Hospital Marketing Plan

Hospital marketing plan

Hospital marketing plan, in the workplace, each of us should master certain skills, marketing planning is also a work content that every enterprise needs, among which The knowledge content included is also relatively extensive. The hospital marketing plan is summarized below. Hospital Marketing Plan 1

1. Significance of the research plan:

1. Background:

In recent years, our bank's personal financial management business has developed rapidly. Personal financial management products are constantly enriched, developing from single products to product portfolios; various banks have launched personal financial management centers, personal financial management studios, financial supermarkets, etc.

It is reported that after the establishment of our bank’s financial product research and development center, we will develop personal financial products suitable for promotion nationwide or in some regions in a planned and step-by-step manner, and at the same time explore an efficient and rapid research and development of personal financial products. mechanism to provide guarantee for the rapid development of personal financial business, and will mainly conduct product research and development in the fields of personal wealth management, personal assets, liabilities, payment and settlement and other business areas. The new atmosphere and the government's relaxed policy environment provide a good external growth environment for personal financial product innovation, which is also our bank's exploration plan for construction.

In view of the development of People's Hospitals, various types of expenses, etc., our bank marketed POSS machines to People's Hospitals (proposed on the condition that personal financial products are responsible for payroll services and fee collection).

2. Research status:

From the actual situation of our bank,

(1) Marketing intensity is low. At present, our bank mainly promotes the image of the company. The characteristics of personal financial products are less publicized; the main service targets are low-end customers, and there are not many high-end customers;

(2) In terms of technical content, personal financial products have "three lows", namely technology The content is low, and personal financial products are not built on technology-led platforms;

(3) Financial products that pay special attention to innovation must be based on the existing basic conditions of rural credit cooperatives, and Different from the personal financial products that have been launched, it makes product promotion more convenient and easy for customers to accept.

(4) The competition in the economic market is becoming increasingly fierce, especially the impact of the financial crisis; our bank develops personal financial products from People’s Hospital around our bank’s development goals

2. Purpose:

1. From the perspective of banks, as long as the interests of investors, especially low- and middle-income investors, are protected, since the financial crisis, some banks’ financial products have experienced zero returns and According to expert analysis, the introduction of this measure is mainly to standardize the investment management of our bank's personal financial management business. The China Banking Regulatory Commission believes that such financial management products are too radical and the risk control is too loose. This kind of loss far exceeds the average person's understanding of bank financial management products. Expectation and understanding

From China’s perspective, banks should be safe investment places, and bank wealth management products should at least be able to meet investors’ stop-loss requirements. Therefore, the China Banking Regulatory Commission believes that it is necessary to issue such a notice , standardize banks’ wealth management products, and enhance commercial banks’ risk management and control capabilities.

2. From the perspective of the People’s Hospital, with the development of society, more and more people cherish their lives, so the People’s Hospital is developing faster and faster, especially when it comes to personal financial management. More and more complex. Marketing POSS machines to people's hospitals can facilitate personal financial management on the one hand, and promote our bank's personal financial products on the other.

3. Overall, due to market competition, our bank must proceed from reality and carry out reasonable publicity and innovation in response to my country's banking development policy and economic efficiency issues. Based on the purpose of our bank's development in the people's hospitals, we will develop personal financial products among the people's hospital groups.

3. Main content of promotion:

1. Our bank’s goal: With the development of the economy and people’s accumulation of funds, rational financial management has gradually become a A leisurely way for people today. In recent years, due to market competition, various banks have begun to find their own way out. Especially affected by the financial crisis, our bank pays more attention to personal financial management and hopes to find hot spots in personal financial management. , for this reason, our bank has regarded personal financial business as a strategic development business, with the goal of becoming a world-class retail bank.

2. The road to the goal; market opportunities and competition coexist; our bank has established a road to build personal financial management. This article focuses on the marketing of personal financial products for hospitals and the marketing of POSS machines to hospitals (for collection agencies) Various hospital expenses, payroll agency business).

