Model essay on hospital marketing planning case

Model essay on hospital marketing planning case

In fact, many things in the workplace are not directly expressed, and sometimes we can find many different problems through some details in the work process. The following is a typical case of hospital marketing planning.

Case Model of Hospital Marketing Scheme 1 Part I Market Analysis

First, there is a general crisis of credibility in private hospitals.

Due to the large investment in the medical industry, the absolute monopoly of medical knowledge by medical staff, and the weak supervision of private hospitals by the government in the early stage, some private medical investors who are eager for quick success use false medical advertisements and exaggerated publicity to operate, leading to one-time medical fraud, which makes the majority of patients and even the whole society biased against the honest operation of private hospitals.

Although the examination of medical advertisements has been strengthened in 20xx, and the marketing model of private hospitals has also changed, the high fees still deter people from complimenting private hospitals, because the government levies 33% income tax and 5.5% business tax on private hospitals.

Second, Datong Digestive Disease Hospital Market Advantages and Disadvantages Analysis

Datong Digestive Disease Hospital is the first and only digestive disease hospital in Datong area, which has the advantage of market opportunities. At the same time, it is a newly opened hospital, which makes it easier to establish a brand image quickly; In addition, the academic leaders are experts from well-known hospitals in Datong area, and it is easier to establish a positive image than other private hospitals. However, we can't ignore the negative impact of private hospitals and the chaotic situation of the medical market.

Part II Marketing Implementation Plan

First, relying on experts and guided by the medical reform policy, we will establish extensive cooperative relations with primary medical institutions and build a two-way referral network.

The new round of medical reform has clearly put forward that urban community health, rural health and public health services should be the focus of medical and health work in China in the near future. Our government has also given preferential policies to grassroots medical and health institutions in many aspects, such as financial subsidies and reimbursement of medical expenses. The government has also made it clear that when conditions are ripe, it is necessary to establish a first-visit system in primary medical institutions.

In other words, most patients will be referred from primary medical institutions in the future. Combined with the characteristics of digestive tract diseases, I suggest establishing extensive cooperative relations with primary medical institutions based on the relatively strong brand power of hospital experts. The specific scheme is as follows:

(a) to establish a relationship of "counterpart support and two-way referral" with Datong primary medical service institutions and sign a cooperation agreement.

(two) to establish a cooperative relationship with primary medical service institutions, and the hospital provides the following support services to them.

1, receive primary medical staff to our hospital for further study free of charge, and hold a seminar on prevention and treatment of digestive system diseases every three months;

2, combined with the actual situation of primary medical service institutions and the health needs of patients, regularly send senior experts to primary medical service institutions for consultation or health education lectures and health education series activities;

3. Free health education books are distributed to primary medical service institutions every month;

4. Provide technical consultation, guidance and online consultation to primary medical staff free of charge, and primary medical staff who refer patients can follow patients to observe and treat;

5. Primary medical service institutions refer patients to our hospital for free ambulance transfer (if the patients come by themselves, they will be reimbursed by ticket according to the distance), and at the same time, certain development funds (including the commission of primary medical staff) will be given according to the condition of the referred patients, and certain material rewards will be given to the primary medical service institutions with good two-way referral at the end of the year;

6. According to the standard of two-way referral of various diseases, the referred patients will be transferred back to primary medical service institutions in time to continue treatment after their condition is stable.

(3) Cooperative primary medical service institutions have the obligation to cooperate with various public welfare activities and social surveys of our hospital in the community (township and village) and actively collect suggestions and opinions of local residents on our hospital's services.

Second, under the guidance of establishing a friendly healthy cooperative relationship, we will give long-term health attention to patients who come to see a doctor and cultivate loyal customers.

In our country, people have serious conformity psychology and attachment psychology. No matter what they do, they like to find relationships and trust friends, especially when they go to the hospital. If you can make friends with all the patients who come to the hospital, they will not only come when they are uncomfortable, but also recommend the hospital to their relatives and friends, which will bring a good word-of-mouth effect. The detailed implementation rules are as follows:

(a) in the hospital on a regular basis service awareness and service skills training, such as medical etiquette, doctor consultation communication skills.

