Specific methods of hospital marketing strategy
Specific methods of hospital marketing strategy. Many occasions are required to write a marketing plan, the marketing plan must have a distinct purpose, obvious comprehensive, strongly targeted, outstanding operational, exact clarity and other characteristics, the following look at the specific methods of hospital marketing strategy.
The specific method of hospital marketing strategy 1
Part I market analysis
First, private hospitals in general, there is a crisis of integrity
As the health care 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 regulation strength is small, resulting in a number of quick success of private medical investors to use false medical advertisements, exaggerations and other ways to operate, resulting in a one-time fraudulent medical behavior.
So that the majority of patients and even society as a whole has a prejudice against the integrity of private hospitals. Although medical advertising audits have increased in 20xx, and private hospitals have changed their marketing models, the high fees charged by private hospitals due to the 33% income tax and 5.5% sales tax levied by the government still make the general public shy away from private hospitals and are not complimentary.
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, based on experts, health care reform policy as a guide, and the primary health care institutions to establish a wide range of cooperative relations, 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 will be referred from primary care in the future. Combined with the characteristics of digestive 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) Establishing cooperative relationships 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 are obliged to cooperate with the hospital's various public welfare activities in the community (townships, villages) to carry out, as well as various social surveys, and at the same time, actively collect the local residents of the hospital's services, such as the various 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.
Four, multi-channel promotions, 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 promotional activities. The company's main goal is to provide the best possible service to its customers.
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, can not wait to let each browse the site of the people to come to the hospital for treatment.
The site just opened either the Business Link dialog box is a large number of hospital ads, so 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 words that the results will be different, so that other people trust the ingredients will increase a lot.
The specific methods of hospital marketing strategy 2
A market analysis:
In my school issued newspapers and magazines related to the study of English 21st Century Newspaper, English Weekly News, English Coaching Newspaper, Crazy English and other seven, the competition is exceptionally fierce, and now I have learned that the study of the newspaper's English version is a large number of entering our school market. It is understood that their sales model is simply to sell in the university campus dormitory.
But the coverage is not wide, often on each side. But the later newspaper or magazine delivery has become the biggest problem, often appear to send newspapers or magazines are not timely, or newspaper backlog problem, did not leave a good impression on the students. This is a good favorable condition for New Oriental English, which has just entered our school market.
Second, the marketing object analysis:
Marketing object: Northwestern Polytechnical University 20xx undergraduate freshmen
Total number of objects: undergraduate freshmen are expected to be around 3,600 people
Analysis of the object's demand:
(1) For the college students who have just stepped into the ivory tower, they have already had their own English in their minds. They already have their own English learning goal in mind, to pass the English four or six levels, and then strive for a higher goal.
(2) In our school, since there is an English placement test for new students about ten days after they enter the school, students who have been away from the test for a few months pay more attention to this test. However, without prior knowledge, few of them will bring their previous textbooks or materials with them, so this is also a favorable entry point for New Oriental's English sales pitch.
(3) The reform of the English four and six levels of the test questions now has higher requirements for the English level of contemporary college students. The most effective way to improve your English is to expand your vocabulary. Finding an effective material that can help you expand your vocabulary and improve your overall English ability is what many students who have just entered the school want to know, and at the same time, passing the English IV level has also become the goal of the students to learn English.
Third, the sales market field and personnel:
(1) sales market field analysis: Northwestern Polytechnical University is a vast area, the distribution of the dormitory is more concentrated.
(2) sales staff: In order to carry out better market promotion and marketing, sales staff should be all over the school freshmen dormitory area, so that we can do favorable publicity and promotion, in the first time to seize the school more market, while the distribution of newspapers for the future to provide more convenience. At the same time, taking into account the boys into the girls' dormitory is not convenient, sales staff should be a certain proportion of men and women, through which to establish a favorable geographical advantage!
(3) In view of the analysis of the market on the ground, it is estimated that the total **** need to be about 40 salesmen distributed in the campus of the various freshmen dormitory publicity and promotion, as for the later sending the magazine probably need 5 people.
Four, publicity and marketing:
Publicity theme: read the New Oriental English, do the future master!
Promotion tenet: honesty and trustworthiness, service first, customer satisfaction!
