Marketing plan for hospitals

Marketing plan for hospitals

Marketing plan for hospitals, in the workplace, each of us actually needs to have certain abilities, whether it is personal development or the company's team Development requires long-term career planning. The following is a marketing plan for hospitals. Marketing plan for hospitals 1

1. Brand goals of xx hospital:

1. Create a specialized brand for liver disease treatment, establish differentiated competitive advantages, win with brand, and control the market share and achieve satisfactory sales performance.

2. Enhance employees’ sense of identification and accomplishment with the hospital, and encourage employees to improve the quality of medical services.

Strategy: Intervening in advance to promote service projects can easily generate sales results, but this is short-term; it is detrimental to the construction of the hospital brand. This is a question of brand and sales performance. Brand promotes sales.

2. Brand core positioning:

The brand’s positioning should be in line with consumers’ consumption psychology: when choosing a hospital for treatment, it is like buying a product, first think about the quality of the product ( It is of course best to have a good brand reputation), think about the authority and professionalism of the hospital. Medical services are relatively special services that are closely related to the fundamentals of human life. Consumers pay more attention to its technology, experts, efficacy and other capabilities rather than the functions of the product. Positioned at the forefront of liver disease treatment in China, it is in line with consumers’ consumption habits.

Build a good brand with high positioning. High positioning and a high starting point determine lofty development, and positioning is the basis for a hospital to build a specialty brand. A display of strength and a subconscious requirement for one's own potential.

Slogan: XX Traditional Chinese Medicine Liver Disease Hospital, to be the leader in liver disease treatment in China.

3. Brand quality planning:

Experts, technical equipment, therapeutic efficacy, honorary titles, collaboration with authoritative institutions, academic research authority, undertaking scientific research projects, etc., these are all brands The planning must have promotional materials so that patients can develop a sense of identification with the hospital brand after experiencing the services provided by the hospital. The most important thing that makes patients feel this way is the service of doctors, nurses and the efforts of other hospital staff.

Therefore, all hospital employees must clearly understand the meaning of the brand and brand slogan, and agree with this concept. Develop work specifications for doctors and other staff based on the hospital's brand concept. It is necessary for hospital operators to adjust brand work specifications based on problems that arise during actual operations so that brand work is indeed feasible. Brand advertising strategy: print, TV, radio, outdoor, college journals, websites, printed matter, event promotions, college songs, etc. (Detailed planning plan)

4. Market positioning:

In terms of software and hardware, we must be able to convince patients who come for treatment and let them experience the first brand in the field of liver disease treatment in China. of strong strength. In terms of market characteristics, we are a large international specialized hospital for liver diseases, and we are at the forefront of the field of liver disease treatment in China.

This clearly differentiates us from other hospitals, whether it is various types of hospitals (positioning) or the liver disease departments of large and medium-sized hospitals. What we do is what others have not done yet. In terms of regional strategy, we will carry out more refined marketing operations; across the province, we will use news to hype and advertising to bombard. Market entry point: Relying on brand communication, the news hypes the characteristics of the hospital, and strives to attract all media in Shaanxi to pay attention to the Gucheng Traditional Chinese Medicine Liver Disease Hospital and focus on the hospital’s popularity.

5. Hospital Promotion

It is divided into four stages: market introduction, expansion, maturity and improvement, which lasts for one year and aims to promote the hospital to the market. Let patients generally understand, from understanding and understanding the hospital (the first stage), to agreeing with the hospital (the second stage) that they will come to our hospital for treatment if they are sick (the third stage), and finally to the point where the patient is willing or long-term to stay in our hospital for treatment, and Recommend others to come for treatment (the fourth stage), forming the hospital brand.

6. Market introduction period

With the opening as the time dividing line, pre-opening strategies and post-opening strategies are divided. Purpose: To create momentum through events, let people know our hospital, have a deep understanding of the hospital, and focus on the hospital's popularity; at the same time, carry out more adequate and skillful advertising operations and event promotions to attract patients to come for treatment.

