2022 Hospital Women's Day activity planning program

No. 307 xx Road

Activity Hotline:

xxxx

Activity qq Consultation:

xxx

The new spring of 20xx, the annual "The annual Women's Day will be coming again, and women's sentiments are the greatest and most simple on earth, and deserve to be thanked and remembered by each and every one of us. In order to return the love of the people of xx and care for the health of many female friends in xx, xx health network and xx hospital launched the "three. eight" day to care for women's health. The first thing you need to do is to get your hands on a new pair of shoes or boots.

According to the introduction, the xx health network together with the province's well-known expert hospital - xx hospital, *** with the March 2008 as "women's health activities", since March 8 - - March 31, launched a series of activities to protect women's health.

These are the first time I've ever seen a woman in the world with a heart of gold, and I've never seen one before.

Care a: 138 women gynecology + 138 women breast free health checkup. From March 1, registration, xx hospital for 138 women gynecology, 138 women breast free physical examination, *** count 276, female friends can choose their own gynecological examination or breast examination (quota up to date). One of the 138 women who signed up for an appointment for a gynecological examination, routine examination of leukorrhea and other aspects of the examination, for the 138 women who signed up for an appointment for a routine examination of the breast, breast ultrasound free examination.

Care two: for the 38 provincial "38 Red Flag" worth 380 yuan of free health checkups, but also enjoy a "gynecological health care experts" at any time to provide health care. 380 yuan of free health checkups include internal medicine, surgery, The company's products and services include: a routine gynecological examination; routine blood, urine and stool examination; chest X-ray, electrocardiogram; ultrasound of the liver, gallbladder, spleen, kidneys, uterus and mammary glands; five items of the hepatitis B triple system, five items of the liver function, two items of the renal function, two items of the blood lipids, and the biochemical examination of the blood glucose.

Care three: give women friends health card. The company's website has been updated with the latest information about the company's products and services, as well as the latest information about the company's products and services, and the company's website.

Description:

1, this activity for the xx health network joint xx hospital hosted, participate in the activities need to accept the registration reservation, the specifics can consult the xx health network website.

3, xx health network and xx hospital has the final interpretation of this activity.

I. Background and Purpose:

Simulation of the background of the hospital:

The third qualification, general hospital, has a certain degree of visibility and reputation in the local area, and the main departments are internal medicine, surgery and dermatology. Gynecology is relatively disadvantaged, than the gynecology of the second-class hospital advantage in the attending physician and equipment.

Planning purposes:

"March 8" Women's Day, has always been the position of the hospitals of the war, marketing techniques are endless, the theme of the campaign focused on donations, clinics, gynecological examinations, treatment discounts in these four areas, that is, promotional activities, but now the hospitals are doing this, for one thing, there is nothing creative! However, all hospitals are now doing this, one is not very creative, and secondly, there is no big attraction to consumers, how to make innovation in the current increasingly competitive situation? I think, we should use the integration of different industries to operate to enhance the hospital's brand value and connotation, expand the hospital's social influence in the local community, and improve the hospital's visibility and reputation in the female consumer groups.

The core theme of the event: Healthy women are happy to be with us for a long time

Cooperative units:

Organizers:

The Women's Federation of the City of xx, the Health Bureau of the City of xx

Sponsors:

Co-operation units:

Co-operation units:

The insurance companies of the City of xx. xx bank xx school

Media publicity unit: "Ruili" magazine, "Health for All" magazine xx Evening News xx Newspaper Health Information Weekly xx municipal TV station xx Provincial TV station xx Provincial mobile TV station.

Fourth, the overall idea of the campaign:

1, March 1-8, the launch of the gynecological physical examination discount card and local women's magazines or newspapers hand in hand, if it is Fuzhou, then give preference to the "Fuzhou Daily," etc. in order to send readers among the way to the binder page, while in the mass media pages to do advertising, soft publicity. At the same time, the local television in a news way to do its publicity. Through the activities, to attract the city's female population to participate in the activities organized by the hospital, recognition of the hospital, acceptance of the hospital;

2, March 7 is the Girls' Day, take advantage of this time through the campus pr activities, the potential female consumers to train as a backup consumer, because the hospital business cycle is quite long, to preempt the early training of 3 years - 5 years after the women's consumer groups of the hospital's brand awareness, and thus tapping the school teachers this consumer group. Tapping into the school teacher as a consumer group.

