Hospital marketing planning scheme, in the workplace, each of us must master certain skills, marketing planning is also the work content that every enterprise needs, which contains a wide range of knowledge. The following hospital marketing planning scheme.
Hospital Marketing Plan 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. Now 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 scheme 2 I. Market analysis
Our county has a total population of xx million, and the town has a population of xx million. The rest of the population are distributed in xx Jiazi Town, xx Town, xx Town, xx Township, xx Town, xx Town and xx Town respectively. There are nearly xx enterprises and institutions in xx town, with a relatively concentrated population. Xx hospital in xx county is a second-class first-class hospital, and xx hospital is a private hospital with X community service centers and xx community service stations. 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 of the new rural cooperative medical system has reached xx%. The problems of difficult and expensive medical treatment for farmers have been initially solved. The comprehensive building of xx square meters in xx Hospital was relocated as a whole, and the clinic of township hospitals was expanded. In order to cope with the increasingly fierce competition in the medical market, hospitals are likely to face the loss of customers by 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, it is necessary to establish a harmonious doctor-patient relationship, establish a good social image and win the trust of the people through various subtle publicity on the basis of constantly improving comprehensive management and improving professional level.
Second, the status quo of the hospital
(1) Since our hospital moved to a new location, it has made a big step in its operation, but many details have not yet reached the benefits matching the size of the hospital. At present, the management and data collection of hospital marketing are poor. As a department of the hospital, the social service department must play its role, learn about publicity internally, conduct marketing research externally, attract patients and tap potential customers.
(2) There are too few internal publicity materials, and there are few visible and tangible publicity materials in various departments, such as publicity columns and publicity columns. It is necessary to build a media publicity platform to cope with the increasingly fierce competition in the medical market. However, in recent years, because of false advertisements, the efficacy does not match, which has buried the crisis of distrust of many patients. Hospitals can use many existing resources and methods to publicize the internal image of hospitals. Media propaganda 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, I met an old lady the other day. She was asking a staff member what floor the pathology department was on. The staff member said impatiently, "I don't understand. Ask the consulting nurse." In fact, I was thinking at that time: as a hospital employee, how could I not understand which floor the pathology department is 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 hospital's overall working ideas and hospital development planning, adhere to the concept of "strengthening management quality internally and expanding market image externally". On the one hand, taking xx town community as the main direction, we will gradually expand to township hospitals and village clinics, strengthen the characteristic brand of "xx County Hospital", increase brand promotion, and attract patients through brand strategy. On the other hand, the towns and villages with relatively backward medical conditions in xx area are the main direction, and the characteristic departments of hospitals are introduced through publicity to attract the majority of patients.
(2) Specific implementation plan
1. According to the medical characteristics of "xx County Hospital" and aiming at the community in xx County, gradually develop the medical market. 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, deliver medical services directly to customers, attract more patients to the hospital for further treatment, and expand 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's advantages, 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 xx 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 an impact on patients' satisfaction, loyalty and trust, and then turn it into the credibility and profit of the hospital.
(2) Improve differentiated services. In order to attract more customers, we should bring them some services different from other hospitals, so that their different needs can be met accordingly, and their expectations can be exceeded, 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, the level of politeness is constantly improving.
People's requirements for environmental quality are getting higher and higher. Maintaining the health of hospital medical environment and bringing 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 satisfaction survey results, suggestions for improvement, continuous improvement of medical quality and medical service level, expansion of hospital patient capacity, and sustainable and healthy development of the hospital.
4. Enter the sub-health market. According to the data report organized by the Ministry of Health, only x% are healthy people, xx% are people with diseases that need treatment, and most of them are in sub-health state. With people's growing awareness of health, people know their physical condition through physical examination, so that prevention is the mainstay and treatment is the supplement. In the form of discount cards, the physical examination center of our hospital plans to launch a series of physical examination cards from the single physical examination of employees in the unit to the community and rural areas, and all items on the cards will be given necessary discounts according to the price stipulated by the hospital.