Before opening:

1. Hold a large-scale press conference

2. Rolling subtitle bombing: put it on every other day and last 24 days. Generally concentrated in news and TV drama periods. Deliver about 6 times a day and adjust according to actual conditions. Note: The time between the dissemination of this plan and the opening of the project cannot be too long, and the time between the launch of film and television and print advertisements should not be too long. Generally, it should not exceed two weeks, and it is best to control it within 10-14 days. Even though films and TV shows are on camera, print editions are published, and openings are opened, the rolling subtitles continue to be on camera and continue to create an impact.

3. Hiring a CEO with an annual salary of 3,000,000 - to cooperate with the recruitment of medical staff, but the requirements are higher. Purpose: To attract media attention and hype. Recruitment requirements for hospital CEO: doctorate degree, MBA degree, having visited more than three countries, possessing rich diplomatic resources, proficient in more than two foreign languages, and serving as vice president of a triple-B or above hospital for 5 years.

Opening: 1. Opening celebration (specific planning plan)

2. PR strategy: free physical examination for 200 patients. Purpose: Create popularity. Free physical examination items: liver function, two-and-a-half pairs, and DNA quantitative testing are all free of charge. Idea: Invite media reporters to participate in the opening ceremony and report on the "200 patients free physical examination event"; at the same time, appropriately promote it in the opening print advertisement to mobilize people's enthusiasm for participation.

3. Hype the incident of “free treatment for liver disease patients”. Cause of the incident: A patient with liver disease had been suffering from liver disease for a long time and had sought treatment in many hospitals but could not be cured. Moreover, he is deeply in debt and now seeks help from a certain media. Purpose: By providing humanitarian assistance to the patient: free treatment for liver disease; attracting media attention, building the hospital's reputation, and further strengthening the hospital's reputation, which is cheaper publicity; at the same time, if the patient's image is suitable, use it to promote it in the media His popularity makes him an "actor" in hospital film and television advertising, and the filmed publicity effect is even better.

4. Part of the idea for advertising strategy print media: with the theme of celebrating the establishment of the hospital, comprehensively promote the hospital’s strength profile, build the first brand of liver disease treatment in China, and launch promotional activities. Some ideas for TV media: 1 minute, brief information, and prominent theme. Photographed and produced by a film and television advertising company, the effect is better. And it is interspersed with hospital strength promotion. It is necessary for the audience to understand the opening of the hospital and have a preliminary understanding of the hospital.

Kill two birds with one stone. After opening 1. Electronic media placement strategy: Take brand communication as the leading role, focus on the hospital’s strength, and maintain and enhance the hospital’s reputation on the basis of widely spreading the hospital’s popularity. Note: The selection of media time periods is mainly based on packages. Planning and production of film and television advertising tapes.

Brand article: 5 seconds or 10 seconds, this commercial will also become the standard advertisement for other commercials. Idea: Brand article is actually the dissemination of brand positioning. Declaration: 30 seconds. The commercial can be edited into 5 seconds, 10 seconds or 15 seconds. Idea: Different characters, different protagonists, different contexts and environments, witness "For the treatment of liver disease, I choose Gucheng Traditional Chinese Medicine Liver Disease Hospital". Although it is very vulgar, it is easy to spread popularity through repeated broadcasts. Refer to the brain platinum idea.

Strength: 1 minute/1.5 minutes. Why not use 3-5 minutes? Reason: 3-5 minutes is too long and has become a small program, making the advertising theme less prominent. The cost is higher. Secondly, it is inconvenient for the TV station to adjust the time period, and the same expression can be expressed in one minute, and the effect is better if it is played repeatedly.

Advertising film production format: news report. Idea: Creatively use new advertising styles, boldly innovate medical advertising communication methods, and create a precedent for medical advertising formats. Try to invite more influential news program hosts in Shaanxi, such as the news host of Shaanxi News Channel, to host the news report and let reporters report on the spot. In this way, the news host and reporter sing in unison, and the communication effect is better than pure and direct strength communication, and the credibility and appeal are stronger.

Idea: Focus on disseminating the strength of the hospital, interviewing experts on-site, and introducing the background of investment institutions. And using health system officials or other high-ranking officials to evaluate the hospital is equivalent to inviting them to speak for themselves and relying on their authority to spread the word, making it easier to gain people's trust.

Or may cause controversy and concern. Public welfare chapter: 30 seconds. The commercial can be edited into 5 seconds, 10 seconds or 15 seconds.

