Model hospital marketing planning, marketing planning is an indispensable tool for enterprise brand and product development, because it connects more products and user needs, so many enterprises will choose to set up their own operation teams to formulate marketing planning. Let's share the model essay of hospital marketing planning scheme.
Hospital Marketing Planning Scheme 1 1. Market Analysis
Our county has a total population of 238,000, and the town has a population of 78,000. The rest of the population is distributed in Wujiazi Town, Xinlin Town, Tongbu Town, Dayingzi Township, Guandi Town, Dajing Town and Xinchengzi Town. There are nearly 200 enterprises and institutions in Linxi Town, with a relatively concentrated population. Linxi county Mongolian Chinese Medicine Hospital is a second-class first-class hospital, and Jincheng Hospital is a private hospital with 1 community service center and 16 community service station.
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 in the new rural cooperative medical system has reached 94.9%. The problems of difficult and expensive medical treatment for farmers have been initially solved.
The 6,800-square-meter comprehensive building of China-Mongolia Hospital was relocated as a whole, and the medical room of township hospitals was expanded. In the face of increasingly fierce competition in the medical market, hospitals are likely to face the loss of customers because of 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, we must establish a harmonious doctor-patient relationship, establish a good social image and win the trust of the people on the basis of constantly improving comprehensive management and improving professional level through various subtle publicity.
Second, the status quo of the hospital
(1) Our hospital has taken a big step in its operation since it moved, but there are still many details that have not yet reached the benefits matching the hospital scale. At present, the management and data collection of hospital marketing are poor. As a department of the hospital, the establishment of social service department must give full play to its functions, including internal understanding and publicity, external marketing research, attracting patients and tapping potential customers.
(2) There are too few internal publicity contents, and there are too few tangible publicity contents such as publicity columns and publicity columns in various departments. Facing the increasingly fierce competition in the medical market, it is necessary to build a media publicity platform. However, in recent years, because of false advertisements, the curative effect does not match the promise, which has buried a crisis of distrust among many patients. Hospitals can use many existing resources and methods to publicize the internal image of hospitals.
Media publicity 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, a few days ago, I met an old lady who asked a staff member what floor the pathology department was on. The staff member said impatiently, "I don't know, ask the consulting nurse."
In fact, I was thinking at that time: as a hospital employee, how could I not know which floor the pathology department was 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 overall working idea and hospital development planning, we adhere to the concept of "strengthening management quality internally and expanding the market externally". On the one hand, taking Linxi town community as the main direction, we will gradually expand to township hospitals and village clinics, strengthen the characteristic brand of "linxi county Hospital", increase brand promotion, and attract patients through brand strategy. On the other hand, it focuses on the towns and villages with relatively backward medical conditions in Linxi area, and attracts the majority of patients through the publicity and introduction of hospital characteristic departments.
(2) Specific implementation plan
1. According to the medical characteristics of "linxi county Hospital", gradually open up the medical market targeting various communities in linxi county. 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 and deliver medical services directly to customers, thus attracting more patients to the hospital for further diagnosis and treatment and expanding 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, 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 linxi 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 the greatest impact on patients' satisfaction, loyalty and trust, and then turn it into the reputation and profit of the hospital.
(2) Improve differentiated services. In order to attract more customers, we should provide them with some services different from other hospitals, so that their different needs can be met accordingly and exceed their expectations, 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 civilization is constantly improving.
People's requirements for environmental quality are getting higher and higher. Maintaining the health of hospital medical environment and providing 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 the satisfaction survey results are made, and suggestions for improvement are put forward, so as to continuously improve the medical quality and service level, expand the patient receiving capacity of the hospital and realize the sustained and healthy development of the hospital.
4. Enter the sub-health market. According to the data report organized by the Ministry of Health, only 5% are healthy people, 20% are people with diseases that need treatment, and 75% of them are in sub-health state. With the increasing awareness of people's health, people know their physical condition through physical examination, so that prevention is the main thing and treatment is the auxiliary thing. In the form of discount cards, the physical examination center of our hospital plans to launch a series of physical examination cards from single physical examination of employees in the unit to community and rural areas, and all items on the cards will be given certain discounts according to the price stipulated by the hospital.
