How to do marketing in hospital departments
How to do marketing in hospital departments, in order to ensure the smooth running of things or work, we are generally in advance to develop ideas and marketing means, around a specific theme to start, and strive to finally achieve the desired results. The following share hospital department how to do marketing?
How to do marketing in hospital departments1From the macro-strategy, the hospital services are summarized in three aspects. Increase service locations: such as the establishment of additional branches, outpatient clinics, mobile clinics, door-to-door service, etc.; expand the scale of services: merger, hosting a number of hospitals for the chain, the composition of the hospital group;
The establishment of services: such as codename pick up medicine, codename payment, the condition of the accompanying ]Chat, general outpatient clinic, painless abortion, painless blood collection, postoperative analgesia, 24-hour free transport postpartum maternity, The "one-on-one" accompanied by midwifery, pediatric outpatient pediatrics and inpatient department set up a children's playground, free tea, market free phone, free car transfer, free every period to send the hospital publications and newspapers, and so on.
According to the process of medical treatment, the service can be divided into: pre-diagnosis, diagnosis and post-diagnosis services. Pre-diagnosis: there are professional telephone available for consultation, there is the hospital's website self-help medical search; diagnosis: a guide accompanied by a doctor, registration, diagnosis, waiting for a doctor in the process of someone [accompanied by] chat, the medical process, "one-stop" service accompanied by the end of the process, there are people on behalf of the payment, on behalf of the medicine, etc.; diagnosis and after the establishment of a tracking system of access to the customer, tracking by customer service departments, visit The company's website is a great source of information about the company's services.
No matter how the marketing, private hospitals must adhere to the combination of economic benefits, market benefits and social benefits. Here I simply give a few examples:
(1) the use of mass media for hospital publicity and the dissemination of deeds, such as cooperation with television stations to create a health education program, health knowledge lectures;
(2) to the newspaper to contribute to the major medical issues or common medical problems and analysis of answers, through the health or health education columns, to publicize the health of popular science and hospitals and departmental advantages of the special features, and so on.
(3) carry out public welfare activities with group attention and community influence, free medical checkups for retired government veteran cadres, outstanding teachers of the year, outstanding employees of the year in community enterprises, national or municipal and May Day labor models, etc., and free consultation and registration fees for the elderly above a certain age or for the elderly, widows and orphans, and other social assistance groups on a long-term basis
Free medical checkups for outstanding students of the annual college entrance exams, etc. Free medical checkups for outstanding students in the college entrance examination every year, etc., organizing donations from employees for disaster relief, actively providing technical guidance and consultation services for some towns, districts and village hospitals in the city, and regularly sending specialists to local factories, enterprises and communities to carry out health education, etc., so as to create the hospital's reputation by taking practical actions and continuously creating a good external environment.
(4) Improve the quality of medical care, specialties and new special technologies as the primary goal of the hospital and core competitiveness to build. Implementation of technological innovation, the development of technical projects in the region with certain advantages, the formation of famous doctors, famous specialties. The development of advantageous specialties and special treatment programs.
(5) the use of flexible price competition strategy to promote patients to get benefits, so that patients "spend less money, good disease", or "spend the same amount of money to enjoy a more satisfactory service", to take to reduce the charges of some of the inspection items, control the large prescription and imported (joint venture). The measures include lowering the fees for some examination items, controlling the use of large prescriptions and imported (joint venture) drugs, and designating one day a month as a free open day for medical treatment.
(6) the establishment of "special cases of free treatment policy", "medical relief funds", and the government to carry out joint activities of love, the poor patients to implement relief, advocate community mutual care activities, the establishment of community collective citizenship image, for the hospital In the position of public appeal to form a benchmark position.
(7) out of the department and the hospital, in-depth community medical services, can be implemented, such as "medical and cultural together into the community", if the community service object can be satisfied with the service, these stable patient groups can be more easily converted into lifelong customers.
The opening of a new hospital, to save advertising costs, must adhere to the marketing road. Quickly strike, out of the box, capture the market, first lock a large number of customers, seize and expand market share, the most rapid way, is the event marketing. Event marketing, I think the most typical of the new hospital opened a few days before the free open treatment, medical fees, registration fees, surgical fees are free of charge, so that the doctor slapdash, to give patients a little sweet. Then set patient information.
Then, after three days of free treatment, just the patient follow-up period, and then launched half-price concessions. The end of the promotional activities, the use of sets of information for detailed digestion, one is to call the consultation, send information, send text messages, the second is to engage in conference marketing for large diseases, the patient about to listen to lectures, and then send the operation of the cash coupon, and so on. That is, "short and quick plunder" three-step: free treatment set of information after three days of discounts for big diseases to engage in conference marketing.