Set different names, physical examination materials and prices for different groups of people, such as routine physical examination for the general population, health examination for the elderly, health examination for women, health examination for working-class people, etc. The results of physical examination are interpreted by senior doctors and written health suggestions are written. If the physical examiners 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. Set up a media publicity platform, establish a good relationship with the media in xx area, and use different publicity methods such as media reports, billboards, brochures and videos to vigorously promote hospital characteristics, brand services, new technologies, new projects and famous doctors in hospitals. For society. 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 3 goal: the medical market is a huge market, and it is impossible for any hospital to meet all the needs of the whole market. With the change of medical market, many specialized hospitals often cannot meet the needs of different patients with the same disease. For example, even with the same disease and similar conditions, the needs of different patients are still very different. For example, some patients expect radical cure, some patients just expect to control their symptoms, some like Chinese medicine treatment, and some like surgery. Therefore, there are specialties in the surgical industry, and specialized hospitals have made up for the specialties of general hospitals and started a new pattern of medical reform.
As a new hospital form, its marketing strategy is mainly developed from the following two aspects:
The first stage: minor illnesses are prevalent and serious illnesses are profitable. This business truth, which is popular in the medical industry, comes from the 28 th Law. According to the famous 80/20 rule, the top 20% patients created 80% of the hospital's profits, and a considerable part of this 80% profit was lost to the bottom patients.
Because each patient does not necessarily bring profits to the hospital, some patients bring losses to the hospital. 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. This is beneficial to the long-term development of the hospital.
The second stage: conversely, "serious diseases are popular first, and then benefits are created", and serious diseases are used to attract serious diseases, not minor diseases, that is, just hold your horses at the beginning of serious diseases, and don't kill patients first, and then kill them when serious diseases become 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 just be a brand. It is important to carry out the service tenet of "patient-centered", form a "loyal customer group and build an unsatisfactory hospital".
First, the popularization of hospital management strategy
At present, what hospitals are facing is how to increase the popularity of outpatients, which is the most worthy consideration before hospital advertising promotion. We should not just wait for patients to come to our home, but take the initiative, consciously integrate our own resources, carry out targeted public relations publicity activities, take a personalized and refined service route, and at the same time, use differentiated means, combined with our own specialty characteristics and existing factors such as manpower, equipment and environment, to do a good job in the whole service management. Do a good job in characteristic management and form a reputation.
In the past, due to the specific professionalism and technology of hospitals, some hospital employees subconsciously lacked the overall marketing concept and mental preparation for competition, and were often mechanically passive in their mentality, lacking brand building and management awareness, and lacking initiative and enterprising spirit. This often puts oneself in a weak and unfavorable position. As far as hospitals are concerned, it is absolutely impossible to spread their superior resources, business projects and service means as soon as possible without marketing, and quickly occupy patients' mental space.
At present, the recommended brand hospitals should be positioned in two strategic directions:
1, brand service-the goal is the greatest pursuit of word of mouth.
This is precisely the confusion and shortcoming in hospital marketing at present, and the improvement of hospital visibility is often equivalent to brand building. To some extent, fame is the primary pursuit of hospitals, but it is only superficial. What really promotes the hospital brand is a good reputation and vivid brand image, but a good reputation must have a high reputation and consumer base.
The pursuit of popularity and reputation varies from brand to brand, such as fast-moving consumer goods, the most important thing is to maximize popularity, durable goods are different, and reputation is the most important. The degree of patients' recognition of the hospital is based on the overall recognition of their medical level, counterpart departments, charging standards and service attitude.
2, humanized service-to provide support services for employees and patients.
The shaping of service brand will finally reflect its core value in actual implementation. Medical services are very different from other services or tangible goods. In the process of bringing medical services, patients have far more contact with non-marketing personnel than marketing personnel.
Therefore, marketing depends on the cooperation between the marketing department and other departments, so that all departments can actively participate in marketing activities. In order to stimulate the team spirit of all departments, if hospital employees are not satisfied, it is difficult for employees to satisfy patients. The satisfaction of patients depends on the value the hospital brings to the service; The value that the hospital brings to the service depends on the loyalty of employees to the hospital; Loyalty depends on employee satisfaction; Satisfaction depends on the value the hospital brings to employees; The value that hospitals bring to employees depends on a series of deep-seated problems such as internal management, mechanism and system.
Therefore, our specific practical action plan in the future work (for reference) is as follows:
Do a good job in the management of internal staff, including life, training, welfare, vacation, performance, etc.
