How to write hospital marketing plan?

How to write a hospital marketing plan? Generally, it is necessary to write a plan in advance. In order to ensure that the work or things can be carried out efficiently, it is essential to make a plan in advance. A plan is a written plan that defines the time, place, purpose, expected effect, budget and method of the action. Let's take a look at how to write the hospital marketing plan.

How to Write Hospital Marketing Planning 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 personnel, and the weak supervision of private hospitals by the government in the early stage, some private medical investors who are eager for quick success and instant benefit use false medical advertisements to exaggerate publicity, leading to one-time fraudulent medical behavior.

So that the majority of patients and even the whole society have a prejudice 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. Now many hospitals are also carrying out online marketing, but most of them have entered a misunderstanding, that is, they can't wait for everyone who browses 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.

Although our hospital is a new one, we have many attractions. What we want to do is to try our best to let more people know, get familiar with and see a doctor as soon as possible. Without the market awareness of all employees and the lack of basic marketing methods, people will not be able to unite, but they may also lose their original good resources and basic patients. As a new hospital form, its marketing strategy can be developed from the following two aspects:

First, minor illnesses are prevalent.

This business truth, which is popular in the medical industry, comes from the 28 th Law. It is the top 20% medical patients who create 80% of the hospital's profits, and a considerable part of this 80% profit is lost to the bottom medical patients. Because not every patient can bring profits to the hospital.

Some patients bring losses to the hospital. For example, five senses pediatrics, Chinese medicine and so on. Although most patients create little or no profits, they can also enhance the hospital's popularity, increase market share, help improve patients' trust in the hospital, expand the hospital's popularity and increase the intangible assets of the hospital.

Second, the benefits of serious illness.

To attract a serious illness with a serious illness is not to attract a serious illness with a minor illness, but to hold your horses at the beginning of a serious illness. Don't kill the patient first, and then wait until the serious illness becomes popular. Only when you have a break can you stand, and only when you have a big one can you succeed. Only in this way will we not go the opposite way.

Therefore, the correct promotion method is that all diseases should be popular first. After a while, there are more people, and then roll up your sleeves to catch fish. However, while being popular, we can't simply be a brand. It is important to carry out the service tenet of "patient-oriented" and form a "loyal customer group".

Third, the hospital service strategy

(A), the significance of hospital service marketing

1, the introduction of service marketing is conducive to establishing brand image and improving competitiveness.

Brand is an important symbol that distinguishes customers from other service enterprises. Introducing service marketing into hospitals can promote hospitals to build hospitals from the perspective of marketing, establish their own service culture, concepts, products and employees, and enhance the guidance of customer needs, thus improving their competitiveness. Brand effect is conducive to the hospital to carry out internal marketing and relationship marketing, as well as to expand medical service channels and medical service markets.

2. Introducing service marketing is helpful to promote the reform and development of hospitals.

More and more attention has been paid to the reform of hospitals, and how to carry out the reform has become the focus of people's consultation in the future. Introducing the concept of service marketing can make hospitals think from the perspective of the masses, thus determining the direction of reform and development and starting from the health needs of the masses.

3. The introduction of service marketing is helpful for hospitals to organize marketing according to market demand and better meet the needs of the masses.

The introduction of service marketing can provide a good design scheme and implementation scheme for hospital's strategic planning, market expansion, brand promotion, customer management, department guidance and service training, so that the hospital can understand the market demand, organize resources according to the demand, and meet the needs of the masses by marketing means.

4. Introducing service marketing is helpful to cultivate excellent employees.

The personal accomplishment, technical level and scientific research skills of hospital administrators, medical staff and other service personnel also have great influence on attracting customers. Good manners and skills of employees are important factors to attract customers, and the most important point of service marketing is internal marketing, that is, marketing front-line employees as customers.

5. Introducing service marketing helps to form a good social and humanistic environment.

The most important thing for hospitals to introduce service marketing is to make customers feel their position in the hospital, so that both parties can be respected while communicating, avoid the crisis of trust between doctors and patients, and avoid a series of adverse events such as hospital violence. A good cultural environment is based on respect and trust, so the application of service marketing concept is of great significance to shaping the humanistic environment.

(B), hospital service marketing strategy

1, service brand strategy

The competition of modern hospitals is no longer just the competition of technology and talents, but the competition of brands in essence. Hospital brand is a series of specific features, benefits and services provided to customers for a long time. A good brand not only conveys the guarantee of quality, but also embodies the connotation of commitment, quality and culture.

Hospitals should embody their own culture and commitment in the brand strategy of products, so as to maintain the hospital's lasting popularity and reputation in the eyes of customers. In terms of product strategy, establishing a brand with famous doctor effect, specialist effect and service characteristics can maintain customer loyalty and expand the reputation of the hospital.

2. Service quality strategy

Quality is the lifeline of hospital service. Without quality, hospital services are meaningless. Therefore, hospitals must establish the concept of quality marketing and quality strategy in marketing activities to ensure high-quality services. Hospital service is mainly a continuous process of integrating life service, psychological service and technical service for hospital customers, aiming at customer health, so the quality strategy should be based on customers' judgment factors on service:

Whether the diagnosis is accurate; Whether the treatment is effective; Whether you feel pain during the treatment; Whether the doctor's medication is reasonable; Whether it consumes a lot of energy; Whether it has brought additional harm; Whether individual rights are protected; Whether the service is convenient and fast; Whether the service environment is elegant and comfortable; Whether personal self-esteem has been maintained and so on.

