Model case of hospital marketing planning 202 1

In order to make things or work go smoothly, we usually make a plan before doing it. The following is the Hospital Marketing Planning Case Model 202 1 compiled by me for your reference. Welcome to reading.

Case Model of Hospital Marketing Scheme 202 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 advertising review of 202 1 therapy has been strengthened, the marketing model of private hospitals has also changed. However, due to the government's collection of xx% income tax and xx% business tax on private hospitals, the high fees still make people flinch from private hospitals and dare not compliment them.

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.

Hospital Marketing Planning Case Model 202 1 2 With the rise of online marketing, hospitals have joined this team. With the development of society, the large-scale private hospitals in China are booming, which also drives the fiery network marketing of hospitals. Private hospitals have brought many good things to the medical industry in China, but there are also some bad things. Everything has advantages and disadvantages. Among many private hospitals, hospital network marketing can be divided into standard operation and non-standard operation. However, we should rationally realize that it brings more good things and breaks the monopoly of public hospitals in China's medical industry. We can't just go to the public hospital after getting sick, see the doctor's face, listen to the doctor's ridicule and ugly words, and queue endlessly, crowded and noisy, so that the already painful body will suffer again.

First, the hospital network marketing fees

1. The launch of search engines such as Baidu and Google is a very important shortcut for hospital online marketing, but it is definitely not a permanent place for hospital online marketing.

2. The role of advertising space in portal websites and local websites in hospital network marketing is controversial. In the actual promotion of hospital network marketing, I found that this channel can be large or small, and how to use it has become the key to this channel.

3. The cooperation mode of third-party medical industry websites is an optional scheme for hospital network marketing. In this kind of specific website, some projects may produce certain effects in a specific period.

4. Entrust a third-party network marketing service company with full marketing rights. According to my analysis in the actual work of hospital network marketing, the feasibility of this method is "difficult". It is more complicated than building an online marketing system on its own, and this kind of cooperation is difficult to last.

At present, the main charging methods of hospital network marketing on the Internet are nothing more than these. In these ways, different choices should be made according to the characteristics of each hospital's business projects. As far as the current situation of online marketing is concerned, the contents of 1 and 2 are more important, while the contents of 3 and 4 are very controversial. Personally, I think that the third and fourth articles will not promote hospital network marketing in the long run, but will hinder it. As for why I understand this, you can think about it wisely, and I think you can come up with the answer.

Second, free hospital network marketing methods

1. Optimization of the website itself, a popular word "SEO" now, in fact, to put it bluntly, if you are a paid search engine, how much role does SEO have? You can also think so. Especially now, Baidu, after their excessive manual operation, has limited the free inclusion.

2. The frequency and activity of hospital management project content on the Internet. At present, most hospitals are very concerned about Baidu's Zhihu, consultation and blog activities. How much does the activity of these interactive plates contribute to hospital network marketing? Thinking is necessary, don't work hard and be at a loss. The focus of network promotion is content, and the focus of content is thinking. We can't copy what others say, it will lead us to a dead end.

3. Various mass sending methods, this content is also a controversial content at present. There are different opinions about the advantages and disadvantages of mass sending. From the perspective of user experience, the disadvantages outweigh the advantages, and from the perspective of choice, the advantages outweigh the disadvantages. The personal final conclusion is that the disadvantages outweigh the advantages.

Hospital marketing planning case model 202 1 Third Hospital Network, which will be more and more important to hospital brand and hospital marketing, and whoever does not do it will be gradually eliminated. Share hospital network marketing with you.

The first step of hospital network marketing

1. Capital investment-I can't bear to let my children get into trouble. High-level hospital network marketing talents (as do other hospital talents) need a high-standard salary system, and at the same time, there must be a system to identify "fake and shoddy" talents. Core talents need to formulate a long-term "win-win" salary system to achieve the realm of closely linking the development vision of the hospital with the personal interests of talents.

2. Emotional investment-keep people focused. You are not interested in him. Why is he interested in you? Respect talents, communicate with core talents and pay attention to the development of corporate culture.

3. Talent evaluation —— Evaluate the talents every quarter or half a year, let the relevant colleagues in the hospital talk about the strengths and weaknesses of this talent, and finally form a report to let the talents know their strengths and weaknesses, so that people will have the pressure and motivation for continuous improvement.

As the saying goes, "Two heads are better than one." Liu Bowen also said: "Unity is strength, the world is invincible." It can be seen that the strength of individuals is limited and the team can generate more energy. How to establish an efficient network marketing team?

The second step of hospital network marketing

1. To recruit key figures, the team must first have a leader. An efficient team requires that the leader must be the soul. He connects the preceding with the following, points out the direction of work, unites people's hearts and takes responsibility.

