With the strict restrictions on the traditional media advertising channels in the medical industry, more and more hospitals began to increase investment in online publicity channels. Here are some marketing strategies for private hospitals. Let's have a look!
I. Strategic Layout-Formulating the correct concept, orientation, planning and mode.
The current network operation is not the era of Tuba Road a few years ago. Fierce competition requires hospitals to operate as a whole from a higher angle, carry out integrated planning from a strategic height, and grasp the correct development direction from four aspects: concept, positioning, scheme and mode!
1, core competitive strategy
Professional, professional therapy, professional service, professional experts and professional equipment all belong to the core competitive strategy. Only differentiated marketing can win in the competition, and it is inevitable that homogenization operation will be difficult to make a breakthrough. Even if there is a breakthrough, it will kill 10000 enemies, with a loss of 3000, and the operating cost is too high. Therefore, it is very important to formulate the core competitive strategy!
2. Talent reserve strategy
No matter what you do, those who get talent will win the world, and online marketing needs professional talents to operate. The success or failure of a hospital depends largely on the number and optimal combination of talents. It is very important to retain talents with high salary, happiness and welfare, and to explore and cultivate potential talents!
3. Data information strategy
At present, hospitals that do well in China attach great importance to data management. All kinds of data centers, data statistics software, data reports and other things that speak with data established by Bangtai have provided powerful services for hospital data operation. After all, this is an era of big data.
4. Market analysis strategy
At present, the competition is mainly between hospitals in the same business district. In order to survive and develop, we must defeat our opponents and eliminate the fittest. Therefore, in addition to emphasizing differentiated marketing, it is also very important to correctly analyze the market and have a detailed understanding of the opponents. There have been cases where our team was infiltrated by spies from other teams, and we have done this kind of work ourselves. Although it seems a bit contemptuous, intelligence work is still very important.
5. Project management strategy
The same project has different situations, and different situations need to be treated differently. Although they are all network operations, it is not necessarily the successful experience of this project that can be applied to another project. Personalized, differentiated and localized project operation can effectively improve the comprehensive output capacity of the project.
6, superior force strategy
Concentrating superior forces is one of Grandpa Mao's three strategies. As a cut-in hospital, its early strength is relatively weak. If you want to share someone else's territory, you should take the concentration of superior forces as the basic guiding ideology, give full play to the advantages of concentrating forces to do great things, and avoid splitting up troops and fighting together to avoid defeat.
7. Whale swallowing and eating strategies
There are many channels that can surpass our competitors, such as word-of-mouth promotion, bidding promotion, outdoor media and WeChat marketing. We can surpass them quickly in a short time, but it will take some time to surpass them in website optimization and hospital trust. Therefore, analyzing opponents, studying opponents, finding their own weaknesses in combination with their own situation, and gradually infiltrating can achieve the goal of defeating opponents!
8, change and innovation strategy
The network itself is an ever-changing industry, and today's successful experience is the reason why you will fail tomorrow. Therefore, this industry needs innovative awareness and strategies, and conformism will only make us gradually lag behind our competitors. Just like we used to rely mainly on optimization and promotion, then on bidding, then on news sources, and then on third-party cooperation, so change and innovation should run through, and the unchangeable will be eliminated.
9, quality management strategy
Quality should be emphasized not only in production enterprises, but also in network marketing. Whether it is promotion, bidding, optimization or cooperation with others, we need to put the quality of work first. Only relying on crowd tactics and a large number of advertisements can not achieve satisfactory results, so we must pay attention to marketing and strategy. Therefore, performance appraisal is something we must do well, and so is marketing.
10, hospital culture strategy
Many hospitals can't keep people, use people as tools, I give money, you work, and finally everyone runs away! In fact, retaining people with high salaries has the least technical barriers. There is always someone taller than you. If you just attract them with salary, they will leave sooner or later! Therefore, only by instilling hospital culture and ideas and humanized strategies can we really retain talents and develop together with the hospital.
Second, marketing wins-all efforts are for the success of marketing.
The magical power of network marketing has made more and more hospitals join in. Once, a hospital had a monthly turnover of 900,000 before doing online marketing. Small hospitals think this performance is very good, but after trying online marketing, the performance in half a year has risen to 3 million. Many people find it incredible. In fact, this is the charm of online marketing. In marketing theory, it is actually a network amplification effect. Therefore, correctly grasping the network marketing channel can make the hospital's performance change dramatically.
1, content marketing system
In the past, we used a lot of pseudo original to search, copy, organize and paste. This model has been used for many years, but if it is still used now, it is doomed to fail. Network marketing has a strong purpose. Our purpose is not to create a large number of informative articles, but to create content that can serve patients and reflect our professionalism and effectiveness, so that patients can finally trust us to see a doctor! Let search engines like us and rank us, so content marketing is a key!
2. Theme marketing system
Many people don't understand why they want to do special topics. Some people think that we should do special topics to make keywords rise. In fact, getting keywords up is only one aspect. If you use the idea of being a keyword to do a special topic, it will get twice the result with half the effort and it will be difficult to be effective. The real topic should be a collection of topics with strong marketing and professionalism, so that patients can have a correct evaluation of their illness, treatment and treatment by browsing high-density related topics, and patients should also achieve the purpose of seeing a doctor through this topic, so the topic must also be skillfully implanted with marketing content.
3. Activity marketing system
Private hospitals spend a lot of time doing activities, and good activities can really bring good benefits to hospitals, while activities publicized through internet channels need to be highly inflammatory. Through careful planning, knowledge, activities and marketing are integrated to fully impress patients and achieve the best marketing effect.
