Hospital marketing ideas and ideas

Hospital marketing ideas and ideas

Hospital marketing ideas and ideas, each of us should master certain skills in the workplace, and marketing planning is also something every enterprise needs. This work content contains a wide range of knowledge, including the following hospital marketing ideas and ideas. Hospital marketing ideas and ideas 1

In order to do a good job in marketing and promote the overall development of the hospital, the hospital marketing work plan is formulated as follows.

1. Medical market analysis

With the standardized operation of medical institutions, the quality of medical care is gradually improving, and the bad phenomena of private hospitals are gradually being abandoned; in addition, private hospitals With good medical services, the ideological consciousness of the general public has gradually changed, from the original resistance to recognition, and now to the acceptance of going to private hospitals for treatment.

At the same time, private hospitals are also actively negotiating and communicating with relevant departments to strive for the most administrative support, so that private hospitals have basically the same treatment in terms of medical insurance, social insurance, etc., so the number of patients in the hospital is gradually increasing. . The undercurrent of competition among private medical institutions is quite fierce!

2. Analysis of the current status of the hospital

In terms of unified management, after entering the new hospital, due to more detailed divisions and greater personnel changes, the factors, resulting in a certain degree of poor communication and poor communication between departments, between doctors and nurses, between doctors and patients, between nurses and patients, between hospital leaders and employees, etc. There is a certain impact on work.

The volume of interventional and surgical procedures in the hospital is steadily increasing, but it is far from meeting the current demand for the hospital's operating rooms and cath labs, and there are serious surgical vacancies during certain periods of time. The marketing department plays a very important role in the hospital's surgical operations. Through the marketing department's external contacts and market promotions, the number of patients referred for surgery in the province has been increasing step by step. At the same time, as the marketing department has been partially With the signing of the regional New Rural Cooperative Medical System referral agreement, more and more patients will be referred.

3. Market Analysis of Other Medical Institutions

Referral commission is currently a common method of market competition for various medical institutions, but the difference is quite large in the actual operation process. All methods are for the purpose of We are actively seeking patients to increase outpatient volume and hospitalization rates. Cooperation with relevant health units in various places. As medical insurance, urban residents' medical insurance, and rural cooperative medical care have been successively launched, various medical institutions have taken action one after another and made great efforts to contact them. Some units have started with the dean himself and cooperated with various places. Contact relevant health units, conduct public relations, and finally obtain the signing of the agreement.

What’s more, the local health authorities gathered leaders and doctors in charge of relevant cooperative hospitals in the form of official documents to provide this unit with more comprehensive public relations time and public relations basis.

IV. Market Sector Analysis

Due to the differences in the projects carried out by our hospital, a unified fee is adopted for the referral commission. This method is very correct, but the referral of some inspection items The commission is relatively small, which is very detrimental to the referral of outpatient examinations; at the same time, the hospital cannot get the commission for outpatient examinations in a timely manner, and some departments are dissatisfied with the commission.

Public relations expenses are indispensable for the marketing department to develop the market, so the use of expenses has become a major issue, which requires the cooperation between marketing department personnel and the hospital to be controlled and liberalized Very well combined.

However, our hospital has relatively tight control in this aspect and cannot use entertainment expenses flexibly. Marketing personnel represent the image of the entire hospital when communicating with people. If there is tight control on entertainment expenses, , some disadvantages may occur in the specific process of doing things. Public relations expenses cannot be completely controlled nor fully liberalized. The best way is to combine expense withdrawal and direct allocation.

5. How to increase hospital outpatient volume

Advertising throughout the community is the most direct way to contact residents - community advertising, in terms of publicity It is essential. The coercive effect of advertising can make residents repeatedly accept and recognize it, so that they will tend to our hospital in the final choice. Distribute leaflets and produce targeted hospital treatment guides, in which discharge treatment subjects and examination items are clearly written, and preferential measures are marked.

The community free clinic activities are carried out in conjunction with the neighborhood committees of various communities, and regular free clinic activities are held in each community every Wednesday and Saturday. The activity is not about how many people can be treated for free, but the focus is on publicity work, and at the same time issuing examinations during free clinics Orders, test orders, etc., and further target in-depth work. Carry out community health education work and cooperate with interested community service centers and community health service stations to carry out publicity and education work to deepen residents' awareness and recognition of the hospital, so as to achieve the purpose of coming to the hospital for treatment.

6. Hospital peripheral marketing methods

At present, the network doctors developed by the marketing department are mainly internists from city and county hospitals, focusing on department directors or department heads. , which has great limitations on the hospital’s expansion of network doctors, so efforts must be made to further market development.

