What is marketing?

The main contents include: database marketing, loyalty marketing, one-to-one marketing, customer-oriented marketing, relationship marketing, frequent marketing, etc. The hospital's marketing should focus on customer service and management, based on the customer database, with improving customer loyalty as the core, correctly using various marketing mixes, optimizing the customer mix, improving the service profit chain, and promoting the hospital's Growth and development to improve hospital competitiveness. 1. Segment the medical market and find the best customers. The real secret to winning in business wars is to have the best customers and determine, maintain and improve the competitiveness of the company from the best customers. According to the "80-20" principle, 80% of a company's business is created by 20% of its customers. Understand who the best customers (20% of customers) are, what they do, how they seek medical treatment, what their medical treatment habits are, and how much they are willing to pay for medical treatment. Special consideration and service are provided from time to time to our best customers. Improving the loyalty of your best customers can yield significant marketing results. Customer service does not start from customers' expectations of the hospital, it should start from the hospital's perspective on customers. The hospital should know how to select loyal and profitable customers and establish long-term and good customer relationships with them. Your best customers are the ones who smile at you, like your service, and keep you in business. They are the repeat customers the hospital hopes to have. Value is the most basic factor in retaining customers. The more valuable the service a customer receives, the more loyal they will be. We found that most of the profitable customers were not our largest customer base, but some middle-income customer base. Our largest customer base is low-income people who can pay in full and receive minimal services. However, the cost of medical treatment for low-income customers reduces the hospital's profit margin. Middle-income customers are willing to receive good medical services and pay according to the prices set by the hospital. They are the hospital's most profitable customer group and the best customers that we must spend our energy to pay attention to and maintain. 2. Use marketing mix rationally to lock in loyal customers. Society is changing faster and faster, and market competition is becoming more and more fierce. If you cannot maintain customer loyalty, customers will go to your competitors or potential competitors. . Building a successful profit-generating system relies on attracting customers who make repeat purchases over time. We must try to find good customers, provide high-quality medical services, keep in touch with them, guide and develop their potential medical consumption, and make them come to the hospital again and again to purchase our medical services. Most of the profits currently realized by the hospital come from the existing customer base. They come to the hospital because they trust the hospital's medical technology and services. The maintenance of this trust is two-way. If the hospital does not pay enough attention, old customers will not be treated well by the hospital. If you are treated badly, you may become angry and quit. 5. Scientifically optimize marketing strategies and cultivate brand appeal. According to research by some scholars, a company can increase profits by 25% to 85% as long as it reduces its customer churn rate by 5%. A study shows that 75% of Toyota product buyers are very satisfied and say they are willing to buy Toyota products again. This fact demonstrates that high levels of satisfaction and joy can foster an emotional attraction to a brand, rather than just a rational preference, and will build high levels of customer loyalty. Characteristics of loyal patients: patients who frequently visit the hospital for outpatient or inpatient treatment; patients who have received recommendations from others; trust the hospital and conduct word-of-mouth publicity; and have a certain immunity to promotional activities of other hospitals. How to lock in high-quality customers and improve the loyalty of high-quality customers is a question that each of our employees must seriously consider. 1. One-to-one marketing strategy. Good doctors are masters of one-to-one marketing. One-to-one marketing includes the following four basic elements: ① Identification: Determine your target customer group. ② Differentiation: Divide customer groups based on customer requirements and their value to the hospital. ③ Interaction: Interact with customers to establish a learning relationship. ④ Customization: Customize medical services and information. The outpatient doctor's diagnosis and treatment process is a typical one-to-one marketing process. In the past, there was a certain information asymmetry between patients and medical staff. The medical staff did not know what the patients needed; the patients did not know which medical staff were available and what their level of diagnosis and treatment was; what the price was; what the quality was; when outpatient doctors introduced a certain One-to-one marketing concept can solve the above problems. Patients participate in the diagnosis and treatment process and share their experiences with others.

