How to write an event marketing plan for a gynecological clinic

How to write a marketing plan for gynecological clinics to hold events

How to write a marketing plan for gynecological clinics to hold events. It is necessary to make a plan before the activity begins. In order to ensure that the work or things can be carried out in an orderly manner, it is often necessary to carry out detailed plan preparations in advance. The plan is the detailed process of solving a problem or a project or a subject. The following is how to write an event marketing plan for a gynecological clinic. How to write an event marketing plan for a gynecological clinic 1

1. Purpose

1. Rapidly expand the visibility (image) of XX Gynecological Hospital among the public, and build the hospital’s expert brand and department brand , technology brand and service brand.

2. Quickly establish new consumption habits and seize the medical market share.

2. Goals

1. Establish the overall visibility and reputation of XX Gynecology Hospital.

2. Promote the special departments, special projects, new technologies, new projects and super-high-quality services of XX Gynecology Hospital.

3. Promote the brand of XX Gynecology Hospital’s expert team and its convenient, affordable, efficient, high-quality and warm services.

4. Rapidly expand the market share of XX Gynecology Hospital and increase market share.

3. Market Positioning of XX Gynecological Hospital

Due to the irregular patient flow in private hospitals, it greatly affects the stability of profits of private hospitals. Therefore, expanding the number of outpatient clinics is a necessary measure. . Its market positioning is as follows:

1. Stabilize surrounding areas (communities, rural areas). Take the surrounding communities as the foundation, attract stable customers with "care and love", and lay a good foundation for word-of-mouth.

2. Seize the opportunity of medical insurance. It is imperative for private hospitals to join medical insurance. Only by making efforts to join medical insurance can private hospitals stabilize surrounding consumer groups and achieve better cash flow.

3. Actively promote various medical insurance designated hospitals and hospital preferential policies, gradually accumulate, establish reputation, and lay a solid foundation for long-term brand building.

The hospital must analyze and position its market, find advantages and disadvantages, and carry out comprehensive demonstration and planning. Here, I provide the following analytical framework for hospitals.

1. Advantages:

① It is a national second-grade specialized hospital approved by provincial, municipal and district health administrative agencies and built in accordance with WHO and JCI standards.

　②Professional and technical advantages

　③Complete supporting facilities

　④Various insurance designated institutions

Disadvantages:

①Mature competitors.

②Advertising effect.

③The common people still lack a deep understanding.

④There is a special need for very famous subject leaders (especially important in this city)

2. Competition: such as the Fourth Military Medical University, Xi'an Women's Hospital, Sanqin Hospital, etc.

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3. Market: The market is large, people’s living standards are constantly improving, and they have extremely high requirements for the quality of life.

In our market survey, we learned that the most recent health survey results released by the Ministry of Health showed that 20 of our people now do not go to the hospital for medical treatment. One of the most important factors is that hospital costs are too high. People with low and middle incomes account for the vast majority of people in urban areas (rural areas), and there is a very huge market. As long as our positioning is accurate, the source of the disease will not be a problem.

In addition to price competition, in hospital competition, patients judge the quality of a hospital's services based on feelings. Patients compare their expectations of the hospital with their feelings about receiving services at the hospital. If the feelings and experiences exceed the patient's expectations, then it is a good medical service.

Patients’ feelings in the hospital>Patients’ expectations=good service quality

Patients’ feelings in the hospitalPatients’ expectations=poor service quality

Patients’ feelings in the hospital Hospital feelings = patient expectations = average service quality

Patients mainly spend money to receive services in the hospital. By providing value-for-money services, they can form "loyal customers". According to the management of modern hospital services The concept of "loyal customers" is the main source of profit and the driving force for development of hospitals. A basic way to judge value-for-money services is that the hospital provides more additional services after providing basic medical services.

