How to write a hospital marketing program
How to write a hospital marketing program. Generally it is necessary to write the program in advance, and in order to ensure that the work or things can be carried out efficiently, pre-defined program is essential, the program is to clarify the time, place, purpose, expected results, budget and methods of action of the written plan. Here's how to write a hospital marketing program.
How to write a hospital marketing program1
Part I Market Analysis
First, private hospitals in general, there is a crisis of good faith
Due to the health care industry investment is relatively large, health care workers on the absolute monopoly on medical knowledge, as well as the government's private hospitals in the early stages of supervision efforts Smaller, resulting in a number of quick success of private medical investors to use false medical advertisements, exaggerations and other ways to operate, resulting in a one-time fraudulent medical behavior.
So that the majority of patients and even society as a whole has a prejudice against the integrity of private hospitals. Although the 20xx medical advertising audit has increased, private hospitals have also changed in the marketing model, but due to the government of the private hospitals to collect 33% income tax and 5.5% sales tax, the high charges still let the ordinary people of the private hospitals to stop, do not dare to praise.
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. But we can't ignore the negative impact of private hospitals and the chaotic situation in the medical market.
Part II Marketing Implementation Program
I. Relying on experts and guided by the healthcare reform policy, we have established a wide range of cooperative relationships with primary healthcare organizations to build a two-way referral network
The new round of healthcare reform has clearly stated that we need to focus on urban community health, rural health, and public health. Community health, rural health and public **** health services as the focus of China's health care in recent times. 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 will be referred from primary care in the future. Combined with the characteristics of digestive diseases, I suggest that based on the relatively strong strength of the hospital's brand of experts, we establish a wide range of cooperative relationships with primary care institutions, with the following specific programs:
(a) Establishing a relationship of "reciprocal support and bidirectional referral" with primary care institutions in Datong and signing a cooperation agreement
(b) Establishing cooperative relationships with primary care institutions in Datong and signing a cooperation agreement
(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 of 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, can not wait to let each browse the site of the people to come to the hospital for treatment.
The site just opened either the Business Link dialog box is a large number of hospital ads, so 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 other people trust the ingredients will increase a lot.
How to write a hospital marketing plan 2Although our hospital is a new hospital, but we have a lot of attraction, we want to do is to think of ways and means to make more people as soon as possible, as soon as possible to familiarize themselves with as soon as possible, as soon as possible to the clinic. If there is no full market awareness and lack of basic marketing tools, not only can't gather people's hearts, but also may lose the original good resources and basic patients. As a new hospital form model, its marketing strategy can be carried out from the following two aspects:
First, the popularity of small diseases to do
This popular in the medical industry business truth first originated in the law of two eights. It is the top 20% of the patients create 80% of the hospital's profits, and this 80% of the profits of a considerable part of the bottom of the patients lost. Because every patient does not necessarily bring profit to the hospital.
Some patients bring the hospital is a loss. For example, the five senses pediatrics, Chinese medicine, and so on. Although most of the patients create less profit, or do not create profit, but also can enhance the popularity of the hospital, increase market share, help to improve the degree of trust of patients to the hospital, expand the hospital's visibility, and can cause an increase in the hospital's intangible assets.
Second, the big disease to do the benefits
With the big disease to lead to the big disease, not with the small disease to lead to the big disease, that is, the big disease just start to calm down, the first not to kill the patient, wait until the big popularity of the big disease, then come to kill. The big break can be big, the big give and take can be big. Only in this way will not go south.
Therefore, the correct promotion is that all the diseases are first to do popularity, do for a while, once more people, and then roll up the sleeves to catch fish. However, to do popularity at the same time, we can not purely do the brand, the important thing is to implement the "patient-oriented" service purpose, the formation of "loyal customer groups.
Third, the hospital service strategy
(a), the significance of hospital service marketing
1, the introduction of service marketing is conducive to the establishment of a brand image, improve competitiveness
The brand is the customer differentiation between other service enterprises. The brand is an important symbol of customer distinction between other service enterprises. The hospital import service marketing, can prompt the hospital from the marketing point of view to build the hospital, set up the hospital's own characteristics of the service culture, concept, products and staff, enhance the customer needs of the guide, so as to improve competitiveness. The effect of the brand is conducive to the hospital to carry out internal marketing and relationship marketing as well as expanding medical service channels and medical service market.
