing poss machine (for the collection of various hospital fees, payroll business).
3, for my bank's goal to talk about the role of personal financial products; in recent years, my bank will be personal financial business as one of the strategic development priorities, emancipation of the mind, change of concepts, adhere to the long-term sound operation, reform and innovation, intensive operation and integration of management, to truly focus on the people's livelihood, service to the people, and to achieve a good and rapid development of the personal financial services business. poss machine can help individuals to better organize their own finances. Better organize their finances. The company's main goal is to provide the best possible service to its customers, and the company's mission is to provide the best possible service to its customers, and the company's mission is to provide the best possible service to its customers.
Fourth, the market strategy:
1, market positioning;
Our personal financial business adhering to the "customer-centered" business philosophy, innovative forms of service, deposit and loan business have achieved remarkable results. The bank's personal finance business adheres to the "customer-centered" business philosophy, innovative forms of service, deposit and loan business have achieved gratifying results. However, with the impact of the financial crisis, the Bank, in response to the increasingly fierce competition in the market, was the first in the industry to launch a three-tier wealth management service system of BOC Wealth Management, Wealth Management, and Private Banking at the end of 20xx, and with the concept of "Create Wealth***Win," it launched differentiated personal financial services for customers in different stages of their lives, strengthened the innovation of financial products, and helped customers realize their wealth. The company also provides differentiated personal finance services for customers at different stages of life, strengthens innovation of financial products, and helps customers realize the value of their property.
2, the service crowd;
Our bank is aimed at most of the low-income people, here mainly for the hospital staff at all levels. Because of the competitive nature, our bank targets a wider range of people.
3, publicity:
(1) to determine the object;
(2) publicity:
a, the effective use of radio, television, newspapers and other strong media, to strengthen the one personal financial product features publicity, so that customers understand and can accept the product.
b, you can also take the form of distributing leaflets, hanging banners, posting slogans and other forms of comprehensive, three-dimensional publicity;
c, to strengthen the staff training, the establishment of a high-quality account managers, for customers to do a good job of personal financial products services.
d. Strengthen the collection of information feedback, actively listen to and adopt the views of customers, to further improve the function of personal financial products, and improve the visibility and reputation of personal financial products.
(3) the introduction of the product;
a, the principle of construction of the product, performance;
b, the product of the personal financial products to understand;
c, the role of the product;
d, the hospital's policy.
4, publicity strategy;
(1) publicize the purpose of the Bank;
(2) publicize some of the contents of the personal financial products
(3) Notes: a to determine the target of the publicity;
b, the development of publicity programs (including the development of the time, location, the various types of personnel marketing
V. Activity process;
1, writing object;
(People's Hospital personal finance)
2, the process of data collection;
(1) first in the People's Hospital Marketing of personal financial products
(2) again a certain period of time on the Bank's policy after the launch of the publicity work in the People's Hospital summary.
(3) Finally, through the results of the data show that the people's hospitals strongly support the enthusiasm and enthusiasm of the individual financial products.
3, brochure compilation process
(1) on the market survey; to see which publicity more adapted to the public? Which publicity method is the best strength? The lowest cost? Which way is the most effective for our company?
(2) The managers are required to handle the data (including collection, classification, processing)
(3) Try to write a brochure for the current situation of the People's Hospital
(4) Additional staff to the major people's hospitals to promote
(5) Through the news will be to see which publicity methods are the most effective
(6) Fully invested.
Sixth, the effect of the activities of feedback, evaluation work.
(1) first to the people's hospital marketing personal financial products, try to implement in the hospital, if you can, our bank to provide more preferential policies, such as a. to facilitate the personnel to handle. b. to hospital workers to provide certain concessions.
(2) Through the survey, analyze;
a. How many people actually participate?
b. Why do they participate? (Through which channels? Understanding of our bank's financial products?)
c. Try the effectiveness of the method received
VII, the work schedule
Time research progress
20xx July - June first to the market research, to determine the people's hospital as the target survey. To the library and the Internet to find relevant information, read the relevant literature
July 20xx - September to the People's Hospital big publicity activities, practice, collect materials, research, technical exchanges, but also with the relevant personnel to discuss
July 10, 20xx - early August 20xx People's Hospital's publicity Work to analyze, and began to implement the new program.
August 20xx - October 20xx vigorously in the popularization of personal financial management in the people's hospitals
October 20xx - February 20xx to analyze and evaluate the impact of the Bank since the implementation of personal financial products in the people's hospitals in our Bank.
February - May 20xx Completion of the work in the People's Hospitals to bring the personal finance product to a wider area.
VIII. Project Budget:
Cost Accounting: For the Bank to push the personal financial products in the people's hospitals since the beginning of the policy, taking into account the direct budget and indirect budget; for example, the cost of publicity and other costs of announcements, the indirect loss of the Bank during the period of implementation.
Revenue accounting: the impact of our bank's popularity on the promotion of personal financial products in the People's Hospital, the impact of our bank's visibility, in addition to the analysis of our bank's deposit and loan performance in the future for a certain period of time, especially under the impact of the financial crisis, the comparison of our bank's business, as well as what are the differences in the competition between the various types of banks, to see if our bank is more marketable than the other banks (after the sale of personal financial products in the hospital).
