For print advertisements, our hospital mostly adopts horizontal half-page, and the layout is the largest among all private hospitals. Other hospitals basically use the banner of 10- 15 cm, but take the friendly hospital as an example, it will publish many advertisements in different pages of newspapers and periodicals at the same time, which shows that private hospitals have their own characteristics in seizing media resources. The local print media printing is very bad, so it is difficult to show the design effect of the advertisement and fail to meet the aesthetic requirements, which greatly reduces the overall image of the hospital. In order to attract the audience's attention, it is necessary to break through the bottleneck of format, which can be changed into color version and vertical half-page advertisement.
In the past, the propaganda theme in layout planning was unclear, unattractive and outdated, which did not have its own characteristics in many medical advertisements. More sadly, the designer is afraid that the reader will not know that this is an advertisement, and completely ignores the strong resistance of the audience to this advertisement, resulting in completely ignoring the content of the advertisement.
In order to attract patients in print media, we must do a. unify VI system, unify the overall image of the layout, and clarify the layout design; B. Illustrated with pictures and texts, the illustrations should use the hospital's own photos, and irrelevant pictures are not allowed; C. Fade down the advertising color, and keep consistent with the newspaper content, font and tone; D. The professional content should be easy to understand, and the relevant materials should not be used directly without modification; The content should be close to real life and touching. Don't advertise for the sake of advertising. The advertisement is finished, let's see if it can attract you If you don't think it's a good advertisement, don't waste money by publishing it.
Make a series of advertisements to enhance the readability of the audience. Through 13 propaganda articles on different topics, the overall image of our hospital is systematically and comprehensively introduced, and the projects operated by our hospital are introduced in detail, and readers who have collected 13 articles are rewarded.
1. Image: According to the overall propaganda and positioning, it embodies both the symptoms and the root causes, and the concept cannot be blurred. It should be closely combined with hospital diagnosis and treatment to create new concepts: "Hong Kong's first specialized hospital of integrated traditional Chinese and western medicine", "national hospital diagnosis and treatment base", "centennial hospital benefits Hong Kong" and "absolute privacy is absolutely confidential".
2. Expert article: "Gathering Beijing-Tianjin Medical Doctors for Consultation in Hong Kong" focuses on experts' photos, titles, titles, resumes and monographs. Make sure that you are a real expert here, and you can exaggerate the propaganda but not distort it.
3. Medical articles: "Love, kindness, affection and friendship" takes the image of doctors and nurses as the propaganda point, first moving people's hearts and reversing the image of hospital overall medical care in the eyes of the people.
4. medical science and technology: mainly promote gynecological minimally invasive surgery and break through the new frontier of medicine. Mainly taking the latest minimally invasive surgery in our hospital as the promotion point, this paper comprehensively introduces the high safety and high success rate of surgery in our hospital.
5. Price: Let the common people afford the disease, stop using propaganda terms such as "lowest price" and "low price", and put forward that "seeing a doctor to * * * *, once cured, is to save money!" New slogan.
6. Equipment: This is a large number of high-tech, modern diagnosis and treatment equipment with medical equipment as the main body, which can prove the medical strength of our hospital to patients and reassure patients about the diseases diagnosed and treated.
7. Service: with guidance as the core image, it highlights the whole process of accompanying patients in our hospital, and the laboratory results of diseases are more confidential, so that patients can feel the care of a star hotel.
8. Efficacy: Use medical advertisements for reference and use a large number of diagnosis and treatment cases to illustrate the diagnosis and treatment effect. Solve the doubts in the hearts of ordinary people and make them feel more at ease in seeing a doctor.
9. Popular science articles: popularize the main diseases treated in our hospital, and explain their causes and treatment methods.
10.VIP: Promote the membership system, open up a green channel for patients recommended by members or patients recommended by members, take charge of shuttle bus service, and be free of medical expenses and other services.
1 1. Community chapter: According to the community activities, documentary reports are adopted to highlight the extensive attention our hospital has received in the ground marketing activities.
