As one of the important ways of one-to-one marketing, free clinic activities have the characteristics of flexible and diverse forms, low input and high output. The purpose of holding the event
To a certain extent, it is to promote the development of the market at different stages, establish the corporate image, establish the brand awareness of products, further convince consumers and produce purchases.
Want to increase product sales and crack down on competitors' propaganda. Is the most widely used, the highest frequency of use, the most direct and obvious effect. Eryi
Diagnostic activity is the best marketing method.
2. Recruit and train free clinic staff;
One of the important factors that determine the development of an enterprise is "people". Employees are the foundation of an enterprise. If an enterprise wants to develop, it is necessary to give full play to the role of each employee.
The work potential of workers. Whether an enterprise can guide employees to develop their potential is the most important link to properly handle recruitment and training. No one is unwilling to do it well.
But I don't know how to do it. Therefore, the quality of free clinic sales can not be separated from continuous and meticulous training. With the training in place, sales will increase, and it is guaranteed.
Keep it steady.
Attachment: Recruitment conditions:
1. Qualifications of the leader of the free clinic group: technical secondary school education or above, experience in marketing (familiar with marketing, can be employed with a little training), and have certain organizational and management skills and table.
Ability, diligence, sureness and hard work.
2. The conditions of the members of the free clinic group: hard-working, down-to-earth and willing to work. Knowledge of medical technology is preferred.
Three. Training and evaluation:
1. On-the-job training method: make the staff of the free clinic have a clear sense of role and conduct on-the-job training according to the characteristics of the staff and the needs of the post.
2. Product knowledge training: knowledge training in free clinic is the key. It is the foundation of accumulation, struggle and development in marketing work. Free clinic is for employees and consumers.
Face-to-face contact, the familiarity of employees with product knowledge, is related to consumers' understanding and trust in products. Therefore, the training of product knowledge should be continued.
I have been making unremitting efforts. The focus of training is to let employees communicate flexibly with consumers in skilled language. Will be highly professional product mechanism, in an easy-to-understand way.
Communicate to consumers, let consumers realize the help of products to themselves, thus generating purchase demand. The examination method of this kind of training is oral examination, and those who fail can't.
Attend the free clinic.
3. Simulation training method: This is the most effective training method in free clinic training. It can quickly and concretely reflect the problems existing in practice, and let employees
By participating in simulation training, we can improve the on-site adaptability. Therefore, employees who fail the simulation training cannot be employed in principle. In addition, simulation training is also a kind of.
Effective product knowledge assessment method, you can't go to work if you fail.
4. Experience promotion method: In a sense, the success of an enterprise needs to play the collective wisdom, so the promotion of experience is extremely important. This kind of training
The method is to quickly popularize and learn from the successful experience of free clinics in various marketing departments and our office. Let each free clinic group master the best marketing strategy in the shortest time and make a conclusion.
We should use the actual situation of this market. This can improve the level of free clinic to a certain extent and make up for the shortcomings.
5. On-site training mode: that is, face-to-face guidance and training for employees at the free clinic site. That is, training while working. This not only exercises the ability of employees
Force, shorten the training cycle, and ultimately improve the efficiency of enterprises. For employees with poor performance on site, training will be conducted and they will be employed after passing the training.
6. Competition incentive mode: Conduct free clinic competition among offices, workstations and free clinic groups, set up a dragon and tiger list, and conduct one-on-one competition.
. While constantly refreshing the goal, it will stimulate the staff's fighting spirit and create a better free clinic effect. Give notice of praise and material rewards to innovative target sales.
Those who always fall behind will be demoted or laid off for training.
7. Summary of training methods: recruiting free clinic staff. After the training, we will continue to sum up from the practice and explore the operation process so as to provide free clinical training in the future.
, evaluate and sum up experience, and make corresponding plans for the specific development of free clinic activities.
Four. Market research:
The economic benefits of enterprises come from the openness of the market, so it is very important to understand the market. To this end, a lot of work needs to be done before the free clinic.