2. Pursuing the same interests and looking for the same ideological team * * * can operate efficiently, not by orders, but by repression. We want to say to our friends in the team, "When it's done, everyone will have a big meal at the end of the month. If natural and man-made disasters are not done well, I will invite everyone to have a light meal. " The team members are the "leading brothers", but they also work for the boss, and they are not superior. Leaders have the responsibility to care about the interests of each member of the team and protect them. "If two people get together, they will benefit from each other"-they share the same interests and ideas, so why not?

3. The least efficient CS team-supervisor, technology, art designer, planner and me.

1) supervisor: overall planning, data analysis, task decomposition, work guidance training, SEO, SEM, advertising cooperation.

2) Technology: programming modification, SEO optimization and SEM bidding management. (Q&A, classified information, adjustment work)

3) Art design: website art design, theme art design and advertising art design. (Q&A, adjustment of classified information, adjustment of work content)

4) Planning writers: hospital business soft articles, thematic planning, advertising soft articles. (Q&A, classified information, adjustment work)

5) Me: website article update. (Q&A, classified information, adjustment work)

The third step of hospital network marketing

Website construction and advertising cooperation (responsible)

1. website planning and construction

1) The home page should be fine and concise, not messy, so that visitors can find their own visit targets at the first time.

2) The cover articles of each category are detailed, the theme design of each column is closely related to the business topic, and the advertising pictures are exquisite and touching (directly cut off the columns that have nothing to do with business and make more advertising spaces).

3) For each key disease business, cover design should be carried out according to the high standards of special pages (the artists should be in place).

4) The cover/list page/article page of each disease classification must have different SEO titles/keywords/descriptions.

5) List page picture advertisement, a main business+current classified business picture advertisement.

6) The article page focuses on the theme of commercial advertisements, and the pictures are well-made.

7) The internal links on the article page include: hot articles, related articles and recommended articles.

8) The keyword link on the article page automatically points to the search results in the keyword station.

9) Page design of commercial special advertisements: celebrity effect, achievement effect, intimidation effect, * * * bell ringing effect, commitment effect, authority effect and conformity effect.

2. Baidu Bidding (SEM)

(1) Baidu opens an account: Baidu can get a rebate when opening an account in a small hospital.

(2) Keyword selection: What is the main business of the hospital? What is the auxiliary business? What is the proportion of income? Divide the money in Baidu account according to this ratio.

(1) Selection of main business keywords:

First, keywords (hospital business; Such as: laser freckle)

B, key consulting words (business consulting; How much is photon rejuvenation? )

C, brand words (commercial brand; Such as xx excimer laser therapy)

D, industry words (industry category; Such as: the most authoritative andrology hospital in southwest China)

② Keyword locking: Use Google AdWords tools (Baidu Index and keyword recommendation and price estimation tools in tool options), and finally lock the main keywords that need to be promoted by bidding on the left.

③ Long tail keyword selection: keywords recommended by baidu promotion backstage, and keywords counted by webmasters later.

④ keyword quality: the quality of keywords affects the ranking position on the left. Generally, the correct keyword quality is set to 2, and when the quality needs to rise to 3, the number of clicks on the keyword can be hung by related software at night. Keywords quality manual

⑤ Use Baidu bidding assistant to manage keywords after successful release. Recently, a charging "bidding assistant" software was released to automatically bid for the left ranking.

⑥ Data analysis and keyword strategy adjustment: When opening a new website for the first time, the daily consumption should be controlled below xx yuan in the first month, xx yuan/day in the second month and XX yuan/day in the third month. You will find that the performance continues to improve because the quality of keywords is at work. If the hospital has a large business space, it can increase investment.

3. Advertising cooperation

1) health portal class

2) News portal (with Baidu news interface, such as Qianlong. com)

3) Local portal news, information classification, community forums, etc.

4) Local University Forum

5) Traffic cooperation of hospital business related websites.

4. Website SEO optimization outsourcing

The situation in every hospital is different. Without recruiting SEO optimization experts, outsourcing website SEO optimization to a professional network company is an effective marketing tool.

5. Build a website group

Each hospital has multiple business sections, and each section plans a website, which is necessary. On average, a website brings xx dialogues a day, and xx websites are xx dialogues. Specialized and refined websites can be better reflected in the top ranking in SEO optimization.

6. Data analysis

Effectively formulate marketing strategic objectives and give team members a reasonable division of labor.

Hospital marketing plan case model essay 202 1 IV. market analysis

There are seven kinds of newspapers and periodicals about English learning published by our school, including 2 1 century newspaper, English weekly newspaper, English tutoring newspaper and Crazy English. The competition is fierce. At present, I understand that the English version of Learning Newspaper is entering our school market in large quantities. It is understood that their sales model is simply to promote sales in the dormitory of the university campus, but the coverage is not wide, and it is often based on one-sided words. However, the delivery of newspapers or magazines in the later period has become the biggest problem. It often happens that newspapers or magazines are not delivered in time, or newspapers are overstocked, which does not leave a good impression on students. This is a good advantage for New Oriental English, which has just entered our school market.

