The core of hospital marketing is to solve the user's trust in the hospital that includes hospital medical equipment, doctors professional qualification level and so on the trust problem, and now the development of the Internet has accelerated dramatically, many people through the network to understand the information, and even through the network "self-diagnosis" of the network is also more and more, a lot of hospitals have opened up the network marketing strategy. The first time I've seen this, I've seen a lot of people who are not interested in it.
But because of the virtual nature of the network, how to make consumers trust is the core of the key. Practice has proved that, founded in 2003, the well-known enterprise branding agency brand broadcasting took the lead in the hospital "news broadcast" model is a good solution to this problem, the so-called hospital news broadcast, that is, through the "news" approach, multi-angle multi-level The so-called hospital news broadcast, that is, through the "news" way, multi-angle and multi-level for the hospital, medical services or hardware equipment to publicize, to attract the attention and interest of the public. Combined with the Internet as a large platform, hospital news broadcasting presents many advantages such as fast dissemination speed, wide influence, and long-term effect. The accurate hospital news broadcast operated by brand linkage can make the information from "focus" to "memory" and then produce "selling point", which can bring positive effect and value for enterprises in both short and long term. The first step is to make sure that you have the right information and the right skills for the job.
Once you have identified your core competencies, all your resources should be centered around them. It should be noted here that the core competitiveness should not be just a verbal declaration, hospitals as a place to save lives and heal patients is the vocation of the hospital. Beijing Xinxing Hospital, despite the verbal blowing good, but in fact there is no real thing, not many patients do heal, so once someone stabbed through this layer of paper, then the inevitable business will collapse.
In terms of specific operations, private hospitals should start from the following aspects:
(1) attitude, all medical staff of the hospital should really "patient health" in the first place, wholeheartedly for the patient service, think of the patient's thoughts, and the patient's and. But not the patient's health as a child's play, only focus on personal interests, and ultimately fall into the black sheep.
(2) technically, the hospital should organize the hospital experts and experts in the industry to form a joint research group to effectively improve the technical level of specialties. Do not forget, a hospital's patient recovery rate is the best endorsement of the technical level.
(3) price, should make all kinds of costs as affordable as possible to solve the "common people to see a doctor" as its own responsibility, to change the people of the hospital that is "bottomless pit" view. At the same time, affordable prices can also effectively fight against the high prices of large hospitals, effective competition for patient resources.
(4) service, the realization of the whole service, tracking services and special services as a whole, and ultimately realize the patients "get sick and melancholy to come, get rid of the disease happy to go". To emphasize that the service is particularly important in building the hospital brand.
(5) image, the hospital itself must have a unified VI, so that not only can make the patient feel that the hospital itself regular, put down the heart for treatment, but also can leave a deep impression on the patient's mind, to fight for the patient's goodwill, for the future of the sustainable management of a good foundation.