Model essay on activity marketing scheme of gynecological clinic

Model essay on activity marketing scheme in gynecological clinic

Before the activity begins, it is necessary to make a good plan. In order to ensure that the work or things can be carried out in an orderly way, it is often necessary to make detailed plan preparation in advance. The plan is to solve a problem or a project, a detailed process of a subject. Let's take a look at the model essay and related information on the marketing plan of gynecological clinics. Model essay 1

1. Theme of the activity: Love for women's health to create a perfect life

Goddess of Health | Ride the wind and waves, be soft and strong

Publicity slogan: Go ahead and chase the dream stars, and let the women walk on the waves

We are meticulous, not as scheduled as you

Born of love, Start the "station" for uterine security

2. Activity time: 2xx August 28th/Saturday (9: am) (tentative)

3. Activity address: (tentative)

1. Inviting unit:

2. Special guests:

4. Activity goal:

Pass. Better promote people's attention to women's health and understanding of women's diseases, popularize women's health knowledge, improve public awareness of gynecology and obstetrics, promote obstetrics and gynecology, create personal IP of department directors, publicize obstetrics and gynecology with a little face, and strengthen people's brand image positioning of hospitals while promoting the external publicity of departments.

V. Form of activities:

1. Pre-promotion (DM single page, No.2 middle portal, anti-aircraft gun at hospital entrance, WeChat single map, WeChat official account link, official video number, new media video, news media, applet link, etc.);

2. Short video of street interview; 1. Push in the form of friends circle, WeChat official account link and applet link.

2, through the official video number, Tik Tok, today's headlines and other news media.

health goddess voting activity (tentative)

1. Activity time: August 21-27

2. Activity preparation: make a voting link and invite customers to participate in advance.

3. Activity target: all adult women.

4. Number of participants: no less than 5 people will attend.

5. Purpose of the activity: to warm up the crowd through online activities, and all the customers who participated in the activity can be invited to participate in the public welfare alliance of Hospital Health and the theme activity "Love Women's Health to Create a Perfect Life"-Palace Protection Action Plan and Hospital Health public welfare alliance * * * to promote health awareness. Through online voting, it was completely detonated in the women's life circle, which greatly promoted the hospital and the event organizer department-obstetrics and gynecology.

6. Activity gifts: available or attractive gifts for women of this age.

7. Award ranking: First place: (prize); Second place: (prize); Third place: (prize): fourth to tenth place: (prize).

7. Promotion form:

1. Push in the form of friends circle, WeChat official account link and applet link.

2. Spread it through group chat, forwarding and inviting friends to vote.

Hand in hand with relevant units-Care for women's health clinic (tentative)

1. Activity time: August 14th (tentative)

2. Activity preparation: banners, posters, communication with relevant units in advance, inviting customers

3. Activity targets: relevant units, community management committees and major communities.

4. Purpose of the activity: through the relevant units, invite major communities and units to conduct free clinics, conduct on-site publicity in major communities, and invite all free clinic clients to participate in the theme activities of Hospital Health public welfare alliance and Love Women's Health to Create a Perfect Life-Palace Protection Action Plan and Hospital Health public welfare alliance to promote health awareness. Through the free clinic to attract the attention of all ages in major communities, it has greatly promoted the hospital and the event organizer department-obstetrics and gynecology.

VI. Promotion form:

1. Push in the form of friends circle, WeChat official account link and applet link.

2. Self-participation through relevant units, community management committees and the public. Model essay on marketing plan for gynecological clinics

1. "Ground marketing"

1. Physical examination: It mainly organizes group physical examination, which can be divided into rural areas, communities, schools, enterprises and institutions, with emphasis on gynecological physical examination.

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

3. Free clinic: cooperative free clinic in township hospitals; Community street cooperative free clinic; Free clinic on holidays in urban square (try to cooperate with relevant departments and units); Factory site free clinic; Enterprise school free clinic, etc.

