Model essay on marketing planning of gynecological outpatient activities

Model essay on marketing planning of gynecological outpatient activities

Before the activity begins, the gynecological clinic needs to make a good plan. In order to ensure that work or things can be carried out in an orderly manner, it is often necessary to make detailed preparations in advance. Planning is a detailed process to solve a problem or a project or a theme. Let's take a look at the model essay and related materials of gynecological outpatient marketing planning.

Model essay on marketing planning of gynecological outpatient service 1. 1. Activity theme: Care for women's health and create a perfect life.

Goddess of health | Braving the wind and waves, soft in the middle and hard in the middle

Slogan: Go ahead and chase the dream stars, let women walk on the waves.

Our detail is not as good as your schedule.

Born of love, I started the "station" of uterine defense.

Two. Activity time: 20xx August 28th/Saturday (9: 00 am) (tentative)

Three. Activity address: (tentative)

1. Inviting unit:

2. Special guests:

Four. Activity objectives:

Through the establishment of Hospital Health public welfare alliance, the hospital and the host departments (obstetrics and gynecology) will be further publicized, so as to better enhance people's concern about women's health and understanding of women's diseases, popularize women's health knowledge, improve public awareness of obstetrics and gynecology, promote obstetrics and gynecology, create personal IP of department directors, publicize obstetrics and gynecology from point to point, and strengthen people's brand image positioning of hospitals while promoting the external publicity of departments.

Verb (abbreviation of verb) activity form:

1, pre-promotion and publicity (DM single page, No.2 intermediate portal, anti-aircraft gun at hospital entrance, WeChat single map, official WeChat account link, official video number, new media video, news media, applet link, etc. );

2. Short video of street interview; 1, friends circle, WeChat official account link, applet link, etc.

2, through the official video number, Tik Tok, today's headlines and other news media.

Vote for the goddess of health (tentative)

1. Activity time: August 2 1 ~27.

2. Activity preparation: make a voting session and invite customers to participate in advance.

3. Target audience: all adult women.

4. Number of participants: no less than 50.

5. Purpose of the activity: To warm up the crowd through online activities, all customers who participate in the activity can be invited to participate in the theme activity of Hospital Health public welfare alliance and "Love Women's Health to Create a Perfect Life"-the Palace Protection Action Plan and Hospital Health public welfare alliance * * * to promote health awareness. Through online voting, it was completely detonated in the women's life circle, which greatly promoted the hospital and the event organizer-obstetrics and gynecology.

6. Activity gifts: available or attractive gifts for women of this age.

7. Award ranking: First place: (Award); Second place: (prize); Third place: (Award): Fourth to tenth place: (Award).

7. Promotion form:

1, friends circle, WeChat official account link, applet link, etc.

2. Spread through group chat, forwarding and inviting friends to vote.

Join hands with relevant units-Caring for Women's Health Clinic (tentative)

1. Activity time: August 14 (tentative)

2. Activity preparation: banners, posters, communication with relevant units in advance, and customer invitation.

3. Activity target: relevant units, community management committees and major communities.

4. Purpose of the activity: through the relevant units, invite all major communities and units to conduct free clinics, and conduct on-site publicity in major communities, and invite all free clinic clients to participate in the theme activity of Hospital Health public welfare alliance and "Healthy Women in Love Create a Perfect Life"-Palace Protection Action Plan and Hospital Health public welfare alliance * * * to promote health awareness. Through the free clinic, it has attracted the attention of all ages in major communities and greatly promoted the department of obstetrics and gynecology in hospitals and event organizers.

Sixth, the promotion form:

1, friends circle, WeChat official account link, applet link, etc.

2. Through the self-participation of relevant units, community management committees and the public.

Model essay on marketing planning of gynecological outpatient activities II. First, "ground marketing"

1, physical examination: it is mainly used to organize group physical examination, which can be divided into rural areas, communities, schools, enterprises and institutions, with emphasis on gynecological physical examination.

2. Referral: Focus on developing the referral network of rural health centers, village cadres and township health centers; Followed by pharmacies, clinics, staff hospitals, community street cadres and other referral networks.

3. Free clinic: cooperative free clinic in township hospitals; Community street cooperative free clinic; Free clinic on holidays in city square (try to cooperate with relevant departments and units); Free clinic in the factory; Enterprise school free clinic, etc.

4. "Medical treatment": organize professional and mature marketers (middle-aged women are preferred) to set up points in large and medium-sized public hospitals for interactive marketing. However, it should be noted that the marketing resources of "medical care" should pay attention to curative effect and should not be over-developed.

5. Health lectures (holidays): health lecture halls in schools, community streets, enterprises and institutions, and hospitals.