1. Accurate survey: Understand the local consumer groups, including the total number, number of patients, health awareness, economic status, spending power, and whether there are similarities in the near future.
Class A products have obtained free outpatient service.
2. Organize public relations: strive for the support of the local government and promote the development of free clinic activities.
3. Location selection: Choose a venue with broad vision, convenient transportation and high visibility.
4. Determine the location: choose the time when most consumers can participate, ensure that a certain number of people are present, and avoid local people from participating in group activities.
Time. Major festivals or government meetings may affect the date of our activities.
Verb (abbreviation for verb) Prepare before the activity:
1. Contact the venue (negotiate the lease fee, sign the lease agreement and negotiate the lease contract).
2. Contact foreign affairs (coordinate industry and commerce, taxation, urban management, medical administration and other units to handle relevant examination and approval procedures)
3. Publicity materials:
A. Large banners (specifications can be made according to the actual size of the site)
B. Small banner (the content should be consistent with the product positioning promised in the advertisement)
C. Media (television, newspapers, radio, posters)
4. Convene an expert meeting:
A. Objective: Cooperate with the free clinic, communicate effectively in advance, make experts more familiar with the products, clarify the purpose of the free clinic, and link the income of experts with the income of the free clinic.
Hook, lay the foundation for the free clinic.
B time: the day before the large-scale free clinic (the time shall not exceed one hour)
C. Venue: small conference room
D. Moderator: one, who is responsible for the agenda and coordination of the meeting to ensure a serious and active atmosphere.
E. Interior layout: set up desk cards (including names and titles) for experts, leaders and other personnel.
F meeting materials: one copy for all staff (samples, publicity materials, enterprise introduction, clinical materials, meeting agenda, file bag, notebook and pen).
)
The layout and arrangement of the venue of the intransitive verbs free clinic;
1. Activities and specific contents:
A. Free consultation by experts
B. You can check and receive the medicine with the completed receipt, ID card and medical record.
C. on-site purchase can be implemented as a gift activity.
2. Opening schedule of free clinic activities
A. The purpose, purpose and policy of the event announced by the moderator
B. Speech by company leaders
C. Expert presentations
D. Speech by the representative of Rehabilitation Star
E. the free clinic began to give medicine.
3. Arrangement of free clinic activities:
In addition to the drug sales office and the drug donation office, the free clinic can also hang banners indicating the name of the hospital where the experts are located. It is both eye-catching and beautiful.
4. Overall staffing (about 60 people):
The free clinic site is divided into three major institutions: free clinic, service and command.
A. The free clinic should set up an expert group, a medicine selling group and a medicine delivering group;
B service organizations should set up explanation groups, consultation groups, typical case groups, logistics groups, security groups, broadcasting groups, news groups and mobile groups.
C. the command organization shall be the responsibility of the company's specialized personnel.
5. Precautions:
A. Issue special issue of activities to patients (with the words "receipt")
B. Receipt items: name, age, ID number, disease type, address, medical history and medication history.
C. Check whether the ID card, medical record and inspection list are consistent when receiving the medicine.
Seven. Job responsibilities:
1. Expert Guest Group
Necessary items (expert guest speeches, prescriptions, clinical materials, desk cards, chairs, tables, ribbons, medicines)
A responsible for conveying the process of academic seminars and free clinic activities to the experts.
B. exchange speeches with expert guests.
C. Cooperation with newsgroups
D. Responsible for solving the problems of receiving, sending, eating and living for expert guests.
E. provide other services for expert guests.
2. Drug Sales Section
Required items (work clothes, patient registration file card, money detector, desk, chair, tablecloth, pen, sign, special issue, invoice, change, receipt, etc.). , medicine.
)
A. sincere attitude, civilized language, and stick to the post.
B. When selling drugs, the characteristics, advantages and services provided to patients on the day of free clinic must be explained to patients patiently and carefully, and said sincerely.
Take the patient to buy.
C. Pay attention to the authenticity of RMB when collecting money, and beware of counterfeit money.
D. Be responsible for on-site drug management to prevent loss.
E a patient is served by only one person, avoiding onlookers and multiple people taking medicine.