⊙ Establish key customer files, strengthen the marketing relationship management of key customers, and analyze patient satisfaction and employee satisfaction;
⊙ Make good use of various media, health talks, rounds and joint activities to promote medical services;
⊙ Do a good job in customer service center management and provide patients with integrated services before, during and after diagnosis;
Expand the market by visiting customers and visiting the market; Strengthen relationship marketing with government health administrative departments, social security bureaus, insurance companies, various public welfare organizations, social groups and surrounding community units;
⊙ Make full use of the advantages of hospitals to carry out extensive cooperation in medical technology projects or other related projects;
⊙ Use the database to collect and accumulate customer information, sort out, summarize and analyze the information, select target customer groups according to the positioning of the hospital, and bring marketing information to relevant departments and departments in a targeted manner; Do a good job in marketing training for medical staff and other personnel, guide departments to carry out marketing skills training, and improve the marketing level of all staff and the whole process.
There are various marketing methods, mainly carried out in the early stage (starting with how to attract attention, creating momentum, developing characteristic projects to attract attention, amplifying their own characteristics and interests, and making patients have identity psychology. )
⊙ Later, we will start with how to accumulate data, follow up interviews and form word of mouth.
As Xi 'an Ci 'ai Gynecology Hospital, 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.
Second, the specific marketing promotion of Ci 'ai Gynecology Hospital
I. Purpose
1, rapidly expand the visibility (image) of Ci 'ai Gynecology Hospital in the public, and build the hospital's expert brand, department brand, technology brand and service brand.
2. Quickly establish new consumption habits and seize the medical market share.
Second, the goal.
1. Establish the overall popularity and reputation of Ci 'ai Gynecology Hospital.
2. Promote the special departments, special projects, new technologies, new projects and quality services of Ci 'ai Gynecology Hospital.
3. Promote the expert team of Ci 'ai Gynecology Hospital and the brand of convenient, affordable, efficient, high-quality and warm service.
4. Rapidly expand the market share of Ci 'ai Gynecology Hospital and increase the market share.
Third, the market positioning of Ci 'ai Gynecology Hospital
Because the patient flow of private hospitals is not fixed, which greatly affects the stability of private hospitals' profits, it is necessary to expand the number of outpatients. Its market positioning is as follows:
1. Stabilize the surrounding areas (communities, rural areas). Based on the surrounding communities, we will attract stable customers with "concern and love" and lay a good foundation for word of mouth.
2. Seize the opportunity of medical insurance. It is imperative for private hospitals to join medical insurance. Only by striving to join medical insurance can private hospitals ensure the stability of surrounding consumer groups and achieve better cash flow.
3. Publicize various preferential policies of designated hospitals and caring hospitals, gradually accumulate them, establish word of mouth, and lay a good foundation for long-term brand building.
Hospitals should analyze and position their own markets, find out their advantages and disadvantages, and conduct comprehensive argumentation and planning. Here, I bring the following analysis framework to the hospital.
1, advantages:
(1) approved by the provincial, municipal and district health administrative departments, and built according to WHO and JCI standards.
② Professional and technical advantages
③ Perfect supporting facilities
④ All kinds of insurance designated institutions.
Disadvantages:
(1) Mature competitors.
② advertising effect.
(3) People still lack a deep understanding.
Personality needs a very famous academic leader (this city is particularly important).
2. Competition: such as the Fourth Military Medical University, Xi 'an Women's Hospital and Sanqin Hospital.
3. Market: The market is large, the people's living standards are constantly improving, and there are extremely high requirements for the quality of life.
From our market survey, we know that the latest health survey released by the Ministry of Health shows that at present, 20% of us don't go to the hospital, and one of the most important factors is that the hospital charges are too high. Low-and middle-income people account for the vast majority of urban people (rural areas), and the market is huge. As long as we locate it accurately, the source of the disease will not be a problem.
In addition to price competition, in the competition of hospitals, patients decide the service quality of a hospital based on their feelings. By comparing patients' expectations of the hospital and their understanding of hospital services, if their feelings and experiences exceed patients' expectations, then it is good medical services.
Patients' feelings in hospital > patients' expectations = good service quality.
How patients feel in the hospital