Insurance-friendly activities for Mother’s Day

The purposes of Mother’s Day activities are:

(1) Charity activities and public activities

(2) Event-based activities

(3 ) News activities

——To arouse widespread social attention and form a strong public opinion effect and communication effect. Fashionable multi-space transformation, using unprecedented three-dimensional integrated communication, permeating abundant family and cultural atmosphere to achieve the purpose of turning small sections into big ones, using small sections to make a big show, and using activities to promote sales.

Happy and Healthy Mother’s Day

Period: 10 days (mid-May)

Purpose of the event: Target the direct consumer group of female mothers over 40 years old and their children (indirectly Consumer groups) generate consumer desires. While strengthening the public welfare image and intimacy of the ×××× hospital brand, it also enhances and taps the purchasing power of potential consumer groups and the sensory stimulation of impulse consumption, thereby generating direct economic benefits.

Activity goal: attract consumers’ attention through 5-6 individual activities. While gaining brand benefits, it also contributes to prompts during consumption.

Overall arrangements:

With the opening ceremony and closing ceremony of the monthly event as the two key climaxes, echoing before and after, the overall activity emphasizes social welfare.

Consolidate and strengthen the intimacy of the brand and impress customers with true feelings.

All activities have multiple clues for application:

Happy Mother’s Day, healthy mother – giving gifts to bring health

Tips for loving moms – stretching of cultural activities

Give a beautiful mother a young and healthy holiday gift

×××× Hospital---the patron saint of caring for beautiful mothers—dedicated to mother’s love

Care for mothers and healthy mothers—send physical examinations

In the hearts of children, mother is God

On-site activities:

On "Mother's Day", a day with a strong human touch , how can we move the heartstrings of consumers and stand out from the mental offensive of other brands? According to usual experience, shopping malls and supermarkets, especially in the health care product industry, like to offer promotions such as sending flowers and beauty products, while hospitals rarely do so. I think the topic that people are most concerned about right now is - how to stay healthy! In other words, let the beautiful mother still be healthy and beautiful!

Health is the wealth of the family!

Health is the foundation of life!

Health is the source of happiness!

The prompting and exaggeration effects of the media can strengthen the children's attention to their mothers. At this time, if a company stands up and calls on children to express their love and blessings to their mothers, it will definitely attract many "eyeballs", not only attracting the attention of the media and consumers, but also arousing the voices of children** *Hing! Who doesn't love his mother? Family affection is the most powerful weapon that can move people's hearts! ! Combining multi-channel public relations marketing with multi-angle and multi-space promotion, organic integration, mutual coordination and support is my integrated idea for this event.

Public relations support:

Joined forces with three life insurance companies. Most of the insurance salespeople are women, and their income is much higher than in other industries. The average age is around 40 years old. Due to their professional characteristics, they often suffer from gynecological diseases to varying degrees, and they have a strong awareness of medical care and insurance. Our hospital interactively gives away health examination cards and small-amount accident insurance cards from insurance companies, synchronously stimulating two major groups: the insurance salesperson and her (his) new and old customers. The insurance salesperson will visit new and old customers at the end of the year to explain medical treatment. In addition to insurance and health care knowledge, we will also convey to customers the importance of some factors that affect the health of their families. For example: female diseases (tumors, breast diseases, etc.) are reflected in the insurance clauses as relatively major diseases, and will take care of the customer's health (generally (Families with women as the main target) physical examination cards are given to customers, and special couplets from the Women's Hospital are given away. It fully reflects our theme activities of protecting women's health and caring for family happiness. The target reach rate of advertising influence is more than 200, and they are all mid- to high-end consumer groups (the main group suffering from gynecological diseases). The small accident insurance cards given to customers by insurance companies are also given to patients in our hospital at the same time.

This will win more customer satisfaction and loyalty. The operating cost is extremely low, it is completely one-on-one true communication, and the target reach rate is as high as 200. It is integrated and complementary, win-win and mutually beneficial, and the popularity can be increased rapidly. Medical advertising is a relatively special industry communication, and the increase in popularity can certainly increase the number of consumers. understanding, but it may not necessarily gain the recognition of consumers. However, through true communication and the creation of understanding through direct communication, consumers' brand recognition can be achieved, which can make a huge difference. Brand reputation is conveyed through two-way communication, and efficient intervention naturally shines. Only by building a good reputation for the brand, consumers will consider us instead of others when faced with choices. This is particularly evident now when competition in medical services is becoming increasingly homogeneous and intense.

As a relatively special commodity, although the communication of medical advertising has certain particularities, it should start from the origin of marketing and never deviate from its original purpose. Carefully analyze its product characteristics, audience contact habits and media. Regardless of the performance, we can still find a personalized strategy suitable for its communication, so as to achieve the rapid rise of brand communication and be accepted by consumers. Starting from the objective reality of communication, from three to ten thousand, rational media itinerary selection, arrangement, and delivery can achieve the best communication effect. Gradually guide our advertising communication to transition to a narrow broadcast stage that is standardized, scientific, focused, and interactive.