3. Talk about the role of personal financial products in view of our bank’s goals; in recent years, our bank has regarded personal financial business as one of its strategic development priorities, emancipating minds, changing concepts, adhering to long-term stable operations, and reform and innovation , intensive operation and integrated management, truly paying attention to people's livelihood, serving the people, and achieving sound and rapid development of various personal financial businesses. The poss function can help individuals better sort out their finances. For hospitals, it can not only sort out wages conveniently and quickly, but also pay various expenses in an easy way.

IV. Market strategy:

1. Market positioning;

Our bank’s personal financial business adheres to the “customer-centered” business philosophy and provides innovative services Form, deposit and loan business have achieved gratifying results. However, with the impact of the financial crisis, in response to the increasingly fierce competition in the market, our bank launched the first three-level wealth management service system of BOC Wealth Management, Wealth Management, and Private Banking in the industry at the end of 20xx to "create wealth and win" concept, launch differentiated personal financial services for customers at different stages of life, strengthen financial product innovation, and help customers maintain and increase the value of their property.

2. Service population;

Our bank targets most of the low-income people, mainly the grassroots staff of the hospital. Because of the fierce competition, our bank targets a wider range of people.

3. Publicity methods:

(1) Determine the target;

(2) Publicity methods:

a. Effective use of radio Strong media such as TV, newspapers, etc. can strengthen the publicity of the characteristics of a certain personal financial product so that customers can understand and accept the product.

b. Comprehensive and three-dimensional publicity can also be carried out by issuing leaflets, hanging banners, posting slogans, etc.;

c. Strengthen employee training and establish a high-quality account manager , provide customers with personal financial product services.

d. Strengthen the collection of information feedback, actively listen to and adopt customer opinions, further improve the functions of personal financial products, and increase the popularity and reputation of personal financial products.

(3) Product introduction;

a. Product construction principles and performance;

b. Product understanding of personal financial products;

c. The function of the product;

d. The hospital’s policy.

4. Publicity strategy;

(1) Promote the purpose of our bank;

(2) Promote some contents of personal financial products

< p> (3) Notes: a. Determine the target of publicity;

b. Formulate a publicity plan (including the formulation of time and place, and marketing of various personnel)

5. Activities Process;

1. Writing object; (Personal Finance of People’s Hospital)

2. Data collection process;

(1) First, market personal finance in People’s Hospital Products

(2) Summary of the publicity work in the People’s Hospital after our bank launches policies within a certain period of time.

(3) Finally, the result data shows that People’s Hospital strongly supports personal financial products with enthusiasm and popularity.

3. Brochure compilation process

(1) Market research; see which publicity method is more suitable for the public? Which publicity method is the most powerful? Lowest cost? Which method is most effective for my bank?

(2) Require managers to handle data (including collection, classification, processing)

(3) Try to write a brochure based on the current situation of the People's Hospital

(4) Send additional personnel to major people's hospitals for publicity

(5) Respond through news conferences to see which publicity method is the most effective

(6) Fully invest.

6. Feedback and evaluation of activity effects.

(1) First market personal financial products to people’s hospitals and try to implement them in hospitals. If possible, our bank will provide more preferential policies, such as a. Convenient for staff to handle. b. Provide certain discounts to hospital workers.

(2) Through investigation and analysis;

a. How many people participated?

b. Why do they participate? (Through what channels? Understanding of our bank’s financial products?)

c. The results of the tried methods

7. Work schedule

Time research progress

From July to June 20xx, first Conduct market research and identify People's Hospital as the target survey. Go to the library and the Internet to search for relevant information and read relevant literature

From July to September 20xx, I went to the People's Hospital to carry out publicity activities and practices, collect materials, conduct research, conduct technical exchanges, and discuss with relevant personnel< /p>

Analyze the publicity work of the People's Hospital from July 10, 20xx to early August, 20xx, and begin to implement a new plan.

From August 20xx to October 20xx, we vigorously promoted the popularization of personal financial management in various people's hospitals

From October 20xx to February 20xx, we conducted analysis and evaluation. The impact on our bank after the hospital implements personal financial products.