6. Friendship activities (irregular): schools, community streets, enterprises and institutions and other departments and referral of friendship personnel.

Second, "air marketing" (customer service)

1, telemarketing: telephone consultation and appointment; Telephone return visit (establishing customer files and special and perfect return visit mechanism).

2. SMS platform marketing: SMS medical news; Sms consultation and appointment.

3. Network platform marketing: website construction and network promotion (including keyword bidding, optimization, posting, health question and answer, article links, etc. ); Online consultation appointment (link "business link", conversation volume conversion); Network return visit; Online prize-winning activities (such as prize-winning disease questionnaire survey, etc.). ); Establish a network hospital platform.

Third, in-hospital marketing

1. All-staff marketing: establish an incentive mechanism, mobilize the staff of the whole hospital to carry out marketing, and set targets and tasks as appropriate, conduct regular appraisal, and reward the excellent and punish the poor.

2. Customer marketing: use customer resources, that is, patient resources (especially cured patients), introduce patient resources and give proportional rewards.

Fourth, holiday marketing.

1, legal holidays: For example, during the May 1 and November holidays, relevant marketing activities will be launched with the theme of "paying attention to the health of workers" or "enriching the country and strengthening the people, loving the motherland and caring for health".

2. Convention publicity anniversary: such as World Men's Health Day, World AIDS Publicity Day, International Women's Day, Teacher's Day and other festivals, launch corresponding marketing activities in combination with related themes.

3. Hospital Celebration Day: Carry out corresponding marketing activities with the theme of "Grateful to the society and repaying the people".

Verb (abbreviation for verb) event marketing

1. In-hospital event marketing: for example, the hype of a recovered patient coming to the hospital for gratitude.

The operation is as follows: One morning (the most crowded time around the hospital), a group of people came to the hospital with gongs and drums, holding red thank-you notes to express their heartfelt thanks to the hospital, and then set off firecrackers to post thank-you notes at the hospital gate. The content of the thank-you letter can be formulated in combination with the activities carried out by the hospital. Event marketing can be a true story or a pure fiction. If you can't find the truth about this incident, you can invite someone to play it, and the employees' families can go into battle. If you plan properly, you can take care of each other before and after, and even invite the media to report and do free publicity.

2. Network event marketing: for example, the hype of an online medical assistance event.

Here's how it works: On a popular bbs, a netizen posted such a help post, saying that one of his relatives and friends was seriously ill (specifically, what disease can be determined according to the characteristics of our hospital or the needs of activities), and the county-level hospital where he was located was helpless, and at the same time, because his family was poor, he could not cope with the high medical expenses and asked the major hospitals for help. On the other hand, he expressed his willingness to help and promised to reduce medical expenses, which naturally introduced and publicized the characteristic technology or activities of our hospital and the advantages of low fees.

Soon after, the netizen immediately sent a thank-you letter. At this time, the key point comes. The thank-you letter needs to be written deeply, in order to attract the attention of netizens and actively follow it, so that major websites can reprint it until it becomes news. Attention should be paid to the details of the whole event to avoid mistakes.

3. Marketing of other activities: focusing on public welfare, news and popular science, you can do some activities regularly to cooperate with the media to market the image, strength and function of the hospital.

Six, terminal marketing ("card method" marketing)

We can cooperate with professional advertising and marketing companies to make various medical discount cards (such as free medical examination cards, Medicaid cards, operation limit cards, love discount cards, etc.). ), can be directly distributed to rural consumers in villages and towns, with one card per household and carpet coverage.

Seven, academic conference marketing

Co-organized annual meetings, semi-annual societies, academic seminars on certain diseases, primary medical training courses, etc. Cooperation between professional disciplines and medical associations or medical research institutions, and marketing in combination with corresponding activities.

Eight, experience marketing

If the hospital introduces some new technologies and equipment or carries out a certain project activity, it can enter the community street for publicity, invite residents to experience it for free, try out the effect, make them satisfied, and then achieve the marketing purpose.

Nine, public welfare marketing

Actively participate in various social public welfare activities, or actively organize some influential large-scale public welfare activities to fully display the positive image, social responsibility, medical quality and corporate culture of the hospital. Establish a good public impression and reputation of the hospital, improve the credibility and reputation of the hospital, build an honest brand of the hospital and create social benefits to achieve marketing purposes.

In addition, hospital marketing is a continuous and systematic process, which can not be completed by one department alone, and requires close contact and cooperation between various departments of the hospital. Hospital marketing is the same as other enterprise marketing. Enterprises sell products, and we sell special products-health. Hospital marketing is not only a means, but also an idea, which should run through the comprehensive management process of all aspects of the hospital-hospital marketing.