3, major banks or insurance companies have specialized financial products or insurance products for female consumers. Many of the bank or insurance company's salesmen and staff are women, so the gynecology program and the accident insurance program are interactively integrated to synchronize the impact on the two major consumer groups, the insurance company's female staff and her female health insurance customers

4, March 8, most of the units give women a half-day holiday, that is, the afternoon. The traditional preferential exemption activities can not be lost, because others are doing, you do not do, you will lose the market, but as a general hospital, can not be like the Maternal and Child Health Hospital in the name of the Women's Federation, the Department of Health to do a health census, and can not be specialized in women's hospitals, as a service for a few, so it should be a large area of publicity for a small area of operation, to specific consumer groups to create specific projects

5, 3.8 is Women's Day, in this festival, as a male, more or less unbalanced, and, at this time, few media or units to men's attention and care. In response to this phenomenon, the hospital launched the Harmony Family Card through the hands of the woman who came to our hospital on March 8, the card will be sent to the hands of men with whom she has a good relationship, in the subsequent Saturday or Sunday, the male care special activities.

V. Promotion strategy:

The first stage: the introduction period February 15 - March 8

Combined with the nature of our hospital for the nature of general hospitals, coupled with the characteristics of the Women's Day on March 8, in the "I as the main, the city to create momentum," the premise of

Propaganda goal: holiday promotional activities before the news pad and market preheating, all efforts to shape the image of the property, triggering the attention of the target audience, making the market and create a good atmosphere on the scene.

Publicity techniques: Introducing the core theme of the event, "Healthy woman, happy companion". Promote the concept of "health is happiness"

Publicity strategy:

1, in the local mainstream mass media health section, set up a column, in the name of the hospital's health consultant to publish women's health diet and other information

2, in the local mainstream mass media related to the soft article Put, supplemented by a small amount of hard advertising

3, in March 6, 7, 8 three days in the local television media in the form of news to publicize the momentum, because the news is relative to advertising, the cost is low and the audience is easy to believe that the rate of arrival of the information is much higher than the advertisement

4, to expand: with the local or well-known women's magazines, such as "Ruili" or health magazine Join hands to subscribe to the number of books in exchange for pages, such as subscription 200 books, in exchange for four pages. Two of the pages to do hospital image publicity, the other two pages to the right side of the magazine in the form of vertical bar ads to do 6 pages of activity publicity, in the second cover of the page paste the hospital produced discount card, with the card in our hospital to enjoy the priority of registration, registration fee reduction, free gynecological examination and other preferential content. Subscription magazines for the hospital to give to the hospital's female customers

5, in the spirit of "mutual benefit, three-way benefit" principle, cooperation with other units, in the publicity of our hospital at the same time, to the cooperative units of the female workers to preferential treatment, with the work of the cooperative units of the work card, to our hospital to enjoy the registration fee reduction and other preferential policies, or to give a small gift as a promotion of the hospital, or to give a small gift as a promotion of the hospital. March 8 Women's Day this activity is short-term behavior, to establish a "quick war" guiding ideology, March 8, who still take the Women's Day to do articles? At the same time, the hospital also has its own business, can not let the March 8 activities dragged down. But for the hospital as a whole, to have to fight a protracted war of preparation. According to the characteristics of the market heating up this period, proceed to establish a strong promotion, sp activities.

Stage goal: in the first place, seize market share.

Marketing strategy:

Publicity strategy: newspaper, television advertising, supplemented by event marketing, to provide more convenient preferential access to medical conditions for the main selling points to do purely guided medical advertising, and on-site activities with a strong tie-in, and at the same time, play a soft article and news hype with the publicity of the sensibility of the publicity to achieve the purpose of the medical craze.

sp activities:

1, and the local bank to join forces, during the 8th of March, all the cooperative units of the bank card female users, come to our hospital, such as the case of the clinic with not enough, then you can carry out the installment for the cooperative units of female workers, in the form of a group of gynecological health checks, the preferential mutual benefit to them.