12. Physical examination: Borrowing the image of "the first pass in the world", it created the image of "the first pass for women's physical examination in Hong Kong" to protect women's health, and explained the importance of annual gynecological examination for women.
13. activities: according to the social welfare activities or large-scale free clinic activities carried out in our hospital in different periods, follow-up reports were made.
The content of all series articles can be long or short. For example, articles on experts, medical technology, popular science and community that need to be highlighted should be improved and innovated according to the activities at that time and the overall publicity strategy of the hospital. Such as video articles, medical articles, service articles, price articles and popular science articles, you can make a fixed style for each page and distribute it in the media from time to time.
In the media placement of print advertisements, we should not blossom everywhere, but concentrate the advantages of the media to strengthen the overall quality of each advertisement, reduce the times of placement, and achieve the purpose of reducing advertising costs.
The overall strategy of film and television advertising
In the local medical advertisements, short image advertisements basically occupy all the time periods, because they can't effectively convey the very complicated and massive information of the hospital to the audience in a limited time. A large number of facts have proved that the time price of junk jokes is very low, and there are also a certain number of viewers.
In Qinhuangdao area, such advertisements have become the main propaganda means of all private hospitals. A large number of similar homogeneous medical advertisements have enriched prime time. In the eyes of the public, such advertisements have virtually become junk advertisements, which can not attract the audience at all, but can only play a role in informing the public that our hospital still exists.
Therefore, our hospital should remove all the advertisements of 15 seconds and 30 seconds, and keep the corner signs of TV series. If the advertiser wants a 20-minute feature film, he will also make an expert talk show "* * * * Healthy Garden", and the broadcast time will be selected at the garbage time in the middle of the night or in the morning. It takes a long time to explain the characteristics of our hospital clearly. We can tell stories and introduce various treatment departments in our hospital through documentary short stories or scene reappearance. The advertisement in our hospital can be made into a health column with a fixed period of time, which will attract quite a few people to watch regardless of whether its time is rubbish or not.
The production of TV corner signs must conform to visual habits. At present, there are too many characters in corner signs, and the color matching is unreasonable. If you don't look at them carefully, you won't know which hospital this is. Such advertisements are a waste of advertising fees. From the analysis of the viewing effect of the advertisement, the corner sign is similar to the 15 second advertisement. According to the size of our horn card, one side should not exceed 5 words, and 4 words is the best. If there are too many words, you can use horizontal scrolling. White characters on a blue background are the best color, and white characters on a red background or white characters on a black background can be used, but white characters on a black background are not good for the image of the hospital after all and are not recommended.
Other advertising strategies
Outdoor media advertising is not recommended. If it is used, it is recommended to advertise lamp poles on main roads.
Network media can consider making special web pages, which can improve the level of hospitals without too much content.
Broadcast media has extensive publicity, and it is easier to attract pathogens in the surrounding areas of cities and promote their use.
First, the strategy of public relations activities
A hospital can't be spurned by local people, hated by government departments, and can't simply deceive people by advertising. In the whole marketing system, advertising can only improve the hospital's popularity unilaterally, and public relations activities, as the key to establishing a good image of the hospital, can not only improve the popularity accordingly, but also establish a trustworthy reputation of the public, which is very conducive to the healthy development and growth of the hospital in the local area and obtain direct economic benefits.
Public relations activities are mainly divided into two modes: one is the supporter of government image activities (hereinafter referred to as government public relations); The second is free public medical activities (hereinafter referred to as public relations).
Government public relations
Organize activities in cooperation with local government agencies or non-governmental organizations. For example, the local cultural department is now doing a community sitcom "Old Foolish Fun", which is a very good starting point. Through the sponsorship of this sitcom, we can put the diagnosis plot of the hospital in the center and play a propaganda role when it is staged. The promotion of this kind of hidden advertisement is to convey business information inadvertently, and make the brand of our hospital deeply rooted in the hearts of the people through the spread of mass media.