From a regional perspective, it is necessary to increase liaison with larger township hospitals in each county. You can directly contact their directors or general practitioners or internists; from a target perspective, it is necessary to increase liaison. The number of doctors cannot be arrested repeatedly. If there is a problem with contact, patients in an area may not be able to be referred.

The local health authorities are the administrative leaders of local health units. Seizing their advantages can bring more benefits to the hospital. They have signed a medical insurance reimbursement agreement with the health bureau and signed a new rural cooperative medical insurance agreement with the rural cooperatives office. Through cooperation, they used their names to issue many documents that are beneficial to our hospital, hold meetings that are beneficial to our hospital, etc. Public relations with relevant departments cannot only rely on single-line liaison with the marketing department personnel of the hospital. More importantly, the hospital leaders can actively participate and take the initiative to use interpersonal relationships to strive to complete the liaisons one by one. This will have a positive impact on the next work of the marketing department. will bring huge benefits. Hospital marketing ideas and ideas 2

Hospital marketing plan

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 the POS machine to the People's Hospital can not only facilitate personal financial management, but also promote our bank's personal financial products.

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 Hospital, we will develop personal financial products among the People's Hospital group.

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) Introduction of the product;

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

(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 financial products in the People’s Hospital

(2) Summary of the publicity work in the People’s Hospital after our bank launches policies for 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

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 ideas and ideas 3

Hospital marketing planning plan

1. Market analysis

The total population of our county is xx million, and the population of the town is xx million people, and the rest of the population are distributed in xxjiazi town, xx town, xx town, xx township, xx town, xx town, and xx town. There are nearly xx enterprises and institutions in xx town, and the population is relatively concentrated. xx Hospital in xx County is a Class II A hospital, xx Hospital is a private hospital, community service center is x, and community service station is x. Private hospitals mainly focus on advertising and discounts on consultation and treatment by external experts. Community service centers and community service stations focus on community services and also enjoy medical insurance, social security, and new rural cooperative medical projects.

In recent years, the health industry has developed rapidly, and the participation rate of the new rural cooperative medical system’s permanent population has reached xx. The problem that it is difficult and expensive for farmers to see a doctor has been initially solved. The comprehensive building covering an area of ??xx square meters in xx Hospital was relocated as a whole, and the medical buildings in township health centers were expanded. In the face of increasingly fierce competition in the medical market, hospitals are likely to face the loss of customers if they passively wait for customers (patients) to come to their doors. All this has brought great pressure to the hospital's survival and development. The development of a hospital depends on operation, and operation relies on strategy. The essence of operation and management is to find ways to attract patients.

If you want to remain invincible, you must constantly improve comprehensive management and improve business levels, and establish a harmonious doctor-patient relationship through subtle publicity from many parties, and establish a good social image. , to build an image externally, strengthen the quality internally, and win the trust of the people.

2. Current situation of the hospital

(1) Since our hospital moved to the new location, its operations have reached a big level, but there are many details that have not yet matched the scale of the hospital. benefits. At present, hospital marketing management and data collection are poor. The establishment of the social services department as a department of the hospital must give full play to its functions, including internal understanding and publicity, external marketing and investigation, attracting patients and exploring potential customers.

(2) There are too few internal publicity materials, and there are few tangible publicity materials for each department, such as: publicity boards and publicity sections. There is not enough external publicity. In response to the increasingly fierce competition in the medical market, it is necessary to build a media promotion platform. However, in recent years, due to false advertising and inconsistent efficacy, there have been many crises of patient distrust. The hospital can use existing There are many resources and ways to promote the internal image of the hospital to the outside world.

Media publicity is only an external means. The hospital's long-term development and daily operations mainly rely on correct market positioning, advanced service concepts, and advanced management models.

(3) The hospital failed to protect its own customers. Some customers will never come back after they are lost. The hospital's management and services need to be improved, and "patient-centered" as a service concept has not been implemented.

For example: A few days ago, I met an old lady in the outpatient clinic on the first floor who was asking a staff member which floor the pathology department was on, but the staff member said impatiently: "I don't understand. Ask the guiding nurse." In fact, I was thinking at the time: As a hospital employee, how could I not know which floor the pathology department is on! And the attitude is very blunt! It is because of this attitude that you risk losing that customer forever, if not more. Patients can live without our hospital, but our hospital must never live without patients.