(two) in the hospital to promote empathy with patients, to carry out family services;

(3) Pay a health visit to discharged patients, such as the first visit within 6 hours, the second visit within three days, the third visit within a week, the fourth visit within a month, and then the monthly visit;

(four) to disclose the contact information of medical staff to patients, so that patients can contact medical staff in time when they have health problems, such as making business cards for medical staff in hospitals;

(5) Pay emotional attention to discharged patients on a regular basis, such as sending them a blessing message on major festivals and birthdays, and giving them health reminders in the form of short messages on a regular basis;

Third, aim at the target population for disease screening and quickly occupy the market.

In view of the high-risk groups and prone groups of digestive system diseases, contact their local governments or their work units to conduct disease screening in the form of routine health examination for free, and then achieve the purpose of treating patients through quality services. Physical examination items, such as routine examination of internal surgery, abdominal B-ultrasound, blood biochemical examination, chest fluoroscopy, etc.

Fourth, multi-channel promotion, and strive to let more people experience and accept services.

Make full use of opportunities such as free clinic, major festivals and legal holidays, and carry out publicity activities through various forms and channels such as expert free clinic, preferential treatment fee reduction, active participation in various public welfare activities organized by the government, and concern for the health of special people.

Fifth, make full use of Internet tools to win more customers.

The Internet is no stranger to today's society. On the contrary, more and more people rely on the Internet to do more and more things. Nowadays, many hospitals are also carrying out online marketing, but most of them have gone into a misunderstanding, that is, they can't wait for all the people who browse the website to come to the hospital for treatment. The website just opened is either a business communication dialog box or a large number of hospital advertisements, which makes people very disgusted, and the result can be imagined.

If you only do health education and technical strength, equipment display and some soft-text publicity on your own website, and promote yourself through the Internet as a third party, the result will be different, and the elements that make others trust will increase a lot.

Case Model of Hospital Marketing Planning 2 Ⅰ. Market Analysis

Our county has a total population of 238,000, and the town has a population of 78,000. The rest of the population is distributed in Wujiazi Town, Xinlin Town, Tongbu Town, Dayingzi Township, Guandi Town, Dajing Town and Xinchengzi Town. There are nearly 200 enterprises and institutions in Linxi Town, with a relatively concentrated population. Linxi county Mongolian Chinese Medicine Hospital is a second-class first-class hospital, and Jincheng Hospital is a private hospital with 1 community service center and 16 community service station. Private hospitals mainly advertise and ask experts for consultation and treatment. Community service centers and community service stations mainly provide community services, and also enjoy medical insurance, social security and new rural cooperative medical system projects.

In recent years, the health industry has developed rapidly, and the participation rate of the permanent population in the new rural cooperative medical system has reached 94.9%. The problems of difficult and expensive medical treatment for farmers have been initially solved. The 6,800-square-meter comprehensive building of China-Mongolia Hospital was relocated as a whole, and the medical room of township hospitals was expanded. In the face of increasingly fierce competition in the medical market, hospitals are likely to face the loss of customers because of passively waiting for customers (patients) to come to the door.

All these have brought great pressure to the survival and development of the hospital. The development of the hospital depends on management, which is about strategy, and the essence of management is to find ways to attract patients. In order to be in an invincible position, we must establish a harmonious doctor-patient relationship, establish a good social image and win the trust of the people on the basis of constantly improving comprehensive management and improving professional level through various subtle publicity.

Second, the status quo of the hospital

(1) Our hospital has taken a big step in its operation since it moved, but there are still many details that have not yet reached the benefits matching the hospital scale. At present, the management and data collection of hospital marketing are poor. As a department of the hospital, the establishment of social service department must give full play to its functions, including internal understanding and publicity, external marketing research, attracting patients and tapping potential customers.