Idea: Public service advertisement, advocating respect for liver disease patients and not discriminating against hepatitis B patients, arousing social protests.

2. PR strategy. The "China (Ancient City) 20xx First Liver Disease Prevention and Treatment Summit Forum" was held. Purpose: Mainly to create momentum so that people can continue to deepen their impression of our hospital as a leader in the field of liver disease treatment.

Organize lectures jointly with universities and colleges to popularize hepatitis B knowledge. Purpose: It can also be said to be an extension of the summit forum. Go deep into colleges and universities and expand the hospital's influence among college and middle school students. With the help of this group's rebelliousness, high quality, and easy understanding of new things, it is easy to build a reputation.

The forum cooperates with print promotion (news, advertising); at the same time, the "Liver Rehabilitation Promotion Manual" is distributed.

It is the first in the province to launch “full-process follow-up diagnosis and treatment”, establish patient files, and regularly visit patients; at the same time, it is the first to establish a “hospital customer service center” to specifically manage patients, our customers, and make diagnosis and treatment services the best. Be more thorough and strive to practice the service concept of "the customer is always right".

It can also be like GXT in establishing a "family community" in a large hospital. Purpose: To provide high-quality services to truly reflect the hospital's brand concept.

News and print advertising planning; at the same time, produce a "Hospital Customer Service Center" brochure and integrate it into the hospital's corporate culture construction, hospital training, etc. Purpose: Brand grafting improves the hospital's visibility and, more importantly, its reputation. It is also a change in medical services, which will naturally attract media attention. Invite concert singers or celebrities to visit patients with liver disease in our hospital, and have conversations, take photos, etc. with patients with liver disease to create a sensation. (But do not hire them as image spokespersons), and ask the advertising company that cooperates with our company to film and record the entire event of its stars coming to our hospital. Purpose: Relevant media in the province will automatically pay attention to this event due to the star factor - to build momentum and quickly spread the word about the hospital through the celebrity's popularity. If the hype is good, it can even become an instant hit.

3. Print news and advertising strategies: In terms of news: Make a series of news hype in the morning and evening newspapers; In terms of advertising: Echo the film and television advertisements, combine the two, and integrate and disseminate a unified signal. And add some promotional information.

Purpose of the brand chapter: Brand recognition, allowing people to understand and become familiar with the hospital’s brand positioning, and clearly distinguish it from other hospitals in their impression.

The purpose of the public welfare chapter: to arouse the public outcry from the whole society, achieve emotional recognition, and then identify with our hospital.

The purpose of the series of strength articles: spread the strength of the hospital, so that people can truly experience the strong strength of the Gucheng Traditional Chinese Medicine Liver Disease Hospital, and witness and recognize our hospital’s authoritative position in the field of liver disease treatment. Note: Try to create diversified expression methods, such as impressions and notes, to avoid dryness and make the layout vivid.

The purpose of the series of popular science articles and strength articles is: to educate the general public about health and make it a brand column for liver disease science popularization; and to reflect the strength of the hospital in the advertisement, so that the column can be fully integrated with the hospital to prescribe the right medicine. Note: Try to cooperate with the media to host popular science columns.

The province’s first 24-hour liver disease prevention and treatment hotline liver disease investigation was launched. Purpose: To reflect the characteristics of liver disease specialty hospital from this point of view. 3.15 Integrity Chapter Purpose: With the help of 3.15, we can shape the hospital’s sense of integrity in people’s impressions.

7. Market expansion period

Purpose and strategy: This stage is a period of comprehensive competition for market share and is also a key point in the development of the hospital. The hospital goes deep into the market, expands business, and carries out more detailed operations; at the same time, it further strengthens the brand, works hard on advertising operations and services, and improves brand operations to integrate people's brand perception and experience.

1. TV media placement strategy: Continue to broadcast original film and television commercials, increase the production of dramas and news dialogue programs, and further enhance the hospital brand, especially through news dialogue programs, groundbreaking The use of new advertising methods can easily arouse people's attention and have a far-reaching impact.

