How to run a gynecology clinic
How to run a gynecology clinic. Hospitals sometimes need to be marketed, and the medical market is a huge market, no one hospital can meet all the needs of the entire market, the following look at the gynecological clinic how to engage in activities.
gynecology clinic how to engage in activities 1A, the significance of the activities
1, continue to improve the hospital's visibility. Increase the exposure of the hospital in the community.
2, commission the hospital outpatient volume. Because of the season, the outpatient volume and the last few months than there is a significant decline.
3, increase the fan base. With the gradual increase in marketing efforts to carry out, the importance of the fans also highlighted, the future is a fan era, such as millet cell phone Lei Jun are fans of the economy.
4, brand image. Focus on the event to create a public service activities, improve the brand image of Renhe Orthopaedics, change people's views on private hospitals.
Second, the activity program
In July, the launch of the campaign "let the hot July, more than a touch of fresh", in line with the spirit of letting the people of Xuchang by more benefits, so that in this hot summer is not hot.
Xuchang Renhe Orthopaedic Hospital in Xuchang ten years can not do without the support of the people of Xuchang, thanks to the community, to give back to Xuchang, where in the activity period (7.1-7.30), all the elderly 65 years old or older with an ID card can enjoy the following free activities:
Free expert diagnostic examination. (Special invitation to the former Beijing 301 Hospital pain expert Professor Li Guangzhi to visit the hospital)
Third, the hospital program specific implementation plan:
In the program to put the implementation of the main land, sea and air
1, the sea from the newspaper, television, outdoor and other traditional media, such as the external dissemination of the event.
2, land in the hospital hall, made of x-racks, from the hospital internal dissemination, so that the hospital patients can better enjoy the event.
3. Empty from the network to start the dissemination of WeChat, microblogging, websites, forums, blogs to focus on publicity, viral marketing on the network.
In general, it is, mobilize the masses, extensive participation, with the form of everyone's favorite spread the matter. Be fully motivated and proactive!
Fourth, the conclusion:
July's, just a beginning, cultivate fans is a long-term project, starting in July, I hope that in the future every month to launch each month different activities to cultivate fans. Let the fans become our `booster, become our best free publicity tool, let our fan economy become our biggest thing!
Gynecology clinic how to engage in activities 2A. Purpose
1, quickly expand the XX gynecological hospital in the public awareness (image), to create the hospital's expert brand, department 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, rapidly expanding 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 expanding 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 has to 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 National Second A Specialty Hospital.
② professional and technical advantages
③ perfect supporting facilities
④ all kinds of insurance designated organizations
disadvantages:
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 standard of living continues 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 huge market, as long as we are positioned accurately, the source of the disease is not a problem .
In addition to price competition, in the competition of hospitals, patients judge a hospital service is good or bad, is based on feeling. Patients compare their expectations of the hospital with the feeling of going to the hospital to receive services, and if the feeling and experience exceeds the patient's expectations, then it is good health care.
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
Patients who go to the hospital to receive the service mainly cost money, and by providing value for money services, they can form "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, the 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 of charge. 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, expanding 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, universities and colleges, 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 TV 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 credibility immediately be effectively strengthened, so as to trigger the impulse and action to consume, to realize the business of sales.