Well, some new hospitals for brand and reputation considerations, not willing to discounts and discounts, both to earn money, but also to set up a chaste house, this time can be packaged, disguised as discounts. Such as charity fund activities initiated by a social welfare organizations, patients to see a subsidized, activities designated hospitals placed in the hospital.
How to do marketing in hospital departments2
Part I Market Analysis
First, private hospitals generally have a crisis of integrity
As the medical industry investment is relatively large, health care workers on the absolute monopoly of medical knowledge, as well as the government's private hospitals in the early stages of regulation efforts Smaller, resulting in a number of quick success of the private medical investors to use false medical advertisements, exaggerations and other methods of operation, resulting in a one-time fraudulent medical behavior, so that the majority of patients and even the whole society on the integrity of private hospitals have a bias on the issue of business.
Although the audit of medical advertisements has increased in 20xx, and private hospitals have changed their marketing models, the high fees charged by the government for private hospitals, which are subject to a 33% income tax and a 5.5% sales tax, still make the average citizen shy away from private hospitals.
Analysis of the strengths and weaknesses of Datong Digestive Disease Hospital
Datong Digestive Disease Hospital is the first and only hospital in Datong that specializes in gastroenterology, so it has the advantage of being the first in the market; at the same time, it is a new hospital, so it is easy to establish a brand image quickly; in addition, the leaders of disciplines are all the experts from the famous hospitals in Datong. In addition, all the subject leaders are experts from well-known hospitals in Datong, which makes it easier to establish a positive image than other private hospitals. However, for the private hospitals, it is easier to establish a positive image than other private hospitals. The negative impacts and the chaotic situation of the medical market can't be ignored.
Part II Marketing Implementation Program
I. Relying on experts and guided by the health care reform policy, we have established extensive cooperation with primary health care institutions and built a two-way referral network
The new round of health care reform has clearly proposed to take the urban community health, rural health, and public ********************************. Community health, rural health and public **** health services as the focus of China's health care for some time in the near future. Our government has also tilted its policy towards primary healthcare organizations in terms of funding subsidies, reimbursement of medical expenses, and many other aspects. The government has also made it clear that when conditions are ripe, it will develop a primary care system.
This means that most patients in the future will be referred from primary care. In light of the characteristics of gastrointestinal diseases, I suggest that based on the relatively strong strength of the hospital's expert brand, we establish a wide range of cooperative relationships with primary care organizations, with the following specific programs:
(1) Establish a relationship of "counterpart support and bidirectional referral" with the primary care organizations in Datong, and sign a cooperation agreement
(2) Establish a cooperative relationship with the primary care organizations in Datong, and sign a cooperation agreement with them. (b) The hospital provides the following support services to primary healthcare institutions that have established a cooperative relationship
1. Receiving primary healthcare personnel to come to the hospital for further training and learning free of charge, and organizing a seminar on the prevention and treatment of digestive diseases every three months;
2. Combining the actual situation of primary healthcare institutions and the health needs of patients, the hospital regularly selects and sends senior specialists to primary healthcare institutions to attend consultations or conduct health education lectures, and to provide support services to patients. Sitting in the clinic or health education lectures, health education series activities;
3, monthly free gift to the primary health care institutions of a number of health education books;
4, free of charge to the primary health care personnel to provide technical advice, guidance, and on-line consultation, referral of patients to the primary health care personnel can follow the patient to observe the treatment;
5, the primary health care institutions Referral of patients to our hospital ambulance free transportation (such as patients to come, according to the distance with the ticket to give reimbursement of travel expenses), while according to the referral of patients with the type of disease to give primary health care service organizations a certain amount of development funds (including primary health care workers commission), the end of the year for two-way referral of the work of the primary health care institutions to give a certain amount of material incentives;
6, in accordance with the standards of two-way referral of the various types of diseases, the primary medical care organizations to give a certain amount of material incentives. The patient's condition is stabilized and then transferred back to the primary health care institutions in a timely manner to continue to receive treatment.
(C) the cooperation of primary health care institutions are obliged to cooperate with the hospital's various public welfare activities in the community (townships, villages) to carry out, as well as various social surveys, while actively collecting local residents on the hospital services and other aspects of the recommendations and opinions.
