1993 was awarded the title of "baby-friendly hospital" by the Ministry of Health, UNICEF and the World Health Organization, and 1998 passed the evaluation of "Class III A Maternal and Child Hospital".
⑵ The hospital is located at No.20, Section 3, Renmin South Road, Chengdu, with convenient transportation. The existing business building covers an area of 465,438+0,000 square meters.
There are more than 500 beds in the hospital, including clinical departments 1 1, five medical technology departments and four research rooms and laboratories1.
At present, there are 460 employees, including professors and principals, Emerson Namew: ST = "on" Proctid = "Ren "> Jefferson name > 33 doctors and researchers, associate professors and vice presidents: Emerson Namew: ST = "on" Proctid = "Ren" > 53 doctors and associate researchers, 20 doctoral tutors and 55 master tutors.
The hospital undertakes a lot of clinical work such as diagnosis, treatment, referral and consultation of critically ill women and children in Chengdu, Sichuan Province and even Southwest China.
(3) In terms of children's medical treatment, there are various outpatient clinics for children's kidney, digestion, respiration, cardiovascular, nerve, endocrine, blood, immunity, children's tumor, children's infection, newborn, children's health care, children's growth and development, nutrition, physiological consultation and so on.
In recent years, the hospital has invested tens of millions of yuan to purchase more than 400 large-scale advanced precision medical equipment, and has a perfect rescue system for critically ill patients, so that the success rate of rescuing critically ill patients has reached over 95%.
Diagnosis and treatment level of neonatal congenital infection, neonatal jaundice, neonatal hypoxic-ischemic encephalopathy, epilepsy, children's kidney diseases, children's digestive system diseases, etc. It is also among the best in China.
Sichuan Women and Children Hospital (Sichuan Maternal and Child Health Hospital) (1) Sichuan Maternal and Child Health Hospital was established in 1988. It is a provincial medical and health care institution integrating health care, medical treatment, scientific research and training. It is a baby-friendly hospital, Sichuan Maternal and Child Health Training Center, Sichuan Maternal and Child Health Information Center and Sichuan Neonatal Disease Screening Center. It is also the teaching practice base of many medical colleges such as West China University of Medical Sciences and Sichuan Health School.
(2) Located at No.338, Father West Road, Chengdu, the total value of existing equipment in the hospital is150,000 yuan, including: color Doppler diagnostic instrument (USA), X-ray machine, atomic absorption spectrophotometer, automatic biochemical analyzer (Japan), monitor (USA), anesthesia machine, ventilator, TV laparoscope (Germany), hysteroscope (Germany) and comprehensive oral treatment table (Italy)
7%, bachelor degree or above accounted for 37
6%
(3) In terms of children's health care, there are computer consultation, intelligence test, nutrition consultation, growth and development monitoring, children's vaccination, children's kindergarten physical examination, children's oral health care, children's eye health care, neonatal disease screening center and early childhood training center.
[13] Chengdu Maternal and Child Health Hospital (1) Chengdu Maternal and Child Health Hospital was founded in June 1944, formerly known as "Sichuan Maternal and Child Health Hospital" and renamed as "Chengdu Maternal and Child Health Hospital" in June 1978.
After decades of establishment and development, it has undertaken preventive health care, consultation and medical services for women and children, which account for two-thirds of Chengdu's population, and is responsible for business guidance and personnel training in hospitals and medical units in seven districts and twelve counties (cities). It has become the largest health care institution integrating medical treatment, health care, teaching and scientific research in southwest China.
⑵ Located in Chengxi Industrial Street, Chengdu, it manages and guides the health care work of scattered and collective children in Chengdu, exchanges and cooperates with the United Nations Population Fund, the United Nations Children's Fund and relevant institutions at home and abroad, and carries out international technical exchange activities and collaborative projects.
Analysis of Market Share and Competition Note: The data source is the statistical report of Chengdu Maternal and Child Health Hospital to Chengdu market hospitals in March 2002.
As shown in the figure, in the choice of hospitals for children's medical care, the municipal children's hospital is 4 1.
The rate of 4% is ahead of all hospitals, followed by the Second Affiliated Hospital of West China (19
2%), the city maternal and child health hospital ranked third, but compared with before, there is a big gap, only five.
9%
It can be seen that Chengdu Children's Hospital has formed an absolute business advantage in the urban regional markets, which reflects the development trend of "specialization" of hospitals, but it also faces direct competition from many hospitals.
Consumer analysis (1) Analysis of the factors influencing consumers' choice of hospitals: Note: The data comes from the Statistical Report on the Status of Market Hospitals in Chengdu made by Chengdu Maternal and Child Health Hospital in March 2002.