IV. Advantageous brand service strategy - "Take good care of the disease" Value-for-money service

The fundamental purpose of patients coming to the hospital is to take good care of the disease and relieve physical and mental pain. On the other hand, in the final analysis, hospitals should be able to solve "disease" problems for patients. From the perspective of the medical market, whoever can solve patients' problems well will be able to gain the trust of patients; with the trust of patients, the hospital will be able to develop smoothly. Only in this way can we rely on medical technology and medical quality.

In terms of services, such as one-stop service for hospitalization, patients are accompanied by dedicated personnel when they are admitted, and doctors and responsible nurses deliver patients to the door when they are discharged; they can relax online and send flowers to patients on their birthdays; these high-quality services, All great value and free. After the patient is discharged from the hospital, we also need to follow up with phone calls to solicit opinions and continue to provide help.

5. High-quality and affordable strategy -

In order to allow patients to "spend less and get better treatment" in the hospital, or "spend the same amount of money and enjoy more satisfactory services" , this hospital will use the "high quality and affordable" strategy to reduce or reduce the charging standards for some examination items, so that patients can get more benefits.

6. Marketing and promotion strategy—highlight specialty characteristics, department characteristics, technical characteristics and service characteristics. Pay attention to communities (rural areas)!

1. Actively develop medical insurance, improve service quality, cultivate credibility, and reduce the harm of false advertising.

2. In the early stage of market cultivation, expand multi-channel marketing and advertising to quickly establish visibility, establish a solid position and new consumption habits.

3. Target urban community residents and urban floating population, major universities and rural areas. (Special preferential treatment strategy for old employees)

4. The target appeal should be clear, and the patient's psychological habits should be fully considered to avoid causing psychological resentment in the patient.

5. Based on the community, major colleges and universities will stimulate the community (rural areas). To become a hospital that is satisfied in the hearts of the people, we strive to use communities (rural areas) and major universities as the basis for development.

6. The media should choose media that people are accustomed to contact, such as municipal community media, social news newspapers, public facilities, etc.

7. Media mix strategy

The integration of advertising should be a combination of image advertising and sales advertising, as well as a combination of TV media and other channel media. I saw the hospital's image advertisement on TV, the hospital's brand building advertisement in newspapers and periodicals, and then saw the hospital's detailed introduction through the Internet, the post-diagnosis follow-up service provided by medical magazine briefings, and the public service advertisements in the community. By understanding the information, the credibility of the hospital is immediately and effectively strengthened, which can trigger impulse and action consumption and achieve business sales.

8. Specific plans for media marketing advertising:

The specific placement and combination of this media will be carried out according to the development of the hospital. Periodic publicity will be randomly combined or single items based on the characteristics of the media and market timing. Delivery, focus on effectiveness.

1. Television (radio) advertising promotion

Broadcast strategy: based in Xi'an, radiating to surrounding areas; focusing on image advertising, special project diseases, and short-term activity information. At present, the control of medical TV advertising is not very strict, and the image of the hospital and short-term activities are allowed.

Channel broadcast method: image, medical record feature film, theater insert (hanging corner, etc.)

Play time: long-term image promotion in the promotion stage, and interval broadcast in the development stage.

Broadcasting: You can consider it when appropriate

2. Newspaper advertising promotion

Main theme: caring for women and caring for health

Newspaper Page selection: "Huashang Daily", "Sanqin Metropolis Daily", others, etc.

Strategy: A series of "soft advertisements" appear, starting from topics of concern to the common people; co-organizers of health columns or newspaper submissions for major women Answers and analysis of medical problems or common female medical problems to create public welfare news topics. Method: Use journalists to write articles, tell the truth and present stories according to news themes, which is both effective and influential. Advertising requirements: Focus on analysis and reporting of individual cases and reports on the hospital’s expertise, technology and services. "Concept Chapter: Promote rational medical treatment - health diagnosis and treatment must go to formal institutions";

"Institution Chapter: The most high-quality and high-grade professional medical institution in Xi'an - safe diagnosis and treatment are guaranteed";

"Experts: Authoritative experts sit for consultation or expert technical exchanges - the treatment effect speaks for itself with facts";

"Technical: Let women have a worry-free life - this is the foundation for the development of Xi'an XX Gynecological Hospital ";

"Services: Professional Services - The Hospital's "Patient-centered Service Purpose""" in all aspects;

"Other focus information and theme publicity are promoted simultaneously to strengthen Comprehensive business understanding and service".

