The specific methods of hospital marketing strategy have
The specific methods of hospital marketing strategy have, life we can contact a lot of different industries, and we all know that in the workplace in fact, each industry will have some of their own internal regulations, the following understanding of the specific methods of hospital marketing strategy have.
The specific methods of hospital marketing strategy have 1
What are the hospital marketing models?
Mode 1: the establishment of a marketing planning department within the hospital
In recent years, in the face of the serious challenges of the health care market, the majority of hospital administrators gradually realized that they must have the ability to understand the market changes and control the market, and try to use marketing strategies to expand the existing market.
Mode 2: professional companies to provide consulting programs
As the saying goes, "a foot has its shortcomings, and an inch is long", for the hospital, a medical worker's special is to treat the patient, and the dean's special is to manage the medical workers. To be able to set up a marketing planning department, for public hospitals, has been at the forefront of the peer group, but if the requirements of scientific and efficient management of the marketing team, in fact, is not enough.
As we all know, hospital marketing involves news, advertising, graphic design, network marketing and other professional knowledge and experience in the industry, for health care workers is indeed a "separate line like a mountain", professional hospital marketing planning company can rely on the company's professional team and rich experience, marketing planning for hospitals to provide professional marketing department. The company's marketing strategy is based on a team of professionals and a wealth of experience in providing professional services such as market research, marketing programs, and marketing skills training.
Model 3: Hospital Marketing Hosting
The professional company can provide a perfect implementation plan, but the success of a goal not only depends on the plan, but also depends on the implementation, without a strong and efficient implementation team, and then the perfect plan is also very easy to become empty talk.
Model 4: Hospital Marketing Outsourcing
Although Model 3 reduces the risk to the hospital, the marketing strategy department's personnel relationship is still attached to the hospital. Hospitals have to deal with the pressure of greeting the families involved when hiring. Even if there are issues with the employee's competence and character, the cost of management increases because of the dismissal of personnel. Because marketing costs are borne by the hospital, there is some degree of economic risk and risk of internal conflict.
Hospital marketing outsourcing can further reduce the management risk of the hospital, and it can even be said that the hospital does not bear any risk.
What are the specific marketing methods for hospitals?
The first move: expert sitting
The expert is the best representative to establish the image of authority. The Chinese have a tradition of superstition and authority. As long as it is labeled as an expert, the cabbage can be sold at the price of tequila. In the hospital registration also to give an expert number, higher than a price, although the same as a cold. Therefore, playing the expert card in pharmaceutical marketing is one of the common and effective methods.
The second move: public lectures private
Through the public **** health knowledge lectures, is to narrow the psychological distance between the neighborhood and the clinic is an effective way.
The third trick: word-of-mouth spread
As the saying goes, the gold word of mouth is not as good as the word of mouth of the people, the consumer experience is the most persuasive! In the promotion of private hospitals, how to properly use word-of-mouth marketing? One is to rely on good service to win patients spontaneous word-of-mouth publicity; another way is that private hospitals consciously guide the word-of-mouth spread. A common method is to extract typical cases in phases, which are revealed by healthcare professionals "inadvertently" during the patient's visit. The first step in the process is to make sure that you are able to get the best out of your computer, and that you are able to get the best out of your computer.
The fourth trick: joint promotion
In the cost and promotion of limited premise, private hospitals can try to promote with external forces, such as pharmaceutical companies to promote the terminal, in the vicinity of the private hospitals to carry out promotional activities, many pharmaceutical companies are currently in the terminal to carry out promotional activities, and equipped with professional lecturers and promoters. Private hospitals can choose to cooperate with them, unite them, and use their own professional power to publicize themselves.
Fifth move: attentive service
Than technology, which is the hardware; relative to the price, the highest level of transparency; service should be the most likely to make a difference `. Service - look simple, do it is difficult. Do service, to stand in the patient's point of view, rather than stand in the operator's point of view. Despite the fact that many private hospital people have set up counseling desks, the image of the counseling wizard in the mind of the patient is very different. Put a TV in the IV drip room so that patients don't get too bored while they are getting their injections.
The specific methods of hospital marketing strategy are 2Hospital brand marketing planning methodology collection
First, what is brand marketing?
1, the concept of brand marketing
Brand marketing is based on the value of the product on top of the customers / users continue to use / experience the product in the process, through the enterprise led to carry out a series of help to enhance brand awareness, or brand reputation, or brand loyalty, and ultimately to achieve the brand first mentioned degree. The first step is to create a new, more efficient, and more effective way of communicating with your customers.
