How to do a good job in hospital marketing, in many cases, in order to ensure the smooth and satisfactory progress of work or things, certain measures and programs will generally be formulated to achieve the expected results of themselves or the company. Let's share how to do hospital marketing well.
How to do a good job in hospital marketing 1 the first method: public lectures.
Through public health knowledge lectures, the psychological distance between surrounding residents and outpatients can be shortened. The key to management is to be full of public welfare and hide the commercial atmosphere. It can be held by the outpatient department or in conjunction with the community neighborhood Committee. The latter has a good effect, that is, it can add a layer of public welfare and strengthen the relationship with the neighborhood Committee. The theme should also be closely related to current events. For example, when dengue fever was prevalent last year, a clinic asked doctors to explain how to prevent dengue fever, and the activity was very effective.
The second method: expert consultation.
Experts are good representatives of establishing an authoritative image. China people have a tradition of superstitious authority. Radish can also be sold at the price of agave as long as it is labeled as an expert. Hospital registration should also be divided into expert numbers, and students' prices are higher, although they are seeing the same disease.
Therefore, playing expert card in medical market promotion is one of the commonly used and effective methods. In the promotion of outpatient service, the influence of experts is even stronger than the attraction of outpatient service, and many patients follow experts.
At present, doctors in large hospitals are generally retired doctors, and it is a common practice to visit outpatient clinics regularly to enhance the technical image of outpatient clinics. If you don't have such resources, you can try to build an authoritative doctor brand in the outpatient department and build your own "expert" brand. In order to quickly open the situation, the owner of a newly opened clinic chose to dig up doctors with good reputation from several competitors around him. A large number of loyal patients brought by good doctors immediately became angry.
The third method: word-of-mouth communication
As the saying goes, gold and silver monuments are not as famous as ordinary people.
The consumer experience is very convincing!
How to use word-of-mouth marketing correctly in outpatient promotion? First, relying on good service to win patients' spontaneous word-of-mouth publicity; The second is to consciously guide the spread of outpatient word of mouth. The common method is to extract typical cases in stages, which is revealed "unintentionally" by medical staff when patients seek medical treatment. Three people become tigers, and various advantages clinics fly to thousands of households with stories.
The fourth method: caring service.
Compared with technology, this is hardware;
Higher than the price, more transparent;
Service, seemingly simple but difficult to do. To do service, we need to look at the problem from the perspective of patients, not from the perspective of operators.
Although many clinics have set up information desks, their images in patients' minds are quite different.
Put a TV in the drip room so that the patient won't feel bored when injecting. The small clinic near the factory will provide free food when patients are injected. In this way, migrant workers working in surrounding factories will feel the warmth of their loved ones.
How to do well in hospital marketing 2 What is hospital marketing?
Some people say that hospital marketing is to return to the essence of medical treatment and do what hospitals should do-take care of patients.
Some people say that hospital marketing is to use various communication channels and forms to effectively introduce the superior resources and services of the hospital to patients, thus attracting patients to the hospital for medical treatment.
Some people say that hospital marketing is to understand the needs and expectations of patients, design medical service products that meet the needs of patients, and provide such products to patients efficiently to realize the value of hospitals.
I wonder if the above statement has your answer?
In fact, there are not many authoritative opinions and related books about hospital marketing, and the concepts put forward in many places are based on the theoretical extension of the concept of marketing.
Baidu Encyclopedia defines hospital marketing as "a series of necessary activities for hospitals to make plans and transfer medical technology and services from medical workers to health demanders in order to meet the needs of health demanders (patients and potential patients) and realize the overall organizational goals of the hospital".
Through the above definition, we find that hospital marketing is a process, not sales, not "selling things" in the traditional sense, nor a single commercial activity.
So what is the process of hospital marketing?
I think: "Hospital marketing is a process of discovering patients' needs, satisfying them and exchanging values. "
Because hospital marketing is a continuous and systematic process, it is impossible to complete it by one department alone, and it needs close contact and cooperation between various departments of the hospital.
From patients' understanding of the hospital, coming to the hospital, and then leaving the hospital, patients may have different needs in each link, and the hospital will meet their needs and exchange value in different ways.
So for hospitals, every link has marketing opportunities. How to establish a set of "accurate" marketing tactics around each link?
Pre-admission marketing drainage
Establish a loose medical association with rural doctors, establish a doctor channel network covering urban and rural areas, and realize the referral mechanism for grassroots patients; Carry out family doctor contract service, carry out health management for elderly patients with chronic diseases, and cover community residents.
Through online and offline publicity channels, the hospital's brand, superior technology and classic medical records are publicized and disseminated to expand its influence and popularity.
Optimize the patient consultation process.
From consultation, registration, medical treatment, payment, examination, taking medicine to discharge, every link has sorted out the service process, removed unnecessary processes, shortened the waiting time of patients for medical treatment, and formed an effective and efficient medical treatment process in the hospital. So as to improve the medical experience of patients.