4. "medical care": organize professional and mature marketers (especially middle-aged women) to set up points in large and medium-sized public hospitals for interactive marketing. However, it should be noted that the marketing resources of "medical care" should pay attention to curative effect and should not be over-developed.

5. health lectures (holidays): schools, community streets, enterprises and institutions, and health lecture halls in hospitals.

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

second, "air marketing" (customer service)

1. Telemarketing: telephone consultation and appointment; Telephone return visit (establish customer files and special and perfect return visit mechanism).

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

3. Network platform marketing: website construction and network promotion (including keyword bidding, optimization, posting, health question answering, article linking, etc.); Online consultation and appointment (link "Business Link", conversation volume conversion); Network return visit; Online prize-winning activities (such as questionnaire survey of prize-winning diseases, etc.); Establish a network hospital platform.

3. In-hospital marketing

1. All-staff marketing: set up an incentive mechanism to mobilize the staff of the whole hospital to carry out marketing, and set targets and tasks as appropriate, conduct regular appraisal, and reward the excellent and punish the poor.

2. Customer marketing: introducing patient resources by using customer resources (especially cured patients) and giving proportional rewards.

iv. Festival marketing

1. Statutory holidays: such as "May Day" and "Eleventh Day" and other long holidays, with the theme of "paying attention to workers' health" or "enriching the country and strengthening the people, loving the motherland and caring for health", the corresponding marketing activities are launched.

2. Convention publicity anniversary: such as World Men's Health Day, World AIDS Publicity Day, International Women's Day, Teacher's Day and other festivals, and launch corresponding marketing activities in combination with related themes.

3. anniversary day: launch corresponding marketing activities with the theme of "being grateful to the society and repaying the people".

V. Event marketing

1. In-hospital event marketing: for example, the hype of a recovered patient coming to the hospital for gratitude.

The operation is as follows: On 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, holding red thank-you notes to express their heartfelt thanks to the hospital, and then set off firecrackers and posted thank-you notes at the gate of the hospital. The content of the thank-you letter can be formulated in combination with the activities carried out by the hospital. Event marketing can be a true story or a pure fiction. If the truth cannot be found in this incident, you can ask someone to play it, and the employees' families can go into battle. If you plan properly, you can take care of each other before and after, and you can even invite the media to report and do free publicity.

2. Internet event marketing: such as hype about an online medical assistance event.

The operation is as follows: On a popular bbs, a netizen posted a post asking for help, saying that one of his relatives and friends was seriously ill (which disease can be determined according to the characteristics of our hospital or the needs of activities), but the county-level hospital where he was located was helpless, and at the same time, because his family was poor, it was difficult to cope with the high medical expenses, so he turned to major hospitals for help. On the other hand, we expressed our willingness to help, promised to reduce medical expenses, and naturally introduced and publicized our hospital's characteristic technology or activities and the advantages of low fees.

Soon after, the netizen immediately posted a thank-you note. At this time, the key point is that the thank-you note needs to be written in a moving way to attract the attention of netizens and actively follow it, so as to make it reprinted by major websites until it becomes news. Attention should be paid to the details of the whole incident to avoid mistakes.

3. marketing of other events: focusing on public welfare, news and science, we can make some events regularly and cooperate with the media to market the image, strength and function of the hospital.

VI. Terminal marketing ("card marketing")

We can cooperate with professional advertising and pyramid selling companies to make a variety of medical discount cards (such as free medical examination cards, medical subsidy cards, operation limit cards, love discount cards, etc.), which can be distributed directly to rural consumers in towns and villages, with one card per household and carpet coverage.

VII. Marketing of academic conferences

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

VIII. Experiential marketing

If the hospital introduces some new technology and equipment or carries out a certain project activity, it can enter the community street for publicity, invite residents to experience it for free, try the effect, make them satisfied, and then achieve the marketing purpose.

