Gynecological clinic to engage in activities marketing program model
Gynecological clinic to engage in activities marketing program model, before the start of the activities are required to do a good job of the program, in order to ensure that the work or things can be carried out in an orderly manner, often need to be carried out ahead of time to prepare for the meticulous program, the program is a solution to a problem or a project, a subject of the detailed process. Here is a look at the gynecological clinic to engage in activities and marketing program example and related information.
Activity theme: women's health to create a perfect life
Health Goddess | ride the wind and waves, soft and strong
Slogan: the pursuit of the dream of the star, the women's power to ride the waves
Our meticulous, not as good as you as scheduled
The first time I saw this, I was in the middle of the night, and I was in the middle of the night.
1, invited units:
2, special guests:
Fourth, the activities of the goal:
Through the hospital health public welfare alliance was established to carry out further publicity, for the hospital and the host department (obstetrics and gynecology) to publicize the momentum, to better enhance the people's health of the female women's
The hospital health of the public welfare alliance was established for the hospital and the host department (obstetrics and gynecology), better enhance the people's health of the female
V. Activity Forms:
1, pre-promotional publicity (DM leaflets, the second middle gantry, high artillery at the entrance of the hospital, WeChat single map, public number link, official video number of the new media video, news media, small program links, etc.);
2, short video of street interviews; 1, circle of friends, Public number links, small program links and other forms of push.
2, through the official video number, jitter, today's headlines and other news media.
Health Goddess Voting Activity (Tentative)
1, Activity Time: August 21st~27th
2, Activity Preparation: Make a voting link and invite customers to participate in advance.
3, activity object: all adult women.
4, the number of activities: no less than 50 people to participate.
5, the purpose of the event: through online activities to warm up the crowd, and can invite all customers to participate in the activities of the Hospital Health Public Welfare Union and the "Department of Women's Health to build a perfect life" theme of activities - protection of the Palace Action Plan and the Hospital Health Public Welfare Union *** with the promotion of health awareness. Through the online voting in the women's life circle comprehensive detonation, greatly promote the hospital and the activities of the host department - Obstetrics and Gynecology.
6. Gifts: Attractive gifts for women of this age group.
7. Award ranking: first place: (prizes); second place: (prizes); third place: (prizes): fourth to tenth place: (prizes).
7, the form of promotion:
1, the circle of friends, public links, small program links and other forms of push.
2, through group chat, forwarding, inviting friends to vote and other forms of dissemination.
Hand in hand with the relevant units - take care of women's health clinic (tentative)
1, Activity time: August 14 (tentative)
2, Activity Preparation: banners, posters, and related units to communicate with the relevant units in advance, inviting customers
3, Activity Objects: the relevant units, the community management committee and the major communities.
4, the purpose of the activity: through the relevant units to invite major communities, units and other clinics, on-site publicity in major communities, and invite all clinic customers to participate in the Hospital Health Public Welfare Union and the "Department of Women's Health to build a perfect life" theme of the activities - the Palace of Protection Action Plan and the Hospital Health Public Welfare Union *** with the promotion of health awareness. The clinic attracted the attention of all age groups in the community, and greatly promoted the hospital and the Department of Obstetrics and Gynecology, the organizer of the event.
Sixth, the form of promotion:
1, circle of friends, public links, small program links and other forms of push.
2, through the relevant units, community management committees and popular self-participation.
A "ground marketing"
1, physical examination: mainly for the organization of group physical examination, can be divided into rural, community, school, enterprise and public institutions and other sections, focusing on gynecological physical examination.
2, referral: focus on the development of rural health centers, village cadres and township health centers at this level of referral network; followed by pharmacies, clinics, staff hospitals, community street cadres and other referral network.
3, clinic: township health centers collaborative clinic; community streets collaborative clinic; urban squares holiday clinic (as far as possible with the relevant departments and units of collaboration); factory site clinic; enterprise school clinic.
4, "medical care": the organization of professional and mature marketers (to middle-aged women is appropriate), dedicated to major and medium-sized public hospitals to set up points, to exchange dynamic marketing. However, it should be noted that the "medical care" marketing resources to focus on the efficacy, can not be over-developed.
5, health lectures (holidays): schools, community streets, enterprises and institutions and other sections of the hospital health lecture hall.
6, fellowship activities (irregular): schools, community streets, enterprises and institutions and other sections and referral network staff.
Second, "air marketing" (customer service)
1, telemarketing: telephone consulting, booking; telephone return visit (the establishment of customer files and special perfect return visit mechanism).