2, with the local insurance company, the gynecological program and accident insurance program for interactive integration. That is to say, to gynecological examination discount card and accident insurance card interactive gift to the insurance salesman and her ` customers. Simultaneously affecting the two major consumer groups, the insurance company's female staff and her female health insurance customers

3. Cooperate with the provincial map to conduct women's health lectures on March 5th and 8th. Attract intellectual women to the provincial map to listen to lectures, in the case of the hospital produced by the distribution of promotional materials and discount cards

Third stage: the main promotion period March 6 - March 8

Stage goal: to enhance the image, emphasize the service

Stage purpose: through the first two phases of the sales feedback summarize the experience, to make rapid adjustments in all aspects, including prices, payment methods, promotional techniques, promotional packaging, etc., to ensure that it can be a good opportunity for women to get the best out of their health insurance.

Marketing strategy:

Propaganda: newspaper advertisements, image ads, testimonials, selling point ads, and urging ads to form a promotional advertisement, as well as with short-term promotional activities, to solve the problems and contradictions that exist in practice.

sp activities:

1, March 7 girls' health campus line activities

Activity theme: caring for girls' health, *** enjoy a happy life

March 7 is the Girls' Day, take this opportunity to pass the campus pr activities, the potential female consumers to cultivate as a backup consumer

February 10 before, and the campus associations to discuss

I. Activity background

Currently, many medical institutions to market competition to brand, service competition, with the depth of health insurance reform, large hospitals are no longer the only choice for patients. On the occasion of "March 8 Women's Day", XX Post Office intends to utilize "Healthy Blessing" direct mail media to assist XX Hospital to carry out the activity of "Welcoming March 8 Women's Day, Caring for Women and Delivering Health" to further enhance the brand image of XX Hospital, and to promote the brand image of XX Hospital.

Second, the "health blessing" product introduction

Postal briefs, letters as the main carrier, with the postal address database as the basis, for your organization to select the target customers for publicity, through the provision of discount coupons for female customers to see the doctor, free experience rolls and other factors, with your hospital business publicity, so as to achieve the goal of "health blessing", and to promote the "health blessing" of women. The company's goal is to attract the attention of the audience and create a door-to-door experience by providing them with incentives such as coupons to visit the doctor, free experience coupons, and other incentives.

3. "Healthy" product function

1. Maintain the relationship between customers and patients.

2. Communicate discounts, promotions, and experience activities.

3. To achieve the effect of word of mouth and establish the image of the hospital.

4. Collect customer information.

Fourth, the target audience analysis ideas

In view of the characteristics of the event, we focus on the female audience as the main target customers, and at the same time, select some of the enterprises and institutions.

(a) Your hospital's female member address data.

(b) Chongqing Post personalized address database in the jurisdiction of the reading enthusiasts (concerned about health care female readers), private car owners, middle-aged and elderly, and other libraries of women.

(3) Chongqing Post organization library in the jurisdiction of the enterprise and public institutions in the trade union chairman or office director.

Fifth, the effect of analysis

(a) Selected targets, targeted. According to the characteristics of the event by analyzing and mining the audience name and address information, select targeted individuals (units) for one-on-one, point-to-point publicity to expand the market.

2, the form of novelty, high degree of recognition. Direct mail as a niche media, different from the mass media, can effectively avoid competitors, while the exquisite picture, so that it stands out from competitors.

3. High open rate and long preservation time. Offers, gifts and other preferential information, more attractive to consumers to open the mail, the content close to the needs of the audience, retention time is long, the advertising effect is long-lasting.

4. Cost-effective and measurable. Compared with traditional advertising, the cost is low; your company can determine the effect of the campaign based on the number of target audiences and the number of responses.

I. Preface:

It is the time of the year when the grass grows and the warblers fly again, and we ushered in the xx anniversary of the International Working Women's Day. To the arrival of this festival, in order to give back to the majority of xx female friends of our hospital care and support, this festival to the majority of xx female friends holiday blessings, at the same time in the festival period I carry out to meet the '38' to send blessings, caring for the xx female friends life and health every day activities.

Second, the theme:

Hospitals, the concept of people's hearts are doctors and the relationship between the patient, which makes people in the heart always have a kind of uncomfortable feeling, in fact, it is possible to change people's point of view with a new exposition. Hospitals, she is not only only for people's health and service, she can also be people's life in the heart of the friend, give people care, give people love, in the gift of people's health at the same time, can let the public feel to go to the hospital is not to see a doctor but to do a happy journey to meet a good friend of that kind of mentality.