(2) There is too little internal publicity, and all departments are tangible. There is too little publicity content, such as publicity column, publicity column. Facing the increasingly fierce competition in the medical market, it is necessary to build a media publicity platform. However, in recent years, because of false advertisements, the curative effect does not match the promise, which has buried a crisis of distrust among many patients. Hospitals can use many existing resources and methods to publicize the internal image of hospitals. Media publicity is only an external means. The long-term development and daily operation of hospitals mainly depend on correct market positioning, advanced service concept and advanced management mode.

(3) The hospital didn't take good care of its customers, and some customers lost and never came back. Hospital management and service need to be improved, and the service concept of "patient-centered" has not been implemented.

For example, a few days ago, I met an old lady who asked a staff member what floor the pathology department was on. The staff member said impatiently, "I don't know, ask the consulting nurse." In fact, I was thinking at that time: as a hospital employee, how could I not know which floor the pathology department was on! And the attitude is very stiff! It is because of this attitude that it is possible to lose this customer forever, or even more. Patients can live without our hospital, but our hospital can never live without patients.

Third, the marketing plan

(A) marketing philosophy

Under the guidance of the overall working idea and hospital development planning, we adhere to the concept of "strengthening management quality internally and expanding the market externally". On the one hand, taking Linxi town community as the main direction, we will gradually expand to township hospitals and village clinics, strengthen the characteristic brand of "linxi county Hospital", increase brand promotion, and attract patients through brand strategy. On the other hand, it focuses on the towns and villages with relatively backward medical conditions in Linxi area, and attracts the majority of patients through the publicity and introduction of hospital characteristic departments.

(2) Specific implementation plan

1. According to the medical characteristics of "linxi county Hospital", gradually open up the medical market targeting various communities in linxi county. Taking the promotion of specialties and special diseases as the breakthrough point, we will increase the promotion of superior departments in our hospital and promote the development of other departments at the same time. Through holding health talks, health checkups, community free clinics, square free clinics and other activities as channels, we will strengthen external publicity and contact and deliver medical services directly to customers, thus attracting more patients to the hospital for further diagnosis and treatment and expanding the medical market.

2. Turn the eyes of the medical market to the countryside, directly establish cooperative relations with township hospitals and village clinics, upgrade the business platform on the premise of mutual benefit, share resources and complement each other, so that farmers can enjoy the diagnosis and treatment level of secondary hospitals at their doorsteps, which can indirectly deepen their understanding of the brand of linxi county hospitals.

3. Establish a perfect service system. Just like the hospital's marketing strategy, all kinds of service activities always revolve around one center, which is to satisfy customers, truly embody "patient-centered", constantly improve service quality, standardize service behavior and improve service attitude.

(1) The hospital should set up a complaint reception desk to receive and handle patients' complaints. Effectively solving patients' complaints will have the greatest impact on patients' satisfaction, loyalty and trust, and then turn it into the reputation and profit of the hospital.

(2) Improve differentiated services. In order to attract more customers, we should provide them with some services different from other hospitals, so that their different needs can be met accordingly and exceed their expectations, so as to achieve high satisfaction and win by differences. For example, to ensure the convenience and speed of hospital medical services, and strive to eliminate the phenomenon of "three long and one short" (long registration fee, long waiting time, long time for taking medicine and short time for diagnosis and treatment), so as to facilitate the majority of patients to seek medical treatment.

With the development of society and the continuous improvement of civilization, people have higher and higher requirements for environmental quality. Maintaining the health of hospital medical environment and providing comfortable, clean, warm and unobstructed medical space for patients are the needs of hospital survival and development. Carry out smiling service, pay attention to patients' feelings, and address patients by their full names or honorifics instead of bed numbers. These intimate services will make patients realize the humanistic care of the hospital and improve customer satisfaction.

