Specific methods of hospital marketing strategy

Specific methods of hospital marketing strategy

Specific methods of hospital marketing strategy. Many occasions need to write marketing plans. The marketing plan must have the characteristics of clear purpose, obvious comprehensiveness, strong pertinence, outstanding operability and accurate and clear expression. Let's take a look at the specific methods of hospital marketing strategy.

Specific Methods of Hospital Marketing Strategy 1 Part I Market Analysis

First, there is a general crisis of credibility in private hospitals.

Due to the large investment in the medical industry, the absolute monopoly of medical knowledge by medical personnel, and the weak supervision of private hospitals by the government in the early stage, some private medical investors who are eager for quick success and instant benefit use false medical advertisements to exaggerate publicity, leading to one-time fraudulent medical behavior.

So that the majority of patients and even the whole society have a prejudice against the honest operation of private hospitals. Although the examination of medical advertisements has been strengthened in 20xx, and the marketing model of private hospitals has also changed, the high fees still deter people from complimenting private hospitals, because the government levies 33% income tax and 5.5% business tax on private hospitals.

Second, Datong Digestive Disease Hospital Market Advantages and Disadvantages Analysis

Datong Digestive Disease Hospital is the first and only digestive disease hospital in Datong area, which has the advantage of market opportunities. At the same time, it is a newly opened hospital, which makes it easier to establish a brand image quickly; In addition, the academic leaders are experts from well-known hospitals in Datong area, and it is easier to establish a positive image than other private hospitals. However, we can't ignore the negative impact of private hospitals and the chaotic situation of the medical market.

Part II Marketing Implementation Plan

First, relying on experts and guided by the medical reform policy, we will establish extensive cooperative relations with primary medical institutions and build a two-way referral network.

The new round of medical reform has clearly put forward that urban community health, rural health and public health services should be the focus of medical and health work in China in the near future. Our government has also given preferential policies to grassroots medical and health institutions in many aspects, such as financial subsidies and reimbursement of medical expenses.

The government has also made it clear that when conditions are ripe, it is necessary to establish a first-visit system in primary medical institutions. In other words, most patients will be referred from primary medical institutions in the future. Combined with the characteristics of digestive tract diseases, I suggest establishing extensive cooperative relations with primary medical institutions based on the relatively strong brand power of hospital experts. The specific scheme is as follows:

(a) to establish a relationship of "counterpart support and two-way referral" with Datong primary medical service institutions and sign a cooperation agreement.

(two) to establish a cooperative relationship with primary medical service institutions, and the hospital provides the following support services to them.

1, receive primary medical staff to our hospital for further study free of charge, and hold a seminar on prevention and treatment of digestive system diseases every three months;

2, combined with the actual situation of primary medical service institutions and the health needs of patients, regularly send senior experts to primary medical service institutions for consultation or health education lectures and health education series activities;

3. Free health education books are distributed to primary medical service institutions every month;

4. Provide technical consultation, guidance and online consultation to primary medical staff free of charge, and primary medical staff who refer patients can follow patients to observe and treat;

5. Primary medical service institutions refer patients to our hospital for free ambulance transfer (if the patients come by themselves, they will be reimbursed by ticket according to the distance), and at the same time, certain development funds (including the commission of primary medical staff) will be given according to the condition of the referred patients, and certain material rewards will be given to the primary medical service institutions with good two-way referral at the end of the year;

6. According to the standard of two-way referral of various diseases, the referred patients will be transferred back to primary medical service institutions in time to continue treatment after their condition is stable.

(3) Cooperative primary medical service institutions have the obligation to cooperate with various public welfare activities and social surveys of our hospital in the community (township and village) and actively collect suggestions and opinions of local residents on our hospital's services.

Second, under the guidance of establishing a friendly healthy cooperative relationship, we will give long-term health attention to patients who come to see a doctor and cultivate loyal customers.

In our country, people have serious conformity psychology and attachment psychology. No matter what they do, they like to find relationships and trust friends, especially when they go to the hospital. If you can make friends with all the patients who come to the hospital, they will not only come when they are uncomfortable, but also recommend the hospital to their relatives and friends, which will bring a good word-of-mouth effect. The detailed implementation rules are as follows:

(a) in the hospital on a regular basis service awareness and service skills training, such as medical etiquette, doctor consultation communication skills.