4. Telemarketing System
Telemarketing is one of the ways with the highest appointment rate, because when the patient decides to call you, it means that he has 7 points of intention to see a doctor, otherwise he will consider exploratory channels such as online consultation. Establishing and cultivating excellent telephone consultants is an important part of the success or failure of the whole network marketing system, and telephone marketing is very important!
5.QQ marketing system
QQ consultation can make patients have a certain sense of trust, and can also ensure patients' privacy to a certain extent, so many potential patients will choose QQ consultation. Good QQ communication skills, professional service skills and correct marketing ideas and concepts can maximize the number of potential patients, which are the basic skills that consultants must master!
6, enterprise marketing system
The advantage of BusinessCom lies in its flexibility, quickness and instant use, accounting for 50% of online consultation channels. The risk of BusinessCom consultation lies in high patient turnover rate and low follow-up rate. Once the patient closes the window, it is difficult for you to communicate with him again, so there are higher requirements for the communication and professional level of the consultant! Professional business communication skills should be the focus of consultant training!
7, therapy marketing system
Therapy marketing has a good effect on many diseases, whether it is packaging hype or technical propaganda, basically every hospital must have its own characteristic therapy, otherwise it will not survive. Therapy marketing involves many aspects, not only the skills of network propaganda, but also the participation of hospitals and doctors.
8. Packaging marketing system
In fact, the publicity of private hospitals is purely packaging marketing, because when you don't have certain qualifications and strength, you can only rely on packaging to impress consumers. Proper and effective packaging is a link that must be done well in network marketing. Otherwise, even if the technical level is excellent, everything will be zero without marketing.
9. Soft text marketing system
Soft writing plays an important role in the medical industry, especially in the soft writing publicity of hospitals, doctors, therapies and cases, which can play an irreplaceable role in other ways. This is one of the key points of the planning department, and it is also a very important peripheral publicity link in all marketing links, so we must pay attention to it!
10, bidding marketing system
Bidding is a technology and a big marketing system. If you only regard bidding as spending money, fine! Inevitably fail! There are four links in bidding communication: Baidu ranking, website production, content marketing and network consultation. The bottleneck of any link will greatly reduce the bidding effect, so it is extremely important to establish the concept and thought of bidding marketing system!
1 1. Optimize the marketing system.
Optimization, like bidding, is also a channel to introduce patients. The taboo of optimization is not to sacrifice marketing effect for ranking. Ranking is not our goal, but our means, and effectiveness is our goal. Therefore, optimization must run through the marketing system from beginning to end, so that patients can truly generate trust and appointment after clicking on the website!
12, marketing system promotion
There are three kinds of promotion: word-of-mouth promotion, activity promotion and optimization promotion. Many people will pay more attention to the effect of word-of-mouth promotion and think it is necessary, but it is easy to ignore the promotion of activities and the marketing of optimized promotion! For the purpose of promotion, even if there is a ranking, it has no effect. All the patients see is the rubbish on the internet! In the end, we are in vain! Therefore, promotion is not a low-tech activity, and it is a question for universities to do a good job of promotion!
13, self-media marketing system
There are many self-media marketing channels, but it's good to do WeChat, Weibo and headlines. The core key lies in the continuous production of useful content and attractive content for target customers. It is best for WeChat official account to realize the consultation and interaction function of registration inquiry report, and to have some activities at the right time, which is both diversion and transformation.
Third, the way of management-the key factor that determines all victories lies in people.
Small goals can be achieved by individuals, while big goals need to be achieved by teams. Only a reasonably optimized team can exert the greatest combined strength! For a long time, the construction of excellent teams will become the key to the start of network operation, which requires not only energy, but also money and time!
1, focusing on talent and competency-based management
For truly talented people, we should give generous treatment to all aspects as much as possible, keep him and attract him, because only talents can improve productivity, and without some top leading geese, it is difficult for a team to develop rapidly. It is very important to manage talents as resources.
2. Responsibility contracting and execution management
It's ok to eat the same pot at the beginning of team development. It is the best choice to let people who can work hard and get more, and do their best. But once the team is formed, the number of people increases and the number of projects increases, relying on the same pot will inevitably lead to problems. Therefore, it is necessary to implement the responsibility contract system, and each task area should be divided into responsibility fields, so that qualified people can cultivate themselves, macro-control themselves, and operate themselves, so as to get more for more work and get less for less work! This piece involves performance appraisal! It should be focused!
3. Zhuang Zi's Way and Flexible Management
The more disciplined the army is, the more efficient it will be. The more disciplined the hospital is, the more people will run away. Because the army and the hospital are not a team at all, the army can shoot soldiers who do not obey orders. Is the hospital okay? Judging from the management experience in recent years, the modern management science in the west is not suitable for China at all, so we should look back at the traditional management methods in China! The way of Zhuangzi is an important magic weapon for us to maintain the stable and sustainable development of our team!
4. Rules to be followed and system management
On the one hand, we can't blindly imitate the west and manage people with the system. On the other hand, our ancestors also said that Fiona Fang cannot live without rules. In fact, this is China's philosophy of Yin and Yang, which requires both systems, namely institutionalized management and humanized management. System is a deterrent, not an end, so we will definitely make a system, but the key lies in artistic execution!
5. Systematic training and talent management
We can recruit supervisors and technical personnel, but we can't hire all employees with high salaries. On the basis of determining the main talents, it is necessary to systematically train and cultivate the existing human resources, formulate a sustainable talent management system, and truly cultivate, use and manage talents!