Release time: Its mainstream newspapers can adopt long-term promotion. It is better to co-organize the column for a long time, and other information will be released at irregular intervals.

3. Communication and network promotion

1 SMS marketing

The PHS number of the mobile phone left by the patient when seeing a doctor is required. Collect and organize or establish a special database, use card-to-card or apply for an interface platform from SP operators, and send follow-up reminders or health information to patients in groups. This method can easily win the gratitude and trust of patients.

(Mainly targeted at: key patients, inpatients, old customers, etc.)

2 Telemarketing (including 114 (number Besitong) and other industry first recommendations, ring-back tone services)

Provide hotline consultation: the warm voice of the receptionist, considerate greetings, and promises that seem to be fulfilled can often arouse the inner feelings of patients.

Contact the patient by phone to respond to the recovery status, remind the patient of precautions after the illness, care about the patient's living situation, as well as the patient's satisfaction with the hospital's treatment, and the service satisfaction of the attending doctors, nurses and other staff. , on the one hand, patients can receive care, and on the other hand, they can understand the quality of hospital services, thereby improving the shortcomings of the hospital.

(Mainly targeted at: customer consultation, return visits, marketing (customer) activities)

3 Email marketing

Establish electronic medical record files. Establish an electronic medical record file on the hospital website, allowing patients to choose to fill in medical record information according to their age. They are required to fill in the medical records in detail according to their real names and contact the patients in a timely manner. The filled-in content is absolutely confidential.

Regularly produce a monthly health magazine and send it to the emails left by patients when they visit. On the one hand, it promotes health knowledge, and on the other hand, it may also recommend special specialties and well-known experts to patients. When patients or patients are around When someone gets sick, the first thing he thinks of is definitely this hospital.

(Mainly targeted at: old customers (existing customers, potential network members, etc.)

4 Website Marketing

Make full use of the hospital website to establish online medical diagnosis , expert consultation, online answers, appointment with experts, etc., and adopts cooperation, friendly connections, business interactions, etc. with other websites to improve netizens’ understanding and trust of the hospital’s website and services, strengthen the generation of potential customers, and promote business consumption.

4. Promotion of social (government) welfare activities

Purpose: to establish a public image and create social credibility

Strategy: Participate in social welfare activities (with the Health Bureau , women's associations, charity associations and other social groups, etc.)

Method: Sponsor (or provide assistance) to obtain patient information, conduct phone or conference marketing

Time: irregular

5. Joint promotion among enterprises, institutions, and major universities

Purpose: To strengthen the distance between the hospital and surrounding enterprises, institutions, schools, etc., and increase potential customers. Spread the image of the hospital and build brand reputation.

Methods: Provide health examinations and health knowledge lectures, provide discounts, gifts, cash coupons or ***, and use the same media to jointly develop their respective consumer customer groups or potential groups. Obtain patient information and conduct telephone or conference marketing time: long-term

6. Community (rural) promotion

Theme: harmonious society, caring for women

Purpose: Establish a public image and build social credibility

Promotion method: Community health education is the entry point. Just like establishing public relations, our hospital also uses going out of the hospital to go deep into the community to provide medical services. An important way of marketing, its marketing characteristics are also stable. It should be pointed out that if community service targets can receive satisfactory services, these stable patient groups can more easily be converted into "loyal" customers. It not only responds to national policies, but also promotes the hospital from another aspect.

Planned communities: the city’s communities and Zhou District and County communities, major colleges and universities, and the vast rural areas

Advertising methods: installation of instruction ads, TV voice ads, and public welfare in communities and elevator apartments Stone tables, green space signs, street signs, wall advertisements, etc.

Why choose our community media?

