Specific methods for hospital marketing strategies

Specific methods of hospital marketing strategy

Specific methods of hospital marketing strategy. On many occasions, it is necessary to write a marketing plan. The marketing plan must have a clear purpose, obvious comprehensiveness, strong pertinence, outstanding operability, precise clarity and other characteristics. Let’s take a look at the specific methods of hospital marketing strategies. . Specific methods of hospital marketing strategy 1

The first part of the market analysis

1. There is a general integrity crisis in private hospitals

Due to the relatively large investment in the medical industry, medical staff The absolute monopoly on medical knowledge and the government's weak early supervision of private hospitals have led to some private medical investors eager for quick success to operate through false medical advertisements and exaggerated claims, resulting in one-time fraudulent medical practices.

It has caused the majority of patients and even the whole society to have a prejudice against the integrity management of private hospitals. Although the review of medical advertisements has been intensified in 20xx, and private hospitals have also changed their marketing models, because the government has to levy an income tax of 33% and a business tax of 5.5% on private hospitals, the high fees still make ordinary people shy away from private hospitals. Not a compliment.

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

Datong Gastroenterology Hospital is the first and currently the only gastroenterology specialty hospital in Datong, and has the advantage of seizing the market opportunity. ; 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 various aspects such as funding subsidies and medical expense reimbursement.

The government has also clearly proposed to formulate a first-diagnosis system for primary medical institutions when conditions are ripe. This means that most patients in the future will be referred 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 the misunderstanding that they can't wait to get everyone who browses the website to come to the hospital for treatment.

When the website is opened, either a business communication dialog box or a large number of hospital advertisements appear, which is very disgusting, and the consequences can be imagined. If our website only provides health education, technical strength, equipment display, and some soft-propaganda promotion, and we promote ourselves through the Internet from a third-party perspective, the results will be different, and the trust factor of others will be much greater. Specific methods of hospital marketing strategy 2

1. Market analysis:

The newspapers and magazines related to English learning published in our school include 21st Century Newspaper, English Weekly, English Tutoring Newspaper, Crazy English and other seven kinds, the competition is extremely fierce. Now I have learned that the English version of the study newspaper is entering our school market in large numbers. It is understood that their sales model is simply to promote in university campus dormitories.

However, the coverage is not wide, and each party tends to occupy one side. But in the later period, the delivery of newspapers or magazines became the biggest problem. There were often issues such as late delivery of newspapers or magazines, or a backlog of newspapers, which did not leave a good impression on students. This is a good advantage for New Oriental English, which has just entered the market of our school.

2. Analysis of marketing target:

Marketing target: 20xx undergraduate freshmen of Northwestern Polytechnical University

Total number of targets: It is estimated that there will be about 3,600 undergraduate freshmen

p>

Target demand analysis:

(1) For college students who have just stepped into the ivory tower, they already have their own English learning goals in mind. After passing CET-4 and CET-6, Then strive for a higher goal.

(2) In our school, since freshmen will have an English placement test about ten days after entering the school, students who have been away from the exam for several months will pay more attention to this exam. However, few of them will bring their previous textbooks or materials without knowing it in advance, so this is also a favorable entry point for New Oriental English promotion.

(3) The current reform of test questions for CET-4 and CET-6 has set higher requirements for the English proficiency of contemporary college students. An effective and basic way to improve your English performance is to expand your vocabulary. Many students who have just entered school want to know about finding a material that can effectively help them expand their vocabulary and improve their overall English ability. At the same time, passing CET-4 has become the goal of students to learn English.

3. Sales market field and personnel:

(1) Sales market field analysis: Northwestern Polytechnical University has a vast territory and the dormitories are relatively concentrated.

(2) Sales personnel: In order to carry out better market publicity and promotion, sales personnel should be located in each dormitory area of ????the school's freshmen, so as to achieve favorable publicity and sales, and seize the most popular spots in the school at the first time. Multiple markets, while providing more convenience for future newspaper distribution. At the same time, considering that it is inconvenient for boys to enter the girls' dormitory, sales staff should have a certain ratio of men to women, so as to establish favorable geographical advantages!

(3) Based on the on-site analysis of the market, it is estimated that a total of about 40 salesmen will be needed to be distributed in various freshmen dormitories on campus for publicity and sales. As for the later distribution of magazines, about 5 people will be needed.

IV. Publicity and Sales:

Publicity theme: Read New Oriental English and be the future master!

Marketing purpose: honesty and trustworthiness, service first, and customer satisfaction!

Early preparation:

(1) Personnel recruitment: Considering the difficulty of early sales, I will recruit people who are more responsible, want to do it, and want to persevere. Classmates and friends, especially those with previous sales experience will be given priority.

At the same time, the geographical distribution and gender ratio of personnel should also be taken into consideration, and the recruited personnel should be divided into five small teams. One of the small teams should be girls, and those with stronger abilities should be selected as captains.