Planning and production of news dialogue programs for film and television tapes Program name: Dialogue program overview: Invite well-known news program hosts (for example, the host of Shaanxi TV News Channel) to serve as hosts. Guests: Group Chairman, Senior officials in the health system, entrepreneurs, liver disease experts, ordinary people/patients. Program duration: 5-10 minutes. Idea: Through the production and modification of the storyline, we will illustrate the joy and happiness gained after treatment in our hospital.

Among them, it reflects the hospital's strength, hospital services, and disease efficacy.

2. PR strategy: Cooperate with the China Poverty Alleviation Commission, XX Health Bureau, and XX media to conduct hepatitis B censuses in various regions. Note: This kind of census is different from previous censuses in various medical institutions. This kind of census is a substantial public welfare act that benefits the people and the country. Purpose: Go deep into various regions, spread the hospital's banner to every corner of the township, and expand the hospital's influence and reputation in the region. Planned series of news and print advertisements; and distributed "Liver Rehabilitation Promotional Materials" at the same time.

Write a series of census reports, or census doctor’s notes, and make more systematic publicity and advertisements. The purpose of holding China's xth academic seminar/academic exchange meeting on liver disease prevention and treatment: to host academic seminars and build the hospital's academic authoritative status in people's impressions, thereby further establishing the hospital's leadership in the field of liver disease treatment. There are 10 shuttle buses per day to the train station and bus station to pick up and drop off patients free of charge. Note: Or negotiate with the bus company to increase the number of buses.

The site is set up as XX Liver Disease Hospital. Purpose: In this way, it is convenient for patients to seek treatment, reflects the hospital's humanized services, and provides free publicity and advertising to build a certain reputation.

One lesson per week: Lectures on liver disease knowledge will be held regularly (initially scheduled: six nights a week). Together with the third point (10 daily buses to train stations and bus stations to pick up and drop off patients free of charge.), it constitutes "listen to lectures and take the through train" or "lecture through train". Purpose: To reflect the strong academic atmosphere and learning enthusiasm of our college externally, and to strengthen the re-education of employees internally. Jointly organized the "First Liver Disease Knowledge Competition" with government departments, a TV station, and newspapers. Operation method: Jointly organize with the media, and our hospital must enjoy the naming rights.

Purpose: It is a good public welfare activity to improve the reputation of the hospital in the eyes of the public. It has attracted the attention of the whole society to liver disease. Since our hospital is the first to hold such activities, people also pay attention to our hospital and strengthen the professional impression of our hospital on liver disease in the minds of the public.

8. Market maturity period

Purpose and strategy: Strengthen brand building, highlight the brand through the hospital’s comprehensive strength, and gradually build the hospital’s reputation among people, even medical staff, so as to To achieve high brand satisfaction, patients or healthy people will come to our hospital for treatment as soon as they hear about liver disease.

1. TV media placement strategy. In terms of film and television placement at this stage: Gradually increase the placement of 5-second or 10-second brand advertising films, manifesto-style advertising films, public service announcement films, and 1.5-minute/1-minute story dramas, with 1.5 minutes/1 minute (depending on the specific situation) (Determined) The strength of the film and television advertising supplemented.

Purpose: The strength article cooperates with brand communication, uses strength to highlight the brand, and uses the brand to promote sales. After about half a year of film and television advertising bombardment, people have generally understood the strength and profile of the hospital. Therefore, the role of strength communication has been reduced, and brand building and strengthening have become more important. Therefore, the proportion has been appropriately adjusted.

2. PR strategy: Cooperate with the health department to train doctors from township health centers and village health centers for free. Purpose: From attracting patients to paying attention to medical staff in various areas of the ancient city (mainly doctors in township health centers and village clinics), of course, in the final analysis, it is to expand the source of the disease and further shorten the distance with them. At the same time, patients and medical staff (the medical staff here refer to doctors from township health centers and village clinics, this group has the largest population and is also the group most likely to cause bad things.) work together to eliminate different opinions in order to achieve a consistent reputation both internally and externally.