1. The need for media innovation, based on the community, to bring advertising to the doorsteps of target groups.

2. The state’s supervision of various advertising media is becoming increasingly strict. Although the number of media choices in the medical industry has increased, the space for operation is getting smaller and smaller. Social media has a relatively broad operating space.

3. Community media can help stabilize residents within the hospital’s sales radius and use them as a long-term source of outpatient visits. 4 helps to seize this new emerging media and prevent competitors from occupying this advertising gap.

5 Community media, with its small investment and big benefits, can help hospitals minimize operating costs, save money, use limited funds to achieve maximum results, and seize opportunities in market competition.

6. It can help the hospital establish long-term reputation in the terminal and create a good image.

7. Community media covers very high-quality and scarce community media resources in urban areas.

7) Outdoor billboard plan

Signboard setting: Station advertising is used in surrounding districts and counties, and spot advertising is used in the city center. In terms of outdoor advertising, it is entirely possible to adopt the method of surrounding and infiltrating large hospitals.

Specific media forms:

1. Townships, rural areas (communities): use wall advertising

2. Surrounding main traffic intersections: outdoor street signs

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3. Urban communities: banner advertisements, bulletin boards, briefing boards, health station service signs

8) Other marketing methods for promotion

(such as: 1. Car body, Undefined promotion in magazines, albums, prints, etc. according to specific circumstances)

2. In addition to direct advertising campaigns, a "Xi'an Medical Guide Map" or health magazine can be compiled to promote Xi'an public medical institutions ( Dazhong Hospital) and this hospital are all included. In this way, on the one hand, it is convenient for patients to seek medical treatment, and the rest of the page can be used to promote the hospital's medical characteristics. Targeted delivery to patients is cost-effective and can be used as unique promotional materials.

9. Improve the service and return visit system

Improve the existing return visit system. This system should be combined with the above "Communication and Network Promotion".

Mainly based on the concept of "patients' complaints are golden", allowing patients to provide back-to-back opinions after consultation or discharge will relieve patients' concerns and say things they dare not say in the hospital. The hospital arranges dedicated personnel and dedicated phone calls to collect patients' true feelings as "resources" for improving hospital work. After registration, careful sorting and comprehensive analysis of the follow-up records, timely feedback was provided to relevant departments, departments and individuals, which played a role in supervision and inspection of the majority of medical staff.

With each department as the management unit, management methods and patient return visit systems are formulated in a planned manner. Hospitals should formulate and establish "Measures for the Management of Patient Health Records" to establish health records and establish management measures for patients who can bring economic or social benefits to the hospital. For hospitals, some patients cannot produce economic benefits, but they will produce great social benefits.

Strengthen post-medical services, extend care for patients outside the hospital, create an atmosphere of "caring for patients and serving patients wholeheartedly" in the whole hospital, improve the doctor-patient relationship, and make the patient satisfaction rate skyrocket . How to write an activity marketing plan for a gynecological clinic 2

1. Activity theme: Love women’s health and create a perfect life

Health goddess | Riding the wind and waves, soft and strong

Promotional slogan: Forge ahead and chase the stars, the power of women ride on the waves

Our meticulousness is not as good as yours to arrive as scheduled

Born out of love, start the uterus to protect the "station"

2. Event time: August 28, 20xx/Saturday (9 a.m.) (tentative)

3. Event address: (tentative)

1. Inviting unit:

2. Special guest:

4. Activity goals:

Carry out further publicity through the establishment of the Hospital Health Charity Alliance, Carry out publicity and momentum for the hospital and the host department (obstetrics and gynecology) to better enhance people's attention to women's health and understanding of women's diseases, popularize women's health knowledge, increase public awareness of gynecology and obstetrics, and promote obstetrics and gynecology Department, create the personal IP of the department director, and promote the department of obstetrics and gynecology in a point-to-point manner. It not only enhances the external publicity of the department, but also strengthens people's new brand image positioning of the hospital.

5. Activity format:

1. Preliminary promotion (DM single page, No. 2 Middle School gantry, anti-aircraft gun at the entrance of the hospital, WeChat single picture, Official account links, official video accounts, new media videos, news media, mini program links, etc.);

2. Street interview short videos; 1. Push in the form of friend circles, official account links, mini program links, etc. .