(2) Personnel training and experience exchange: As a sales team, you should have team spirit and work together to do a good job in sales. The cultivation of team spirit requires team members to get along more with each other and understand each other. In order to obtain better marketing results.

It is essential to master certain sales skills. Although personal wisdom or experience is limited, when water forms a river and sand forms a tower, the power of unity is endless, requiring us to draw on extensive experience and communicate with each other. In addition, we must work hard to learn theoretical knowledge and learn more about sales skills.

5. Sales preparation:

(1) Arrive at school two days in advance and formulate detailed sales planning steps.

(2) Coordinate organization members and boost morale!

6. Publicity and promotion stage:

(1) Fixed-point publicity: During the admission stage of freshmen, reception points will be set up at the main intersections of the dormitories. Provide free drinking water to new students and their parents and produce corresponding promotional plates for print promotion. At the same time, if conditions permit, free newspapers can be provided in an appropriate amount.

(2) Publicity and sales: During the admission period, students will go to the freshmen dormitories for publicity and sales.

(3) Seize the opportunity of the Fellows Association to help freshmen understand college life and English learning, answer their many confusions about college, and at the same time explain the importance of English and learning methods, and use sales promotion Our newspaper.

7. Marketing strategy: The focus is on capturing the psychology of the sales target.

(1) First of all, we must give people a friendly feeling. Self-introduction is very important. It is necessary to bring your student ID. As seniors or seniors, we must be very trustworthy in the eyes of the freshmen. . You can introduce the school to them as a senior or senior sister, just like making friends. Smile when talking and get closer to each other.

The words reveal the importance of college English learning: As freshmen in our school, there will be an English placement test after entering the school, which will determine which level of class they will learn English in. Explain clearly the importance of the placement test. Students in fast-track classes have better English teachers, which will help improve their English scores.

Take the CET-4 test earlier. Moreover, many students did not bring any English-related books or materials when they came to school. Buying this magazine can prepare for the exam and regain the feeling of English. It can also be used in future college English courses and English CET-4 studies.

(2) You should bring a sample when selling, and your speech should be as concise and concise as possible. When approaching the topic of promotion, you should not be too commercial, which will make the freshmen look disgusted.

(3) If you can successfully sell a magazine, you must issue a formal subscription invoice, preferably one dedicated to the magazine. Also leave the contact information of the campus supervisor. If you have any problems with newspaper delivery, you can report it to the campus supervisor. At the same time, salespeople should take the initiative to leave their contact information.

If you have any questions, you can go to our seniors or seniors. Even if you fail to sell successfully in a certain dormitory, you still need to leave your contact number as a senior or sister. Firstly, it can give the freshmen a chance to return, and secondly, you can promote it to his or her roommates and provide future reservations for those who want to subscribe. Leave a way. Specific methods of hospital marketing strategy 3

1. Market analysis

xxx City is affiliated to Hebei Province and is located in the Bohai Bay. It has jurisdiction over three districts and four counties. It is a famous tourist city in the country with a current population of There are a total of 2.3 million people, nearly half of whom 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 xxx city. Zhonghai Port District, the third district of the port city, serves as the city center.

The population is relatively concentrated, and 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 a tourism service industry area focusing on hotels, restaurants, and 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 xxx city, taking the city's largest People's Hospital as an example.

The average daily outpatient volume can reach more than 2,000 people. Private hospitals have developed rapidly in recent years. After xxxx Hospital opened 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 specialized hospitals.

Specialties mainly include 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.

They even have great distrust of advertising content, and are very disgusted and repelled by private hospitals. It can be seen that a single marketing method has caused business bottlenecks in the relatively closed market environment of xxx, 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 feel difficult about such diseases. Yan would not choose to seek medical treatment in a large regular hospital, thus forming the main source of disease in the hospital.

2. Current situation of the hospital

The transportation of xxxx Hospital is relatively convenient. It is only 1 or 5 kilometers away from the xxx railway station and long-distance bus station. It is connected to Shanhaiguan District and Beidaihe District by No. 33 and No. 34. Buses 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. The hospital has successively established gynecology, andrology, and otolaryngology treatment centers.

This year, we have invested heavily in building a new minimally invasive surgical treatment center and inpatient department, which has brought 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 yuan, the average per capita advertising cost is 134 yuan, and the average per capita cost of public hospital operating expenses is about 200 yuan (estimated value). The best period for the hospital's operation was July and August 20xx, 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 have been drawn:

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

Our hospital is a family management, and the so-called strategy is just a mere The very vague concepts that exist in the minds of the top decision-makers often change without the collective efforts and systematic analysis of the management.

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.