(3) Establish a satisfaction survey with patients as the core, quality as the key, service as the focus and marketing as the purpose. Regularly investigate the satisfaction of inpatients and outpatients, and collect the information of discharged patients in the whole hospital for customer telephone return visit. Statistics, analysis and publication of the satisfaction survey results are made, and suggestions for improvement are put forward, so as to continuously improve the medical quality and service level, expand the patient receiving capacity of the hospital and realize the sustained and healthy development of the hospital.

4. Enter the sub-health market. According to the data report organized by the Ministry of Health, only 5% are healthy people, 20% are people with diseases that need treatment, and 75% of them are in sub-health state. With the increasing awareness of people's health, people know their physical condition through physical examination, so that prevention is the main thing and treatment is the auxiliary thing. In the form of discount cards, the physical examination center of our hospital plans to launch a series of physical examination cards from single physical examination of employees in the unit to community and rural areas, and all items on the cards will be given certain discounts according to the price stipulated by the hospital.

Set different names, physical examination contents and prices for different groups of people, such as routine physical examination for ordinary people, health examination for the elderly, health examination for women, health examination for working-class people, etc. Physical examination results are interpreted by senior doctors, and health suggestions are written in writing. If the physical examinees are found to have potential diseases, the hospital will assign experts or specialists to help them formulate personalized health care and treatment programs, so as to attract huge social groups, expand hospital business, and improve hospital economic benefits and brand benefits.

5. Do some targeted publicity. Publicity is essential for any company or hospital to develop steadily for a long time. Build a media publicity platform, establish a good relationship with the media in Linxi area, and use different publicity methods such as media reports, billboards, brochures, videos, etc. to vigorously promote the hospital's characteristic specialties, brand services, new technologies, new projects and famous doctors. Use large-scale activities and social welfare behaviors to publicize the hospital, standardize the production of publicity columns in departments, guide patients to seek medical treatment conveniently, constantly shape the hospital's good social image and enhance its core competitiveness.

Hospital marketing plan case model essay 3 hospital promotion plan

First, the marketing environment analysis:

1, macro-restrictive factors in enterprise marketing:

(1) Overall political and legal situation:

At present, there are no political factors affecting the consumer market in society; Legally, the "Measures for the Administration of Medical Beauty Services" and other laws and regulations have been implemented, but it is not very mature at present, and the medical beauty market is still somewhat mixed. Due to lax supervision, illegal medical practice still exists, and the reputation of the beauty industry has been damaged to a certain extent, and the hair transplant industry has basically no impact.

(2) Overall economic situation:

In 20xx, the CPC Central Committee and the State Council continued to strengthen and improve macro-control according to the existing and emerging prominent contradictions in macro-economic operation and major issues that may affect the overall economic and social development, and achieved rapid economic growth, increased corporate profits, increased fiscal revenue, and increased residents' income, and the national economic and social development situation maintained a good momentum. Generally speaking, the economic situation has no adverse effect on the development of the beauty industry.

(3) the overall social situation and cultural background factors:

The hair transplant industry basically has no cultural influence. For the medical beauty industry, there was a public opinion event of artificial beauty in China a long time ago, but at this time, with the continuous opening of society, people's ideas are becoming more and more open and have been greatly improved. The medical beauty industry is being understood by more and more people in China. However, it is undeniable that this aspect should still have an impact on the development of the medical beauty industry, so the right to protect customer privacy should be throughout.

2. Micro-restrictive factors of enterprise marketing;

(1) Inside the enterprise:

Internal management structure of enterprises: the structure determines the result and the system describes the structure, so it is necessary to improve the system of enterprises, standardize management and improve the quality of customer service. Create the core advantages of enterprises, high-quality products and services.

(2) Outside the enterprise:

Main competitors: planting letters and hair; Yi Meier Medical Beauty (created the first artificial beauty in China); Beijing International United Hair Transplanting Beauty and other enterprises.

At present, there are many hospitals, large and small, as well as non-standard companies and enterprises, whether in hair transplant or medical beauty industry. But there are only a few competitors with our strength, and the market of this industry is huge. We have the basic strength to win a larger market share and become a leader in the beauty hair transplant industry.

