How to do a good job in hospital marketing, if things are to be successfully completed now, we must plan ahead and work out certain measures and plans, so as to ensure the smooth and expected results of things. Let's share the marketing planning and management of private hospitals.
How to do hospital marketing 1 1. Market research
In order to do a good job in marketing, as a marketer, we must first conduct a comprehensive market research. Only by understanding the market situation can we be targeted. Therefore, market research is the first and crucial step for marketers.
(1) Hospital conditions
First of all, we must fully grasp the situation in our hospital. It is necessary to fully understand the history, present situation, status, strength, operation status and future development trend of hospitals in this industry. Because at the same time of service marketing, they are actually showing their hospitals to the society, so it is necessary for marketers to describe hospitals to medical service demanders.
In particular, we should explain the characteristics of the hospital to the clients and explain the difference between us and others. This is actually our advantage and our specialty. The image of the hospital will promote your future service marketing. Presenting a well-designed hospital introduction to the demanders of medical services is the first step for our marketers to succeed.
(II) Project situation
The second preparation for marketers is to learn more about the medical projects to be promoted. Brochures about service projects, clinicians' knowledge about diagnosis and treatment technology and related qualifications, and materials prepared by the marketing department are all ways for marketers to understand hospital products and projects. In addition, the resource integration training meeting organized by the hospital is also an excellent opportunity for marketers to communicate with medical staff in various departments and understand the development, implementation and execution of hospital projects.
In the process of understanding the products of medical projects, hospital marketing personnel must master the characteristics of our own department projects, the marketing characteristics of such service projects, and the comparison (disadvantages and advantages) between such projects and other projects. Here are some knowledge that marketers must keep in mind.
1. This project is different from similar competitive hospital projects.
This kind of events is different from other competitive events.
3, the development trend of this kind of project
(3) Market situation
The market research in this part of the region is more complicated and has more research contents. The ultimate goal of our marketing service is to show the hospital, win the reputation, meet the demand and develop value-added. Therefore, understanding the market situation is very important for our marketing and medical services. Marketers must be aware of the following:
1. How many hospitals are there in the area? How many hospitals are there at various levels, such as Grade III A and Grade II B? (Other marketing channels)
2, the list of major departments and doctors in each hospital, whether there are national or local famous experts, the status quo of the hospital to carry out diagnosis and treatment projects, and the attitude of medical consumers to project services. Doctors set disease prices, outpatient and inpatient information.
3. The number of patients each partner provides for the hospital every year or every month, and their requirements for our hospital.
(5) Investigation
Knowing our competitors is very important for our marketing work. In particular, we must investigate the competitive projects and diseases that the hospital is using and about to launch. In the process of investigation, the contents of the investigation include price (discount and median price), marketing strategy, marketing channels, incentive policies, institutions, personnel, project market share, hospital strength and so on.
1, hospital profile
The general situation of the hospital is mainly to investigate the scale, nature and specialty of the hospital. Investigators should prepare pens, notebooks and cameras before going to the hospital. The working procedure is:
(1) The investigators first took a panoramic picture of the hospital with a camera and recorded the location in detail, which can be drawn in the form of a map.
(2) Be familiar with the hospital environment and take photos of the outpatient building, inpatient building, publicity column and blackboard column of the hospital.
(3) Go to the lobby of the outpatient building, carefully watch the hospital profile, department profile and hospital department distribution map, copy the time, names and corresponding departments of the experts in the main departments of the hospital, understand the number of hospital beds and the daily flow of patients, and record specific data.
(4) As for the nature of the hospital, you can ask several doctors in the hospital for professional expertise, understand it clearly and put it on record.
2. Business model
(1) recommendation channels in the same industry
Through face-to-face conversation, you can know your name, home phone number, home address, commuting time, personal hobbies, spare time, family situation and so on. The situation of cooperative doctors, as well as the economic benefits and recent trends of hospitals. Therefore, it is very important to make a clear investigation, then conduct circuitous public relations, carry out business work and handle the relationship with partners.
3. Marketing channels
Doctors and nurses in outpatient and inpatient departments
Marketing personnel should find the position of the corresponding department, understand the director and deputy director of the corresponding department, and make records. The investigation must be serious, detailed, clear and true. Finally, the business personnel can summarize the contents of the internal environment investigation in the hospital in tabular form. After a comprehensive investigation of the target market, we will select some potential partners who are easy to break through one by one (easy first, then difficult, and break them one by one), and at the same time do some preparations for market expansion (including promotion preparation, visit, etc.). ).