IX. Public welfare marketing

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

In addition, hospital marketing is a continuous systematic process, which can not be completed by one department alone in the end, and requires close contact and cooperation among all departments of the hospital. Hospital marketing is the same as other enterprise marketing. Enterprises sell products, and we sell special products-health. Hospital marketing is not only a means, but also an idea, which should run through the comprehensive management process of all aspects of the hospital-hospital marketing. Model essay on marketing plan for gynecological clinics

1. Purpose

1. Rapidly expand the popularity (image) of XX gynecological hospital in the public, and build the hospital's expert brand, department brand, technology brands and service brand.

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

II. Objectives

1. Establish the overall popularity and reputation of XX Gynecological Hospital.

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

3. Promote the brand of expert team and convenient, affordable, efficient, high-quality and warm service in XX Gynecology Hospital.

4. rapidly expand the market share of XX gynecological hospital and increase the market share.

Third, the market positioning of XX Gynecology Hospital

Private hospitals have greatly affected the stability of private hospitals' profits because of the unstable patient flow, so it is a necessary measure to expand the number of outpatients. Its market positioning is as follows:

1. Stabilize the surrounding areas (communities and rural areas). Based on the surrounding communities, we will attract stable customers with "Guan 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 striving to join medical insurance can private hospitals ensure the stability of surrounding consumer groups and achieve better cash flow.

3. Actively publicize various preferential policies of designated hospitals and hospitals for medical insurance, gradually accumulate them, establish a good reputation, and lay a good foundation for long-term brand building.

The hospital should analyze and position its market, find its advantages and disadvantages, and conduct comprehensive demonstration and planning. Here, I provide the following analysis framework for the hospital.

1. Advantages:

① National dimethyl specialized hospital approved by provincial, municipal and district health administrative agencies and built according to WHO and JCI standards.

② Professional and technical advantages

③ Perfect supporting facilities

④ Various insurance designated institutions

Disadvantages:

① Mature competitors.

② advertising effect.

③ The common people still lack a deep understanding.

④ Very famous academic leaders are especially needed (this city is particularly important)

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

3. Market: the market is big, people's living standards are constantly improving, and there are extremely high requirements for the quality of life.

from our market survey, we know that the latest health survey published by the Ministry of Health shows that 2% of us don't go to the hospital now, and one of the most important factors is the high cost of the hospital. Low-and middle-income people account for the vast majority of urban people (rural areas), and there is a huge market. As long as we locate them accurately, the source of the disease will not be a problem.

In addition to price competition, in the competition of hospitals, patients judge the service quality of a hospital on the basis of feelings. By comparing patients' expectations of the hospital with their feelings of receiving services in the hospital, if their feelings and experiences exceed patients' expectations, then it is good medical service.

how patients feel in the hospital > Patient's expectation = good service quality

Patient's feeling in hospital <; Patient's expectation = poor service quality

patient's feeling in the hospital = patient's expectation = average service quality

It costs money for patients to receive services in the hospital, and "loyal customers" can be formed by providing value-added services. According to the management concept of modern hospital services, "loyal customers" are the main source of profits and the driving force for development of hospitals. A basic way to judge value-added services is that hospitals provide more additional services after providing basic medical services.

4. Advantage brand service strategy-"Look after the disease"+value-added service

The fundamental purpose of patients going to the hospital is to look after the disease and relieve their physical and mental pain. Conversely, in the final analysis, hospitals should be able to solve the problem of "illness" for patients. From the point of view of the medical market, whoever can solve the patient's problems well will gain the trust of the patient; With the trust of patients, the hospital can 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 special personnel when they enter the hospital, and discharged doctors and responsible nurses send them to the gate; Internet leisure, patients' birthdays, and flowers; These excellent services are all free of charge. After the patient leaves the hospital, we also need to follow up and pay a return visit by telephone, solicit opinions and continue to provide help.

5. High-quality parity strategy-

In order to let patients "spend less money and look after their illness" or "spend the same amount of money and enjoy more satisfactory services" in the hospital, our hospital will use the "high-quality parity" strategy to reduce or exempt the fees for some examination items, so that patients can get more benefits. <