Second, the sales target analysis

Marketing target: xx undergraduate freshmen of xx University

Total target population: It is estimated that there will be about xx freshmen.

Object requirement analysis:

(1) For college students who have just stepped into the ivory tower, they already have their own English learning goals in mind. They have passed CET-4 and CET-6, and then strive for higher goals.

(2) In our school, because there will be an English placement test about ten days after freshmen enter school, students who have been away from the exam for several months will pay more attention to this exam. However, they rarely bring their previous textbooks or materials without knowing them in advance, so this is also a favorable starting point for the promotion of New Oriental English.

(3) The reform of CET-4 and CET-6 now puts forward higher requirements for the English level of contemporary college students. The effective and basic way to improve English performance is to enlarge vocabulary. It is what many freshmen want to know to find a material that can effectively help them enlarge their vocabulary and improve their overall English ability. At the same time, passing CET-4 has become the goal for students to learn English.

Third, the marketing field and personnel.

(1) On-the-spot analysis of the promotion market: xx University has a vast territory and concentrated dormitories.

(2) Sales staff: In order to better carry out marketing and sales promotion, sales staff should be located in the dormitory area of freshmen, so as to achieve favorable publicity and sales promotion, seize more markets in the school at the first time, and provide more convenience for the issuance of newspapers in the future. At the same time, considering that it is inconvenient for boys to enter girls' dormitories, salespeople should have a certain proportion of men and women, so as to establish a favorable geographical advantage!

(3) According to the field analysis of the market, it is estimated that a total of about 40 salesmen will be distributed in the freshmen dormitory on campus for publicity and promotion, and about 5 people will be needed to distribute magazines in the later period.

Fourth, publicity and marketing.

Publicity theme: Read New Oriental English and be the master of the future!

Sales tenet: honesty and trustworthiness, service first, customer satisfaction!

Pre-preparation:

(1) Personnel recruitment: Considering the difficulty of early promotion, I will recruit students and friends who are more responsible, want to do it and want to stick to it, especially those who have had previous promotion experience. At the same time, considering the geographical distribution and gender ratio, the recruited personnel should be divided into five small teams, one of which is a girl, and the team leader with strong ability should be selected.

(2) Personnel training and experience exchange: As a sales team, we should have team spirit, and Qi Xin should make concerted efforts to do a good job in sales. The cultivation of team spirit requires team members to get along more and understand more. In order to get better promotion effect, it is essential to master certain promotion skills. Although a person's wisdom or experience is limited, the power of unity is infinite, which requires us to learn from experience extensively and communicate with each other. In addition, we should study hard theoretical knowledge and learn more marketing skills.

Verb (abbreviation of verb) to prepare for promotion.

(1) Arrive at school two days in advance, and make detailed promotion plan steps.

(2) Coordinate the members of the organization to boost morale!

Sixth, the promotion stage.

(1) Fixed-point publicity: At the entrance stage of freshmen, reception points will be set up at the main intersections of dormitories. Provide free drinking water for freshmen and their parents and make corresponding billboards for plane publicity. At the same time, if conditions permit, you can provide free newspapers in moderation.

(2) Promotion: Freshmen go to freshman dormitory for promotion.

(3) Seize the opportunity of hometown association to help freshmen understand university life and English learning, answer many puzzles of freshmen about the university, explain the importance and learning methods of English, and publicize our newspaper.

Seven, marketing strategy

Focus on the psychology of the sales target.

(1) First of all, give people a cordial feeling. Self-introduction is very important. You need to bring our student ID card. As a senior or senior, you should be trustworthy in the eyes of freshmen. You can introduce them to the school as seniors or sisters, just like making friends. Smile when you speak, which brings us closer together. The importance of college English learning is fully revealed in the speech: as freshmen in our school, there will be an English placement test after entering the school, which will determine which class they will learn English in. Explain clearly the importance of graded testing. Students in the fast class have better English teachers, which helps to improve their English scores and take the CET-4 earlier. And many students came to school without any books or materials related to English. Buying this magazine can make some preparations for the exam and get back the feeling of English. It can also be used in college English courses and later CET-4 study.

(2) Take a sample with you when selling, try to be concise, and don't be too commercialized when cutting into the marketing theme, which will make the fresh graduates look disgusted.

(3) If you can successfully sell the magazine, you must issue a formal subscription invoice, preferably for the magazine. And leave the contact information of the campus supervisor. If you have any questions about newspaper delivery, you can report them to the campus supervisor. At the same time, the sales staff should take the initiative to leave their contact information. If you have any questions, you can ask our seniors or seniors. Even if you can't sell it in a dormitory, you should leave your senior or senior's contact number. On the one hand, you can give freshmen a chance to turn over, and on the other hand, you can publicize it to his or her roommate and leave a way for future subscribers.