One-on-one marketing work is initiated by doctors, introducing patients from the beginning of diagnosis and treatment, and throughout the entire process of diagnosis, treatment, and rehabilitation of patients' diseases, allowing patients to participate together, truly realizing demand orientation and providing personalized services to patients. , maintain patient loyalty. Some doctors have begun to use the concept of one-to-one marketing in their actual work and have achieved good results. Use a one-to-one marketing strategy: proactively greet and find patients; pay attention to communicating with patients during the diagnosis process; identify patients with different consumption levels and provide treatment options with different prices for patients to choose from; inform patients of treatment effects and possible side effects ;The time of next follow-up visit. The doctor finds his best customers and improves customer loyalty, so patients are more likely to accept his treatment plan, even though the plan may be more expensive than others. There are two other points: 1. The condition is taken seriously; 2. It makes him feel that someone is helping them solve the problem. After these two points are met, the patient will accept our medical services. , Get to know patients and appreciate patients. It absolutely requires a comprehensive process for the hospital and the patient to go from being strangers to being famous for a long time and then falling in love with each other. In the customer relationship management theory, the relationship between hospitals and patients can be divided into five different levels from low to high: ① Seeking replacement: dissatisfied with the services provided, but forced to consume here due to certain conditions. Once found If a better substitute is found, they will immediately switch to the substitute; ② Basic agreement: Neither satisfied nor dissatisfied with the services provided. If a better substitute is found, they may switch to the substitute; ③ Mutual cooperation: Satisfied with the services provided, And eager to provide better quality services, they will call the hospital if they have questions or dissatisfaction, but will not introduce other patients to the hospital; ④ Interdependence: Very satisfied with the services provided by the hospital, and encouraged to continue to provide quality services, and do not Will give advice and may introduce other patients to the hospital; ⑤ Sense of ownership; patients regard the hospital as their own and will strongly recommend the hospital to family and friends; constantly make reasonable suggestions to the hospital and discuss solutions with the hospital administrator Methods; the hospital works together with patients to find ways for patients to spend reasonably, or to help patients solve problems. The lifetime value of patients at these five levels to the hospital gradually increases with the improvement of the relationship level. The hospital's marketing focus is to enhance the relationship between patients and the hospital to increase the patient's lifetime value. In our actual work, we can all find corresponding customer groups at different relationship levels. Customer relationship management is to improve the customer relationship management level of profitable customers and improve customer loyalty. 1. Patient recommendation: Patients will feel very happy when their expectations are exceeded. Satisfied patients will remain loyal for a longer period of time, spend money in the hospital for a long time, and are less sensitive to price. Marketing to loyal patients usually doesn’t cost anything extra. Loyal patients tend to get more services and try new ones. Patient recommendation is the most profitable of all hospital marketing activities. Very satisfied patients help you promote and sell in the market through word of mouth. 2. Improve patient value and implement total quality management, provide patients with high-quality medical services, pursue user satisfaction, and continuously meet or exceed customer expectations. Continuously improve quality and increase medical profit margins. Hospitals weigh the costs of attracting or retaining patients based on patients and patient lifetime value, and launch different levels of marketing for different segments of the medical market. Several ways to improve patient value and retain patients: ① Strengthen the relationship with patients by increasing financial benefits. For example, regular customers are given free prizes and various price discounts, but these measures are easy to be imitated. ②Increase social benefits and financial benefits. That is, medical services are personalized and private. ③Increase structural connections, as well as financial and social benefits. For example, hospitals provide specific services such as electronic medical records, medical record storage, etc., which in a certain sense builds a switching barrier and can easily form a competitive advantage. ] 3. Thank patients. Let patients know that they are being valued by the hospital by thanking them, especially by letter, which is an excellent way to maintain the relationship between the hospital and patients. What patients care more about may be this kind of spiritual satisfaction. This investment is relatively small. It is negligible compared to the profit that patients bring to the hospital. 7. Introducing medical talents and cultivating talents. At this stage, we need experienced doctors, nurses, medical guides, management and marketing talents, especially obstetricians and nurses, especially those with experience working in private medical institutions. Provide training to existing medical staff and gradually change their concepts, especially the doctors and nurses of the original Yongan Hospital. 8. Improve hardware equipment: the introduction of medical equipment, network systems, internal infrastructure, etc. The above eight points are used as secrets for us to practice internal strength.

9. Frequent marketing strategy + various media advertisements Frequent marketing plan refers to rewarding customers who purchase frequently and in a stable amount, such as health plans in cooperation with China Mobile and China Unicom. Discount cards are issued to some patients, offering discounts on outpatient registration fees, hospitalization fees, examination fees, and treatment fees. And can use its information platform to promote medical activities. By analogy, such health plans can be partnered with insurance companies, etc. Jointly hold health activities with the Women's Federation, Health Education Institute, Civil Affairs Bureau, Health Bureau, Yong'an Subdistrict Office and other relevant government units, and use the media to release news. Interact with powerful medical institutions such as No. 1 Hospital of the City and Sun Yat-sen Medical University and invite their experts to teach. Find suitable media for planned advertising. The advertising content should be different from any existing private hospitals and reflect the image of Yongan Hospital as a public hospital. The starting point should be high, the vision should be long-term, and it should be as grand as possible. We must not damage the existing public image of Yong'an Hospital for the sake of quick success and short-term profits, so as to prevent people from viewing Yong'an Hospital as a private hospital, and we must not allow the public to form a "hospital within a hospital" in their subjective consciousness. The goal of hospitals implementing customer relationship management is to increase business opportunities by improving communication with patients and providing the right content (services and prices) at the right time through the right channel. Customer relationship management throughout the patient lifecycle. Effectively introduce the hospital's medical services to patients and potential patients. Provide personalized medical services to each patient. Communicate with every patient touchpoint; communicate with patients about their channel preferences; capture and analyze channel information. Deliver medical information appropriately to patients at the appropriate time. High-value returning, satisfied, profitable customers are the focus of all business companies around the world. With China's accession to the WTO, according to WTO principles, medical services belong to service trade, and it has become inevitable for foreign medical capital to enter China. With the entry of foreign capital, it will inevitably bring us advanced medical technology, medical services and advanced hospital management. The competition in the medical market will become more intense. Hospitals must focus on customers, do a good job in customer service and customer management, constantly invent and improve new marketing plans, enhance the relationship with customers, establish and strengthen customer loyalty, and welcome the upcoming international market. Compete. Follow-up question: What I am asking is what is the difference. You answered so many questions, but I don’t see any difference