Model essay on marketing planning of gynecological diagnosis and treatment activities 3 I. Purpose

1, rapidly expand the visibility (image) of XX Gynecology Hospital in the public, and build the hospital's expert brand, department brand, technology brands and service brand.

2. Quickly establish new consumption habits and seize the medical market share.

Second, the goal.

1. Establish the overall popularity and reputation of XX Gynecology Hospital.

2. Promote the special departments, special projects, new technologies, new projects and quality services of XX Gynecology Hospital.

3. Promote the brand of expert team of XX Gynecology Hospital and convenient, affordable, efficient, high-quality and warm service.

4. Rapidly expand the market share of XX Gynecological Hospital and increase the market share.

Third, the market positioning of XX Gynecological Hospital

Because the patient flow of private hospitals is not fixed, which greatly affects the stability of private hospitals' profits, it is necessary to expand the number of outpatients. Its market positioning is as follows:

1. Stabilize the surrounding areas (communities, rural areas). Based on the surrounding communities, we will attract stable customers with "concern and love" and lay a good foundation for word of mouth.

2. Seize the opportunity of medical insurance. It is imperative for private hospitals to join medical insurance. Only by striving to join medical insurance can private hospitals ensure the stability of surrounding consumer groups and achieve better cash flow.

3. Actively publicize the preferential policies of designated hospitals and hospitals for medical insurance, gradually accumulate them, establish a reputation, and lay a good foundation for long-term brand building.

Hospitals should analyze and position their own markets, find out their advantages and disadvantages, and conduct comprehensive argumentation and planning. Here, I provide the following analysis framework for the hospital.

1, advantages:

(1) approved by the provincial, municipal and district health administrative departments, and built according to WHO and JCI standards.

② Professional and technical advantages

③ Perfect supporting facilities

④ All kinds of insurance designated institutions.

Disadvantages:

(1) Mature competitors.

② advertising effect.

(3) People still lack a deep understanding.

(4) Very famous academic leaders are especially needed (this city is particularly important)

2. Competition: such as the Fourth Military Medical University, Xi 'an Women's Hospital and Sanqin Hospital.

3. Market: The market is large, the people's living standards are constantly improving, and there are extremely high requirements for the quality of life.

From our market survey, we know that the latest health survey released by the Ministry of Health shows that 20% of us don't go to the hospital now, and one of the most important factors is the high cost of the hospital. Low-and middle-income people account for the vast majority of urban people (rural areas), and the market is huge. As long as we locate it accurately, the source of the disease will not be a problem.

In addition to price competition, in hospital competition, patients judge the quality of a hospital service according to their own feelings. By comparing patients' expectations of the hospital with their feelings of receiving services in the hospital, if their feelings and experiences exceed patients' expectations, then it is good medical service.

Patient's feelings in hospital >: Patient's expectation = good service quality.

How patients feel in the hospital

Patients' feelings in the hospital = patients' expectations = average service quality.

It costs money for patients to receive services in hospitals. Providing value-added services can form "loyal customers". According to the management concept of modern hospital service, "loyal customers" are the main source of profits and the driving force of hospital development. A basic way to judge value-added services is that hospitals provide more additional services after providing basic medical services.

Fourth, the leading brand service strategy-"optimistic about the disease"+value-added services

The fundamental purpose of patients going to the hospital is to look after their illness and relieve their physical and mental pain. Conversely, in the final analysis, hospitals should be able to solve the problem of "illness" for patients. From the perspective of the medical market, whoever can solve patients' problems well will gain the trust of patients; With the trust of patients, the hospital can develop smoothly. Only in this way can we rely on medical technology and medical quality.

In terms of services, such as one-stop service in the hospital, patients are accompanied by special personnel when they are admitted to the hospital, and discharged doctors and responsible nurses are sent to the gate; Online leisure, patients' birthdays, and flowers; These excellent services are free of charge. After the patient is discharged from the hospital, we still need telephone follow-up visits to solicit opinions and continue to provide help.

Verb (abbreviation for verb) High-quality parity strategy-

In order to let patients "spend less money to take care of their own diseases" or "spend the same money to enjoy more satisfactory services", our hospital will adopt the strategy of "high quality and good price" to reduce the fees of some examination items and let patients get more benefits.

Six, marketing promotion strategy-highlighting the characteristics of specialty, department, technology and service. Pay attention to the community (countryside)!

1, actively develop medical insurance, improve service quality, cultivate credibility and reduce the harm of false advertisements.