2. Through official video accounts, Douyin, Toutiao and other news media.

Health Goddess Voting Event (tentative)

1. Event time: August 21st ~ 27th

2. Event preparation: Make a voting link , inviting customers to participate in advance.

3. Target audience: all adult women.

4. Number of participants: no less than 50 people.

5. Purpose of the event: warm up the crowd through online activities, and invite all participating customers to participate in the Hospital Health Charity Alliance and the themed event of "Love Women's Health and Create a Perfect Life" - Palace Protection Action Plan and the Hospital Health Public Welfare Alliance*** to promote health awareness. Through online voting, the event was fully detonated in women’s life circles, which greatly promoted the hospital and the department hosting the event - Obstetrics and Gynecology.

6. Event gifts: Useful or attractive gifts for women of this age group.

7. Prize ranking: First place: (prize); Second place: (prize); Third place: (prize): Fourth to tenth place: (prize).

7. Promotion forms:

1. Push through friend circles, official account links, mini program links, etc.

2. Spread through group chats, forwarding, inviting friends to vote, etc.

Join hands with relevant units - Women’s Health Free Clinic (tentative)

1. Event time: August 14 (tentative)

2. Preparation for the event : Banners, posters, communicating with relevant units in advance, inviting customers

3. Activities targeted at: relevant units, community management committees and major communities.

4. Purpose of the event: Invite major communities and units through relevant units to conduct free clinics, conduct on-site publicity in major communities, and invite all free clinic customers to participate in the Hospital Health Charity Alliance and "Sentiment for Women's Health Creation" "Perfect Life" theme activity-the Palace Protection Action Plan and the Hospital Health Charity Alliance*** jointly promote health awareness. Through free clinics, we attract the attention of all ages in major communities and greatly promote the hospital and the department hosting the event - Obstetrics and Gynecology.

6. Promotion forms:

1. Push through friend circles, public account links, mini program links, etc.

2. Self-participation through relevant units, community management committees and the public. How to write an event marketing plan for a gynecological clinic 3

1. "Ground Marketing"

1. Physical examination: mainly organizing group physical examinations, which can be divided into rural areas, communities, schools, Sections such as enterprises and institutions focus on gynecological physical examinations.

2. Referral: Focus on developing the referral network at the level of rural health clinics, village cadres and township health centers; followed by the referral network of pharmacies, clinics, staff hospitals, community street cadres, etc.

3. Free clinics: collaborative free clinics at township health centers; collaborative free clinics in communities and streets; free clinics in urban squares on holidays (try to cooperate with relevant departments and units); free clinics at factory construction sites; free clinics in corporate schools, etc.

4. "Medical Care": Organize professional and mature marketers (preferably middle-aged women) to set up locations in major and medium-sized public hospitals to conduct mobile marketing. However, it should be noted that the resources for "medical care" marketing should focus on efficacy and not be over-exploited.

5. Health lectures (holidays): schools, communities, streets, enterprises and institutions, and health lectures in hospitals.

6. Social activities (irregular): schools, communities, streets, enterprises and institutions and other sections and referral network personnel.

2. "Aerial marketing" (customer service)

1. Telephone marketing: telephone consultation, appointment; telephone return visit (establishing customer files and a special and perfect return visit mechanism).

2. SMS platform marketing: SMS medical news; SMS consultation and appointment.

3. Online platform marketing: website construction, online promotion (including keyword bidding, optimization, posting, answers to health questions, article links, etc.); online consultation, appointment (link to "Business Communication", conversation volume conversion); online return visits; online prize-winning activities (such as prize-winning disease questionnaires, etc.); establishing an online hospital platform.

3. In-hospital marketing

1. All-staff marketing: Establish an incentive mechanism to mobilize all staff in the hospital to carry out marketing. Targets and tasks can be set as appropriate, and regular evaluations will be conducted to reward the best and punish the poor.