(two) in the hospital to promote empathy with patients, to carry out family services;

(3) Pay a health visit to discharged patients, such as the first visit within 6 hours, the second visit within three days, the third visit within a week, the fourth visit within a month, and then the monthly visit;

(four) to disclose the contact information of medical staff to patients, so that patients can contact medical staff in time when they have health problems, such as making business cards for medical staff in hospitals;

(5) Pay emotional attention to discharged patients on a regular basis, such as sending them a blessing message on major festivals and birthdays, and giving them health reminders in the form of short messages on a regular basis;

Third, aim at the target population for disease screening and quickly occupy the market.

In view of the high-risk groups and prone groups of digestive system diseases, contact their local governments or their work units to conduct disease screening in the form of routine health examination for free, and then achieve the purpose of treating patients through quality services. Physical examination items, such as routine examination of internal surgery, abdominal B-ultrasound, blood biochemical examination, chest fluoroscopy, etc.

Fourth, multi-channel promotion, and strive to let more people experience and accept services.

Make full use of opportunities such as free clinic, major festivals and legal holidays, and carry out publicity activities through various forms and channels such as expert free clinic, preferential treatment fee reduction, active participation in various public welfare activities organized by the government, and concern for the health of special people.

Fifth, make full use of Internet tools to win more customers.

The Internet is no stranger to today's society. On the contrary, more and more people rely on the Internet to do more and more things. Now many hospitals are also carrying out online marketing, but most of them have entered a misunderstanding, that is, they can't wait for everyone who browses the website to come to the hospital for treatment.

The website just opened is either a business communication dialog box or a large number of hospital advertisements, which makes people very disgusted, and the result can be imagined. If you only do health education and technical strength, equipment display and some soft-text publicity on your own website, and promote yourself through the Internet as a third party, the result will be different, and the elements that make others trust will increase a lot.

Specific methods of hospital marketing strategy 2 pages. Market analysis:

There are seven kinds of newspapers and periodicals about English learning published by our school, including 2 1 century newspaper, English weekly newspaper, English tutoring newspaper and Crazy English. The competition is fierce. At present, I understand that the English version of Learning Newspaper is entering our school market in large quantities. It is understood that their sales model is simply to sell in the dormitory of the university campus.

But the coverage is not wide, and it is often based on one side of the story. However, the delivery of newspapers or magazines in the later period has become the biggest problem. It often happens that newspapers or magazines are not delivered in time, or newspapers are overstocked, which does not leave a good impression on students. This is a good advantage for New Oriental English, which has just entered our school market.

Second, the sales target analysis:

Marketing target: 20xx freshmen of Northwestern Polytechnical University.

Total target population: It is estimated that there will be about 3,600 freshmen.

Object requirement analysis:

(1) For college students who have just stepped into the ivory tower, they already have their own English learning goals in mind. They have passed CET-4 and CET-6, and then strive for higher goals.

(2) In our school, because there will be an English placement test about ten days after freshmen enter school, students who have been away from the exam for several months will pay more attention to this exam. However, they rarely bring their previous textbooks or materials without knowing them in advance, so this is also a favorable starting point for the promotion of New Oriental English.

(3) The reform of CET-4 and CET-6 now puts forward higher requirements for the English level of contemporary college students. The effective and basic way to improve English performance is to enlarge vocabulary. It is what many freshmen want to know to find a material that can effectively help them enlarge their vocabulary and improve their overall English ability. At the same time, passing CET-4 has become the goal for students to learn English.

Third, the marketing field and personnel:

(1) On-the-spot analysis of the promotion market: Northwestern Polytechnical University has a vast territory and concentrated dormitories.

(2) Sales staff: In order to better carry out marketing and sales promotion, sales staff should be located in the dormitory area of freshmen, so as to achieve favorable publicity and sales promotion, seize more markets in the school at the first time, and provide more convenience for the issuance of newspapers in the future. At the same time, considering that it is inconvenient for boys to enter girls' dormitories, salespeople should have a certain proportion of men and women, so as to establish a favorable geographical advantage!