Three, advertising slogan creative:

The world is beautiful by you, life is perfect by you.

Advocate women's learning and spread family virtues.

Women's work to create greatness, harmonious society **** creation.

The "Half the Sky" is cared for, and free medical checkups are available.

The women's hospital is the best place to get a medical checkup for the holidays.

Women's own hospital for women's own festivals.

Fourth, the market background:

After x years of reform and opening up of the development of this summer capital, when the "cool xx" sung north and south of the Yangtze River, xx is not the exhaustive forest in the mountain city, she sang in the "cool xx" to the north and south of the Yangtze River, and the guests were her Ana more elegant style from the north and south of the Yangtze River fluttering. Led to. When the economy develops to a certain extent, it also brings about the development and progress of social life and other aspects. In xx this piece of summer capital treasure to build, the pursuit of fashion, high quality of life, become the purpose of life of modern urban people, they want to be the level of living, quality of life, and at the same time, all kinds of large and small service institutions such as spring like towering in xx all over the world, as a to build a specialized hospital specializing in the service of women's friends, the modern women's hospital has her advantages and colleagues also have her shortcomings, the advantages of her! She is a medical investment group funded by China Bosun, specialized in modern women, with specialties as the main treatment mode, is the first set of medical treatment, teaching and research, prevention, health care, consulting as one of the modern comprehensive women's medical institutions. But the shortfall is that she is still very 'young' although in xx has a certain popularity, but in the province her popularity is very weak. In order to have a new starting point in the new year, new development, at the same time, March 8 Women's Day is coming, in the feedback xx female friends at the same time, but also take this opportunity to play in the province's reputation.

V. Analysis of the current situation:

In the city of xx, countless hospitals for women's friends, the competition is very fierce and fierce, as a key project of one of the hospitals of the investment projects, has a great advantage. From the geographical location, xx modern women's hospital is located in the prosperous city center area, the flow of people, so that the first time the first visual into the eyes of the general public; from the medical strength, xx modern women's hospital has a strong team support and protection, the total investment of 100 million, the medical room area of thousands of square meters, with skilled, experienced, scientific research ability of the experts in various subjects. It has introduced laparoscopy, hysteroscopy, colposcopy, color ultrasound, automatic biochemical analyzer, new Park's TCT membrane liquid-based cytology detector, domestic first-class laminar-flow purification and aseptic operating room, etc., and carries out advanced treatments such as tubal guidewire interventional recanalization, uterine artery embolization, focused ultrasound comprehensive therapy, and so on. From the service mode, Modern Women's Hospital focuses on the research of women's health problems, and has opened more than 20 treatment specialties, such as minimally invasive gynecology center, gynecological oncology specialty, infertility specialty, gynecological inflammation specialty, family planning specialty, breast disease specialty, endocrinology specialty, health check-up clinic, psychological counseling clinic for teenage girls, women's anorectal surgery, urology, internal medicine, surgery, traditional Chinese medicine, otolaryngology and other treatment specialties. Driven by the service concept of "people-oriented", the hospital implements a comprehensive "thinking differently mode", provides a hotel-like medical environment, and implements a full-guide, "one-stop" medical service, "one doctor, one doctor, one doctor", "one person, one doctor, one doctor", and "one doctor, one doctor, one doctor". The hospital provides a hotel-like medical environment, full-guidance, "one-stop" medical service, "one person, one doctor, one consulting room" consulting method, post-operative visits, intimate night clinic and other humanized services. And adhere to the medical quality as the basis, to medical safety as a prerequisite, to the new special technology as the leading, humanized service for the purpose, brand management as the center, advocating "customer supremacy, medical ethics first, medical technology to the fine, service to the sincerity of" the essence of the enterprise, is committed to caring for women's health, to create a brand hospital, to create a xx province "Green medical treatment, humanistic hospital". These are the unique resources and advantages of XX Modern Women's Hospital.

Six, media selection:

xx Modern Women's Hospital has its own sponsored monthly magazine and network marketing, which is a major advantage. According to the xx major media in the market share and popularity, the more appropriate are the following media: the publication class A: xx Evening News, B: xx Metropolis Newspaper, C: Newspaper, E: Friday Weekly, F: money online, H: xx information network, but also in the newspaper reading materials such as leaflets; television media: xx TV, xx local stations, and so on.