Second, to establish a friend-type health partnership as a guide, long-term to give patients health concerns, to cultivate loyal customer groups
In our country, there is a serious herd mentality and dependence on the psychological, no matter what to do like to look for relations with friends, medical treatment is even more so. If we can become friends with all the patients who come to the hospital, then not only will they come when they are not feeling well, but they will also recommend the hospital to their relatives and friends, which will bring about a very good word-of-mouth effect. Specific implementation rules are as follows:
(a) regular training in the hospital in service awareness and service skills, such as medical etiquette, doctors receiving communication skills, etc.;
(b) the implementation of the hospital and the patient to think differently, to carry out the affectionate service;
(c) for the discharged patients to carry out a return visit, such as leaving the hospital within six hours of the first return visit, The second visit within three days, the third visit within a week, the fourth visit within a month, and then once a month;
(D) to patients to disclose the contact information of health care personnel, so that patients have health problems in a timely manner to contact health care personnel, such as the production of business cards for the entire hospital health care personnel;
(E) to give the discharged patients emotional attention on a regular basis, for example, major festivals,
Third, aiming at the target population to carry out disease screening, rapid occupation of the market
For the high incidence of digestive diseases and susceptible to the population, and its local government or their work units to contact the free routine health checkups for disease screening, and then by the way of the regular health checkups. The company's main goal is to provide the best possible service to its customers, and to provide the best possible service to its customers. The company's products and services include: a new product line, a new product line, a new product line, a new product line, a new product line, a new product line, a new product line, a new product line, and a new product line.
Four, multi-channel promotion, so that more people can experience the service, accept the service
Make full use of the opening of the clinic, the major festivals and legal holidays and other opportunities, through the expert clinic, inspection and treatment fee concessions, actively participate in the government's organization of a variety of public welfare activities, pay attention to the special populations of health in a variety of forms of multiple forms of promotion activities. The company's main goal is to provide the best possible service to its customers.
Fifth, make full use of the Internet tools, more customer groups
The Internet is no stranger to today's society, on the contrary, more and more people are more and more things more dependent on the Internet. Now many hospitals are also carrying out network marketing, but the vast majority of them have gone into a misunderstanding, that is, they can not wait to let each person browsing the site to come to the hospital for treatment, the site just opened the dialog box is not a large number of hospital ads, so that people are very disgusted, the results can be imagined.
If our website only do health education and technical strength, equipment display and some soft publicity, standing in the position of the third party through the Internet to promote their own words that the results will be different, so that others will trust the ingredients will increase a lot.
How do hospital departments do marketing3
How to do hospital marketing?
Contribute to the newspaper to carry out major medical problems or common medical problems and analyze the answers, through the health of raw missionary columns, publicity health science and hospital departmental advantages and characteristics.
Carry out public welfare activities with group attention and community influence, such as free medical checkups for retired government cadres, outstanding teachers of the year, outstanding employees of community enterprises of the year, and national or municipal "May Day Model Workers", etc., and long-term exemption from fees for the elderly above a certain age or widows and orphans, and other social assistance groups. The company also provides free medical checkups for the elderly above a certain age, widows and orphans, and other social assistance groups, and provides free medical checkups for outstanding students in the college entrance examination every year.
The use of flexible price competition strategy to benefit patients, so that patients "spend less money, see the good", or "spend the same amount of money to enjoy more satisfactory service", to take the lower part of the examination program charges, to control the use of large prescriptions and imported ( joint venture) drugs and other measures. The measures include lowering the fees for some examination items, controlling the use of large prescriptions and imported (joint-venture) medicines, and designating one day a month as a free open day for medical treatment.
The establishment of the "free treatment policy for special cases", "medical relief funds", and the government to carry out joint love activities, the implementation of relief for poor patients, advocating community activities to help each other care for the establishment of a collective image of the community citizenship, so that the hospital in the public appeal of the formation of a benchmark position. The hospital has formed a benchmark position in terms of public appeal.
Out of the department and the hospital, in-depth community medical services, can be implemented, such as "medical and cultural together into the community", if the community service object can be satisfied with the service, these stable patient groups can be more easily converted into lifelong customers.
Private hospitals are inseparable from advertising, and even more inseparable from marketing. The opening of a new hospital, to save advertising costs, must adhere to the marketing road. The most rapid way, is the event marketing. Event marketing, the most typical of the first few days of the opening of the new hospital free open treatment. Then, three days after the free treatment, it happens to be the patient follow-up period, and then launched a half-price offer.
Once the promotional activities are over, the use of sets of information to the detailed digestion, do conference marketing. That is, "short and fast" three-step: → free treatment set of information → three days after the discount → for large diseases to engage in conference marketing