From the perspective of network promotion, the network promotion of a few competitors is better, and the positioning of copywriting planning and website planning is more accurate and more attractive to consumers. It is imperative to improve the website, and the website style should be repositioned to meet the psychological expectations of consumers, so as to truly position itself in the minds of potential consumers. Other aspects of competitors need further investigation.

Second, the marketing strategy

1, strategic objective:

Short-term goal: occupy the necessary market share and realize enterprise profits;

Long-term goal: to build a domestic and even international brand of the hospital and be an industry leader.

2.SWOT analysis:

Advantages: Our hospital has strong comprehensive strength and good management, and the strength of the expert team is second to none, which is the leading level at home and abroad; There are many successful cases; Experts in our hospital have accumulated a good reputation in their early work in the hair transplant and plastic surgery center, which has a deep influence.

Disadvantages: The common details of enterprises, the service to customers is a process management. Excellence in every link is our pursuit. Lack of reasonable marketing planning and implementation.

Opportunity: With the development of society, people's living standards have improved. According to Maslow's demand pyramid theory, people's demand levels are getting higher and higher, and the beauty market is gradually expanding, which is also an opportunity for hospitals. The huge market and the lack of qualified professional medical institutions also mean opportunities for our hospital. Immature competitors, management and marketing defects, brand has not yet been established.

Threat: from the initial stage of the network, a few hospitals with our strength pose a competitive threat to us; Other omissions.

3.STP analysis:

Market segmentation: classified by age, gender, occupation and economic status.

Target market selection:

From the gender point of view: the proportion of men and women with hair loss is equal. Beauty demanders are basically women;

From the age point of view: young people, adults and middle-aged people are more; Old age is the second.

Judging from the standard of living: most of them belong to the upper middle class, white-collar workers and above.

Influenced by various social factors, the proportion of male and female hair transplant consumers is equal, mostly middle-aged and elderly people, and they are all relatively wealthy people; For medical beauty, there are many young and middle-aged women, and they are also rich.

Consumers are mostly ugly, hair loss, obesity and so on. And people who pursue fashion also account for a considerable proportion. Consumers are often psychologically dissatisfied with their appearance, feel inferior, insecure, envy others and have a strong desire to change themselves. However, I am afraid of cosmetic surgery itself, and I am afraid of hearing some negative aspects of medical beauty, such as failure cases, so there is a series of processes from making consumption decisions to choosing institutions to spend.

Generally speaking, the psychological process experience:

1, cognition of medical beauty;

2. Tentative consumption;

3. Find reasons to balance your fears;

4. Institutions that really decide and choose consumption; The first three stages occur dynamically in the process of understanding the propaganda information of enterprises. Because of the lack of symmetry between hair transplant and medical beauty consumption, consumers often choose medical institutions based on their impressions of hospitals, so hospitals should increase their efforts in corporate image building and brand building.

Market positioning:

Key points:

1 technical strength: high quality and high standard;

2. Warm and considerate service quality meets the psychological needs of consumers who lack emotional attention;

3 ... in short, it can be summarized as: authority, security, affection and consideration; In view of the fashion group's cosmetic surgery has not been well developed in China, we will not think about it for the time being.

Examples of locative words:

1, "xxx Hospital, I like it"

Although we are now opposed to following the successful scheme of our predecessors, it is not unreasonable to innovate on the basis of it, and it can even have miraculous effects if it is used well. The creative display of this advertisement can invite a celebrity from the south to speak for it and make a film and television advertisement, which can be reflected in the rich, mature and humorous Southern Mandarin at the end of the advertisement. Advantages:

1), the brand name is outstanding;

2) It is easy for people to think of the slogan of "I will do it at my will", so as to establish contact with mobile brands and build their own brand image with the help of mobile groups; It is easier to gain people's reputation. Disadvantages: ellipsis

2. "XXX Hospital, build a perfect person and enjoy a confident life."

