Hospital marketing plan

Marketing plan is for a customer development and a product marketing and production planning, its task is to the hazy "future tense" gradual change into an orderly "present tense" to provide a guide to action, and the formation of the marketing plan is a commercial bank to carry out marketing activities of the blueprint. I'm going to organize for you about the hospital's marketing plan, welcome to read the reference:

A comprehensive research:

The key to successful planning for the hospital's own situation and the local market situation is objective, comprehensive and accurate grasp, this is the premise of the plan to be able to succeed, the research data is also the basis of the feasibility of the planning program. The planning program is the basis for the feasibility of the program. Programs are as follows:

(a) the establishment of the basic database and analysis

Mainly includes:

Outpatient day-by-day registration / inpatient day-by-day statistics / hospital efficiency statistics and analysis (monthly, quarterly, annual reports and quarterly analysis) / subdepartmental business statistics and analysis (monthly, quarterly, annual reports and quarterly analysis) / outpatient clinics (inpatient), single-type business statistics and analysis / case statistics and analysis and so on. statistics and analysis, etc.

In the establishment of the database, basically, according to the department, disease, location, seasonal distribution characteristics, systematic scientific statistics and analysis, for business analysis to provide first-hand accurate information. In particular, there is a systematic statistics on the basic information of outpatients and hospitalized patients such as gender, age, place of residence, occupational status, education level, etc., listing the composition ratio, bar charts, pie charts and so on. No survey has no right to speak, first-hand survey information is an important basis for our next action plan.

(B) on the hospital decision-making and related management cadres research:

Through the hospital decision-making and related management cadres interviews, a comprehensive understanding of the current situation of the hospital, the hospital's business advantages, the hospital's business disadvantages and problems, the local health care market, the local health care industry competition.

Questionnaires were sent to all employees of the hospital to understand the current situation of the hospital, the assessment of the strengths and weaknesses of the staff, staff satisfaction, staff evaluation of the reform of the personnel distribution system, the values of the staff, the staff's suggestions for the operation of the hospital.

(D) a comprehensive study of the market:

Specializing in the surrounding urban residents, hospitalized patients issued questionnaires, and organize a patient forum. Comprehensive survey to understand the patients and the public evaluation of various aspects of the hospital, an objective understanding of the patient's overall satisfaction and the sub-satisfaction, patients and the public evaluation of the hospital's strengths and weaknesses, the local patients and the public's consumption of medical psychology, behavioral characteristics of medical treatment, the hospital's brand image, visibility, reputation, loyalty, evaluation of the competition in the local health care industry, and so a lot of first-hand information and information on the market.

Investigators should also personally visit the relevant competing hospitals on-site, to make sure that the current situation of competition in the local healthcare industry is well understood.

Then according to a series of planned research, based on business strategy SWOT analysis, analysis report, the hospital's 'competitive development strengths, weaknesses, market characteristics, industry competition pattern analysis, to do a good understanding.

Second, the implementation of brand development:

(a) Hospital business strategy and hospital culture planning implementation

The core and main body of the hospital culture system is the hospital spiritual culture - values system, and to ensure that the hospital values can be recognized and implemented is the behavioral culture - values system. The implementation of the behavioral culture - that is, the system to ensure that the hospital cultural activities; hospital culture is the external manifestations and carriers of material culture, the three **** with the composition of the hospital culture system. Without a set of effective hospital culture training and hospital culture construction program, as well as a series of matching system to ensure that the hospital culture will be reduced to empty talk.

A series of recommendations for the construction of hospital culture, and with the hospital to carry out a series of training, from the hospital decision-making level, management, business section chiefs to the front-line staff to carry out a series of training, and adjust the system, so that the concept of hospital culture can be carried out smoothly, especially the staff's awareness of the market and the awareness of the service will be significantly improved.

We can be based on the hospital staff cultural values of the survey to understand, combined with the market environment, the reform environment, the need for medical competition, planning the hospital cultural values system, including:

1, the hospital core values: such as the hospital motto, the hospital's purpose

2, the hospital business philosophy: such as the concept of the doctor-patient relationship, the concept of service, the quality of the concept, the marketing concept, brand concept, competition concept.

3, hospital management concepts: such as good medical standards, human resources concept, medical model concept, team culture concept.

4, staff career concept: staff career concept, staff oath, etc.

5, staff career concept: staff career concept.

