Analysis of hospital marketing planning scheme

Marketing is an important measure for private hospitals to increase business volume and benefit in recent years, and it is also a key step to win in the increasingly competitive medical market. Every marketer should undergo pre-job training in relevant business knowledge, be familiar with the structure and market positioning of the hospital, understand the medical services provided by the hospital, especially the characteristic technology and specialized business in the hospital, understand the specialists and technical backbones of the hospital, fully understand the advantages and disadvantages of the hospital, foster strengths and avoid weaknesses, and be able to publicize and introduce them skillfully. In short, marketing is a combination of management and sales, and marketers should learn to discover, tap and cultivate the market; Develop and consolidate the marketing network.

The following summarizes the marketing content of private hospitals:

First, "ground marketing"

1. Physical examination: It mainly organizes group physical examinations, which can be divided into rural areas, communities, schools, enterprises and institutions, with emphasis on gynecological physical examinations.

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 care": organize professional and mature marketers (middle-aged women are preferred) to set up points in large and medium-sized public hospitals for mobile 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): schools, community streets, enterprises and institutions and other sections and hospital health lecture halls.

6. Networking activities (irregular): schools, community streets, enterprises and institutions and other sectors and referral network 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, 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. Statutory 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, 3.8 International Women's Day, Teacher's Day and other festivals, combined with related themes, launch corresponding marketing activities.

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.

The operation is as follows: On a popular BBS, a netizen posted such a help post, saying that one of his relatives and friends was seriously ill (specifically, what kind of 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. 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.

A large-scale National Day marketing planning activity plan in a hospital

The purpose of this scheme is to take the 60th anniversary of Daqing as an opportunity, take community public welfare activities as the main axis, cooperate with the issuance of Long March health cards (tentatively named "Health Card for Serving the Country" and "60 Love the Motherland Card") and media public relations, and form a positive and relatively complete concept of "Long March Hospital" among urban residents.

The purpose of the plan is firstly to improve the popularity and recognition of Changzheng Hospital, secondly to give residents an overall impression that Changzheng Hospital has a sense of social responsibility, and thirdly to increase the number of target customers who come to Changzheng Hospital for treatment.

Activity theme * * * Celebrate birthday, * * * Enjoy health.

Organizers: Health Bureau, Civil Affairs Bureau, Education Bureau, Disabled Persons' Federation and Youth League Committee.

Organizer Huaibei Changzheng Hospital

Co-organizers: Huaibei Daily, Huaibei TV Station, Huaibei Education TV Station and Huaibei Radio Station.

Activity settings

1. Celebrate the country, enrich the people and strengthen the country —— In 2009, Changzheng Hospital issued the "Health Card with the Country".

Launch the activity of "Celebrating the country's prosperity and wishing the whole people health", advocate people born on 10/0/day to celebrate with the country, stimulate patriotic enthusiasm, strengthen health awareness and enthusiastically promote the quality improvement of the whole people. During the activity, 60 volunteers "Huaibei Health Ambassadors" were recruited to participate in community health construction, health assistance for poor patients, health publicity and education and other public welfare activities.

1. Make a health card for students born in "China * * *" and distribute it to residents born in the urban area 10/0/day for free. The core service area will be relaxed to residents born in 10.

2. Enjoy the contents of "Health Card for Students Born in China":

● This card is valid from June 2009 10 to September 30, 2065.

● The face value of the card is 60 yuan. The cardholder's first visit to Changzheng Hospital for medical treatment or physical examination (including 60 yuan) is free. If the face value of 60 yuan card exceeds RMB 60 10 yuan, you can enjoy a 40% discount on the excess.

● Cardholders can enjoy a 20% discount for repeated consumption in Changzheng Hospital and a 60% discount for "Health Ambassadors".

● Cardholders are exempt from registration fees and medical treatment fees for general outpatient clinics.

● Non-cardholder patients who come for physical examination or medical treatment on June 10 also enjoy a 20% discount.

3. Publish card donation information through media reports, banners, community bulletin boards, and issuing small national flags. Huaibei residents, including long-term residents from other places, collect them at the Long March Hospital, community activity points and neighborhood committees with their identity cards. The card issuing time is as of June 10, 3 1. 4. This card is only used by cardholders, and other cards are invalid.

2. Celebrate the National Day, Care for People's Livelihood —— 360 pieces of love in Long March Hospital

Launch the activity of "Happy National Day, Caring for People's Livelihood", help some poor groups and some groups worthy of attention, reflect social responsibility, and contribute to building a harmonious society.