Summary:
The brand awareness of the domestic banks in recent years has been increasingly strengthened, the bank set up a brand of personal financial management has been recognized in the market, the bank in the innovation of financial products have also made a lot of attempts. In the current situation of serious homogenization of the bank's financial products, the bank's financial products to the people's hospital marketing, and strive to maintain a leading position in the industry. In our bank poss machine marketing purposes, to ensure that the bank's benefits at the same time, to provide more convenience for the general public, so that our bank's financial products in the people's hospital to thrive.
Hospital marketing ideas and thoughts 3Hospital marketing plan
A market analysis
The total population of our county is xx million people, the population of the town of xx million people, the rest of the population are distributed in xx Jiazi town, xx town, xx town, xx Township, xx Township, xx Township, xx Township. xx Township enterprises and institutions nearly xx, the population is relatively concentrated. xx County xx hospital for the second level A hospital, xx hospital for private hospitals, community service centers x, community service stations xx. Private hospitals are mainly advertising and outside the expert consultation treatment discounts, community service centers and community service stations to community services, the same enjoy medical insurance, social security, new rural cooperative medical projects.
In recent years, the rapid development of health undertakings, new rural cooperative medical care resident population participation rate of xx%. Farmers difficult to see a doctor, the problem of expensive to see a doctor has been initially resolved. xx hospital xx square meters of the overall relocation of the complex, the township health center medical room expansion. To cope with the increasingly fierce competition in the medical market, passively waiting for customers (patients) to come to the door, the hospital is likely to face a loss of customers. All this has brought great pressure on 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, it is necessary to continue to improve the comprehensive management, improve the level of business on the basis of the publicity through a number of subtle, establish a harmonious relationship between doctors and patients, establish a good social image, to do outside the tree image, the internal quality of the strong, to win the trust of the people.
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 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, be sure to play its function, internal understanding and publicity, external marketing and investigation, pulling patients and digging potential customers.
(b) internal publicity materials are too little, the departments have few tangible publicity materials, such as: bulletin boards, publicity boards. External publicity is not enough to cope with the 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 does not match, buried patients do not trust the heavy crisis, the hospital is able to use the existing many resources and ways to go to the external publicity of the internal image of the hospital.
Media publicity is only the external means, the long-term development of the hospital and daily operation is still mainly rely on the correct market positioning, advanced service concepts, advanced management model.
(C) did not maintain the hospital's own customers, some customers lost never come back. Hospital management and service 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 a few floors, but the staff is very impatient, said: "do not understand, ask the nurse to go". In fact, at that time I was thinking: as a hospital employee how can you not understand how many floors are in the Department of Pathology! And the attitude was very hard! It is because of this attitude may lose the 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 program
(a) marketing ideas
To the overall work of the hospital and the hospital development plan as a guide, adhere to the "within the grasp of the management of the quality of strong, outside the market tree line image "The company's main goal is to provide the best possible service to its customers. The company's main goal is to provide the best possible service to its customers in the marketplace. On the other hand, the rural medical conditions in the xx region are relatively backward townships as the main direction of attack, through the publicity of the introduction of hospital specialties to attract the majority of patients.
(2) the specific implementation of the program
1, according to the "xx County Hospital" medical characteristics, xx 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 hospital's advantageous 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 secondary hospital diagnosis and treatment at home, which can be indirectly deepened to the recognition of the brand of the XX County Hospital.
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, will have an impact on patient satisfaction, loyalty, trust, which will be transformed into a hospital credibility and profitability.
(2) Improve differentiated services. In order to attract more customers, should be brought to some of its services that are different from other hospitals, so that their different needs are met accordingly, and beyond the expectations of their needs, to reach a high degree of satisfaction, in order to win the difference. Such as: to ensure that the hospital's medical services are convenient and fast, and strive to eliminate the "three long and one short" (long registration fee time, long waiting time, long time to get medicine, short treatment time) phenomenon, to facilitate the majority of patients to seek medical treatment. With the development of society, the degree of politeness continues to improve
People's requirements for the quality of the environment is getting higher and higher, to maintain good health of the hospital medical environment, for patients to bring a comfortable, clean, warm, smooth space for medical treatment, is the need for the survival and development of the hospital; the implementation of the smile service, focusing on the patient's feelings to address the full name or honorifics, rather than call the bed number. These affectionate service will allow patients to experience the hospital's humanistic care, improve customer satisfaction.
(3) the establishment of the "patient as the core, quality as the key, service as the focus, marketing for the purpose of" the satisfaction survey. Regular inpatient and outpatient satisfaction surveys, collect information on the hospital's discharged patients 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 sustainable and healthy development of the hospital.
4, to the sub-health market. The Ministry of Health organization information report: only x% are healthy people, xx% are people with diseases that need treatment, most of which xx% of people are in sub-health. As people become more and more aware of their health, they learn about their own physical condition through medical checkups, so that prevention is the mainstay and treatment is supplementary. 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 price of the hospital to give discounts must be preferential.
For different groups of people set up different names, physical examination materials and prices, such as routine physical examination for the general population, health checkups for the elderly, health checkups for women, health checkups for the working class, the results of the physical examination is interpreted by a senior doctor, 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. Build media publicity platform, and xx regional media to establish a good relationship, to take the 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 health care, to reach and constantly shape the hospital's good social image, enhance the core competitiveness of the hospital.