2. Customer marketing: Use customer resources, that is, patient resources (especially cured patients), introduce patient resources, and give proportional rewards.

IV. Holiday Marketing

1. Statutory holidays: long holidays such as "May Day" and "National Day" to "pay attention to the health of workers" or "enrich the country and strengthen the people, love Themes such as "Motherland Cares for Health" are used to launch corresponding marketing activities.

2. Convention publicity anniversaries: such as World Men’s Health Day, World AIDS Awareness Day, International Women’s Day, Teachers’ Day and other festivals, combine relevant themes and launch corresponding marketing activities.

3. Hospital Anniversary Day: With the theme of “Thanksgiving to the Society and Giving Back to the People”, corresponding marketing activities will be launched.

5. Event marketing

1. In-hospital event marketing: For example, the hype of a rehabilitation patient’s gratitude event in the hospital.

The operation is as follows: In the morning of a certain day (the most crowded time around the hospital), a group of people came to the hospital with gongs and drums, held up big red thank-you letters to express their heartfelt gratitude to the hospital, and then set off firecrackers. Letters of thanks are posted at the entrance of the hospital. The content of the thank you letter can be formulated in conjunction with the activities carried out by the hospital. Event marketing can be about real people, or it can be pure fiction. If the real story of this incident cannot be found, you can ask someone to act it out, and family members of employees can take part. If the planning is done properly and the arrangements before and after are mutually supportive, the media can even be invited to report on it and provide free publicity.

2. Internet event marketing: such as the hype of an online medical aid event.

The operation is as follows: On a popular bbs, a netizen posted a request for help, saying that a relative or friend of his was suffering from a serious illness (the type can be determined according to the hospital’s special technology or activity needs) disease), but the county-level hospital where he was located was unable to do anything. At the same time, because his family was poor and could not cope with the high medical expenses, he asked major hospitals for help. We followed the post and expressed our willingness to help, promising to reduce or reduce medical expenses. Naturally, we introduced and promoted our hospital’s unique technologies or activities as well as the advantages of low fees.

Soon after, the netizen posted a thank-you note. The key at this time is that the thank-you letter needs to be written in an engaging way to attract netizens’ attention and follow it enthusiastically, in an effort to get it reposted by major websites until it becomes news. The entire event should be attended to with attention to detail to avoid mistakes.

3. Other event marketing: Focusing on highlighting public welfare, news, and science, certain events can be created regularly, and cooperation with the media can be carried out to market the hospital's image, strength, functions, etc.

6. Terminal marketing ("card method" marketing)

You can cooperate with professional advertising and MLM companies to produce a variety of medical discount cards (such as free physical examinations card, medical subsidy card, surgery price limit card, love discount card, etc.), targeting rural consumer groups in towns and villages, they are distributed directly to each household, with one card per household, and blanket coverage.

7. Academic conference marketing

Cooperate with medical societies or medical research institutions to organize annual conferences, semi-annual societies, academic seminars on certain diseases, primary medical training courses, etc. , combined with corresponding activities for marketing.

8. Experiential marketing

For example, if a hospital introduces a certain new technology equipment or carries out a certain project activity, it can go to the community streets to promote it, invite residents to have a free experience, try the effect, and let They are satisfied and marketing purposes are achieved.

9. Public welfare marketing

Actively participate in various social welfare activities, or take the initiative to organize some influential large-scale public welfare activities to fully demonstrate the hospital's positive image, social responsibility, and Medical quality, corporate culture, etc., establish a good public impression and reputation of the hospital, improve the hospital's credibility and reputation, build the hospital's integrity brand, and achieve marketing purposes by creating social benefits.

In addition, hospital marketing is a continuous systematic process, which cannot be completed by one department alone. It requires close cooperation among various departments of the hospital. Hospital marketing is the same as other corporate marketing. Companies sell products, but we sell a special product - health. Hospital marketing is both a method and a concept that should run through the comprehensive management process of all aspects of the hospital - hospital-wide marketing.