Cooperate with the health department to organize the "Liver Disease Rehabilitation into Thousands of Families" event. Purpose: To achieve carpet bombing and bring health to every household. Hospitals from all over the world, especially county-level hospitals, are welcome to establish cooperative relations with our hospital and come to visit, or our hospital will provide technical support and guidance. Purpose: To expand the influence of our hospital in the industry, establish an authoritative position in the industry, and become a leader in liver disease treatment in China. Strive to establish scientific research and other collaborative relationships with Shaanxi College of Traditional Chinese Medicine, or establish collaborative relationships with domestic liver disease research institutions.

Purpose: To strive to speak in academia, from clinical to academic is a very important transcendence.

3. Print advertising strategy series strength chapter (including inviting well-known experts to give lectures or consultations, or becoming a collaborative unit of an authoritative scientific research institution, etc.) Purpose: to spread the strength of the hospital and let people truly experience the strength of the hospital The strength has witnessed and recognized the authoritative position of our hospital in the field of liver disease treatment.

A series of powerful science popularization articles (including inviting well-known experts to give lectures or consultations, or becoming a collaborative unit of an authoritative scientific research institution, etc.) - strive to co-sponsor columns with the media. Purpose: To educate the general public about health and make it a brand column for popularizing liver disease; and to reflect the strength of the hospital in the advertisement, so that the column can be fully integrated with the strength of the hospital to prescribe the right medicine.

9. Market improvement period

Purpose and strategy: After nearly a year of communication, the brand has accumulated rich assets; but we still need to improve Through the adjustment of film and television advertisements and humanized post-medical services, she humanizes the brand and makes it easier for people to communicate spiritually and emotionally. In this way, the brand can be more deeply rooted in people's hearts, making them willing to stay in our hospital for treatment for a long time.

1. Television media strategy. This stage is an important stage for brand promotion. Therefore, the style of TV advertising focuses more on warmth, peace, and humaneness, and strives to personify the brand. Declaration: Reflecting and testifying from different perspectives of the hospital that "for the treatment of liver disease, I choose XX Liver Disease Hospital." (Real shots of the hospital's environment, strength, and services are mainly taken, but the angle changes) Public welfare film: The theme of the copywriting remains the same, but the shooting and actors have changed, making the style closer to people and more touching.

Brand film: It only becomes an advertising standard and does not play advertisements. A feature film and a story drama are combined into one: among them, the story of liver disease treatment is reflected, experts, senior officials, and patients are interviewed on-site, and the hospital's capabilities are recommended.

2. PR strategy: Establish "Liver Health Club" - VIP members (under the management of the hospital customer service center). Purpose: Extended medical services, an important manifestation of humanized medical services. Participants: patients with fatty liver, alcoholic liver disease, etc. (participants will be limited). The first liver rehabilitation party was held. Purpose: This activity communicates emotions, and is also an affirmation of one's own medical services, allowing patients to identify psychologically and emotionally with XX Liver Disease Hospital.

Cooperate with China Mobile Communications/China Unicom to establish a Global Communications "family community". Purpose: Cooperate with China Mobile to form a strong alliance and use their thoughtful services to enhance the hospital's trust and satisfaction in the eyes of patients.

3. Print media strategy series strength chapter (including inviting well-known experts to give lectures or consultations, or becoming a collaborative unit of an authoritative scientific research institution, etc.) Purpose: to spread the strength of the hospital and let people truly experience XX liver disease The hospital’s strong strength has witnessed and recognized our hospital’s authoritative position in the field of liver disease treatment. A series of powerful science popularization articles (including inviting well-known experts to give lectures or consultations, or becoming a collaborative unit of an authoritative scientific research institution, etc.) - strive for ways to co-organize columns with the media.

Purpose: To educate the general public about health and make it a brand column for the popularization of liver disease; and to reflect the strength of the hospital in the advertisement, so that the column can be fully integrated with the strength of the hospital to prescribe the right medicine.

The relationship between brand and marketing In the long run, just like state-owned medical institutions, brands can bring stable and rising sales performance to hospitals. Brand is the core competitiveness of medical institutions. In the future, medical institutions (state-owned hospitals are gradually diluting their dominance) must rely on brands to survive.