5, hospital advertising slogan.

In order to establish a hospital management and staff value system to meet the requirements of the new situation, cohesion of the whole hospital **** knowledge, the formation of new values conducive to the reform and development of the hospital.

(B) CIS planning and design - "Huatai Hospital Brand Image Manual"

For patients, the most direct reason for choosing a hospital to visit is the brand, rather than the hospital technology, equipment, services, fees (of course, the latter is an important factor in constituting the brand, especially the quality of technology). Hospital competition is actually the competition for the source of the competition, the direct performance is the competition of the hospital brand, for this reason, the hospital must be imported into the brand strategy that is the CIS system - CorporationImageSysterm.

Planning and designing a set of CIS system, you can determine the basic brand image Positioning and advertising slogan, can be through the special design of the hospital's new logo, standard word, standard color, and the development and design of a series of application specifications, such as:

1, the hospital office supplies, such as business cards, badges, etc.;

2, the hospital business supplies, such as medical records, prescriptions, bills, bed sheets, etc.;

3, the hospital PR supplies, such as bags, flags, invitations, etc.;

3, the hospital PR supplies, such as bags, flags, invitations, etc.

4, hospital signage, such as image signage, signboards, outdoor signage, departmental signage, floor running boards, public **** signage, etc.;

5, the hospital guide desk;

6, emergency vehicles, and other vehicles;

7, the newspaper advertising norms;

8, the norms of the hospital advertising bulletin boards.

9. Hospital building decoration and environmental image of the overall improvement.

Establish a modern, distinctive hospital brand image.

The establishment of the hospital brand image is also the result of brand communication, specifically designed a set of brand communication shaping plan to use a variety of media to reshape the hospital's image. To change the concept of staff and improve the quality of service as the basis for customer satisfaction as a prerequisite, with the use of a series of hospital means of communication, hospital brand reputation and loyalty will be greatly enhanced.

Hospitals to obtain market recognition, enhance the benefits, in addition to their own aspects of software and hardware construction, but also must study the market situation, the situation of competitors, to play to their core strengths, to take the road of differentiation, personalized marketing, as soon as possible to complete the branding of their own to really do the object of the differentiation of the service content and the combination of the service content, Service form of differentiation of the two combined to play 1 +1>2 effect.

After the current preliminary research, Huatai Hospital's main consumer groups are local residents, the advantage of the department is male, gynecology, hepatology, anorectal, ENT, etc., the service advantage, for the time being, did not see the highlights, the market should be the existence of a larger number of homogeneous competitors. (See attached table)

The objects of the research in the above table are local specialty hospitals with considerable popularity, or large general hospitals with characteristic advantages, and basically have established a solid cognition in a considerable number of people. Huatai Hospital, if you simply play the above five characteristics of the card, may be a strong threat to the opponents and suppression, we need to do more marketing and publicity work.

(D) brand development direction

With the continuous progress of society and civilization, women play an increasingly important role in social life, the community's care for women and focus on the increasing promotion. Women's health has become the core of the family, social and harmonious development and progress. At the same time, people in modern society pay attention to the pursuit of high-quality personalized life at the same time, pay attention to their own beauty and physical and mental health has become a consumer trend. Medical cosmetic surgery has become a fashion for modern women and a means of investing in their future, obtaining a happy life and increasing their competitiveness. Therefore, the hospital will have considerable market and attraction by taking women's health and medical cosmetology as the two main features. Huatai hospital to stand firm in the complex, multi-level competition in the same industry, and have a long development. Must be based on the current conditions of their own software, hardware, etc., the integration of advantages, the development of their core strengths. And close to the target consumer groups, put forward a strong concept, digging and guiding the target group deep inside the unsatisfied consumer demand.

But medical institutions have their own unique aspects, its professionalism and authority can be said to be the first factor that consumers consider when choosing each related service. In contrast, service is the second level of content, the part that adds added value to professionalism and authority. Therefore, the competition from many authoritative medical organizations has presented hospitals with a serious and necessary subject. How to highlight the core strengths of Huatai Hospital in the competition will be the focus of the promotion work.

Project Analysis

1. Distinctive Project Characteristics

Dedicated to the cause of women's beauty and health, combining prevention, health care, treatment and rehabilitation as a whole to provide modern women with professional services of international standards.

The exclusivity of the object

Zhanjiang first women's professional brand hospital.