(3) According to the field analysis of the market, it is estimated that a total of about 40 salesmen will be distributed in each freshman dormitory on campus for publicity and promotion, and about 5 people will be needed to distribute magazines in the later period.

Fourth, publicity and marketing:

Publicity theme: Read New Oriental English and be the master of the future!

Sales tenet: honesty and trustworthiness, service first, customer satisfaction!

Pre-preparation:

(1) Personnel recruitment: Considering the difficulty of early promotion, I will recruit students and friends who are more responsible, want to do it and want to stick to it, especially those who have had previous promotion experience. At the same time, considering the geographical distribution and gender ratio, the recruited personnel should be divided into five small teams, one of which is a girl, and the team leader with strong ability should be selected.

(2) Personnel training and experience exchange: As a sales team, we should have team spirit, and Qi Xin should make concerted efforts to do a good job in sales. The cultivation of team spirit requires team members to get along more and understand more. In order to get better promotion effect.

It is very important to master certain marketing skills. Although a person's wisdom or experience is limited, the power of unity is infinite, which requires us to learn from experience extensively and communicate with each other. In addition, we should study hard theoretical knowledge and learn more marketing skills.

V. Marketing preparation:

(1) Arrive at school two days in advance, and make detailed promotion plan steps.

(2) Coordinate the members of the organization to boost morale!

Sixth, the promotion stage:

(1) Fixed-point publicity: At the entrance stage of freshmen, reception points will be set up at the main intersections of dormitories. Provide free drinking water for freshmen and their parents and make corresponding billboards for plane publicity. At the same time, if conditions permit, you can provide free newspapers in moderation.

(2) Promotion: Freshmen go to freshman dormitory for promotion.

(3) Seize the opportunity of hometown association to help freshmen understand university life and English learning, answer many puzzles of freshmen about the university, explain the importance and learning methods of English, and publicize our newspaper.

Marketing strategy: focus on grasping the psychology of the sales target.

(1) First of all, give people a cordial feeling. Self-introduction is very important. You need to bring our student ID card. As a senior or senior, you should be trustworthy in the eyes of freshmen. You can introduce them to the school as seniors or sisters, just like making friends. Smile when you talk and bring us closer together.

The importance of college English learning is fully revealed in the speech: as freshmen in our school, there will be an English placement test after entering the school, which will determine which class they will learn English in. Explain clearly the importance of graded testing. Students in fast classes have better English teachers, which is beneficial to improve their English scores.

Take CET-4 early. And many students came to school without any books or materials related to English. Buying this magazine can make some preparations for the exam and get back the feeling of English. It can also be used in college English courses and later CET-4 study.

(2) Take a sample with you when selling, try to be concise, and don't be too commercialized when cutting into the marketing theme, which will make the fresh graduates look disgusted.

(3) If you can successfully sell the magazine, you must issue a formal subscription invoice, preferably for the magazine. And leave the contact information of the campus supervisor. If you have any questions about newspaper delivery, you can report them to the campus supervisor. At the same time, the sales staff should take the initiative to leave their contact information.

You can ask our senior or senior any questions you want. Even if you can't sell it in a dormitory, you should leave your senior or senior's contact number. On the one hand, you can give freshmen a chance to turn over, and on the other hand, you can publicize it to his or her roommate and leave a way for future subscribers.

Specific methods of hospital marketing strategy. market analysis

Xxx, which belongs to Hebei Province, is located in three districts and four counties under the jurisdiction of Bohai Bay. It is a famous tourist city in China with a total population of 2.3 million, of which nearly half are immigrants from Northeast China. Haigang District is the first administrative region, Beidaihe District and Shanhaiguan District are tourist resorts, and the famous listed company Hua Yao Glass is located in xxx City. The harbor area in the third district of Gangcheng is the city center.

The population is relatively concentrated, and all municipal government agencies and major medical units are concentrated here; Beidaihe District, as a health resort around Beijing and Tianjin, is a tourist service industrial zone with hotels, restaurants and rest homes as the main body. Shanhaiguan District is also a tourist area, but due to its proximity to Liaoning Province, the primitive heavy industry in port cities has been intensively developed.