2, SMS platform marketing: SMS medical news; SMS consultation, reservation.
3, network platform marketing: website construction, network promotion (including keyword bidding, optimization, posting, health questions answered, article links, etc.); online consultation, booking (linked to the "Business Link", the amount of dialogue into); network visits; network activities (such as prizes for disease questionnaires, etc.); the establishment of a network of hospital platform. The hospital platform.
Third, the hospital marketing
1, full marketing: the establishment of incentives to mobilize the hospital staff to carry out marketing, may be appropriate to set goals and tasks, regular evaluations, excellent prizes and poor penalties.
2, customer marketing: the use of customer resources, that is, patient resources (especially cured patients), the introduction of patient resources, the proportion of incentives.
Fourth, holiday marketing
1, statutory holidays: such as "May Day", "11" and other long holidays to "focus on the health of workers" or "rich workers". "or" rich and strong people, love the motherland care health "and other themes into the launch of the corresponding marketing activities.
2, the anniversary of the Convention: such as the World Men's Health Day, World AIDS Awareness Day, International Women's Day, Teachers' Day and other festivals, combined with the relevant theme into the launch of the corresponding marketing activities.
3, the hospital day: "gratitude to the community, return to the people" as the theme, the launch of the corresponding marketing activities.
V. Event marketing
1, the hospital event marketing: such as a rehabilitation patients to the hospital thanks to the event of hype.
The operation is as follows: in the morning of a certain day (the most concentrated traffic around the hospital), a group of people beat a gong and drums to the hospital, holding a large red letter of thanks to the hospital to express their heartfelt thanks, and then firecrackers in the hospital door to post a letter of thanks. The content of the letter of thanks can be combined with the activities carried out by the hospital and the development. Event marketing can be a true story, can also be purely fictional. This event if you can not find the real thing, you can ask people to play, the staff's families can be on the battlefield. If properly planned, before and after the arrangements are mutually responsive, and can even ask the media to come to the report, do free publicity.
2, network event marketing: such as the hype of an online medical assistance events.
The operation is as follows: in a popular bbs, a netizen issued such a request for help posting, saying that their friends and relatives suffering from some kind of serious illness (according to the hospital's characteristics of the technology or activities need to determine what kind of disease), and its county hospitals have been unable to do so, at the same time, because of the family's poverty can not cope with the high cost of medication, so the major hospitals to ask for help. We then followed the posting to say that we are willing to provide help, promised to give medical fee waivers, naturally, their own hospital's special technology or activities and the advantages of low fees introduced to publicize a number of.
Soon after, the netizen then issued a thank you post, the key at this time is to thank the letter to be written to attract the attention of the netizens and enthusiastic followers, and strive to make the major Web sites reproduced until the news. The whole thing should pay attention to the details, to avoid mistakes.
3, other event marketing: to highlight the public interest, news, science-based, can regularly create certain events, with the media with the hospital's image, strength, functionality and other marketing.
Sixth, terminal marketing ("card method" marketing)
can cooperate with professional advertising and marketing companies to produce a variety of medical cards (such as free medical examination card, medical subsidy card, surgery limit card, love discount card, etc.), for the townships and villages in rural consumer groups, directly door-to-door distribution. The company's website is a great place to find out more about the company's products and services, and to find out more about the company's products and services.
Seven, academic conference marketing
With the medical association or medical research institutions to co-organize the annual meeting of the professional disciplines, semi-annual society, a disease symposium, primary health care training courses, etc., combined with the corresponding activities for marketing.
Eight, experiential marketing
Such as the introduction of a new technology and equipment hospitals or to carry out a project activities, you can enter the community street publicity, inviting residents to free experience, try to try the effect of their satisfaction, and then achieve the purpose of marketing.
Nine, public service marketing
Actively participate in a variety of social public service activities, or take the initiative to organize some of their own influential large-scale public service activities, fully demonstrating the positive image of the hospital, social responsibility, medical quality, corporate culture, etc., to establish a good impression of the public hospital and word of mouth to enhance the hospital's credibility, reputation, and create a brand of integrity. To build the hospital's integrity brand, to create social benefits to achieve marketing purposes.
In addition, hospital marketing is a continuous systematic process, and ultimately not by a department can be completed alone, the need for hospitals to closely between the various departments of the 'contact cooperation. Hospital marketing and other business marketing is the same, the enterprise is selling products, we sell special products - health. Hospital marketing is not only a means, but also a concept, should be throughout all aspects of the hospital's integrated management process - hospital-wide marketing.