Second, the plan and main steps
Generally speaking, it takes about 3-4 weeks for marketing to conduct the above research. Experienced marketers may be shorter. This research process is essential and is the premise of promotion. Only after the investigation is completed can the promotion plan be made. The plan is divided into regional development plan and hospital market development plan.
Regional development plan
Mainly refers to the one-year or one-phase hospital development and maintenance plan within the jurisdiction. Attention should be paid to the rational distribution and centralized use of manpower, material resources and financial resources when planning. We should use the "28 theory" to make plans. "28 theory" means that 20% cooperation will bring 80% benefits, so we should focus 80% on serving, developing and maintaining these 20% partners. When choosing partners, we should classify the referral objects in the same industry within our jurisdiction, and according to the degree of easy development,
Classify the familiarity of rural doctors and possible referral channels, and select 20% potential partners for the first phase of development to make a good start for the first phase. Pay attention to the following questions when making a plan:
1. Divide the plan into several stages, and each stage has a specific region and specific target groups and tasks.
2. Each stage lasts for one month. Because the general hospital market statistics performance once a month.
3. Pay attention to the choice of partners who have a leading position in the local area, and form a breakthrough point as soon as possible, so that it is easy to form a situation from point to area in the next stage.
4. The regional plan should be specific, detailing the specific time, budget related to specific market areas, and possible results and goals.
(2) Market development plan
After the regional plan is completed and approved, a more detailed specific development plan involving each partner should be formulated. This plan should be very specific, specific to every link, every person in charge, every time period and every expense. In this way, on the one hand, the superior can carry out supervision and inspection according to this plan, on the other hand, it can also know fairly well, and at the same time, when making the plan, it can also find out where its preparation is not perfect. Of course, this plan will be adjusted according to the actual situation in the implementation process.
(3) The project has been implemented.
As a special service implementation content, medical projects are different from general consumer goods, especially surgical projects carried out by hospitals. They have the characteristics of completing the consumption process under the guidance of referring doctors, and the generation of patient consumption is directly affected by the cooperation of hospital doctors.
More than 70% of the total referral consumption comes from the cooperation between rural doctors and doctors. Rural doctors have become the market resources that many competitors compete for, and the fierce competition caused by this has also brought great difficulties to our marketing team to operate the market. The most difficult thing to make a recommendation is to be recognized, and the most important thing is to ensure integrity. My biggest fear is that the service is not in place.
If the medical items and medical products provided by the hospital want to enter the market smoothly and be deeply rooted in the hearts of the people, it is necessary for the marketing staff of our team to have a clear understanding of the form of business channels, the process of serving patients and the methods that should be adopted.
How to do a good job in hospital marketing 2 At present, hospitals need to face the following four problems in marketing:
1, not paying enough attention to the medical service market, and the hospital management concept has not been updated;
2. Without modern marketing strategy, the planning of medical services is not in place;
3. Lack of effective marketing organization and management talents;
4, medical regulations and other restrictions, etc.
Therefore, it is urgent to strengthen hospital marketing construction.
In order to meet the needs of the target market, medical institutions make the best combination of various marketing factors that they can control, so that they can play a comprehensive role and complete and achieve the tasks and goals of medical institutions.
At present, the most popular classification method is to divide various marketing factors into seven categories: product, price, distribution location, promotion, personnel, physical display and process, which is called "7p" for short.
product
Product refers to anything provided to medical patients to meet their health (or health-related) wishes and needs, including physical objects, technologies, drugs, etc. It refers to all medical services provided by hospitals.
The overall concept of medical service products includes four levels: core service, diagnosis and treatment service, auxiliary service and convenient service.
Make an offer
① Set different prices for different levels of wards and nursing services;
② Hospitals can also price the medical services provided by different technical service personnel at different levels, that is, highly skilled medical personnel charge higher consultation fees;
③ While reducing the inspection cost of large-scale medical equipment, increase the price of high-tech, high-risk and difficult medical services.
④ Correctly handle the price problem.
channel
Medical service marketing channel refers to all institutions and individuals that cooperate in the supply, distribution and acceptance of medical services in a hospital. Special emphasis should be placed on the importance of "localization", policies for personnel and medical clients should be formulated in line with localization, the enthusiasm of local personnel should be fully mobilized, and effective channels should be established.
to promote sales
The promotion combination of hospital services includes advertising, personnel promotion, promotion and public relations. The relationship between the public and the public is an important strategy for hospital promotion and an important tool for hospitals to improve their popularity and strengthen their market competitiveness. Hospitals must attach great importance to the relationship with news media, government and society, and strengthen publicity to the society in order to shape a good long-term overall image of the hospital.
