According to the medical process, services can also be divided into: pre-diagnosis, diagnosis and post-diagnosis services. Before diagnosis: professional telephone consultation and self-help medical treatment on hospital website; During the medical treatment: accompanied by a doctor, registered, triaged, accompanied when waiting for medical treatment, accompanied by a "one-stop" service during the medical treatment, some people pay fees, and some people take medicine on their behalf; After diagnosis: establish a customer follow-up visit system, which will be followed by the customer service department.
No matter how marketing, private hospitals must adhere to the combination of economic benefits, market benefits and social benefits. Here I give a few simple examples:
(1) Make use of mass media for hospital publicity and deeds dissemination, such as establishing health education programs and health knowledge lectures in cooperation with TV stations;
(2) contribute to the newspaper, answer and analyze major medical problems or common medical problems, and publicize the advantages and characteristics of health science and hospital departments through health or health education columns.
(3) Carry out public welfare activities with group attention and community influence, and provide free medical examinations for retired cadres, outstanding teachers of the year, outstanding employees of community enterprises, national or municipal model workers, and social assistance groups such as the elderly or orphans over a certain age, and provide free medical examinations for outstanding students in the college entrance examination. Organize employees to donate money for disaster relief, actively provide technical guidance and consulting services for some towns, districts and village hospitals in this city, regularly send experts to local factories, enterprises and communities for health education, build the reputation of hospitals with practical actions, and constantly create a good external environment.
(4) Improve the quality of medical treatment, and regard specialty and new technology as the primary goal and core competitiveness of the hospital. Implement scientific and technological innovation, develop scientific and technological projects with certain advantages in the region, and form the characteristics of famous doctors and famous subjects. Develop superior specialties and special treatment programs.
(5) Using flexible price competition strategy to promote patients to get benefits, so that patients can "afford the disease with less money" or "enjoy more satisfactory services with the same money", and take measures such as reducing the fees for some inspection items, controlling the use of large prescriptions and imported (joint venture) drugs, and designate one day as a free medical open day every month.
(6) Set up a "free treatment policy for special cases" and a "medical assistance fund", jointly carry out caring activities with the government to help poor patients, advocate the community to carry out mutual help and care activities, establish the image of community collective citizens, and form the benchmark position of hospitals from the standpoint of public demands.
(7) It is compatible to go out of departments and hospitals and go deep into the community to carry out medical services, such as "medical care and culture enter the community together". If the object of community service can get satisfactory service, these stable patient groups will be more likely to be transformed into lifelong customers.
When the new hospital opens, we must stick to the road of marketing in order to save advertising expenses. Event marketing is the quickest way, to attack quickly, take the market by surprise, lock in a large number of customers first, and seize and expand the market share. In event marketing, the author thinks that the most typical thing is to open treatment for free a few days before the opening of the new hospital, and the medical expenses, registration fees and operation fees are free, so that doctors can get a glimpse and give patients a little sweetness. Then set the patient information. Then three days after the free treatment happens to be the patient's follow-up period, and then a half-price discount will be introduced. Once the promotion is over, the information collected will be digested in detail. One is to call for advice, send messages and send short messages. The other is to engage in conference marketing for serious diseases, invite patients to attend classes, and then send surgical vouchers. That is, the trilogy of "short and quick plunder": free treatment package information? Discount in three days? Conference marketing for serious diseases.
Then, some new hospitals are unwilling to offer discounts and concessions for the sake of brand and reputation. They not only want to make money, but also open chastity shops. At this time, they can pack and discount in disguise. For example, a charity fund activity initiated by a social welfare organization, patients come to see a doctor, get funding, and designate a hospital to be placed in the hospital.