How to engage in activities of gynecological clinics3 Activity Background and Purpose: Activity Background and Purpose: According to the relevant survey data, in our country nearly 700 million female population, there are nearly 280 million women for the gynecological diseases. Since there are no obvious symptoms at the beginning, women often go to the hospital only when they can't bear it, but they have missed the best time for treatment. In our province in particular, women are generally less aware of their health and do not have the habit of having regular medical checkups, thus laying a hidden danger for their health and even their lives. The XX Hospital is a comprehensive military hospital that was established and developed in 1948. Minimally invasive gynecology center is one of the key departments, with a team of gynecologists with rich clinical experience and deep theoretical attainments, and equipped with a large number of advanced high-tech diagnostic and treatment equipment. "Minimally invasive gynecology perfect woman" is the service concept of minimally invasive gynecology center, the center has always been based on advanced and reliable equipment, rich and skillful technology, warm and innovative service, to provide quality diagnostic and treatment services for female friends. The main function of the Provincial Charity Federation is to help the poor people, women as a disadvantaged group, also in the Charity Federation to help them solve their problems, care for their health, in the most difficult time to lend a helping hand, more can reflect the public welfare image of the Charity Federation. XX Hospital and the Charity Federation to build a platform with each other, *** with the launch of the HN Province Charity Federation love medical promotion program, which means that the province's women's health will be more professional and more detailed protection and care. The purpose of the activity: The purpose of the activity: to solve the problem of female patients with family difficulties through the development of the HN Charity Federation's activities, and to provide more professional and more detailed care for the health of the majority of female friends in the HN Province. Third, the nature of the activities: The nature of the activities: public welfare large-scale assistance activities Fourth, the activities of the slogan: Activities slogan: Provincial Charity Federation love to help the 38 HN Provincial Charity Federation love to help the 38 platforms. VIII, the content of the activities: Activities: HN Provincial Charity Federation will take out part of the funds for the love of the medical activities of the basic gold, and commitment to this activity will be for the province's female friends to provide female special medical checkup preferential medical checkup packages of 500,000 copies, surgical assistance program special expenses 3.8 million yuan. The first time I saw this, I was able to get the money to pay for it. 1, 38 yuan women's health special assistance package provided to the female friends of HN. The Provincial Charity Federation commissioned XX Hospital to set up this special aid package based on their many years of experience in women's medical checkups and the comprehensive consideration of the health conditions of women with HN. The package includes the following items: (1) Female-specific physical examination: gynecological examination, routine leukorrhea, gynecological abdominal ultrasound, urine routine, cervical scraping for female-specific physical examination, colposcopy, infrared mammography and other seven major items. (2) special minimally invasive surgery assistance: mainly contains ovarian cysts, uterine fibroids, cervical erosion, special minimally invasive surgery assistance: intractable gynecological inflammation, mammary gland diseases, and other types of minimally invasive surgery, the amount of surgical assistance of 200-800 yuan, the assistance of the cash by the HN Provincial Charity Federation reimbursement. (3) special gynecological physiotherapy experience: in order to allow more women to enjoy the advanced and efficient special gynecological physiotherapy experience Physiotherapy, physiotherapy women: light mist, ozone, pelvic therapy, extracorporeal short-wave and other related projects can be enjoyed free of charge for every 5 times, 2, 38 free surgery collection of love The Provincial Charity Federation will be the province's scope of collection of 38 difficult gynecological surgery, poor family members, the provincial Charity Federation. The provincial Charity Federation will collect 38 difficult gynecological surgery throughout the province, the poor can be completely free of charge. The quota will be provided to XX Hospital by the Provincial Charity Federation after collecting and verifying the family situation, and the patients who meet the requirements will be screened for surgery. The cost will be fully reimbursed by the Provincial Charity Federation. Nine, the flow of activities 1, the preliminary contact with the cooperation of the cooperation unit Completion time: March 18 before the cooperation with the cooperation unit to coordinate cooperation 2, the activities of the launching ceremony is tentatively scheduled for May 8 3, May 8 to start the media newspaper publicity 4, May 8 to start the clipboard publicity, acceptance of registration. The media will start to publicize the event on May 8, accepting applications 5, marketing and ground activities and publicity with the overall promotion of the event 6, the event, for eligible patients for surgery. 7, surgical patients to the provincial Charity Federation to reimburse the cost of assistance. 8, summarize the activities. Ten, eligible patients assistance process 1, 38 free of charge surgery patients: free of charge surgery patients: from the Charity Federation to provide a list of hospitals to confirm the final determination of the free surgery quota → hospitals, the Charity Federation, the patient tripartite to determine the time of the operation and the details of the operation → surgery → the relevant reports → postoperative The patients will have to pay for the surgery and the medical assistance card to the Provincial Charity Federation for reimbursement of the surgery XI. Four parts, mainly rely on newspaper, newspaper, network, ground activities, outdoor signs. 1, the day of the event launch ceremony on the launch of the ceremony news coverage, and in other pages with the content of the event 2, January 24 began to clip the newspaper publicity 24 clip the Evening News, the 25th Dahe News, the 26th Business News, March 1 clip the newspaper, 3, the activity of the process of this newspaper, the Evening News, the Business News, the cross-posting of the content of the hard and soft advertising 4, the outdoor signs will be the existing evening paper, the network, the ground activities, outdoor signs. 4, the outdoor station will be replaced by the existing advertising content of the event 5, the content of the event posted on the website to accept online registration and consultation 6, the center door LED display the content of the event 7, the production of a banner hanging in front of the hospital 9, the ground community with the posters of the event to send out a notice of the event