From February to May 20xx, the work of various people's hospitals was completed and personal financial products were promoted to a wider area.

8. Project budget:

Cost accounting: Since the beginning of our bank’s policy of promoting personal financial products in the People’s Hospital, direct and indirect budgets have been taken into account; such as publicity Fees and other announcement fees, indirect losses to our bank during the implementation period.

Income accounting: The impact of our bank’s promotion of personal financial products in People’s Hospital, our bank’s popularity, and analysis of our bank’s deposit and loan performance in a certain period of time in the future, especially under the influence of the financial crisis. Comparison of our bank's business, as well as the differences in competition between various banks, to see if our bank has more market effect than other banks (after operating in hospitals and selling personal financial products)

9. Summary:

The brand awareness of domestic banks has been increasingly strengthened in recent years. The brand of personal financial management established by our bank has been recognized by the market. Our bank has also made many attempts in financial product innovation. In the current situation where the homogeneity of bank wealth management products is serious, our bank markets its financial products to people's hospitals and strives to stay ahead in the industry. In the marketing purpose of our bank's poss machine, we should ensure our bank's efficiency while providing more convenience to the people, so that our bank's financial products can thrive in people's hospitals. Hospital Marketing Plan 2

The first part of the market analysis

1. There is a credibility crisis in private hospitals

Due to the relatively large investment in the medical industry, medical staff have little knowledge of medical knowledge. The absolute monopoly of private hospitals and the weak early supervision of private hospitals by the government have led to some private medical investors who are eager for quick success to use false medical advertisements, exaggerated claims, etc. to operate, resulting in one-time fraudulent medical practices, which has made the majority of patients and even the whole society have a negative impact on the medical industry. There is a bias on the issue of integrity management in private hospitals.

Although the review of medical advertising has been intensified in 20xx, private hospitals have also changed their marketing models. However, since the government levies 33% income tax and 5.5% business tax on private hospitals, the fees are high. Ordinary people still look away from private hospitals and dare not praise them.

2. Analysis of market advantages and disadvantages of Datong Gastroenterology Hospital

Datong Gastroenterology Hospital is the first and currently the only specialized hospital for gastroenterology in Datong, and has the advantage of seizing market opportunities. ; At the same time, it is a newly opened hospital, so it is easier to establish a brand image quickly; in addition, the subject leaders are all experts from well-known hospitals in Datong area, so it is easier to establish a positive image than other private hospitals. However, we cannot ignore the negative impact of private hospitals and the chaos in the medical market.

The second part of the marketing implementation plan

1. Relying on experts and guided by medical reform policies, establish extensive cooperative relationships with primary medical institutions and build a two-way referral network

The new round of medical reform has clearly stated that urban community health, rural health and public health services should be the focus of my country's medical and health work in the near future. The Chinese government has also provided preferential policies to grassroots medical and health institutions in terms of funding subsidies and medical expense reimbursement. The government has also clearly proposed to establish a first-diagnosis system for primary medical institutions when conditions are ripe.

In other words, most patients in the future will be transferred from primary medical institutions. Combined with the characteristics of digestive tract diseases, I suggest that based on the relatively strong advantage of hospital expert brand power, we should establish extensive cooperative relationships with primary medical institutions. The specific plan is as follows:

(1) Establish " "Counterpart support and two-way referral" relationship, and sign a cooperation agreement

(2) To establish a cooperative relationship with primary medical service institutions, the hospital provides them with the following support services

1. Free admission Primary medical staff come to our hospital for further study, and a seminar on the prevention and treatment of digestive system diseases is held every three months;

2. Based on the actual situation of primary medical service institutions and the health needs of patients, senior experts are regularly selected Go to primary medical service institutions for consultation or conduct health education lectures and health education series activities;

3. Give away several free health education books to primary medical service institutions every month;

4. Provide free technical consultation, guidance and online consultation to grassroots medical staff, and the grassroots medical staff who refer patients can follow the patients to observe and treat them;

5. Primary medical service institutions refer patients to me Free ambulance transportation to and from the hospital (if the patient comes by himself, travel expenses will be reimbursed based on the ticket based on the distance). At the same time, grassroots medical service institutions will be given a certain amount of development funds (including commissions for grassroots medical staff) based on the diseases of the referred patients. At the end of the year, two-way transfers will be provided. Primary medical service institutions that perform well in diagnosis and treatment will be given certain material rewards;

6. In accordance with the two-way referral standards for various diseases, the referred patients will be promptly transferred back to the primary medical service institution to continue treatment after their condition is stable.