2. In the initial stage of market cultivation, expand multi-channel marketing and advertising, quickly establish popularity, and establish a solid position and new consumption habits.

3. For urban community residents and floating population, universities and vast rural areas. (Implement special preferential treatment strategy for old employees)

4, a clear understanding of the target appeal, give full consideration to patients' psychological habits, to avoid causing patients' psychological antipathy.

5, based on the community, colleges and universities, to promote the community (rural). To become a satisfactory hospital in the hearts of ordinary people, and strive to take the community (rural areas) and major universities as the development basis.

6. The media should be the media that people are used to, such as urban community media, social news newspapers and public facilities.

Seven, media combination strategy

The integration of advertising should be the combination of image advertising and sales advertising, and the combination of TV media and other channel media. We can see the image advertisement of the hospital on TV, the brand building advertisement of the hospital in newspapers and magazines, the detailed introduction of the hospital through the Internet, the follow-up service of the medical magazine briefing, and the public service advertisement of the community as the basis, so that patients can fully understand the information, and the credibility of the hospital can be effectively strengthened immediately, thus triggering impulse and action consumption and realizing business sales.

Eight, the media marketing advertising plan:

The specific delivery and combination of this kind of media should be carried out according to the development of the hospital, and the staged publicity should be randomly combined or put in a single item according to the characteristics of the media and market opportunities, paying attention to practical results.

1, TV (radio) advertising promotion

Broadcast strategy: based on Xi' an, radiate around; Mainly promote image advertisements, special items and diseases, and short-term activity information. At present, the control of medical TV advertisements is not very strict, and the image of the hospital and short-term activities can be used.

Channel broadcast mode: images, medical records feature films, theater spots (hanging corners, etc. )

Broadcast time: long-term image promotion in the promotion stage and intermittent broadcast in the development stage.

Broadcast: You can think about it when appropriate.

2. Newspaper advertising promotion

Big theme: caring for women and caring for health.

Newspaper selection: Huashang Daily, Sanqin Metropolis Daily, others, etc.

Strategy: a series of "soft advertisements" appear, starting with topics that people pay attention to; Co-organizers of health columns or newspapers contribute articles, answer and analyze major female medical problems or common female medical problems, and create public news topics. Methods: It is effective and influential to adopt the methods of reporters' writing, telling the truth and appearing according to news topics. Advertising appeal: pay attention to the analysis and report of the case and the report of the specialty, technology and service of our college. Concept: Advocating rational medical treatment-health diagnosis and treatment needs to go to formal institutions;

Institutions: Xi 'an's best quality and high-grade professional medical institutions-safe diagnosis and treatment are guaranteed;

"Expert: authoritative expert sitting or expert technical exchange-curative effect speaks with facts";

Technical articles: Make women worry-free for life-the foundation of the development of ——Xi 'an XX Gynecology Hospital;

All-round service: professional service-the hospital's "patient-centered service tenet";

Other focus information and thematic publicity will be promoted simultaneously to strengthen comprehensive business understanding and services.

Delivery time: its mainstream newspapers can be promoted for a long time, and it is best to jointly organize columns for a long time, and other information can be released irregularly.

3. Communication and network promotion

1 SMS marketing

It is necessary to collect and sort out the PHS numbers left by patients when they see a doctor, or establish a special database, and use card-to-card or apply for an interface platform from SP operators to send a group of follow-up tips or health information to patients. This way is easy to gain the gratitude and trust of patients.

(mainly for key patients, inpatients, old customers, etc. )

2. Telemarketing (including 1 14 (knowledgeable person) and other industries, CRBT services).

Provide hotline consultation: the warm voice of the wiring doctor, considerate greetings and seemingly fulfilled promises can often arouse the inner feelings of patients.

Contact the patient by telephone, reply to the recovery of the disease, remind the patient of matters needing attention after illness, care about the patient's living conditions, and the patient's satisfaction with coming to the hospital and the service satisfaction of the attending doctors, nurses and other staff. On the one hand, patients can get care, on the other hand, they can understand the service quality of the hospital, thus improving the shortcomings of the hospital.

(Mainly for: consulting customers, returning visits, and marketing (customer) activities)

3 mail marketing

Establish electronic medical records. Establish an electronic medical record file on the hospital website, so that patients can choose to fill in the medical record information according to their age. It is required to fill in the medical record in detail according to his real name and contact the patient in time, and the filling content is absolutely confidential.

Make a monthly health report regularly every month and send it to the mailbox left by patients when they see a doctor. On the one hand, it is to publicize health knowledge, on the other hand, it may be to recommend special specialties and well-known experts to patients. When a patient or someone around him is sick, his first thought must be this hospital.