Because patients have or are forming a nearly natural immune potential to the advertisements of medical institutions, and in the information society, the proliferation of information has repeatedly become the main way to catch people's "eyeballs" method. Advertising costs are huge, so we need brands. This is an era of winning brands, allowing patients to remember the hospital brand and identify it with other medical institutions. Marketing plan 2 for hospitals

Hospital marketing tools and methods

The first step: expert consultation

Experts are the best representatives to establish an authoritative image. The Chinese have a tradition of superstitious authority. As long as they are labeled as experts, Chinese cabbage can be sold for the price of agave. The hospital also assigns a specialist number for registration, and the price is higher, although it is still the same as treating a cold. Therefore, playing the expert card in medical marketing is one of the commonly used and effective methods.

In the promotion of private hospitals, the influence of experts is even more powerful than the appeal of outpatient clinics, and many patients follow the experts. At present, a common method is for doctors from large hospitals (usually retired) to visit outpatient clinics regularly to boost the technical image of private hospitals.

If there are no such resources, you can try to build an authoritative doctor brand in a private hospital to build your own "expert" brand.

Second move: Private public welfare lectures

It is an effective way to shorten the psychological distance between surrounding residents and outpatient clinics through public welfare health knowledge lectures.

Private hospitals can organize it on their own, or they can organize it jointly with community committees. The latter is more effective. It can be covered with a layer of public welfare and strengthen the relationship with the neighborhood committee. The theme should also be closely related to current events. For example, when dengue fever was prevalent last year, some private hospitals asked doctors to explain how to prevent dengue fever, and the activity was very effective.

The third strategy: word-of-mouth communication

As the saying goes, gold and silver monuments are not as good as word-of-mouth among ordinary people. Consumers’ consumption experience is the most convincing! How to properly use word-of-mouth marketing in the promotion of private hospitals? One way is to rely on good services to win patients' spontaneous word-of-mouth publicity; the other way is for private hospitals to consciously guide word-of-mouth publicity. The common method is to extract typical cases in stages, and then the medical staff will "inadvertently" reveal them when the patient sees a doctor. Three people became a tiger, and the advantages of private hospitals spread to thousands of households with stories.

The fourth move: joint promotion

Under the premise that their own expenses and promotion power are limited, private hospitals can try to promote by using external forces, such as using terminal publicity of pharmaceutical companies, in Conduct publicity activities near private hospitals. At present, many pharmaceutical companies carry out promotional activities at the terminal and are equipped with professional lecturers and publicity personnel. Private hospitals can choose to cooperate with them, organize them together, and use their professional strength to promote themselves.

The fifth tip: considerate service

Compared with technology, this is hardware; compared with price, it is the most transparent; the most likely to be outstanding and entertaining should be service. Service - this seems to be the simplest but is the most difficult to provide. To provide services, we must look at the problem from the perspective of the patient, not from the perspective of the operator. Although many private hospitals have set up guidance desks, the image of guidance counselors in patients' minds is quite different. Place a TV in the IV room so the patient is not too bored while the injection is taking place.

The sixth trick: discount promotion

This method is to carry out promotions based on different seasonal characteristics or current hot topics. For example, the "Healthy Spring Breeze Action" is launched in spring, and discounts for gynecological diseases are launched during Women's Day. The key to this type of operation is that the activity points must be new and the content design must be attractive. For example, a private hospital did not choose discounts during an event, but instead gave away specially made exquisite home medicine boxes, which attracted some residents. Even after the event, some residents were talking about it for a long time. Marketing plan 3 for hospitals

Selection of hospital marketing strategies

1. Overview of overall development strategy

1. Optimize the internal structure of the hospital-----Establish Comparative advantage

To achieve scientific and reasonable allocation of resources, organically combine funds, talents, equipment and other resources for the target market to form professional advantages, and make choices based on one's own strengths and the weaknesses of opponents, and have We must make choices and establish our own characteristics. On the basis of establishing characteristic departments, we will increase investment, introduce advanced equipment, select and train outstanding talents, thereby creating a first-class medical brand.

2. The basic strategy of medical services—high-quality majors and specialties, rough and small comprehensives

Large specialties and small comprehensives—that is, the strategy of local advantages: reducing the comprehensiveness of the hospital , optimize the limited resources of the hospital, focus on the development of advantageous specialties - painless visual abortion specialist, breast specialist, male and female infertility, uterine fibroids, children's ADHD specialist, intellectual development and other specialties, seeking the sustainability of advantages , the extension of services and forming a service chain.