Technical authority

Advantageous departments: medical beauty, plastic surgery, infertility, gynecological inflammation;

Technical characteristics: new equipment, instruments;

Expert characteristics: experts from ***** various disciplines, authoritative level.

Services ahead of the curve

Service features: humanized service, humanistic care, enjoyable medical treatment, noble and perfect service model, provide "one-to-one" communication and treatment services, so that patients can communicate with the doctor without barriers; to provide personalized health care programs, absolute protection of personal files. The company's services include

Comfort of the environment

Environmental characteristics: the overall environmental layout of the tone of pink and purple, the establishment of an elegant leisure waiting area, the environment is elegant, comfortable, in line with the aesthetic habits of women.

Marketing Model

The implementation of the membership business model, to create an excellent soft environment, to ensure that people get good service; the opening of Zhanjiang's first "Women's Health Boat" physical examination centers, services for sub-healthy female population. The establishment of women's health clubs, regular health knowledge lectures, pointing equipped with family medicine box.

Other features

Located between the train station and bus station, convenient transportation.

Pioneering the "enjoyable medical care" model, creating a harmonious, pleasant and efficient medical process. On the basis of providing basic medical services, the introduction of the whole guide, warm accompaniment, booking registration, rapid diagnosis, payment, pick up medicines, free telephone consultation, public charges, time-limited complaints and feedback, voluntary health guidance, special time consultation, door-to-door consultation, popularization of science and other special services.

2. Improvement of the project's support points

The support points of the existing project:

Technology: a collection of domestic well-known experts, with first-class medical equipment, authoritative departments

Environment: high-grade decoration and configuration, cozy and elegant atmosphere

Service: enjoyable to visit the doctor, to feel the warmth of the professional level of care

Mental compartmentation

Core benefits: have health, enjoy beauty, have confidence

Conclusion:

The hospital should meet the market demand for plastic surgery and cosmetic surgery, medical cosmetic surgery, infertility, gynecological inflammation, the four main functions of the combination, the formation of a unique differentiated services and core advantages.

Under the unified concept to play the synergistic effect of local advantages, the local advantages as the support of the brand, with the overall concept of service to the promotion of the brand.

Project Positioning

1, market positioning: Zhanjiang's first women's professional hospital * Liren health club support points:

Zhanjiang's first membership hospital specializing in women's medical services, high grade, high grade, specifically for high-income female groups.

Gathering top experts, with cutting-edge medical equipment, 15 departments and 50 specialties, the hospital provides a full range of medical services for women's health and beauty.

Both general hospitals, beauty salons and plastic surgery, medical cosmetic hospitals, set recuperation, health care, treatment, rehabilitation in one, the achievement of women's appearance, health and self-confidence.

2, image positioning: a warm harbor for women's physical and mental recuperation

3, consumer group positioning:

The first target group: professional women living in **** and other areas of the wife class; sub-healthy, sick groups;

The second target group: the cultural sector, the entertainment industry, as well as the high income of the white-collar women's groups; the pursuit of physical perfection, subhealth, sick groups.

The third target group: fashion, the pursuit of beauty, young women groups.

4, the image of the advertising slogan: hand in hand Huatai, hand in hand in the future

(E) promotion strategy

According to the characteristics of the project, it is recommended to take a three-dimensional, multilevel promotional strategy to achieve rapid penetration of the brand image, rapid market start-up, and rapid achievement of the economic benefits of the purpose of the following strategies:

Expansion of channels to strengthen the member recruitment

The strength of the recruitment of members

The main objective of the promotion is to promote the brand image of Huatai.

1, advertising: in the target consumer groups in contact with the magazine long-term membership recruitment ads.

2, cooperation and linkage:

For the target group of strong spending power, pay attention to the characteristics of their own maintenance, choose the places that can reach the target cost group to penetrate. With the top of the well-known beauty salons, gyms for long-term cooperation on certain projects, not only can publicize the information, but also drive the sales of membership cards.

It can be taken in the beauty salon (or gym) to spend a certain amount of money, you can enjoy some of the hospital's services (such as health boat physical examination, psychological counseling services), or in the hospital to buy how much the amount of the membership card can be given to the beauty card (or gym card), the way to promote the linkage.

Cooperate with high-grade office buildings and conduct publicity and promotion in the lobby for some of the white-collar class. Distribute promotional materials and conduct counseling on membership recruitment.

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