2, the introduction of service marketing to help promote the reform and development of hospitals
The reform of hospitals is increasingly important, how to carry out the reform has also become the masses of people in the future to see the doctor to consult a focus, and the introduction of the concept of service marketing can make the hospitals from the point of view of the masses to think about it, so as to determine the direction of the development of reforms from the masses of the health needs. The need for health.
3, the introduction of service marketing helps hospitals to organize marketing according to market needs, to better meet the needs of the masses
The introduction of service marketing, the hospital's strategic planning, market development, branding, customer management, departmental guidance, service training to provide a good design and implementation plan, so that the hospital to understand the market demand, so that the hospital to organize resources according to demand, according to marketing, so that the hospital to understand the market demand. This allows the hospital to understand market demand, organize resources according to demand, and meet the needs of the public by means of marketing.
4, the introduction of service marketing to help cultivate a good workforce
Hospital managers, medical staff and other service personnel, personal training, technical skills and skills to attract customers have a great impact on the staff's good demeanor and technology is an important factor in attracting customers, and service marketing is the most important point is the internal marketing, that is, the front line of marketing, the first line of marketing to meet the needs of the public. The most important aspect of service marketing is internal marketing, that is, the first line of employees as customers for marketing.
5, the introduction of service marketing, help to form a good social and humanistic environment
Hospitals import service marketing, the main thing is to let customers feel their position in the hospital, so that both sides in the communication at the same time, but also mutual respect, so as to avoid a crisis of trust between doctors and patients to avoid a series of hospitals, such as violence between doctors and patients. This can avoid the crisis of trust between doctors and patients, avoid hospital violence and a series of bad events between doctors and patients. A good cultural environment is built on the basis of respect and trust, so the use of service marketing concepts is important for shaping the human environment.
(2), the hospital service marketing strategy
1, service brand strategy
The modern hospital competition is no longer only a certain aspect of the competition, such as technology, talent competition, essentially brand competition, the brand of hospitals is a series of specific features, benefits and services provided to the customer for a long time. The brand of the hospital is a series of specific features, benefits and services provided to customers over time. A good brand not only conveys a guarantee of quality, but also reflects the promise, quality, culture and other connotations.
When a hospital conducts its own product branding strategy, it should reflect its own `culture' and commitment to its products, so that the hospital can maintain a lasting popularity and reputation in the minds of its customers. In the product strategy, with the famous doctor effect, specialized disease specialist fist department and service characteristics to establish the brand, can let the customer to maintain high loyalty, expand the hospital's reputation.
2, service quality strategy
Quality is the lifeline of hospital services, no quality, hospital services will lose its meaning, therefore, the hospital in the marketing activities must set up the concept of quality marketing, the establishment of quality strategy, so as to ensure that the high quality of service. Hospital services are mainly for the hospital customer's life services, psychological services and technical services into one, to customer health as the goal of the continuous process, so the development of quality strategy to start from the customer's judgment of the service factors:
Diagnosis is accurate; whether the treatment is effective; whether to feel the pain in the treatment; whether the doctor's use of medication is reasonable; whether to consume a great deal of energy; whether to bring about additional harm; whether personal rights to get the pain; and whether to bring the pain in the treatment.
3. Reasonable price strategy
Price has a very important influence on the market demanders or service providers, and at the same time, is a very important means of competition. Nowadays, people always want to spend the least amount of money to get the greatest satisfaction, individual medical institutions are mainly to attract consumers (patients) with low prices of drugs and services. Our hospitals adhere to the hierarchy of charges, quality and price.
4, communication channel strategy
Communication channels are divided into two kinds, one is a combination of channels, a single channel, broaden the channel mainly refers to the expansion of the combination of channels.
1, community development
2, factory enterprises
3, referral reception
5, marketing and promotion strategies
How to write a hospital marketing program 3First, market analysis
x city belongs to the Hebei Province is located in the Bohai Bay subdistrict jurisdiction of the three districts and four counties, is the nationally renowned tourist city. Harbor District is the first administrative district, Beidaihe District and Shanhaiguan District are tourist resort areas, and the famous listed company, Yaohua Glass, is located in X city. Port City in the three districts in the harbor district as the city center, the population is relatively concentrated, all municipal government agencies and major medical units are concentrated here;
Beidaihe District as Beijing and Tianjin around the region's convalescent resorts, is based on hotels, restaurants, recuperation hospitals, tourism services industry area; Shanhaiguan District, also as a tourist area but because of its proximity to Liaoning Province, the more centralized development of the original Port City, the heavy industry.