F after the activity, the team leader will hand over the remaining drugs to the logistics team.
3. Drug donation groups
Required items (table, chair, tablecloth, seal, stamp pad, pen, sign, gift, file bag, clip, patient registration form, rope, scissors, brochure)
)
A. Be on duty, have a kind attitude, be civilized in language and be polite to others.
B each group has a clear division of labor, one person registers, one person checks and one person gives medicine.
C. Designate a person to take medicine and be responsible for drug management.
D the grey eggs of patients who meet the requirements of blood donation should be properly preserved.
E. The medicine should be introduced in detail to the patients receiving the gift, mainly introducing the advantages and taking methods. For patients who use it for the first time, the explanation of course of treatment and price should be strengthened.
4. Review Group
Necessary items (work clothes)
A. Be responsible for listening to experts explain the features, advantages and benefits of products to patients nearby, and then explain them with typical cases.
B. be responsible for introducing experts to patients.
C. responsible for answering difficult questions raised by patients.
5. Advisory Group
Required items (table, chair, tablecloth, special issue, desk card, ribbon, pen, scissors, etc. )
A be familiar with all the environment on the site, including the name of the expert, the hospital to which he belongs, the organizer of the free clinic, the on-site process, the conditions for drug administration and the sale of drugs.
B. Give patient and meticulous answers to customers who come to consult, and give detailed and clear answers.
C. Be warm and polite.
D keep a close eye on the personnel entering the site, and report to the team leader or security guard in time when suspicious personnel are found to ensure safety.
E. Be responsible for distributing special issues on site and giving detailed explanations to patients.
6. Typical case group
A. Be responsible for persuading typical cases to cooperate with newsgroups to shoot news feature films.
B. Persuade typical cases to appear on the scene
C. Writing speeches on typical cases
D. responsible for solving the problems of food, shelter and transportation in typical cases.
7. Logistics Group
A. Be responsible for the timely arrival of materials needed at the site and the material recovery after the activity.
B. Be responsible for the timely arrival of temporary emergency materials at the site.
C. Solve the problem of employees' meals on weekdays
D cooperate with the broadcasting group to prepare broadcasting equipment one day before the event.
E responsible for solving the drinking water problems of staff, patients and experts on the day of the activity.
F. Be responsible for contacting vehicles and borrowing tables and chairs.
Security Section
A. Be responsible for the public order of this activity, focusing on the order of drug delivery office, drug sales office and expert office.
B. Be responsible for supervising and checking whether patients who receive donated drugs have the problem of receiving drugs repeatedly, and take measures or report it immediately once found.
C. Be responsible for supervising and inspecting the personnel disturbing similar production sites and patients with discontent, and report or take measures as soon as they are found.
D. do not conflict with patients.
9. Broadcasting Group
Necessary items (pen, notebook, broadcast draft)
A. Ensure the full broadcast of the free clinic, and prepare enough broadcast manuscripts.
B. Contact the power supply and speakers in advance one day before the event, and debug the speaker equipment.
C actively cooperate with the work of each group and broadcast the progress in time.
D all manuscripts can be broadcast only after being approved by the team leader.
E _ ch。 Non-members of this group are not allowed to tamper with broadcasting equipment.
10. Newsgroup
A. contact journalists and photographers.
B. responsible for live TV shooting.
C. responsible for taking photos at the scene.
D is responsible for editing feature films, editing special issues and reporting news.
E. supervisory positions
1 1. move group
A. Responsible for supplementing the shortage of personnel in each group on the day of the activity.
B. Be responsible for cooperating with the command team to solve the on-site disputes.
C. cooperate with security guards to maintain order at the scene.
D should have the professional quality and professional level of full-time staff.
Eight. Post-publicity
After the large-scale activities, the more important work is post-publicity. In a sense, its success or failure directly determines the success or failure of large-scale free clinic.
Therefore, we should pay special attention to post-publicity.
Nine. Activity summary
After the large-scale free clinic, we should sum up the success or failure of this activity and lay the foundation for future activities.