Gynecology clinic to engage in activities marketing program model 3 A. Purpose 1, the rapid expansion of XX Women's Hospital in the public awareness (image), to create the hospital's expert brand, departmental brand, technology brand and service brand. 2, the rapid establishment of new consumer habits, seize the medical market share. Second, the goal 1, to establish the overall visibility and reputation of XX Women's Hospital. 2, to promote XX Women's Hospital's special departments, special projects, new technologies, new projects and super quality services. 3. Promote the brand of XX Women's Hospital's expert team, as well as convenient, affordable, efficient, high-quality and warm service. 4, the rapid expansion of XX Women's Hospital market share, increase market share. Third, XX Women's Hospital market positioning Private hospitals due to the patient flow is not fixed, a great impact on the stability of the profit of private hospitals, so the expansion of outpatient clinic volume is a necessary initiative. Its market positioning is as follows: 1, stabilize the surrounding area (community, rural). To the surrounding community as a foothold in the fundamental, "off, love" to attract a stable customer base, to build a good reputation. 2, seize the opportunity of health insurance. Private hospitals to join the health insurance is imperative, private hospitals only efforts to join the health insurance, more to ensure stability around the consumer groups, to achieve a better cash flow. 3, actively publicize a variety of health insurance designated hospitals and hospitals preferential policies, and gradually accumulate, establish a reputation for long-term brand building to lay a good foundation. The hospital should analyze and position itself in the market, find its strengths, discover its weaknesses, and carry out comprehensive argumentation and planning. Here, I provide the hospital with the following analytical framework. 1, the advantages: ① approved by the provincial, municipal and district health administrative agencies, and with reference to the WHO and JCI standards for the construction of the country's second-class specialized hospitals. ② professional and technical advantages ③ perfect supporting facilities ④ all kinds of insurance designated organizations Weaknesses: ① mature competitors. ② Advertising effect. ③ The common people still lack a deep understanding. ④ Especially in need of very famous discipline leaders (the city is particularly important) 2, competition: such as the Fourth Military Medical University, Xi'an Women's Hospital, Sanqin Hospital, etc. 3, the market: the market surface is large, the people's living standards continue to improve, and there is a very high demand for the quality of life. In our market research, we learned that the Ministry of Health released the most health survey results show that we now have 20% of the people do not see the hospital, one of the main factors is that the hospital costs are too high. Low- and middle-income people account for the vast majority of the urban population (rural), there is a very large market, as long as we position ourselves accurately, the source of disease is not a problem. In addition to price competition, in the competition of hospitals, the patient to judge the good or bad of a hospital's services, is based on feeling. Patients compare their expectations of the hospital with the feeling of going to the hospital to receive the service, and if the feeling and experience exceeds the patient's expectations, then it is good medical service. Patient's feelings in the hospital > patient's expectations = good quality of service Patient's feelings in the hospital < patient's expectations = bad quality of service Patient's feelings in the hospital = patient's expectations = general quality of service Patient's visit to the hospital to receive the service mainly cost money, provide value for money service, it can be formed. "Loyal customers", according to the modern concept of hospital services business, "loyal customers" is the main source of profit and development of the hospital's driving force. One of the basic ways to judge the value-added services is that hospitals provide more additional services after the basic medical services. Fourth, the advantage of the brand service strategy - "good look at the disease" + value-added services The fundamental purpose of the patient to the hospital is to look at the disease, to relieve physical and mental pain. In turn, the hospital in the final analysis is to be able to solve the problem of "disease" for the patient. From the point of view of the medical market, who can solve the patient's problem, who will be able to get the patient's trust; with the patient's trust, the hospital will be able to develop smoothly. The only way to do this is to rely on medical technology and quality of care. In the service, such as hospitalization one-stop service, the patient was admitted to the hospital with a person to accompany the patient, the patient was discharged from the hospital doctors and responsible nurses sent to the gate; Internet leisure, the patient's birthday, send flowers; these high-quality services, all the value of free. Patients discharged from the hospital we have to telephone tracking return visit, seek advice, continue to provide assistance. Fifth, high-quality affordable strategy - In order to allow patients in the hospital "spend less money, look good," or "spend the same amount of money, enjoy the In order to make the patient in the hospital "less money, good" or "spend the same amount of money, enjoy a more satisfactory service", the hospital will be "high-quality and affordable" strategy, reduce some of the charges of the examination program, so that the patient to get more affordable. Sixth, marketing and promotion strategy - highlighting the specialty characteristics, departmental characteristics, technical characteristics and service characteristics. Emphasis on community (rural)! 