Huangdao City, the main Class A hospitals for the people's hospitals, seaport hospitals, hospitals of traditional Chinese medicine, maternal and child health hospitals, the second central hospital, three central hospitals, public security hospitals, railroad hospitals and military hospitals. Public hospitals occupy more than 90% of the market share of the city of X, the city's largest people's hospital, for example, the average daily outpatient volume can reach more than XX.
Private hospitals have developed rapidly in recent years, * hospital as the first private hospital opened, friendly hospitals, railroad hospitals, public security hospitals, reproductive hospitals, people's hospitals, a center of the second branch of private hospitals have settled in Hong Kong City. Private hospitals are specialized hospitals, specialties mainly involved in gynecology, men's medicine, otolaryngology, anorectal, orthopedics, neurology and so on. Among them, gynecology, male-related reproductive diseases and infertility are the main departments of private hospitals. At the same time in the city's distribution of hundreds of private clinics, community-based medical services, but also can enjoy the health insurance program.
Private hospitals in the operation of the main advertising and medical experts to consult treatment discounts. The publicity mainly relies on advertising, media to television, newspapers, outdoor mainly because several hospitals advertising in the local media appear too often too intensive, has reached the point of advertising flood. This is the reason why the local people have not been able to get any effect on their advertisements until they have become numb, and they even have great distrust of the advertisements, and are very disgusted and rejected by the private hospitals.
This shows that a single marketing tool in this relatively closed market environment has a business bottleneck, coupled with the advertising of disorderly competition led to the shrinkage of the market. The biggest weakness of the competition between private hospitals and public hospitals is the lack of historical precipitation and medical technology foundation. After all, the existing social status of public hospitals in addition to the planned economy, the monopoly status of the help and their decades of accumulation of medical practice is inseparable.
More than 90% of the patients in private hospitals come from farmers in the neighboring areas, and because the departments opened to male and female physiological diseases, most of the patients due to the lack of appropriate scientific knowledge, as well as such illnesses feel difficult to say will not choose to be in the large formal hospitals, which forms the main source of hospitals.
Second, the hospital status
* The hospital transportation is relatively convenient, from the railway station and the coach station is only 1, 5 kilometers away from the connection between the Shanhaiguan District and the Beidaihe District of the 33 road, 34 buses can be passed from the hospital near the city's various districts and counties to reach the hospital the longest journey time within 40 minutes, the hospital is very convenient for the hospital, the hospital is very convenient, the hospital is very convenient for the hospital, the hospital is very convenient, the hospital is very convenient, the hospital is very convenient. This location is very convenient for patients to travel to the hospital. The hospital has been established in gynecology, men's medicine, ENT treatment center, in this year and spend a huge amount of money to build a new minimally invasive surgery treatment center and inpatient hospital, so that the overall scale of the hospital and on a higher level.
Now the average daily outpatient volume of our hospital in about 50 people, monthly advertising costs in about 200,000 yuan, the average per capita advertising costs 134 yuan, the average per capita cost of public hospital operating costs of about 200 yuan (estimated value). The hospital's best period of operation was July and August of XX, but the hospital is now operating in a downturn in overall performance compared to the same period in history.
Performance decline and the market environment has a great deal to do with, but in the 2 years of operation of the hospital in the management of the internal process there are also a lot of problems, resulting in the slowdown of the hospital's comprehensive development speed, according to my observation of the following key issues:
No overall strategy and long-term planning
Our hospital is a family-run management, the so-called strategy is only a few days. Family management, the so-called strategy is only a very vague concept that exists only in the minds of the top decision-makers themselves, without the collective efforts of the management and systematic analysis, is often the opportunity to change. The so-called specialized hospitals are only in the medical scope of the positioning, there is no overall strategic thinking, the lack of scientific, systematic planning and efficient management system, can not effectively utilize the existing resources to give full play to their own characteristics, so even if the maintenance of down, it is also difficult to do big.