Qinhuangdao is a tourist city, and tourism resources are the pillar industries of the local economy. We can jointly launch a series of activities with its tourism department in the summer tourism season to enhance our influence and credibility in the government.
Cooperate with the local Red Cross to help some poor farmers or vulnerable people in need and win the sympathy of the people.
* * * * Together with the local media, a column on people's lives was set up to reflect the details of people's lives. All questions related to medicine can be answered by experts in our hospital, which will increase the status and credibility of experts in our hospital in the eyes of the people.
* * In conjunction with the municipal government and the cultural department, the "Port City Image Ambassador" selection activity was carried out. We can provide a complete activity plan. During the activity, we participated in the free physical examination for female citizens aged 16-55, and provided prizes for the winners.
Establish a good cooperative relationship with the third-class hospitals, open up a green channel for major diseases, enjoy medical personnel and equipment, and rely on its great local strength to seek a broader space for cooperation.
Join hands with private hospitals to establish a private hospital alliance, avoid cannibalism and malicious competition, standardize market order and enjoy benefits, and jointly expand and strengthen the market share of private medical care.
public relations
Continue to take the route of large-scale free clinic, but increase the technical content in the operation process, not just experts and discounts. After selecting the target population and providing corresponding certificates, ultra-low-cost diagnosis and treatment will be carried out. The operation method can be 10 days as an interval, and the target customers are designated as workers in the first preferential period, so long as they bring their employment certificates, they can enjoy medical treatment; In the second preferential period, the designated target customers are farmers, and they can enjoy medical treatment as long as they bring agricultural registered permanent residence; In the third preferential period, the target customers are civil servants, who can enjoy medical treatment as long as they bring their work certificates; In the fourth preferential period, the target customers are designated as individual businessmen, and they can enjoy medical treatment as long as they carry relevant certificates; Then make corresponding public health reports according to the diagnosis results of different groups of people to guide their correct living habits and medical care time.
Second, the strategy of community activities
As the main position of hospital ground marketing, community can not be ignored. Traditional community activities are to assign doctors and nurses to designated communities for voluntary medical services. This simple community activity of family health doctors is only an order of the local health department and will not bring rich economic returns to the hospital.
In order to change the previous practice, we must seek new breakthroughs and gradually complete the community tour in strategic and planned actions, so as to make it an important economic source for hospitals.
target market
According to my experience, because the urban population is located in the local political and economic center, the medical conditions are relatively perfect, and the state-owned public hospitals with more than three grades have a history of more than 30-40 years, people have formed traditional medical habits. On the other hand, the medical conditions in urban suburbs or rural areas are relatively backward, and reproductive health education only stays on the basis of simple family planning. It is precisely in areas where various reproductive diseases occur frequently that it is difficult to talk about such diseases because of backward education, which often leads to difficulties for farmers to see a doctor. In recent years, the vigorous development of private hospitals has just met the medical problems of rural population in China. Because the main operation mode of private hospitals is to pay attention to private reproductive diseases of both men and women, and the doctors invited are in the name of experts in big cities such as Beijing, Tianjin and Shanghai, which makes farmers with lower education have unprecedented enthusiasm for treatment. Therefore, our hospital should take the initiative to locate the field in the countryside and adopt the strategy of encircling the city from the countryside.
Organize a team
Establish a publicity group composed of male gynecologists and nurses as a community action group. It is also necessary to cultivate marketing team, contact the surrounding areas of our hospital and establish a network with the village as the unit.
Market business activities
Because of gynecological inflammation, rural infertility, first of all, we should send marketing personnel to get in touch with local leaders and hospitals. After approval, our experts will conduct a two-day outpatient consultation in the local area, accept patient appointments, and distribute a large number of hospital brochures and health manuals in the local area. Because you don't have any inspection equipment, you can inform the patients who consult locally to go to the hospital for diagnosis, so as to attract patients.
Change it yourself! ! After all, it's all propaganda and planning! !