2, brand marketing has four major roles
First, through brand awareness to enhance product sales;
Second, through brand reputation to enhance the conversion rate of product sales;
Third, through the accumulation of brand equity to enhance the brand's premium ability;
Fourth, through the brand recognition to enhance the reduction of comprehensive marketing costs and customer selection costs.
3. The logic of brand marketing?
The logic of brand marketing of marketing planning company Dahan Marketing is based on the design of brand marketing strategy corresponding to the different stages of products and enterprises. The fundamental principle of brand marketing is based on a series of cognitive formation process or cognitive change process of patients' customers/users before they make a decision to buy a product.
Second, how to do hospital brand marketing?
(1) Recognize the marketing stage
We are talking about the hospital specifically refers to: private hospitals, medical institutions, physician groups, hospitals, specialist departments, the following general "hospital". The application of brand marketing strategies for hospitals at different stages varies. In the start-up period, the natural brand growth is based on the growth of departmental specialties and patient/user scale; in the growth period, it is necessary to promote the brand led by the enterprise, and enhance the overall brand through brand communication; in the maturity period, it is necessary to carry out more brand advertisements and brand image promotion based on brand PR activities; in the decline period, it is necessary to reconfigure the brand strategy with product and market innovations.
(2) choose the right marketing mix
Hospital brand marketing has the official hospital platform brand display, hospital brand advertising marketing, hospital public relations activities marketing, hospital new media brand content marketing, expert interviews and other marketing methods.
(3) Design the right marketing content
The hospital marketing planning company Dahan Marketing believes that hospital brand marketing can be divided into three modules: the official brand display content, the third perspective brand authority endorsement content, and the content of the brand evaluation system for customers or users.
Third, the reality of doing hospital brand marketing common problems
The reality of brand marketing problems common three categories: (part of the example of non-hospital cases, only for reference)
1, spent a large amount of the marketing budget to put the brand ads, and finally, regardless of the amount of customers or sales output are very low.
(1) Example:
Most of the local hospitals that have found advertising agencies to do advertising branding end.
(2) Reason analysis:
Wrong stage to choose the wrong brand marketing tools. Brand strongly invested should be in the growth and maturity, not start-up (or in the early stages of the market layout).
2, in order to spread the hospital "brand" to do brand marketing, and finally the name does not live up to its name.
(1) Examples (enterprises):
Nachi Jie car, Melaleuca home network, Sanju oral fluid and so on.
(2) reason analysis:
Name: brand, reality: product. Brand before the product, but the brand must be based on the product itself. The basic value system of the brand contains the brand name, VI, positioning language, promotional language, core value proposition, brand vision and other major content. Brand marketing is not the promotion of brand value system content, brand marketing can not be separated from the product.
3, brand marketing program, the implementation of good, but still failed to produce value.
(1) Examples:
Gree cell phone, Laixiang APP, Baoneng car.
(2) Reason analysis:
The first case, the hospital brand positioning and corresponding department positioning does not match, resulting in the occupation of the consumer mind on the problem, consumers do not buy, the market does not accept. This is the result of the error of the strategic positioning of the hospital brand.
The second situation, the medical market has a high degree of homogenization of competitors, and the hospital self-branding and product positioning is not differentiated.
Fourth, the medical institutions / hospital brand marketing planning framework
The first part of the hospital brand stage analysis
Hospital marketing planning company Dahan marketing services hospital clients, medical institutions / private hospitals are in the growth of brand, and has a certain number of patients market.
Part two of the hospital brand marketing target
Core target one: hospital/doctor group
Role: to specialize in the doctor group business, elevated to combat the industry all carry out weight loss surgery hospital.
Core target 2: director expert IP
Role: against the existing head of the competitors expert IP, and more than 2 director IP, and hospital / doctor group positioning echo.
The third part of the hospital brand presentation
(a) copywriting presentation
1, the brand name (communication use of the name)
2, positioning language
3, Slogan
() (B) visual presentation
1, logo
2, VI norms (color, size, location, proportion)
Main list:
1) tools to show the category: backdrops, door headers, display bulletin boards, brochures, business cards, doctor's profile, the image of hospitals and surgical centers, image of the doctor, office files template, the hospital material visual specifications
2) marketing and promotion: marketing map (live, hot map, patient map) specifications, uniforms, microblogging avatars, circle of friends picture specifications, etc.
3) the hospital brand image character role (can be a cartoon health manager as the subject matter)
The fourth part of the brand of the hospital PR communication part
The fourth part of the brand of the hospital communication part
(a) hospital brand presentation system
1, content: official company profile, the main body of the company's official profile (doctor team, nursing team, health management team, department surgery center, the main patient cases), the company's official dynamics, the company's official contact information
2, form: Graphic soft text, the main background map, detail map, corporate video, product promotional video
3, platform: official website, official microblogging, official jitter, official WeChat public number, official small program, official headlines, official Baike number, etc., encyclopedia entries, Youku video, Tencent video, etc.