(mainly for old customers (existing customers, potential network members, etc.). )

4 website marketing

Make full use of the hospital website to establish online medical diagnosis, expert consultation, online Q&A and expert appointment. Cooperation, friendship and business interaction with other websites will improve netizens' understanding and trust in hospital websites and services, strengthen the generation of potential customers and promote business consumption.

4. Promote social (government) public welfare activities

Objective: To establish the public image and social credibility.

Strategy: Participate in social welfare activities (cooperate with health bureau, women's federations, charities and other social groups, etc. )

Methods: Sponsor (or provide assistance) to obtain patient information and conduct telephone or conference marketing.

Time: irregular

5, enterprises and institutions, major universities linkage promotion.

Objective: To shorten the distance between the hospital and the surrounding enterprises, institutions and schools and increase the potential customers. Spread hospital image and establish brand reputation.

Mode: provide health checkups and health knowledge lectures, offer discounts, give gifts, cash coupons or * * * explore their respective consumer groups or potential groups by using the same media. Get patient information and conduct telephone or conference marketing. Time: long term.

6. Community (rural) promotion

Theme: Harmonious society, caring for women.

Objective: To establish the public image and social credibility.

Promotion mode: As a breakthrough point, community health education, like the establishment of public relations, is also an important way for our hospital to go out of the hospital and go deep into the community to carry out medical services, and its marketing characteristics are also stable. It should be pointed out that if the objects of community service can get satisfactory services, these stable patient groups will be more likely to be transformed into "loyal" customers. It not only responded to the national policy, but also promoted the hospital.

Planning community: the whole city community, surrounding districts and counties communities, universities and vast rural areas.

Advertising methods: install instruction advertisements, TV voice advertisements, public stone tables, green signs, road signs, wall advertisements, etc. in residential areas and elevator apartments.

Why choose our social media?

1, the need of media innovation, based on the community, advertising to the door of the target group.

2. The national supervision of all kinds of advertising media is more and more strict. Although there are more media to choose from in the medical industry, the operating space is getting smaller and smaller. Social media has a relatively broad operating space.

3. Community media can help stabilize the residents within the sales radius of the hospital and serve as long-term customers for outpatient service. It helps to seize this emerging media and prevent competitors from occupying this advertising gap.

5. Social media can help hospitals to minimize operating costs, save money, get the maximum effect with limited funds, and seize the opportunity in market competition.

6. It can help the hospital to establish a long-term reputation in the terminal and shape a good image.

7. Community media covers very high-quality and scarce community media resources in urban areas.

7) Outdoor Kanban Plan

Kanban setting: the surrounding districts and counties use station advertising, and the city center uses point-to-point advertising. In outdoor advertising, we can completely surround and infiltrate large hospitals.

Specific expression of media form:

1, villages and towns, rural areas (communities): use wall advertisements.

2. Main traffic intersections around: outdoor signboards.

3. Urban communities: banner advertisements, bulletin boards, briefing boards and service boards of health stations.

8) Promotion of other marketing methods

(e.g. 1, car body, magazines, picture books, airplanes, etc.). Is undefined, according to the specific situation of ascension. )

2. In addition to direct advertising, you can also compile a map of Xi 'an Medical Guide or Health magazine to include all public medical institutions (large Chinese medicine hospitals) and hospitals in Xi 'an. On the one hand, it is convenient for patients to seek medical treatment, on the other hand, it can make full use of the remaining pages and combine the medical characteristics of the hospital. Targeted delivery to patients is cost-effective and can be used as a unique publicity material.

Nine, improve the service and return visit system.

To improve the existing return visit system, we should combine the above communication and network promotion.

Mainly based on the concept of "patients' complaints are golden", allowing patients to make back-to-back comments after seeing a doctor or leaving the hospital will relieve patients' worries and say what they are afraid to say in the hospital. The hospital arranges a special person and a special telephone line to collect patients' real feelings as a "resource" to improve hospital work. After the follow-up records are registered, carefully sorted out and comprehensively analyzed, they are fed back to relevant departments, departments and individuals in time, which plays a role in supervision and inspection of the majority of medical staff.

Take each department as the management unit, and make management measures and patient return visit system in a planned way. Hospitals should formulate and establish management measures for patients' health records, establish health records for patients who can bring economic or social benefits to hospitals, and formulate management measures. For hospitals, some patients can't produce economic benefits, but they can produce great social benefits.

Strengthen the post-medical service, extend the care for patients outside the hospital, create an atmosphere of "caring for patients and serving them wholeheartedly" in the whole hospital, improve the relationship between doctors and patients, and make the patient satisfaction rate soar.