The main 3A hospitals in Huangdao City are People's Hospital, Harbor Hospital, Chinese Medicine Hospital, Maternal and Child Health Hospital, Second Central Hospital, Third Central Hospital, Public Security Hospital, Railway Hospital and Military Hospital. Public hospitals occupy more than 90% market share in xxx, taking the largest people's hospital in the city as an example.

The daily average number of outpatient visits can reach more than 2000. Private hospitals have developed rapidly in recent years. Since the opening of xxxx Hospital as the first private hospital, private hospitals such as Friendship Hospital, Railway Hospital, Public Security Hospital, Reproductive Professional Hospital, People's Hospital, One Center and Two Branches have successively settled in Gangcheng. Private hospitals are all specialized hospitals.

The specialties mainly involve gynecology, andrology, otolaryngology, anorectum, orthopedics, neurology and so on. Among them, reproductive diseases and infertility related to gynecology and andrology are the main departments of private hospitals. At the same time, there are hundreds of private clinics in the city, which mainly provide community medical services, but they can also enjoy medical insurance plans.

Private hospitals mainly focus on advertising, medical expert consultation and treatment discounts. Publicity mainly depends on advertisements, and the media are mainly television, newspapers and outdoor, because the advertisements of several hospitals appear too frequently and intensively in the local media, which has reached the point where advertisements are flooding. As a result, its advertisements have no influence on local people until they are numb.

Even have a great distrust of the advertising content, and are very disgusted and rejected by private hospitals. It can be seen that a single marketing method has a business bottleneck in xxx, and the relatively closed market environment and disorderly advertising competition lead to market shrinkage.

The biggest weakness of competition between private hospitals and public hospitals is that there is no historical precipitation and medical technology foundation. After all, the existing social status of public hospitals, apart from the help of planned economy and monopoly position, is inseparable from its decades of medical practice.

More than 90% patients in private hospitals come from farmers in surrounding areas. Because the departments set up are mainly male and female physiological diseases, most patients are embarrassed about such diseases because of the lack of corresponding scientific knowledge, and will not choose to go to large regular hospitals for treatment, thus forming the main tourist source of the hospital.

Second, the status quo of the hospital

Xxxx hospital has convenient transportation, only 1 and 5 kilometers away from xxx railway station and long-distance bus station. No.33 and No.34 buses connecting Shanhaiguan District and Beidaihe District can pass through the hospital. The longest travel time for patients from all districts and counties in the city to reach the hospital is less than 40 minutes. This position is very convenient for patients to travel for medical treatment. After the establishment of gynecology, andrology and otolaryngology treatment centers.

This year, we invested heavily in the construction of minimally invasive surgery treatment center and inpatient department, which made the overall scale of our hospital go up a step. At present, the daily average number of outpatient visits in our hospital is about 50, the monthly advertising cost is about 200,000, the per capita advertising cost is 1.34 yuan, and the per capita operating cost of shared hospitals is about 200 yuan (estimated value). The best period of hospital operation was July and August in 20xx, but now the overall performance of the hospital has declined compared with the same period in history.

The decline in performance is closely related to the market environment. However, in the course of two years' operation, there have been many problems in hospital management, which have delayed the all-round development of the hospital. According to my observation, the following key questions are drawn:

1, without overall strategy and long-term planning.

Our hospital is a family-run management, and the so-called strategy is just a vague concept, which only exists in the mind of the top decision-maker. Without the collective efforts and systematic analysis of management, we often act according to circumstances and change as we say. The so-called specialized hospital has only made a positioning in the medical scope, lacks overall strategic thinking, scientific and systematic planning and efficient management system, and cannot effectively use existing resources to give play to its own characteristics, so even if it is maintained, it will be difficult to expand.

2. Experts are not experts, which affects the quality of medical care.

Relying on external personnel and neglecting the cultivation of their own talents, most of the business backbones and academic leaders retired from public hospitals, and they were too old to have a synchronous effect with hospital management. For professional departments in hospitals, there are few high-quality young medical technicians and few real academic leaders, which leads to frequent medical disputes and has a great negative impact on the reputation of hospitals.