Pre-preparation:
(1) Recruitment: Considering the difficulty of pre-promotion, I will recruit students and friends who are more responsible, want to do it and want to do it persistently, especially those who have had previous experience in promotion. At the same time, we should also take into account the geographical distribution of personnel and gender ratio, will be recruited into five small teams, one of which is a small team of girls, and choose a strong ability to captain.
(2) personnel training and experience sharing: as a sales team, there should be a team spirit, work together to do a good job of marketing. The cultivation of team spirit requires team members to get along more and understand each other. In order to get better sales results.
It is indispensable to master certain sales techniques. Although individual wisdom or experience is limited, but the accumulation of water into a river, sand into a tower, the power of unity is endless, requires us to be able to draw on a wide range of experience and communicate with each other. In addition to this, it is important to study the theoretical knowledge and learn more about sales techniques.
V. Preparation for marketing:
(1) Two days in advance to the school, the development of marketing detailed planning steps.
(2) Coordinate with the organization members to boost morale!
Six, publicity and marketing phase:
(1) fixed-point publicity: the new student enrollment phase, in the dormitory of the main intersection of the reception point. For new students and their parents to provide free water and make the corresponding publicity version of the plane publicity. At the same time, if conditions permit, you can provide free newspapers.
(2) publicity and marketing: new students enrolled in the time to the new dormitory publicity and marketing.
(3) Seize the opportunity of the old folks' meeting to help the new students to understand the university life and English learning, to answer the new students' many confusions about the university, and at the same time, to explain the importance of English and learning methods, with the help of marketing our newspaper.
VII. Marketing strategy: focus on capturing the psychology of the target audience.
(1) First of all, we should give people a kind of friendly feeling, self-introduction is very important, bring the student ID card is a must, as a senior or older sister, we have to be in the eyes of the new students is very trustworthy. You can introduce the school situation to them as a senior or a sister, like making friends. When you talk to them, you should smile and bring them closer together.
Reveal the importance of studying English at university in your speech: as a freshman at my school, there will be an English placement test when they enter the school, which will determine the level of English they will learn in that class. Speaking clearly about the importance of the placement test, the students in the faster classes have better English teachers, which is conducive to the improvement of their English grades.
Take the English IV exam earlier. Many students come to school without any English-related books or materials, so buying this magazine will help them prepare for the exam and get back to the English language, which can also be used in the future for the university English program and the study of English IV level.
(2) Bring a sample with you when you sell, be as concise as possible, and don't be too commercial when you cut to the chase, as this will make the new students look resentful.
(3) If you can successfully sell a magazine, be sure to issue a formal subscription invoice, preferably one specific to the magazine. The campus supervisor's contact information should also be left, so that if there are any problems with the distribution of the newspaper, you can reflect them to the campus supervisor. At the same time, salespeople should also take the initiative to leave their own contact information.
The first thing you can do is to ask any questions you may have. Even in a dormitory did not succeed in marketing, the same to the identity of the senior or sister to leave their contact numbers, one can leave the freshman back to the opportunity, and the second can be publicized to his or her roommates, leaving the way for future subscriptions.
The specific methods of hospital marketing strategy 3A market analysis
xxx city belongs to the Hebei Province is located in the Bohai Bay subdistrict jurisdiction of the three districts and four counties, is a nationally renowned tourist city, the current population of a total of 2.3 million people, of which nearly half of the population of northeastern immigrants. Harbor District is the first administrative district, Beidaihe District and Shanhaiguan District are tourist resort areas, and the famous listed company, Yaohua Glass, is located in xxx city. The harbor district serves as the city center among the three districts of the harbor city.
The population is relatively concentrated, all the municipal government agencies and major medical units are concentrated here; Beidaihe District as Beijing and Tianjin around the region as a resort, is to hotels, restaurants, rest homes, mainly tourism services industry area; Shanhaiguan District also as a tourist area but because of its proximity to Liaoning Province, the more centralized development of the original heavy industry in the port city.
Huangdao City, the main Class A hospitals for the people's hospitals, seaport hospitals, hospitals of traditional Chinese medicine, maternal and child health hospitals, the second central hospital, three central hospitals, public security hospitals, railroad hospitals and military hospitals. Public hospitals occupy more than 90% of the market share of xxx city, the city's largest people's hospital, for example.