3. Marketing planning plan

(1) Marketing ideas

Guided by the hospital’s overall work ideas and hospital development plans, we adhere to the principle of “internal focus and strong management” quality, expand the market and establish behavior" as the idea, on the one hand, we focus on the xx town community, gradually expand to township hospitals and village clinics, strengthen the "xx County Hospital" characteristic brand, increase brand promotion efforts, and through Brand strategy attracts a wide range of patients. On the other hand, the main focus is on towns and villages with relatively backward medical conditions in rural areas of xx, and the hospital's special departments are introduced through publicity to attract a large number of patients.

(2) Specific implementation plan

1. Based on the medical characteristics of "xx County Hospital", target communities in xx County and gradually develop medical market. Taking the promotion of specialties and special diseases as the starting point, we will increase efforts to promote the advantageous departments of our hospital and at the same time promote the development of other departments. Through various activities such as health lectures, health examinations, community free clinics, and square free clinic consultations as channels, we strengthen external publicity and communication, and deliver medical services directly to customers, thereby attracting more patients to the hospital for further diagnosis and treatment, and expanding medical care. market.

2. Turn the attention of the medical market to rural areas, establish cooperative relationships directly with township health centers and village clinics, enhance business platforms on the premise of mutual benefit, and implement maximum sharing of resources and complementary advantages. , allowing farmers to enjoy the diagnosis and treatment level of second-level hospitals at their doorsteps, which can indirectly deepen their understanding of the xx County Hospital brand.

3. Establish a complete service system. All service activities, like the hospital’s marketing strategy, always revolve around a center. This center is to satisfy customers, truly embody "patient-centered" and continuously improve Service quality, standardize service behavior, and improve service attitude.

(1) The hospital should set up a complaint reception desk to receive and handle patient complaints and effectively resolve patient complaints, which will have an impact on patient satisfaction, loyalty, and trust, thereby transforming the hospital into a credibility and profitability.

(2) Improve differentiated services. In order to attract more customers, we should provide them with some services that are different from other hospitals, so that their different needs can be met accordingly, and exceed their expectations of needs, achieve a high degree of satisfaction, and win with difference. For example: ensuring that the hospital's medical services are convenient and fast, and striving to eliminate the "three longs and one short" phenomenon (long registration and charging time, long waiting time, long time for medicine collection, and short diagnosis and treatment time) to facilitate the majority of patients to seek medical treatment. With the development of society, the level of courtesy continues to improve

People have higher and higher requirements for environmental quality, maintain the hygiene of the hospital medical environment, and provide patients with a comfortable, clean, warm and smooth medical space , is the need for the survival and development of the hospital; promote service with a smile, pay attention to the patient's feelings, and call the patient by full name or honorific name instead of calling the bed number. These friendly services will allow patients to experience the hospital's humanistic care and improve customer satisfaction.

(3) Establish a satisfaction survey that is "patient-centered, quality-key, service-focused, and marketing-purpose". Regularly conduct satisfaction surveys on inpatients and outpatients, and collect information on discharged patients from all hospitals for customer telephone follow-up interviews.

Statistics, analysis, and publication of satisfaction survey results are carried out, and suggestions for improvement are put forward to continuously improve the quality of medical care and medical service levels, expand the hospital's patient capacity, and achieve sustainable and healthy development of the hospital.

4. March into the sub-health market. The Ministry of Health organizes a data report: Only x is a healthy person, and xx is a person with a disease that needs treatment. Most of xx people are in sub-health. As people's health awareness becomes stronger and stronger, people use physical examinations to understand their physical conditions, focusing on prevention and supplementing treatment. The physical examination center of our hospital has developed from a single physical examination for unit employees to communities and rural areas in the form of discount cards. It plans to launch a series of physical examination cards. All items on the cards are given necessary discounts according to the prices specified by the hospital.

Different names, physical examination information and prices are set for different groups of people, such as routine physical examinations for the general population, health examinations for the elderly, health examinations for women, and health examinations for working-class people. The physical examination results are provided by senior The doctor interprets and puts health care recommendations in writing. If the examinee is found to have potential illnesses, the hospital will assign experts or specialists to help them formulate personalized health care and treatment plans to attract a large social group, expand the hospital's business, and improve the hospital's economic and brand benefits.

5. Make some targeted publicity. For any company or hospital to achieve long-term and stable development, publicity is indispensable. Build a media publicity platform, establish good relations with the media in the xx area, and use different publicity methods such as media reports, bulletin boards, brochures, and promotional videos to vigorously promote the hospital's specialties, brand services, new technologies, new projects, and famous doctors of the hospital to the society wait.

Use large-scale activities and social welfare activities to promote the hospital, standardize the production of department bulletin boards, and guide patients to seek medical treatment conveniently, so as to continuously shape the hospital's good social image and enhance the hospital's core competitiveness.