Advertising materials can be arranged according to specific circumstances, and celebrities are not required. However, in addition to paying attention to the general principles of film and television advertising, it is also necessary to better reflect emotional factors, hide naked money transactions to the maximum extent, and carry out emotional exchanges. Advantages: In view of the social phenomenon that ugly appearance often makes people feel insecure, this advertising language can arouse consumers' * * *. The homonym of life and people makes people remember deeply and is beneficial to word of mouth. Disadvantages: omission

3. "Beauty starts from scratch, and fate changes from then on, xxx Hospital"

Advertising materials can be flexibly arranged on the basis of grasping the main points. Advantages:

1), I want to be beautiful. This is the desire of everyone who is dissatisfied with their appearance, and it is their deep call, which is easy for potential consumers to scream;

2) In the traditional concept, appearance is connected with fate, and appearance has brought various influences to people. People are eager to get rid of this "fate" influence, and the slogan directly changes the appearance is the argument of changing fate.

3) Disadvantages: Omission

4. Realization of strategic objectives:

(1) Thinking from the internal construction of enterprises. That is, to enhance the brand value of the hospital from the aspects of internal management level, doctor and nurse construction level and corporate culture construction level.

1. For the management construction of the company, it is recommended to refer to the 6S management mode adopted by many enterprises at present. 6S: It refers to six aspects: sorting, rectifying, sweeping, cleaning, literacy and safety.

A, sorting: separate the used and unused, and throw away the unused. Objective: To improve work efficiency.

B. Rectification: display and mark the placement position of articles. Objective: To eliminate the phenomenon of "seeking".

C. cleaning: clean the environment and equipment and wipe them clean. Objective: To improve the quality of work.

D. cleanliness: the environment is in a beautiful state continuously. Objective: To create a clear status quo.

E, literacy: develop good habits, good manners, and abide by regulations. Objective: to carry out orders and discipline.

S, safety: find potential safety hazards and promptly eliminate or strive for effective preventive measures. Objective: The premise of implementing "5S".

2, for the talent construction, we should start from the following points:

A, respect the personal value of employees, enhance their heroic consciousness, encourage them to participate in the construction of the company and work actively.

B. develop their work skills in all aspects.

C, meet their learning requirements to the greatest extent.

3. Basically, all large enterprises have their own corporate values and corporate culture, and all take corporate values and cultural construction as the basis of the company's development direction. Corporate values and culture are the guiding ideology for building corporate brands. Our hospital should improve the relevant information of corporate culture as soon as possible.

(2) Thinking from the value of enterprise medical service products. That is to enhance the brand value of the hospital from the aspects of service quality, value-added service items, service added value and service innovation.

1. Continuously improve the service quality, make full use of the advantages of talents and equipment of the enterprise, and set the price with reference to competitors' quotations while considering the cost and profit.

2. Enhance the added value of products.

3. Pay attention to innovation and take the route of "I have him".

Note: Because the most important premise of brand promotion is that the services or products brought by enterprises have excellent quality, stability and durability, which is the core of brand building, otherwise brand building is impossible. Therefore, managers should pay enough attention to the above two points and strive for perfection.

(3) Thinking about enhancing hospital brand value from the aspects of corporate social image and promotion methods.

Third, marketing promotion strategy:

1, film and television media advertising:

TV entertainment, life and other channels; Public transport media; Digital TV in office buildings, etc. Audio-visual advertising is a kind of advertising method with relatively large investment and relatively fast communication speed, with good effect and obvious effect. But it should be put into practice after careful consideration. For example, it is necessary to accurately locate the advertising material and reasonably arrange the delivery volume, so as to achieve a perfect delivery plan.

2. In view of the immaturity and particularity of the beauty industry, it is not appropriate to invest too much money in carpet advertising bombing. On the one hand, the cost is too high, on the other hand, it is easy to make wedding clothes for others. We should always observe competitors' trends and market trends with the game theory, and organically combine initiative and passivity, so as to achieve reasonable advertising.