3. The development strategy of Lianchi Hospital—use technology to survive, service to develop, and characteristics to benefit.

Medical service technology is the foundation of all hospitals, and Lianchi Hospital is no exception. It is very difficult for xx Hospital to solve the technical gap with large hospitals by relying solely on itself. Introducing technology and talents is one of the effective methods that Lianchi Hospital can take. In addition, Lianchi Hospital should look for bright spots with development potential under its current situation and integrate technical resources for medical services in order to give full play to its group advantages.

That is: the combination and packaging of medical service products, highlighting technical advantages in gynecology, pediatrics, etc.

4. Strengthen personnel promotion and tap resources to obtain a win-win strategy - cooperate to obtain resources for my use

Achieve multi-channel cooperation to obtain a win-win situation, including with customers Win-win, win-win with surrounding hospitals, win-win with urban and rural clinics, win-win with employees, win-win with suppliers, win-win with business management departments.

5. Price strategy—cost leadership strategy

Actively reduce various costs while ensuring medical quality and providing good services to seek controllable prices for medical services elasticity. When providing the same service products, if our costs or fees are significantly lower than the industry average or major competitors, within a certain period, the cumulative total cost of all activities that create value will inevitably be lower than the industry average or major competitors. opponent.

On the one hand, the cost advantage allows the hospital to achieve greater profits and accumulate more development funds under the same economies of scale; on the other hand, the hospital will be likely to lose money in an unfavorable operating environment. Have stronger survivability and competitiveness. Another implication of the low-cost advantage is the sustainability of this advantage.

6. Establish the hospital’s service strategy—differentiation strategy

The medical services provided to patients must be unique. The services of xx hospital must work hard on the uniqueness of services and service processes, including adding the hospital's own characteristics in terms of product portfolio of medical services, reputation and brand, medical technology, patient services, market development channels, etc.

7. The hospital’s resource utilization strategy—target concentration strategy

The hospital’s resources are limited. Only by gathering the overall strength of the hospital and concentrating on developing the hospital’s pillar specialties can we achieve success. It is possible to achieve greater success in a shorter period of time. This is what the saying goes, "concentrating superior forces to fight a war of annihilation." Especially in the investment of advertising resources and human resources.

In terms of publicity, we use 80% of advertising resources to focus on 20% of key businesses, such as: painless abortion, breast disease, infertility, children's intellectual development, etc., which will achieve ideal benefits.

8. Monopolize important communication resources and establish an invisible competition shield-----surprise competition strategy.

Monopolize relatively limited communication resources and establish competition barriers. Use various publicity methods and adopt various channels to organize various forms of public relations and promotional activities to increase the visibility of the specialty department brand until the Lianchi Hospital brand is firmly positioned in the minds of target consumers.

9. Unified image strategy:

Adopting a unified image strategy, using unified patterns, colors, and characteristics, is conducive to establishing the brand image of xx Hospital, which can not only save packaging costs, but also Can expand the influence of xx hospital.

10. Quality management strategy-----Strengthen the quality management of hospital services and win with quality:

Strengthen the quality management of hospital services and win with quality. First, we must establish excellent medical services. And when the hard products are excellent, we strengthen the soft product strength by playing the service card, such as carrying out smile service, star service, etc., and at the same time using the service benefits to further introduce talents, add medical projects, etc., thus comprehensively improving the product strength and solving the problem of The bottleneck problem of hospital market-oriented operation and development.

11. Continuously innovate strategies.

In order to maintain a leading position, relevant marketing activities must be ensured every year to stay ahead of competitors and become the leader in the medical industry in terms of publicity concepts, customer service, distribution efficiency, etc., and to maintain the leading level and leading position through innovation.

12. Address existing deficiencies, improve quality, and increase efficiency.

2. Operational objectives

To further improve the hospital’s credibility, especially to strengthen the construction of trust and reputation, emphasize distinctive and brand departments, and improve medical services Specialize in everything, and establish the brand advantage of xx hospital.

During implementation, we need to focus on the three major themes of "establishing characteristics", "marketing innovation" and "brand building", and work step by step to achieve success.