How to do a good job in department marketing

from the macro-strategy, in-hospital services can be summarized into three aspects. Increase service locations: such as adding branches, clinics, mobile clinics, on-site services, etc.; Expand the service scale: merge and entrust some hospitals for chain operation to form a hospital group; Set up services: such as taking medicine by code, paying by code, accompanying chat on illness, general outpatient service, painless abortion, painless blood collection, postoperative analgesia, 24-hour free delivery of postpartum women, "one-on-one" accompanying midwifery, setting up children's paradise in pediatrics and inpatient department of child care clinic, providing free tea, free telephone calls in the market, free car transfer, free delivery of hospital publications and newspapers every issue, etc.

according to the process of medical treatment, services can also be divided into: pre-diagnosis, during-diagnosis and after-diagnosis. Before diagnosis: there is a professional telephone for consultation, and there is a website of the hospital for self-help medical treatment; During the consultation: accompanied by a doctor, registered, triaged, accompanied by someone while waiting for medical treatment, accompanied by a "one-stop" service during the medical treatment, someone paid the fee and took the medicine on behalf of him; After diagnosis: establish a customer tracking and visiting system, which will be tracked and visited by the customer service department.

no matter how to market, private hospitals must adhere to the combination of economic benefits, market benefits and social benefits. Here, I will give you a few simple examples:

(1) using mass media for hospital publicity and deeds dissemination, such as establishing health education programs and health knowledge lectures in cooperation with TV stations;

(2) contribute to the newspaper to answer and analyze major medical problems or common medical problems, and publicize health science and the advantages and characteristics of hospital departments through health or health education columns.

(3) Carry out public welfare activities with group attention and community influence, and provide free medical examinations for retired government cadres, outstanding teachers of the year, outstanding employees of community enterprises, national or municipal labor models and so on, and long-term exemption of consultation fees and registration fees for social assistance groups such as elderly people over a certain age, widowed elderly people and orphans, and free medical examinations for outstanding college entrance examination students every year. Organize employees to donate money for disaster relief, actively provide technical guidance and consultation services for some town, district and village hospitals in this city, and regularly send experts to local factories, enterprises and communities for health education, so as to create the reputation of hospitals and continuously create a good external environment with practical actions.

(4) Improve the quality of medical treatment, and take specialty and new and special technology as the primary goal and core competitiveness of the hospital. Implement technological innovation, develop technological projects with certain advantages in the region, and form the characteristics of famous doctors and famous families. Develop superior specialties and special treatment programs.

(5) Use flexible price competition strategy to promote patients to get benefits, so that patients can "spend less money and look after their illness" or "spend the same amount of money and enjoy more satisfactory services", take measures such as reducing the fees for some inspection items, controlling the use of large prescriptions and imported (joint venture) drugs, and designate one day as a free medical open day every month.

(6) Set up "free treatment policy for special cases" and "medical relief fund", jointly carry out caring activities with the government, help poor patients, advocate the community to carry out mutual help and care activities, establish the image of community collective citizens, and form a benchmark position for hospitals in the position of public appeal.

(7) Go out of departments and hospitals and go deep into the community to provide medical services. Compatibility can be implemented, such as "medical care and culture enter the community together". If the objects of community service can get satisfactory services, these stable patient groups can be more easily transformed into lifelong customers.

The opening of a new hospital must adhere to the road of marketing in order to save advertising costs. Event marketing is the quickest way to attack quickly, take a surprise move, occupy the market, lock in a large number of customers first, seize and expand the market share. In event marketing, the author thinks that the most typical thing is to open the treatment for free a few days before the opening of the new hospital, and the medical expenses, registration fees and operation fees are free, so that doctors can take a glimpse of the water and give patients a little sweetness. Then set up patient information. Then, three days after the free treatment, it happens to be the patient's return visit period, and then half-price concessions will be introduced. As soon as the preferential activities are over, the collected information will be digested in detail. One is to call for consultation, send information and send text messages. The other is to engage in conference marketing for serious diseases, invite patients to attend lectures, and then send surgical vouchers. That is, the trilogy of "short and quick plunder": Free treatment kit information? Discount after three days? Conduct conference marketing for serious diseases.

Then, for the sake of brand and reputation, some new hospitals are unwilling to offer discounts and discounts. They want to make money and set up chastity shops. At this time, they can package and discount in disguise. For example, a charity fund activity initiated by a social welfare organization, where patients come to see a doctor and are funded, designates a hospital to be placed in the hospital.