(3) The cooperative primary medical service institutions are obliged to cooperate with our hospital’s various public welfare activities in the community (township, village) and various social surveys, and at the same time actively collect local residents’ feedback on our hospital’s services Suggestions and opinions from various aspects.

2. Guided by the establishment of a healthy cooperative relationship like a friend, we should pay long-term health attention to patients and cultivate a loyal customer group

In our country, people have a serious herd mentality and With a dependency mentality, no matter what you do, you like to find friends to rely on, especially when you go to the doctor. If we can become friends with all the patients who come to the hospital for treatment, then not only will they come when they feel uncomfortable, but they will also recommend the hospital to their relatives and friends, which will bring about a good word-of-mouth effect. The specific implementation details are as follows:

(1) Conduct regular training on service awareness and service skills throughout the hospital, such as medical guidance etiquette, doctor consultation communication skills, etc.;

( 2) Promote empathy with patients and carry out family services throughout the hospital;

(3) Conduct health return visits for patients leaving the hospital, such as the first visit within 6 hours of leaving the hospital and the first visit within three days after leaving the hospital. The second return visit, the third return visit within a week, the fourth return visit within one month, and then once a month;

(4) Disclose the contact information of medical staff to the patient so that the patient can have a healthy Contact medical staff in a timely manner when you have questions, such as making business cards for all medical staff in the hospital;

(5) Regularly provide emotional attention to discharged patients, such as sending them a blessing text message on major holidays and birthdays, and regularly send them text messages Provide health reminders to them in the form of health reminders, etc.;

3. Aim at the target population to carry out disease screening and quickly occupy the market

Targeting the high-risk and prone groups of digestive diseases, and their location Contact the government or its work unit to conduct disease screening through free routine health examinations, and then achieve the purpose of treating patients through high-quality services. Physical examination items include routine medical and surgical examinations, abdominal B-ultrasound, blood biochemistry tests, chest fluoroscopy, etc.

4. Carry out promotion through multiple channels, and strive to allow more people to experience and receive services

Make full use of opportunities such as medical openings, major festivals and statutory holidays, and provide free consultations through experts, Promotional activities are carried out through various channels such as discounts and exemptions on examination and treatment fees, active participation in various public welfare activities organized by the government, and attention to the health of special groups.

5. Make full use of Internet tools to gain more customer groups

The Internet is not unfamiliar to today’s society. On the contrary, more and more people are doing more and more things. Rely more on the Internet. Nowadays, many hospitals are also carrying out online marketing, but most of them have fallen into a misunderstanding, that is, they cannot wait for everyone who browses the website to come to the hospital for treatment. When the website is opened, there is either a business communication dialog box or a large number of hospital advertisements. , which makes people very disgusted, and the results can be imagined.

If our website only does health education, technical strength, equipment display and some soft-propaganda, and we promote ourselves through the Internet from the perspective of a third party, the results will be different. The ingredients that make others trust It will be much larger. Hospital Marketing Plan 3

Hospital Marketing Plan

1. Market Analysis

It is a famous tourist city in the country with a total population of 2.3 million, nearly half of which are immigrants from the Northeast. Haigang District is the first administrative district, Beidaihe District and Shanhaiguan District are tourist resorts. The famous listed company Yaohua Glass is located in x city. Zhonghaigang District, the third district of the port city, is the city center and has a relatively concentrated population. All municipal government agencies and major medical units are concentrated here;

Beidaihe District, as a health resort in the surrounding areas of Beijing and Tianjin, is home to hotels and restaurants. , a tourist service industry zone mainly focusing on nursing homes; Shanhaiguan District is also a tourist area, but because it is close to Liaoning Province, the original heavy industry of the port city has been relatively concentrated.