As shown in the figure, the importance of the factors that consumers pay attention to when choosing hospital delivery is: the level of medical technology (96
5%), comfortable service (57
2%), convenient transportation (18
9%), the price (17
8%), hospital reputation (5
6%)
Consumers with or without children have basically the same understanding of the importance attached to the above factors.
As a special consumption of medical care, the level of medical technology has received the greatest attention, which is also obvious.
In addition, on the basis of excellent hardware equipment, the software system-service has attracted more and more attention from consumers. In addition, transportation, price, etc. It is also an important basis for influencing consumers' decision-making.
⑵ Other consumption factors that should be paid attention to ① Age: As it is a children's hospital, the clients are children and the consumers are parents, mostly aged 25-40.
② Psychology of seeking medical treatment: choose medical treatment for minor illness, and find a good hospital for serious illness; ③ Most consumers think that children's health care is necessary; At the same time, the health care items that consumers pay more attention to are mainly about children's nutrition and intelligence services: nutrition consultation, children's intelligence measurement and screening.
People of this age group have a good impression on children's pictures and pay attention to the contrast between the children next door and themselves.
Advertising positioning-image strategic positioning: Implementing brand strategy, shaping the image of "humanization and affection" and continuously promoting the development trend of "characteristic" of hospitals.
Nowadays, the service industry of Duhui has been extended to branding.
The public's brand awareness has been strengthened. Therefore, how to build the brand of medical service industry, further develop the health industry in China and better serve children patients is the original intention of the image building of children's hospital.
On the basis of "patient-centered", the slogan added "improving the relationship between doctors and patients". Strengthening the brand concept of friendly service through family-friendly and humanized visual image design is helpful to establish a good public image of the hospital, improve the competitiveness of medical services and complete the integration with the international medical service level.
Market Positioning 1) The only comprehensive municipal children's hospital in Sichuan Province.
2) Responsible for consultation, rescue and transportation of critically ill children in Chengdu and the province, establishment of children's first aid network and training of personnel.
3) Academic status and authority of pediatrics in the province.
4) High-quality, efficient, safe, convenient, low-consumption and satisfactory medical services.
5) For the convenience of nearby residents, the hospital has an adult internal medicine department.
The three targets are all Chengdu citizens, with emphasis on people aged 25-40.
III. Advertising Planning An advertising appeal area On the basis of promoting the Chengdu market in stages, advertisements should be appropriately extended to secondary suburban counties, and the existing market advantages of chenghua district, Jinjiang District and jinniu district should be strengthened, and the publicity of Wuhou District and Qingyang District should be strengthened.
Second, the timing of advertising introduction and the stage of advertising implementation. With the advancement of hospital interior decoration and renovation project, we should seize 6
On the occasion of Children's Day 1, different media groups will be selected in stages from mid-May to the end of June, as follows: Early stage (mid-May to the end of May): it will cause a certain momentum.
Mid-term (from early June to mid-June): Intensify publicity to build a deep goodwill among consumers.
Supplementary period (from mid-June to the end of June): further let consumers recognize and strengthen their influence.
Three advertising media combination strategies Media selection (1) Bus body advertisement After investigation, there are 1 1, 25 and 77 buses passing through major kindergartens in Chengdu, and body painting advertisements are made on five buses of these three routes respectively.
(2) Sichuan Women's and Children's Channel broadcasts advertisements of 15 seconds at high ratings, two groups a day. The first group is about 19:30-20:00 program "Society, Family, Women" (Monday to Friday; The second group is the "Starry Theater" program from 20: 00 to 20: 50, the first episode (Monday to Friday); Saturday and Sunday are about 16:30- 16:50. Addiction Theater and comic world are divided into two groups.
(3) Trendy Weekly, published every Tuesday, is aimed at Chengdu market. At present, the circulation in Chengdu market has reached 1 1.
60,000 copies, the age of readers coincides with the advertising target group of children's hospital. During the whole advertising period, the latest news of the hospital will be reported continuously, and the total number of releases is expected to be 6 times.
Attached is the survey and statistics of the first page of Fashion Weekly published on May 1 1 2004.
(4) Street sign advertisements are concentrated in primary schools, and there are 20 street sign advertisements in kindergartens in the past month.
5. Online advertising has set up a 360*360 panoramic demonstration and a 10 second full-screen FLASH advertisement in the form of a pop-up window on its own website.
(6) Banners, posters and leaflets advertising banners will be set up along Taisheng South Road. Posters will be posted outside the hospital and leaflets will be distributed near the hospital.
Early stage of media combination (from mid-May to the end of May): bus body advertisement, street sign advertisement, trendy weekly, online advertisement and poster (from early June to mid-June): trendy weekly, Sichuan women and children channel, online advertisement supplementary period (from mid-June to the end of June): trendy weekly, online advertisement.