3. Reasonable price strategy

Price has a very important influence on market demanders or service providers, and it is also a very important means of competition. Nowadays people always want to spend the least money and get the greatest satisfaction. Individual medical institutions mainly attract consumers (patients) with low prices of drugs and services. Our hospital insists on grading fees, high quality and good price.

4. Communication channel strategy

There are two communication channels, one is a combination channel and the other is a single channel. Broadening channels mainly refers to the expansion of combined channels.

1, community development

2. Factories and enterprises

3. Recommendation and acceptance

5. Marketing promotion strategy

How to write a hospital marketing plan? market analysis

City X, which belongs to Hebei Province and is located in three districts and four counties under the jurisdiction of Bohai Bay, is a famous tourist city in China with a total population of 2.3 million, of which nearly half are immigrants from Northeast China. Haigang District is the first administrative region, Beidaihe District and Shanhaiguan District are tourist resorts, and the famous listed company Hua Yao Glass is located in X City. As the center of the city, Haigang District in Gangcheng District 3 has a relatively concentrated population, where all municipal government organs and major medical units are concentrated.

Beidaihe District, as a health resort around Beijing and Tianjin, is a tourist service industrial zone with hotels, restaurants and rest homes as the main body. Shanhaiguan District is also a tourist area, but due to its proximity to Liaoning Province, the primitive heavy industry in port cities has been intensively developed.

The main 3A hospitals in Huangdao City are People's Hospital, Harbor Hospital, Chinese Medicine Hospital, Maternal and Child Health Hospital, Second Central Hospital, Third Central Hospital, Public Security Hospital, Railway Hospital and Military Hospital. Public hospitals occupy more than 90% market share in X city. Take the largest people's hospital in the city as an example, the average daily outpatient volume can reach more than XX people.

Private hospitals have developed rapidly in recent years. * As the first private hospital, private hospitals such as Friendship Hospital, Railway Hospital, Public Security Hospital, Reproductive Professional Hospital, People's Hospital, One Center and Two Branches have successively settled in Gangcheng. Private hospitals are all specialized hospitals, mainly involving gynecology, andrology, otorhinolaryngology, anorectum, orthopedics, neurology and so on. Among them, reproductive diseases and infertility related to gynecology and andrology are the main departments of private hospitals. At the same time, there are hundreds of private clinics in the city, which mainly provide community medical services, but they can also enjoy medical insurance plans.

Private hospitals mainly focus on advertising, medical expert consultation and treatment discounts. Publicity mainly depends on advertisements, and the media are mainly television, newspapers and outdoor, because the advertisements of several hospitals appear too frequently and intensively in the local media, which has reached the point where advertisements are flooding. As a result, its advertisements have no effect on the local people until they are numb, and even have great distrust of the advertising content, and they are very disgusted and rejected by private hospitals.

This shows that a single marketing method has a business bottleneck in this relatively closed market environment, and the disorderly competition of advertisements leads to a shrinking market. The biggest weakness of competition between private hospitals and public hospitals is that there is no historical precipitation and medical technology foundation. After all, the existing social status of public hospitals, apart from the help of planned economy and monopoly position, is inseparable from its decades of medical practice.

More than 90% patients in private hospitals come from farmers in surrounding areas. Because the departments set up are mainly male and female physiological diseases, most patients are embarrassed about such diseases because of the lack of corresponding scientific knowledge, and will not choose to go to large regular hospitals for treatment, thus forming the main tourist source of the hospital.

Second, the status quo of the hospital

* The hospital has convenient transportation, only 1 and 5 kilometers away from the railway station and long-distance bus station. No.33 and No.34 buses connecting Shanhaiguan District and Beidaihe District can pass through the hospital. The longest travel time for patients from all districts and counties in the city to reach the hospital is less than 40 minutes. This position is very convenient for patients to travel for medical treatment. Following the establishment of gynecology, andrology, otolaryngology and other treatment centers, the hospital invested heavily in the construction of minimally invasive surgery treatment centers and inpatient departments this year, which made the overall scale of our hospital go up a step.

At present, the daily average number of outpatient visits in our hospital is about 50, the monthly advertising cost is about 200,000, the per capita advertising cost is 1.34 yuan, and the per capita operating cost of shared hospitals is about 200 yuan (estimated value). The best period of hospital operation was July and August of XX, but now the overall performance of hospital operation has declined compared with the same period in history.

The decline in performance is closely related to the market environment, but in the course of two years' operation, there have also been a lot of problems in the management of Chinese medicine hospitals, which has slowed down the all-round development of hospitals. According to my observation, the following key questions are drawn:

There is no overall strategy and long-term planning

Our hospital is a family-run management, and the so-called strategy is just a vague concept, which only exists in the mind of the top decision-maker. Without the collective efforts and systematic analysis of management, we often act according to circumstances and change as we say. The so-called specialized hospital has only made a positioning in the medical scope, lacks overall strategic thinking, scientific and systematic planning and efficient management system, and cannot effectively use existing resources to give play to its own characteristics, so even if it is maintained, it will be difficult to expand.