3. Lagging management and low operational efficiency.

On the whole, the management of our hospital still lacks modern hospital management concepts, and the institutionalization, scientificity and standardization of management are obviously insufficient, mainly in the following aspects:

A, the organizational structure is too simplified, the powers and responsibilities are unclear, and one person has multiple roles;

B, the business process is chaotic, lacking operating norms and related management systems, especially in terms of medical quality;

C, hospital development is too dependent on top leaders;

D unreasonable use of manpower, financial resources and material resources leads to higher costs.

4. Limited marketing means and over-reliance on advertising.

There is no doubt that advertising plays a great role in the development of hospitals, but the existing problems are: a, hospital management relies heavily on the role of advertising, ignoring the comprehensive use of various marketing means; B, price and service only play a certain role in resisting the primary competition of public hospitals, and are the means of survival, not the main means of development; C, as far as advertising is concerned, there is also a lack of systematic planning, single content and blind investment.

Through the observation these days, it is not difficult to find many problems. However, due to the limited nature of management and the quality of managers, they are too utilitarian and neglect the long-term development plan of the hospital, which leads to the employees in the hospital having no sense of belonging to the hospital, so they will not raise objections to the problems arising in their work. They just work here for work, and they generally lack a sense of responsibility. All these have directly led to the decline of business conditions, and it is reasonable to be unable to increase turnover.

If the hospital is operated by contracted clinics, just like individual merchants and enterprises, there are essential differences in management and operation. Family business can earn tens of millions by relying on emotion and fighting spirit in the early stage of development, but when it expands its business to earn more profits, the whole business will be difficult. Looking at the development of private enterprises in China for more than 20 years, it is not difficult to get the answer. Paternalistic management of family business will inevitably lead to the bottleneck of enterprise development.

Third, digital diagnosis.

The hospital did not give a clear answer to the above data. In today's increasingly fierce market competition, information strategy has fully reflected its important position. When we go shopping for clothes, we always write down our figure. These figures allow us to choose clothes that suit us in the shortest time. Physical examination in the hospital also needs to get the basic data of the body through testing.

We can know whether we are healthy or not through analysis. Similarly, digital analysis reports also play a role in understanding the market, analyzing competitors and testing themselves in enterprise management. Modern management is developed on the basis of science and experience. Enterprises that don't care about their own physical data can't work out feasible strategic plans to defeat competitors and occupy the market.

After understanding the importance of information survey, I also want to emphasize the scientific analysis after the figures come out. We need to know whether there are any problems in the implementation of the plan, where there are problems that need to be corrected in time, and which advertisements or activities have produced unexpected results in the local area. These data will tell us. However, most of the data in the hospital are lost or delayed, which shows that we lack professional data statisticians and analysts.

In addition, the situation of local competitors and their data are not to mention statistics, and there is no detailed investigation at all. The management of the market is not obvious, but investigation. In the local area, it is essential to "know yourself and know yourself."

Fourth, the hospital management thought

In recent years, the number of patients in our hospital has decreased, so the economic benefits will decrease and the expenses will increase. All these have brought great pressure to the survival and development of the hospital. Our development depends on management, and management stresses strategy. The essence of hospital management is to do everything possible to attract patients, and the core problem of hospital development is to do everything possible to make itself stronger.

If our hospital wants to be in an invincible position, it must establish a harmonious doctor-patient relationship, establish a good social image, respect a healthy and positive hospital culture, and form a unique concept of medical management based on "hard work" (constantly improve comprehensive management and improve professional level). Achieve external image, strengthen internal quality and win the trust of the people.

Hospitals should separate operation from management, with full-time general manager in charge of operation and dean in charge of medical administration and department management. The general manager is responsible for the internal operation and overall publicity planning of the hospital, and the dean is responsible for medical administration. The dean is not a decoration or a shield. His function is like a production minister in industry, focusing on medical quality and service system.

The fundamental way of enterprise internal management is to establish a cost accounting and responsibility center, set an annual goal, and there will be rewards if you reach the goal, and guidance if you fail to reach the goal. At the same time, use the responsibility management system to stimulate everyone's sense of honor and responsibility, so as to give full play to their greatest potential. The most important thing is to calculate the cost of a single service and calculate a reasonable profit as a reference for operation. The elements of hospital enterprise management include cost management, target management, performance management and departmental responsibility management system.