The main Grade-A hospitals in Huangdao City are People's Hospital, Harbor Hospital, Traditional Chinese Medicine Hospital, Maternal and Child Health Hospital, Second Central Hospital, Third Central Hospital, Public Security Hospital, Railway Hospital and Military Hospital. Public hospitals account for more than 90% of the market share in X city. Taking the city's largest People's Hospital as an example, the average daily outpatient volume can reach more than XX people.

Private hospitals have developed rapidly in recent years. After the opening of * Hospital as the first private hospital, private hospitals such as Friendship Hospital, Railway Hospital, Public Security Hospital, Reproductive Hospital, People's Hospital, First Center and Second Branch have successively Settled in Hong Kong City. Private hospitals are all specialty hospitals, and the specialties mainly involve gynecology, andrology, otolaryngology, anorectology, orthopedics, neurology, etc. Among them, gynecology, andrology-related reproductive diseases and infertility are the main departments of private hospitals. At the same time, there are hundreds of private clinics distributed throughout the city, focusing on community medical services, but they can also enjoy medical insurance projects.

Private hospitals mainly focus on advertising and discounts on consultation and treatment by medical experts. Publicity mainly relies on advertising, and the media is mainly TV, newspapers, and outdoor. Because several hospital advertisements appear too frequently and densely in local media, they have reached the point of flooding. As a result, its advertisements have no effect on the local people and have become numb to them. They even have great distrust in the content of the advertisements and are very disgusted and repulsive towards private hospitals.

It can be seen that a single marketing method has created business bottlenecks in this relatively closed market environment, and disordered competition in advertising has led to the shrinking of the market. The biggest weakness in the competition between private hospitals and public hospitals is the lack of historical accumulation and medical technology foundation. After all, the current social status of public hospitals is inseparable from their decades of accumulated medical practice, in addition to the help of the planned economy and monopoly status.

More than 90% of the patients in private hospitals come from farmers in surrounding areas. Since the departments opened mainly deal with physiological diseases of men and women, most of the patients lack corresponding scientific knowledge. And those who feel embarrassed about such symptoms will not choose to seek treatment in large regular hospitals, thus forming the main source of disease in the hospital.

2. Current situation of the hospital

*The hospital has relatively convenient transportation. It is only 1 or 5 kilometers away from the railway station and long-distance bus station. It is connected to Shanhaiguan District and Beidaihe District by bus No. 33 and No. 34. Cars can pass near the hospital, and the longest journey time for patients from all districts and counties in the city to reach the hospital is within 40 minutes. This location is very convenient for patients to travel for medical treatment. After establishing gynecology, men's and otolaryngology treatment centers, the hospital spent huge sums of money to build a new minimally invasive surgery treatment center and inpatient department this year, bringing the overall scale of our hospital to a higher level.

At present, the average daily outpatient volume of our hospital is about 50, the monthly advertising cost is about 200,000, the average advertising cost per person is 134 yuan, and the average per capita operating cost of the public hospital is about 200 yuan (estimated value) . The best period for the hospital's operation was July and August of XX, but now the hospital's operating conditions have declined overall compared with the same period in history.

The decline in performance is closely related to the market environment. However, during the two years of operation, there were also a lot of problems in the hospital's internal management, which caused the hospital's comprehensive development to slow down. According to my observation, The following key issues arise:

1. There is no overall strategy and long-term planning

Our hospital is managed by a family, and the so-called strategy only exists in the mind of the top decision-maker. It is a very vague concept. Without the collective efforts and systematic analysis of the management, it is often acted upon and changed at will. The so-called specialist hospitals only position themselves in the scope of medical treatment, without overall strategic thinking, lack of scientific, systematic planning and efficient management system, and cannot effectively use existing resources to fully bring out their own characteristics. Therefore, even if they are maintained , and it is difficult to grow bigger.