Tangible display
The so-called "tangible display" refers to all tangible components that can convey service characteristics and advantages within the scope of service marketing management. The so-called "tangible display" refers to all tangible components that can convey service characteristics and advantages within the scope of service marketing management.
The role of tangible display. In the process of service marketing, its role is mainly manifested in the following aspects:
(1) Let customers feel the benefits of service through sensory stimulation;
(2) Guide customers' reasonable expectations of service products;
③ Influence customers' first impression of service products;
④ Make customers feel "excellent" about the service quality.
mankind
People include medical staff and medical clients. Medical manpower allocation includes training, selection, investment, motivation, appearance, work attitude, contact between patients and employees, and behavior and participation of patients or their families. All employees in the hospital are part of the medical service products.
Therefore, hospitals must do a good job in the selection and training of employees, attach importance to the reasonable requirements of employees, and rationally allocate clinical front-line teams and logistics management personnel.
The value of customer relationship management is mainly reflected in the following aspects:
1, effective management and utilization of hospital customer resources;
2. Rational use of customer-related resources in the hospital;
3. Expand the sales of hospitals;
4. Reduce the cost of the hospital;
5. Bring added value to the hospital; Realize the unification of the external platform of the hospital.
process
The whole process of patients entering the hospital, including consultation, registration, seeing a doctor, paying fees, checking and taking medicine, and finally discharging from the hospital, is the real moment, the process of providing services and contacting patients, and the opportunity for the hospital to show the quality of service to patients.
Therefore, it is necessary to manage every link of the patient's medical treatment, draw a flow chart of contact with the patient, study every link from the patient to the patient's departure, ensure that every link and every link is the best, and let the patient have a high degree of satisfaction with the hospital.
In today's highly developed social economy, the knowledge economy based on service economy is gradually extending to all fields of society. With the increasing material and spiritual needs of human society, the demand for health and disease prevention is also increasing. As a special social service organization, hospitals are facing new opportunities and challenges. Therefore, in order to stand out from the fierce market competition, hospitals should strengthen marketing.
Of course, without the improvement of hospital medical quality, hospital marketing will lose its meaning, and improving the level of diagnosis and treatment is the last word of hospital marketing.
How to do hospital marketing 3 The concept and purpose of hospital marketing.
Hospital marketing refers to the process that medical units choose the best service for target customers (patients or sub-healthy people), fully understand the wishes and needs of target customers, and adopt certain service items, reasonable prices and perfect processes to provide satisfactory services for target customers.
At the same time of marketing, establish the service brand of medical units, improve the quality of employees, and lay a good foundation for the development of medical units. China is a socialist country, and the health policy is "all for people's health". We must firmly establish the business philosophy of "taking patients as the center and serving the people wholeheartedly", and we must thoroughly break and resolutely reverse other forms of unfair commercial competition adopted by medical units in pursuit of maximizing economic benefits in order to achieve the ultimate goal of serving people's health.
The quality of medical technology is the lifeline of the hospital.
Every kind of marketing has a positioning, the positioning of the production unit, the positioning of the products produced, and the positioning of the service objects. Hospital is a special service organization, and its products are medical services. The service provided by this institution is different. It provides medical services for patients.
This kind of service is divided into core service and value-added service. The core service is the main service provided, that is, treating patients; Value-added services are related extension services, such as pre-illness services, in-illness services and post-illness services. Core service is the most powerful weapon to seize customers, and it is also what customers need most.
Medical technology is the pillar of the hospital and the carrier of core services. When carrying out marketing activities, medical technology should be the fulcrum to carry out marketing. Without outstanding technical advantages, hospital marketing is out of the question. The survival and development of a hospital that can't treat patients' diseases well can be imagined.
Therefore, the hospital must attach importance to the progress of medical technology and the formation of technical advantages, concentrate on cultivating and developing high-quality, sophisticated and professional medical technical personnel, and constantly improve the ability to relieve patients' pain, which is the key issue for the survival and development of the hospital.
Because of the limited financial resources, the development of medical technology core services in hospitals below the prefecture level should be based on the development of specialized hospitals, and the development of specialties should be based on the number and sources of certain diseases in the region; It is necessary to give priority to the construction of specialized courses, supplemented by other comprehensive departments, divide financial resources and manpower, establish a professional technology brands for hospitals in this field, and constantly build and upgrade it.
If a hospital's key specialties are prominent, especially in some specialties, it has strong unique advantages and shows high technical level, which will greatly enhance the competitive strength of the hospital. Patients will choose this hospital according to their own illness or medical needs, and then the source of the disease will continue to increase, gradually achieving the goal of taking specialties as a whole.