On-site news breakthrough promotion:

Convey emotions with things and move people with emotions!

Giving health insurance is a special kind of care for beautiful mothers, and giving "health insurance" can fully reflect the women's hospital's humanistic care and family care for consumers, and it will remain in the minds of consumers. Able to establish a good brand image.

Purpose of the activity:

1. Use "event" marketing to create market highlights, seize opportunities and expand brand influence with the fastest response speed;

2. Set off a consumption boom, expand service volume, and compete for market share;

3. Touch the heartstrings of consumers through activities, enhance the potential goodwill of the brand, and shape the brand image;.

Event time: May 11, 2006 - May 18 *** for 8 days

Theme of the event: I bring health to my mother!

Activity content: During the "Mother's Day" event, the first 5 patients who receive medical treatment in the hospital every day will receive two insurances with a total value of 6,000 yuan in addition to enjoying (gifts/physical examinations/luck draws) health insurance.

Cultural Activities

"Dedicated to Mother's Love" Performance

The second Sunday in May is International Mother's Day. On such a caring day, it can further increase the brand's public welfare image. And it is easy to get social attention and support.

Purpose: To set off the first climax of the event and strive to get the maximum attention.

Goal: Through the love that children give back to their mothers, we can win a good impression of the public on the entire promotion month and strengthen emotional support for the brand.

Target audience: children and mothers.

Activity content: Invest in media advertising about two weeks in advance to remind children that Mother’s Day is coming. As long as you fill out a form with family information, you will have the opportunity to receive a bouquet of flowers and tributes on Mother’s Day. A health check-up card from mom. The first 500 children can also get tickets to bring their mothers to the event. On Mother's Day, choose a square (or theater) in the urban business district to set up a stage and invite art troupes to perform there. During the event, families whose children or mothers’ birthdays fall on May 13 can receive free physical examinations for one year. Families whose mother and child share the same birthday can receive lifetime honorary membership. Some lottery draws can also be arranged on site, with first prize: a free physical examination worth RMB 1,000 for three years; second prize: a free physical examination worth RMB 600 for two years; third prize: a free physical examination worth RMB 300 for one year. The prize for all participating performances and questions is a free physical examination within one month (optional).

Support needed for the event:

1) Strive to organize it with the (provincial) and municipal women’s federation. Relying on its extensive social influence, a large number of soft articles can be used to expand the momentum.

2) Inform the media of the event two weeks in advance to attract more people to participate.

3) Invite art troupes to perform on-site to enhance the visibility of the event.

Expense budget:

Including flower gifts, venue rental, stage construction, on-site advertising material production, host appearance fees and art troupe performance fees

*** Total ￥50,000

Student crowd activities

Arrangements for campus activities: Let mom worry less for me

With the child’s student ID card, or other valid With the certificate, you can get two tickets for the special health knowledge lecture "Caring for Mother's Health" at ×××× Hospital. Audiences present will also have the opportunity to receive a Women’s Hospital membership card and a unique Mother’s Day gift.

The content of the (lecture) screening can be selected based on the optional materials, including women's health knowledge, health care knowledge, etc. The core of the activity is to reflect the hospital's professional and dedicated spirit of caring for women's health.

Support needed for the event:

A. Media support such as school publications, fashion media, mass media (about two weeks in advance)

B. Other activities Forecast cooperation.

Activity budget:

About 10 special events, banner production costs, on-site layout costs, media support costs, etc.

*** totaling RMB 40,000.

Online activities

Tricks for loving moms - collection of online text messages and online stories.

Be pre-emptive on the portal website, warm up in advance, and use the portal website and search engine to take the lead in communicating the interactive goals online. It attracts the simultaneous attention of consumers at both ends and promotes the hospital website at the same time, killing three birds with one stone.

Notes on the overall activity:

1. Since there are many activities, each one has its own theme. Therefore, we emphasize the reasonable arrangement of media and advertising to support the entire theme of "Happy Mother, Healthy Mother".

2. There must be close joint points between each event, such as the design of the on-site layout, a unified style and image, the appearance of slogans, etc. Strengthen mutual cooperation between activities and achieve integrated communication.

3. The organizer coordinates and plans various activities.

4. The recommended advertising slogans for key activities are "Mother is God" and "Women's Hospital—Professional Care for Beautiful Mothers."

5. You can save some climaxes such as lottery draws, supreme and beloved members, and the announcement of beautiful mother spokespersons to draw a successful conclusion to the entire event. At the same time, it increases the interest in the event and the ratings of simultaneous media reports.

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