Building a perfect nursing system is the position that has the most contact with patients, especially inpatients, and its nursing quality plays a decisive role in the whole medical experience of patients. Therefore, establishing a perfect nursing system is the key link for hospitals to improve quality medical services. Hospitals can build a perfect nursing system from the aspects of service etiquette, active service consciousness and patient communication, establish a harmonious doctor-patient relationship, create quality services and enhance the hospital image.
The establishment of rehabilitation service for discharged patients is the last link of patients' experience in hospital. It is necessary to do a good job in the last link of hospital service, so that patients can draw a satisfactory conclusion for hospital service, improve the return visit rate of patients and enhance the reputation of the hospital.
Therefore, the link of discharge after rehabilitation is very important, and the person in charge of the required link of discharge after rehabilitation can be clearly divided, and the professional medical staff is responsible for guiding patients to complete the process of discharge payment and medical insurance reimbursement. At the same time, give patients medication guidance and dietary guidance at home and make an appointment for the next review.
Establish patient follow-up mechanism and hospital information feedback mechanism, carry out information collection, information screening and information analysis, and summarize and report to the person in charge of the follow-up center and the senior management of the hospital. Follow up bad information in time, report and publicize high-quality information, drain more patients, and form the word-of-mouth effect of hospital high-quality service.
How to do well in hospital marketing 3. The work of hospital marketing staff.
First, the current pharmaceutical market situation
The whole country is going through the rectification stage of the pharmaceutical industry. At present. But this is only the initial stage, so it is still in a state of no specific rules and regulations, and the market is too chaotic. We must first make the existing enterprises bigger and stronger before rectification, in order to stand firm in the tide of the industry.
But I should have a clear development direction. Now pharmaceutical companies treat new products, and there are many pharmaceutical companies and retail enterprises in various regions. Not very keen. However, all the varieties sold in the market sell well. However, there is a feature that either the varieties made by hospitals are easy to buy or the prices of similar varieties are extremely low to stabilize the market. Seize most of the market share.
There is no uniform sales price in various regions, and the disadvantage of the pharmaceutical industry now lies in the price confusion of the same kind and many kinds of drugs in the market. Similarly, the sales prices of Yanhuning in different regions and different manufacturers are also inconsistent, which has greatly impacted the sales work in neighboring regions. Some loyal customers have lost confidence, identity and dependence on the company.
Do your own business, interspersed between regions in the past. Salespeople don't know much about the sales situation in the associated areas, which will inevitably have an impact on their own or others' sales areas. In terms of the sales price of drugs, under the same proportion, the profit is directly proportional to the quantity sold, that is, the sales volume is closely related to the profit.
Second, the work plan for a certain year.
It can be said that it is my own learning stage, summing up this year. And given this opportunity, everyone in the unit treats me as a little brother and gives me considerable love. Here, I want to say thank you.
It can be said that these two very good sales areas have given me considerable expectations, and I have been responsible for this area since I started my business. But this is a considerable test for me. I learned a lot in this process. Including the manners and manners with customers, my eloquence has been exercised and my courage has been greatly improved.
I am not very satisfied with myself, so I can say that I was here this year. First of all, it failed to invent huge profits for the company. Second, it failed to convince customers. Some customers failed to maintain well, lacked understanding of the market and failed to grasp market information in time.
These are all new starting points that should be improved first in a certain year and a certain year's work. Since we have handed over five large sales areas, we can see that we have made great determination, because these areas are all base areas. It has laid a solid foundation for the development of our company.
Third, the following are the working ideas for next year.
1, for old customers. Always keep in touch, give small gifts or entertain customers when you have time and conditions, and stabilize the relationship with customers. Including the basic information of the freight station.
2. While having old customers, we should also obtain customer information from various media from time to time. Broaden one's horizons,
If you want to have a good performance, you must strengthen your business study. Enrich knowledge, adopt diversified forms, and combine learning business and communication skills.
Fourth, the comprehensive situation of each region.
1 and 1 are potential customer resources, and there are many regional commercial companies. Existing commercial companies belong to the first class customers, larger individuals belong to the second class customers, and personal clinics belong to the third class customers. Among these customers, commercial companies still need great help. Help me maintain these customer resources and transfer them bit by bit.
2. In addition to a few enterprises among the existing customers in this area, there are also some individuals. In terms of individual medicines, a large number of individual medicines have not been developed in various regions, and these small customers can actually invent considerable profits for me. It is necessary to find new customer resources through pharmacies and other surrounding areas, and often patronize local freight stations. Strive to have more than 100 customer resources in each region.
3. Commodity prices are relatively low, and the region is close to Shenyang. Only by communicating with old customers regularly can we know the existing commodity prices. Only in this way can we always strive for old customers. In the development of new customers, we should start with superior varieties, such as aspects. In addition, local commercial companies must keep an eye on it.