Marketing strategy of private hospitals

Marketing strategy of private hospitals

Marketing planning of private hospitals. It is necessary to make a marketing plan before selling. Marketing planning is a sales-oriented plan, which refers to the overall planning of various promotional activities in order to achieve the expected sales goals before marketing and service. The following is the marketing plan of private hospitals.

Marketing planning of private hospitals 1 first, the background of the parties.

Time flies, time flies. 20xx New Year's Day is coming, and our hospital has gone through an extraordinary year. With everyone's support, it thrives in love. Thorns all the way, let's meet here, and the spirit of self-improvement connects each of us. We comfort each other, encourage each other, support each other and make progress together.

All the way through the storm, we are with you. With the departure of old friends and the arrival of new friends, our hearts are sweet, because we have left the most wonderful footprints of our friends here. A new year, a new beginning. Let's get together here on this festive night.

Try your best to support a blue growing sky! Let's get together here and compose the world's favorite battle song with the most beautiful notes! The sun is new every day, symbolizing the birth of hope, verifying the sleepless night tonight!

Second, the theme of the party:

20xx "Welcome the Spring Festival" Gala

Third, the purpose of the party:

Enrich everyone's spare time! Promote friendship between colleagues. Increase employees' sense of belonging!

Fourth, the party time:

20xx65438+February 3 1 (from 16: 00)

Verb (short for verb) Meeting place:

Honggaoliang restaurant

Sixth, the party process:

I. Speech by the host of the party

B. The leader delivered the opening speech of the New Year.

C, program performance

Seven, the party program requirements:

Program form:

1. Relaxed and participatory karaoke songs and programs performed by various departments are the main features.

2. Lottery tickets, etc

Eight, award setting

(1) program category

1, first prize: 500 yuan (1/ individual or group)

2. Second prize: 300 yuan (1/ individual or group)

Third prize: 100 yuan (2/individual or group)

4. Participation Award: 50 yuan (who participated in the program)

Awarding leader:

The first prize was awarded by General Manager Wu.

The second prize was awarded by director Huang.

The third prize was awarded by Dean Liu and Director Liu.

The person in charge of the participation prize is to be determined.

(2) On-site lottery activities

1, first prize 1: 200 yuan.

2. Two second prizes: 100 yuan.

3. Third Prize: 50 yuan.

The third prize, the second prize and the first prize are drawn by the relevant leaders in turn.

All personnel (except relevant leaders) will issue lottery numbers (numbers will be randomly generated).

Lottery prizes will be distributed by the leaders of the on-site lottery.

(III) Game Participation Award

20 yuan gifts (presented by the host on the spot) can be found in the rules of the game.

Nine. Others: (* * * Discuss and improve this activity together)

Marketing Plan of Private Hospitals Part II (1) 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 and 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 review of medical advertisements has intensified in the past 20 years, the marketing model of private hospitals has also changed. However, due to the government's levy of 33% income tax and 5.5% business tax on private hospitals, the high fees still make people flinch from private hospitals and dare not compliment them.

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.

Marketing planning of private hospitals 3 I. Significance of activities

1, continuously improve the hospital's popularity. Increase the hospital's exposure in society.

2, the percentage of hospital outpatient service. Because of the season, the number of outpatients has decreased significantly compared with previous months.

3. Increase the fan base. With the gradual development of marketing work, the importance of fans is also highlighted. The future is the era of fans. For example, Lei Jun of Xiaomi mobile phone is the fan economy.

4. Brand image. Efforts will be made to turn this activity into a public welfare activity, enhance the brand image of Renhe Orthopedics, and change people's views on private hospitals.

Two. Programme of activities

In mid-July, the activity of "Making Hot July Cooler" was launched. In order to make Xuchang people get more benefits in this hot summer, it is not hot.

Xuchang Renhe Orthopedic Hospital, without the support of Xu Changren, could not survive in Xuchang for ten years. It is grateful to the society and gives back to Xuchang. During the activity period (7. 1-7.30), elderly people over 65 can enjoy the following free activities with their ID cards:

Free expert diagnostic examination. (Inviting Professor Li Guangzhi, a pain expert from Beijing 30 1 Hospital, to visit the hospital)

Three, Xuchang Renhe Orthopedic Hospital plan specific implementation plan:

In the implementation of the plan, it is mainly divided into land, sea and air.

1, Shanghai spread events from newspapers, television, outdoor and other traditional media.

2. The X-frame made by Lu in the hospital lobby spread from the inside of the hospital, so that the patients in the hospital can enjoy this activity better.

3. Spread through the network, focusing on WeChat, Weibo, websites, forums and blogs, and launch virus marketing on the network.

Generally speaking, mobilize the masses, participate extensively, and spread things in a form that everyone likes. We should fully improve our enthusiasm and initiative!

Fourth, conclusion:

July is just the beginning. Cultivating fans is a long-term project. Starting from July, I hope to launch different activities every month to cultivate fans. Let fans become our' helpers', our best free publicity tool, and let our fan economy become our biggest thing!