1, the active development of medical insurance, improve service quality, cultivate credibility, reduce the harm of false advertising. 2, market cultivation in the early stage, expand multi-channel marketing and advertising to quickly establish visibility, establish a solid position and new consumer habits. 3, targeting urban community residents and urban migrant population, colleges and universities, the vast rural areas. (For the old workers to implement special preferential treatment strategy) 4, the goal of the appeal is clear and understandable, give full consideration to the patient's psychological habits, to avoid causing the patient's psychological aversion. 5, based on the community, universities and colleges, pulling the community (rural). Become a hospital in the hearts of the people satisfied, and strive to community (rural), colleges and universities as the base of development. 6, communication media to choose the people habitually contact media, such as the city community media, social news newspapers, public **** facilities. Seven, media mix strategy The integration of advertising should be a combination of image advertising and sales advertising, television media and other channels of media. In the television to see the image of the hospital ads, but also in the newspaper to see the hospital's brand building ads, and then through the Internet to see the hospital's detailed description of the medical magazine briefings after the diagnosis of tracking services, community public service announcements to make padding, the patient through a full range of information to understand the hospital's credibility immediately be effectively strengthened, so as to trigger the impulse and action to consume, to realize the sales of the business. Eight, the media marketing advertising specific plan: The specific placement and combination of the media, according to the development of the hospital to carry out the stage of publicity according to the characteristics of the media and the timing of the market random combinations or a single placement, pay attention to the effectiveness. 1, TV (radio) advertising Playing strategy: based in Xi'an, radiation in the surrounding areas; the main image of the advertisement, the characteristics of the project disease, short-term activity information. At present, the control of medical TV advertising is not very strict, the image of the hospital and short-term activities can be on. Channel broadcasting: image, case feature films, theater insertion (hanging corner, etc.) Playing time: enhance the stage of long-term image promotion, the development stage to take the interval broadcast. Broadcasting: when appropriate, you can consider 2, newspaper advertising The big theme: caring for women, take care of health Newspaper edition selection: "Huashang Daily", "Sanqin Metropolis Daily", and other Strategy: a series of "soft advertisements Mode: Using journalists to write articles, telling the truth and appearing as news topics, which is both effective and influential. Advertising appeal: Focus on the analysis of individual cases and report on the hospital's professionalism, technology and services. The expert chapter: authoritative experts or expert technical exchanges - treatment effect with the facts to speak"; "Technology: so that women's life is worry-free - is the development of Xi'an XX gynecological hospital fundamental"; "service chapter: professional services The time of placement: its mainstream newspapers can take a long time to promote, the column co-sponsored by a long time is good, other information from time to time interval release. 3, communication and network promotion 1 SMS marketing The patients left behind in the clinic mobile phone phone number, need to be collected and sorted out or set up a special database, the use of card card or to SP operators to apply for the interface platform, the patients sent to the group of follow-up consultations. This is a way to get the patients' gratitude and trust. (Main target: key patients, hospitalized patients, old customers, etc.) 2 telemarketing (including 114 (number Pepsi) and other industry-first, color bell service) Provide hotlines and consulting phones: the warm voice of the operator doctor, thoughtful greetings, seems to be able to fulfill the promise, often can be evoked in the patient's heart. The patient's heart is touched by the warmth of the voice of the doctor on the phone. By contacting patients by phone to reply to the condition of the cure, reminding patients of post-disease precautions, care for the patient's life, as well as the patient's degree of satisfaction with the hospital, the attending doctor, nurses and other staff satisfaction with the service, on the one hand, let the patient get care, on the one hand, you can learn about the quality of hospital services, so as to improve the hospital's shortcomings. (Mainly for the object: consulting customers, return visits, marketing (customer) activities) 3 mail marketing The establishment of electronic medical records file. In the hospital website to establish an electronic medical records file, so that patients choose to fill in the medical record information by age, required to fill in the details of the medical records and timely contact with the patient according to the real name, the contents of the filled in absolute confidentiality. Regular production of monthly health magazine, sent to the patient's visit to the e-mail left, on the one hand, publicize health knowledge, on the one hand, may also recommend to the patient specialties and well-known experts, when the patient or the patient's side of the people sick, he thought of the first certainly is the hospital. (Main target: old customers (existing customers, network potential members, etc.) 4 website marketing Make full use of the hospital website, the establishment