4, frequency of updates: quarterly updates
< strong> (B) hospital professional public relations system
1, the form: graphic soft text, short-time video, Q & A, reports
2, platforms:
official (expert) Zhihu, official website, official small program, WeChat public number, expert microblogging, expert jitterbug number;
39 doctors, micro-medicine, good doctor,
Baidu library; Baidu know, Sina knowledge people, 360 Q&A, etc.
3, update frequency: semi-monthly - monthly update
(C) hospital brand information dynamic
1, content:
company product dynamics, R & D technology dynamics, the center of dynamics, brand activity dynamics, expert academic dynamics, patient case dynamics.
2, platforms:
official website, official microblogging, official WeChat public number, official Jieyin number; third-party platforms: third-party comprehensive news source platform, third-party vertical news source platform
3, update frequency: monthly update
(D) hospital brand endorsement system
(D) hospital brand endorsement system
strong> 1, content:
Hospital authority report class; director qualification class, director academic achievement class, director interview report class; patient evaluation, patient story class.
2, platforms:
Tencent, Sina.com, Sohu.com, People.com, Euronews.com, 36 Krypton;
South Health, see medical sessions, micro-medicine, Fuhuo health, 39 doctors, seek medical advice, have to come to the doctor, quickly ask the doctor, Baidu Health, Miaoshi doctor;
The third-party Sohu number,
3, update frequency: weekly/monthly update
The specific methods of hospital marketing strategy are 3 Hospital Marketing Means The first move: expert sitting < Experts are the best representatives to establish an authoritative image. The Chinese people have a tradition of superstitious authority, as long as a labeled experts, cabbage can also be sold on the price of tequila. Hospital registration should also be divided into an expert number, born out of a price tag to, although the same look at a cold. So playing the expert card in medical marketing is one of the commonly used and effective techniques. In the promotion of private hospitals, the influence of experts is even more powerful than the appeal of the clinic, many patients are followed by experts. Currently, the common method, is a large hospital doctors (usually retired) to the clinic on a regular basis, so as to pull the private hospital technology image. If you don't have the resources, you can try to build a brand of authoritative doctors in private hospitals to build your own "expert" brand. The second trick: public lectures private Through public health lectures, closer to the neighborhood residents and the psychological distance between the clinic, is not an effective way. Private hospitals can be held on their own, can also be jointly organized with the community, the latter effect is better, that is, a layer of public welfare cloak, but also to strengthen the relationship with the neighborhood. The theme should also be closely related to current events, such as last year's dengue fever epidemic, some private hospitals asked doctors to explain how to prevent dengue fever, the activities of the effect is very good. The third trick: word of mouth As the saying goes, the gold word of mouth is not as good as the word of mouth of the people. The consumer's experience is the most persuasive! In the promotion of private hospitals, how to properly use word-of-mouth marketing? One relies on good service to win patients spontaneous word-of-mouth publicity; another way is that private hospitals consciously guide word-of-mouth dissemination. The common way is to refine typical cases in phases, in the patient's visit, by the medical staff "inadvertently" revealed. The first time I've seen this, I've seen it, and I've seen it, and I've seen it, and I've seen it, and I've seen it, and I've seen it. Fourth move: joint promotion Private hospitals in their own costs and promotion of the limited power of the premise, you can try to promote through the use of external forces, such as the use of pharmaceutical companies to promote the terminal, the publicity activities in the vicinity of private hospitals. At present, many pharmaceutical companies are carrying out promotional activities in the terminal, and equipped with professional lecturers and publicity personnel, private hospitals can choose to cooperate with them, *** with the organization, with the help of its professional power for their own publicity. Fifth move: intimate service Than technology, which is the hardware; than the price, the highest transparency; the most likely to be colorful have fun should be the service. Service - this looks the most simple to do is the most difficult to do service from the patient's point of view, rather than from the operator's point of view. Although many private hospitals have set up a guide desk, but the image of the guide in the minds of patients is a huge difference. Put a TV in the IV room so that patients are not overly bored while they are getting their injections. Sixth move: preferential promotions This way is based on different seasonal characteristics or current hotspots for promotion. For example, the spring push "health spring action", March 8 on the push gynecological disease on the discount, and so on. The key to the operation of this type of approach is to point to new activities, content design to be attractive. Such as a private hospital to do activities did not choose discounts, but to send specially produced exquisite family medicine box, very attractive to some residents, after a long time after the event, there are residents in the discussion of this matter.