1. The joint unit recommended 60 poor disabled people, 60 poor elderly people, 60 poor patients with chronic diseases, 60 excellent teachers, 60 excellent volunteers and 60 excellent taxi drivers, and made a series of follow-up reports on their love, which not only celebrated the prosperity of the country, but also caused the society to pay attention to people who needed attention from a healthy perspective. The Long March Hospital presented the "Motherland 60 Love Card" to the selected personnel.

2. Enjoy the contents of "Motherland 60 Love Card":

● This card is valid from June 2009 10 to September 30, 2065.

● Cardholder's physical examination 1 time is free (worth 220 yuan). (Hospitals can set up specific projects).

● Cardholders are exempt from registration fees and diagnosis fees for general outpatient clinics.

● Cardholders enjoy free health consultation in Changzheng Hospital, and critically ill patients enjoy regular inspection service and rehabilitation nursing guidance in Changzheng Hospital, and poor critically ill patients enjoy free treatment.

● Cardholders who come to the hospital for the first time are free of charge below 60 yuan (including 60 yuan) and enjoy a 40% discount above 60 yuan.

● Cardholders can enjoy a 40% discount for repeated consumption in Changzheng Hospital.

3. At the card presentation ceremony, the organizer will present cards to delegates and counterpart departments who wish to be selected.

5. The exclusive love card of this card is only used by the cardholder, and the others are invalid; Take good care of this card. If it is lost, it should be reissued at Changzheng Hospital in time.

Third, the community trip of "building a healthy community and building a healthy family"-Long March Hospital practiced the Huaibei National Health Campaign.

Carry out the activity of "building healthy communities and healthy families", select n communities in the core circle to cooperate and sign the "* * * Plan for Building Healthy Communities". Long March Hospital will cooperate with communities to build n "healthy families" in each community during the year.

1, a 30-day community tour, led by the Health Bureau and implemented by Changzheng Hospital. Teams should form a battle, pay attention to the atmosphere at the scene, and create momentum.

2. Cooperate with community neighborhood committees to arrange activities, and each community will have 2-3 days of activities.

3. For details of the activities, please refer to the plan of "Building a Healthy Community and Building a Healthy Family".

Activities to prepare

1. First, contact the liaison offices to negotiate and implement the comprehensive cooperation between the co-organizers and the neighborhood committees.

2. Communicate with the physical examination center and various departments, determine the list of activity personnel and medical instruments and equipment, and make preparations for reception in the hospital (including telephone, front desk and department).

3. Planning advertisements, slogans and other slogans.

4, formulate specific implementation work plan, work to people.

5. Design and make health cards, hospital leaflets, publicity materials and health forms, prepare various activities, contact advertising companies to hang banners and arrange venues (hospital and community activities).

6. Determine the activities and participants two days in advance, and confirm that the participants attend the meeting as scheduled.

Activity principle

1, set up a physical examination expert group, limit the number of participants, and all medical staff participating in the physical examination should provide consistent services to ensure the quality of services.

2, the physical examination doctor can only give the corresponding treatment plan, and may not force patients to our hospital for treatment.

3. Preferential service or free service, don't cut corners because of fee reduction and exemption, and be a public welfare brand.

4. The price is transparent, so that all participants who come to the hospital can see the price and preferential margin of each medical examination item and treatment item.

5. Do a good job of _ _ to protect patients' privacy.

Activity budget

1, 2009 "Celebrating Health Card with China * * *", the total book value of 360 "Motherland 60 Love Card" is about 500,000 yuan, and the actual expenditure is the preferential amount for those who come to see a doctor, and the actual expenditure is the business card printing fee.

2. Advertising design and production, data printing, banner release and venue layout.

3 joint unit personnel incentive fees, catering subsidies, etc ...

4. Activities planning and implementation assistance costs,

5. Unpredictable means of transportation,

Activity expectation

1, media reports, characteristic health cards, substantial discounts, neighborhood Committee mobilization, community advertisements and on-site activities, this three-dimensional collaborative promotion can have a great sensation effect and improve the popularity of Changzheng Hospital. It is estimated that the core area will reach 20%, and other urban areas will reach 5% on average.

2. The activities led by government departments and media have strong public welfare and high credibility, which is conducive to the establishment of the overall image of the Long March Hospital.

3, health card, preferential policies will attract many target customers to come to the hospital, or get a card, or see a doctor, or see a doctor.