The average daily outpatient volume can reach more than 2,000 people. Private hospitals have developed rapidly in recent years, xxxx hospital as the first private hospital opened, friendly hospitals, railroad hospitals, public security hospitals, reproductive specialty hospitals, people's hospitals, a center of the second branch of private hospitals have settled in Hong Kong City. Private hospitals are specialized hospitals.
Specialty mainly involves gynecology, male, ENT, anorectal, orthopedics, neurology and so on. Among them, gynecology, men's related reproductive diseases and infertility are the main departments of private hospitals. At the same time in the city's distribution of hundreds of private clinics, community-based medical services, but also can enjoy the health insurance program.
Private hospitals in the operation of the main advertising and medical experts to consult treatment discounts. The publicity mainly relies on advertising, media to television, newspapers, outdoor mainly because several hospitals advertising in the local media appear too often too intensive, has reached the point of advertising flood. The company's main goal is to provide the best possible service to its customers.
Even the content of the advertisements generated a great distrust of the private hospitals are very disgusted and excluded. This shows that a single marketing tool in xxx this relatively closed market environment appeared business bottlenecks, coupled with the advertisements on the disorderly competition led to the shrinkage of the market.
The biggest weakness of the competition between private hospitals and public hospitals is the lack of historical precipitation and medical technology foundation. After all, the existing social status of public hospitals in addition to the planned economy, the monopoly status of the help and their decades of accumulation of medical practice is inseparable.
More than 90% of the patients in private hospitals come from farmers in the neighboring areas, and because the departments opened to male and female physiological diseases, most of the patients lacked the appropriate scientific knowledge, as well as such illnesses are difficult to say will not choose to be in the large formal hospitals, which formed the hospital's main source of disease.
The status quo of the hospital
xxxx hospital transportation is relatively convenient, from the xxx train station and coach station is only 1, 5 kilometers away, connecting the Shanhaiguan District and the Beidaihe District of the 33 road, 34 road bus can be from the hospital near the passage of the city's various districts and counties to reach the hospital the longest travel time within 40 minutes, so the location of the site is very convenient for the patients, so that the hospital can be used to provide the most suitable services. The location of the hospital is very convenient for patients to travel to the hospital. The hospital has been in the gynecology, male, ENT treatment center after the establishment.
In this year, the hospital also invested heavily in a new minimally invasive surgery treatment center and inpatient department, so that the overall scale of the hospital has reached a higher level. Now the average daily outpatient volume of our hospital in about 50 people, monthly advertising costs in about 200,000 yuan, the average per capita advertising cost of 134 yuan, the average per capita cost of public hospital operating costs of about 200 yuan (estimated value). The hospital's best period of operation was July and August 20xx, but the hospital is now operating in a downturn in overall performance compared to the same period in history.
Performance decline and the market environment has a great correlation, but in the 2 years of operation in the process of the hospital in the management of a large number of ` problems, resulting in the slowdown of the hospital's comprehensive development speed, according to my observation of the following key issues:
1, there is no overall strategy and long-term planning < /p>
Our hospital is a family management, the so-called strategy is only a very vague concept that exists only in the minds of the highest decision-makers, without the collective efforts of the management and systematic analysis, often see the opportunity to change. The so-called specialized hospitals are only in the medical scope of the positioning, no overall strategic thinking, the lack of scientific, systematic planning and efficient management system, can not effectively use the existing resources to give full play to their own characteristics, so even if the maintenance of down, but also difficult to do big.
2, experts are not experts, affecting the quality of care
Relying on outsiders and neglecting to cultivate their own talent, the backbone of the business and the discipline leader is more of a public hospital retired, the age of the high, can not be synchronized with the hospital business effect to adhere to the heart is more than enough and not enough. For the hospital opened professional departments, young medical staff in the high quality of the few, very few is the real leader of the discipline, resulting in frequent medical disputes, to the hospital's reputation has brought great negative impact.
3, lagging management, operational efficiency is low
Our hospital's business management from the overall lack of modern hospital management concepts, the management of the systematic, scientific, standardized aspects of the obvious lack of:
a, the organizational structure is too simplified, the responsibility for the rights and responsibilities of the unknown, one person multi-tasking;
b, business processes are chaotic, lack of operational standards and related management systems, especially in the quality of care;
c, hospital development is overly dependent on the top leaders;
d, the use of human, financial and material resources is unreasonable resulting in higher costs.