Therefore, personnel training and specialty construction have always been the eternal theme of hospital construction. The training of talents in hospitals should start with young doctors, provide them with a training plan of 10 years, implement a strict 24-hour resident system for 3-5 years from the time they are assigned to hospitals, effectively strengthen the effective training of young people, and then send them to higher-level hospitals for further study according to their personal specialties and the needs of hospital professional construction, so as to make them become talents as soon as possible.
Good service environment is the guarantee of hospital development.
In addition to high-level medical technology, there must be a good service environment. A warm and comfortable rehabilitation environment is conducive to the early recovery of patients. Service environment includes hard environment and soft environment. The hard environment is the layout and sanitation of the patient's medical environment, and the soft environment includes the moral level, service attitude and service details of medical staff. Specific measures to improve the service environment:
(1) Effectively change the service attitude. With the rapid development of national economy and the continuous improvement of people's living standards, patients have higher and higher requirements for medical environment. Hospitals should do their best to transform and decorate outpatient clinics and wards, and carry out some humanized outpatient clinics and wards to meet the needs of patients, such as designing cartoon patterns on the walls of children's wards and playing light music regularly in wards every day to protect patients' privacy.
(2) With the increasingly fierce competition in the medical market, the service attitude of medical staff is constantly improving, but there are still some cases of blunt service attitude and ugly words, which aggravate the psychological pain of patients. Therefore, it is necessary to strengthen the professional ethics education for medical staff, constantly improve their ideological and moral level, do a good job in the construction of spiritual civilization in hospitals, and strengthen the concept of thinking about patients' thoughts, being anxious about patients' urgent needs, and treating patients as relatives.
Reasonable promotion and fair price are the keys to win market recognition.
In the marketing mix of medical services, the price of medical services is a very sensitive and difficult factor to control. Non-profit hospitals shall strictly implement the price standards set by the state and shall not charge fees illegally. At the same time, when the hospital has holidays or anniversaries, it is also necessary to clearly give benefits to patients.
In terms of promotion, it should include advertising, publicity, public relations and other marketing communication methods, especially personnel promotion (people, referring to medical staff and patients).
Medical personnel play an important role in the process of medical service, which is a part of medical service products. Hospital administrators should not only strengthen the training of medical staff, but also pay attention to selling to the broad masses of the people, improve their visibility among patients and establish a famous doctor brand.
At the same time, we should attach importance to patients, let them have a high sense of identity with the hospital, let every patient feel the reliability of hospital services, ensure that every patient recognizes the medical services of the unit, and also influence other patients as much as possible.
Family communication is the lubricant for the rapid development of hospitals.
Good internal and external relations are the lubricant for the rapid development of a hospital;
(1) The communication between the hospital and the superior departments is the key to obtain the external environment and policy support for the good development of the hospital;
(2) Communicate with other hospitals and communities, provide them with technical support and business consultation, and enhance their feelings;
(3) Communication among hospital employees, and strengthening friendly cooperation between departments and personnel;
(4) communicate with patients, such as introducing the hospital situation before illness, explaining the condition during illness, and following up after discharge, so as to make relevant extended services in place. In particular, the follow-up of patients after discharge is also a key link, such as after-sales service of a product. If it is done well, there will be more repeat customers.
Constructing harmonious and healthy hospital culture and promoting the enhancement of internal cohesion
Build a healthy and progressive hospital culture, strengthen the cohesion of medical staff in the hospital, and make the hospital form a more technical and service health theme.
Hospitals should formulate a series of incentive systems to create a positive hospital culture for employees. Group organizations in hospitals should often organize some healthy cultural and recreational activities, and through the development of these activities, the communication between employees can be enhanced, so as to enhance unity and unite people.
Medical and nursing departments should often hold medical and nursing professional competitions and academic lectures, and invite colleagues from neighboring medical institutions to participate in the development of * * * *; Vigorously commend outstanding personnel, actively recommend them to superiors, and link them with personal growth and progress;
Those who have published articles in academic journals at home and abroad, who have become self-taught, won scientific and technological progress awards, and who have been admitted to graduate schools should be given material rewards and vigorously commended. By establishing a series of incentive systems, a strong and positive learning atmosphere is created in the hospital.
abstract
Only by doing a good job in hospital marketing can we gradually change the rigid management mode, operate according to the business philosophy of modern enterprises, improve ourselves from all aspects and improve the brand of hospitals, thus promoting the reform and development of hospitals, cultivating a high-quality and excellent staff internally, providing a good humanistic environment for the whole society and ensuring the healthy development of hospitals.