of the network medical diagnosis, expert consultation, online answers, booking of experts, etc., and other sites to take the cooperation, friendship connection, business interaction to improve the netizen 4, social (government) public welfare activities to promote Purpose: to establish a public image, to build social credibility Strategy: participation in social welfare activities (with the Health Bureau, Women's Association, charity associations and other social groups, etc.) Methods: sponsorship (or to provide assistance) sets of patient information, telephone or conference marketing. Time: irregular 5, enterprises and institutions, universities and colleges linked to the promotion Purpose: to strengthen the distance between the hospital and the neighboring enterprises and institutions, schools, and so on, to increase the number of potential customers. The hospital's image is spread and the brand's reputation is built. Methods: Provide health checkups and health knowledge lectures, offer discounts, gifts, cash coupons or *** with the funding to use the same media together to develop their own consumer customer base or potential population. The company's main goal is to provide the best possible service to its customers, and to provide the best possible service to the public. ** Relationships, through the way out of the hospital, in-depth community medical services, is also an important way of marketing our hospitals, and its marketing characteristics also have stability. It is important to note that if the community service recipients can be satisfied with the service, these stable patient groups can be more easily converted into "loyal" customers. This is a response to the national policy, but also from the other side of the marketing and promotion of the hospital. Planned community: the city's community and the surrounding districts and counties community, universities and colleges, the majority of rural Advertising methods: in the community and elevator apartment installation of directional advertisements, television voice ads, public service stone table, green signage, road signs, wall ads, and so on. Why choose our community media? 1, the need for media innovation, based on the community, advertising to the doorstep of the target group. 2, the state of the various advertising media regulation is becoming increasingly strict, the medical industry can choose to increase the number of media, but can be operated more and more small space. Community media has a relatively wide operating space. 3, community media can help stabilize the hospital sales radius of the residents, as a permanent source of outpatient volume. 4 to help seize this new rising media, and not let competitors occupy this advertising gap. 5 community media, small investment, big benefits, can help hospitals minimize operating costs, saving money, with limited funds to get the maximum effect, in the market competition to seize the first opportunity. 6, can help the hospital long-term in the terminal to establish word of mouth, create a good image. 7, community media covers the urban area very high quality and scarce community media resources. 7) Outdoor Kanban plan Kanban setup: the surrounding districts and counties using the station advertising placement, the city center using the point surface placement. In terms of outdoor advertising, it is entirely possible to take the method of encircling and penetrating large hospitals. Specifically formulated media forms: 1, townships, rural (community): the use of wall advertising 2, around the main traffic intersection: outdoor road signs 3, towns and communities: banner ads, bulletin boards, bulletin boards, service boards of the health station 8) other marketing methods to promote (such as: 1, car body, magazine, Picture albums, print, etc. according to the specific circumstances of the undefined promotion.) 2, in addition to direct advertising offensive, you can prepare "Xi'an guide map" or health magazine, Xi'an public medical institutions (large and medium-sized hospitals) and the hospital all compiled. In this way, on the one hand, the convenience of patients for medical treatment, but also can use the rest of the page combined with the hospital's medical characteristics of great publicity. Targeted placement of patients, cost-effective, and can be used as a unique promotional materials. Nine, improve the service and return visit system construction Improve the establishment of the existing return visit system, this system should be combined with the above "newsletter and network promotion". Mainly based on the "patient's complaint is gold" concept, so that patients in the clinic or after discharge back-to-back comments, will relieve the patient's concerns, said in the hospital did not dare to say anything. The hospital arranged a special person, a special telephone line will be the real feelings of patients collected, as a hospital to improve the work of the "resources". After the registration of the follow-up records and careful sorting, comprehensive analysis, timely feedback to the relevant departments, departments and individuals, the majority of medical staff to play a role in monitoring and inspection. To each section as a management unit, systematically develop management methods as well as patient return visit system. Hospitals should develop and establish "patient health records management approach", for the hospital can bring economic or social benefits to the patient to establish health records, and establish management approach. For the hospital, some patients are not able to produce economic benefits, but will produce great social benefits. Strengthening of post-doctoral services, extending the care of patients outside the hospital, creating an atmosphere of "care for patients, wholeheartedly for the patients" in the hospital, improving the doctor-patient relationship, so that the patient satisfaction rate rose.