4, limited marketing tools, over-reliance on advertising
The role of advertising for the development of hospitals is undoubtedly great, but the current problem is: a, hospitals rely heavily on the role of advertising, while ignoring a variety of integrated use of marketing tools; b, price and service is only in the fight against the public hospitals in the primary competition has a certain role, is a means of survival. The role of price and service just against the primary competition in public hospitals have a certain role, is a means of survival, but not the main means of development; c, alone in terms of advertising and publicity is also a lack of systematic planning, a single content, input blind.
Through a few days of observation, it is not difficult to find the existence of many of these problems, but because of the nature of the management and the quality of the managers of the limitations of the utilitarianism is too strong, ignoring the hospital's long-term development planning, resulting in the hospital practitioners do not have a sense of belonging to the hospital, and will not be able to object to the work generated by the problem, just for the sake of the work and work here, the general lack of responsibility. These are the direct result of the daily business conditions, and it is reasonable to expect that the turnover will not increase.
If you run a hospital by contracting a clinic, it's like being a sole trader or a business, and there's a fundamental difference between the two, both in terms of management and in terms of operations. Family businesses can earn tens of millions of dollars in the early stages of development by relying on emotion and the spirit of hard work and endurance, but when expanding operations to earn greater profits, the entire enterprise will struggle. Looking at the development of China's private enterprises in the past 20 years, it is not difficult to come up with an answer to the question, the paternalistic management of the family business will inevitably lead to bottlenecks in the development of the business.
Three, digital diagnosis
The above data did not get a clear answer from the hospital, in the increasingly competitive market today, information technology strategy has fully embodied its important position. When we go to buy clothes, we will write down the size of our body, these figures can make us in the shortest possible time to pick the right clothing. In the hospital physical examination is also required to get the body through the detection of various basic data.
By analyzing it, we know whether we are healthy or not. Similarly, the digital analysis report in business management also plays a role in understanding the market, analyzing opponents, testing their own role. Modern management is based on scientific and empirical development, and companies that don't care about their own body data are unlikely to be able to develop a practical strategy to overcome their rivals and capture the market.
In the understanding of the importance of the information survey, I also want to emphasize the point that the figures out of the scientific analysis, to understand the implementation of the planning process and we do not have a problem, where we need to correct the problem in a timely manner, which advertisements or activities in the local area to play an unforeseen effect, these data will tell us. But in the hospital most of the data is lost or delayed, indicating that we lack professional data statistics and analysts.
In addition, the situation of local competitors and their data, not to mention statistics, there is no meticulous investigation. Business market is not to see out, is investigated, "know your enemy, know your enemy, win a hundred battles" in the local big and strong, this homework is indispensable.
Four, hospital management ideas
Because of the hospital in recent times the phenomenon of a reduction in the source of patients, patients less, the economic benefits of the decline in costs on the rise. All this has brought a lot of pressure on the survival and development of the hospital. We want to develop by the operation, the operation of the strategy. The essence of hospital management is to find ways to attract patients, the core issue of hospital development is to do everything possible to make themselves stronger.
If we want to be invincible, we must "practice hard" (constantly improve the comprehensive management, improve the level of business) on the basis of multi-directional subtle propaganda, the establishment of a harmonious relationship between doctors and patients, to establish a good social image, and promote a healthy and positive hospital culture, the formation of a unique medical concepts. The hospital has a unique concept of running a medical center. To do outside the tree image, internal quality, to win the trust of the people.
The hospital to do business and management separately, set up a full-time responsible for the operation of the general manager, medical management and departmental management by the dean is responsible for. The general manager is responsible for the entire hospital internal management and overall publicity and planning, the dean is responsible for medical administration. The president is not a setup or a shield, his function is like a production minister in the industry, the main medical quality and service system.
The fundamental way to enterprise internal management is to establish cost accounting and responsibility centers, set annual goals, rewards for reaching the goals, and counseling if the goals are not reached. At the same time, the use of section responsibility management system to stimulate everyone's sense of honor and responsibility to play the maximum potential. The most important thing is to calculate the cost of each service and calculate a reasonable profit as a reference for operation. The elements of hospital enterprise management are cost management, target management, performance management, and section responsibility management system.