2. Experts are not experts, which affects the quality of medical treatment

Reliance on external personnel and neglecting the cultivation of own talents. Most of the business backbones and subject leaders are retired from public hospitals. Things are too high, and it is impossible to have a synchronized effect with hospital operations. Persistence is insufficient. For the professional departments opened by the hospital, there are few highly qualified young medical technicians and few are the real leaders in the disciplines. This has led to frequent medical disputes and a great negative impact on the reputation of the hospital.

3. Management lags behind and operating efficiency is low

Overall, the management of our hospital still lacks modern hospital management concepts, institutionalization, scientificity, and standardization of management. Obvious deficiencies, mainly manifested in:

a. The organizational structure is too simplified, with unclear responsibilities and powers, and one person has multiple positions;

b. The business process is chaotic and lacks operating standards and related management systems. , especially in terms of medical quality;

c. Hospital development relies too much on top leaders;

d. Unreasonable use of human, financial, and material resources leads to higher costs.

4. Limited marketing means and over-reliance on advertising

There is no doubt that advertising plays a great role in the development of hospitals, but the current problems are: a. Hospital operations rely heavily on advertising role, while ignoring the comprehensive use of multiple marketing methods; b. Price and service only play a certain role in fighting against the primary competition of public hospitals. They are means of survival, but not the main means of development; c. Advertising alone is The language also lacks systematic planning, has single content and blind investment.

Through several days of observation, it is not difficult to find many problems. However, due to the nature of management and the limitations of the quality of managers, excessive utilitarianism and neglect of the long-term development plan of the hospital have led to the failure of employees in the hospital. The staff have no sense of belonging to the hospital and will not raise objections to problems that arise at work. They only work here for the sake of work and generally lack a sense of responsibility. These have directly led to the daily deterioration of business conditions, and it is reasonable to be unable to increase turnover.

If you use the contracted clinic method to run a hospital, it is like an individual merchant and an enterprise. There is an essential difference between the two in terms of management and operation. In the early stages of development, a family business can earn tens of millions by relying on emotions and hard-working spirit, but when it expands operations to earn greater profits, the entire business will struggle. Looking at the development of China's private enterprises over the past 20 years, it is not difficult to find the answer. The paternalistic management of family enterprises will inevitably lead to bottlenecks in business development.

3. Digital Diagnosis

The above data has not received a clear answer from the hospital. In today's increasingly competitive market, the information strategy has fully demonstrated its important position. When we go shopping for clothes, we all write down our body measurements. These numbers allow us to choose clothes that suit us in the shortest possible time. Physical examination in the hospital also requires basic physical data to be obtained through testing.

Know whether we are healthy through analysis. Similarly, digital analysis reports also play a role in corporate management in understanding the market, analyzing competitors, and testing oneself. Modern management is developed on the basis of science and experience. Enterprises that do not care about their own body data will not be able to formulate practical strategic plans to defeat their opponents and occupy the market.

After understanding the importance of information investigation, I would also like to emphasize the scientific analysis after the numbers are released, so as to understand that there are no problems in the execution of the planning process and what we need to correct in time. Question, which advertisement or activity has had an unexpected effect in the local area, these data will tell us. However, most of the data in the hospital is lost or delayed, which shows that we lack professional data statistics and analysis personnel.

In addition, no detailed investigation has been conducted on the situation of local competitors and their data, let alone statistics. The operating market cannot be seen, but investigated. "Know yourself and the enemy, and be victorious in every battle." This lesson is indispensable if we want to become bigger and stronger in the local area.

IV. Hospital Management Thoughts

Because our hospital has seen a decrease in patient sources in recent times, with fewer patients, economic benefits have declined and costs have increased. All this has brought great pressure to the hospital's survival and development. Our development depends on management, and management relies on strategy. The essence of hospital operation and management is to find ways to attract patients, and the core issue of hospital development is to do everything possible to make itself stronger.

If our hospital wants to remain invincible, it must build a harmonious relationship through multi-faceted and subtle publicity on the basis of "working hard on internal skills" (continuously improving comprehensive management and improving business levels). Doctor-patient relationship, establishing a good social image, advocating a healthy and positive hospital culture, and forming a unique medical concept. We must build an image externally, strengthen our quality internally, and win the trust of the people.

The hospital must separate operations from management, and have a general manager responsible for operations. The dean shall be responsible for medical administration and department management. The general manager is responsible for the entire hospital's internal operations and overall publicity and planning, and the president is responsible for medical administration. The president is neither a decoration nor a shield. His function is like the production director in industry, focusing on medical quality and service systems.

The fundamental method of corporate internal management is to establish a cost accounting and responsibility center, set annual goals, and receive rewards if you achieve the goals, and provide guidance if you fail to meet the goals. At the same time, we use the responsible management system to stimulate everyone's sense of honor and responsibility to maximize their potential. The most important thing is to calculate the cost of a single service and calculate a reasonable profit as a reference for operations. The elements of hospital enterprise management include cost management, target management, performance management, department responsibility management system, etc.