Set different names, physical examination contents and prices for different groups of people, such as routine physical examination for ordinary people, health examination for the elderly, health examination for women, health examination for working-class people, etc. Physical examination results are interpreted by senior doctors, and health suggestions are written in writing. If the physical examinees 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. Build a media publicity platform, establish a good relationship with the media in Linxi area, and use different publicity methods such as media reports, billboards, brochures, videos, etc. to vigorously promote the hospital's characteristic specialties, brand services, new technologies, new projects and famous doctors.
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 planning scheme 2: the first step to do a good job in hospital network marketing
1, capital investment-I can't bear to let my children get away with wolves. 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-focus on people, 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-every quarter or half a year to evaluate the talent, let the relevant colleagues in the hospital talk about the advantages and disadvantages of this talent, and finally form a report, let the talent know their own advantages and disadvantages, so that people have the pressure and motivation to continuously improve.
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 * * * common interests and looking for * * * common thinking team can operate efficiently not by command but by suppression. 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 smallest and most efficient CS team-supervisor, technician, artist, planner and editor.
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) Editing: website articles are updated. (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; )
C, brand words (commercial brand; E.g., 308 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: the new website is opened for the first time, and the daily consumption is controlled below 500 yuan in the first month, 1 ,000 yuan/day in the second month, 1 day in the third month, and 500 yuan/day. 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. Website group construction
Each hospital has multiple business sections, and each section plans a website, which is necessary. On average, a website brings 10 conversations a day, and 10 websites are 100 conversations. Specialized and refined websites can better reflect the top ranking in SEO optimization.
6. Data analysis
Effectively formulate marketing strategic objectives and give team members a reasonable division of labor.
Webmaster statistics Baidu bidding to promote business communication.
Hospital marketing planning scheme 3 I. Analysis of medical market
With the standardized operation of medical institutions, the quality of medical care has gradually improved, and the bad phenomena of private hospitals have gradually been abandoned; Coupled with the good medical services in private hospitals, the ideology of the general public has gradually changed, from initial resistance to recognition, to now receiving treatment in private hospitals.
At the same time, private hospitals are actively negotiating and communicating with relevant departments to strive for maximum administrative support, which makes the treatment of private hospitals in medical insurance and social insurance basically the same, so the number of patients in hospitals is gradually increasing. The undercurrent competition of private medical institutions is quite fierce!
Second, the analysis of the current situation of the hospital
In terms of unified management, after entering the new hospital, due to practical factors such as more detailed disciplines and great changes in personnel, there is a certain degree of poor communication between departments, doctors and nurses, doctors and patients, nurses and patients, and hospital leaders and employees, which has a certain impact on specific work.
The number of interventional operations and surgical operations in hospitals is increasing steadily, but it is far from meeting the needs of operating rooms and catheter rooms in hospitals at present, and there is a serious shortage of operations in some periods. The marketing department plays an important role in the operation of the hospital. Through the peripheral contact and marketing of the marketing department, the number of patients referred for surgery in the province is gradually increasing, and at the same time, with the signing of the referral agreement of the new rural cooperative medical system in some areas in recent days, more and more patients will be referred.
Third, the market analysis of other medical institutions
Referral commission is a common way for medical institutions to compete for the market at present, but it is quite different in actual operation. All kinds of methods are to actively strive for patients and improve the number of outpatients and hospitalization rate.
Cooperation with relevant local health units In the case of medical insurance, urban residents' medical insurance and rural cooperative medical care, all medical institutions have taken action and made great efforts to contact. Some single units start with the dean himself, contact relevant local health units, conduct public relations, and finally sign an agreement. What's more, the local health authorities gather the leaders and doctors in charge of relevant cooperative hospitals in the form of official documents, providing more public relations time and foundation for this unit.
Fourth, the market sector analysis
Because of the differences in the projects carried out in our hospital, it is very correct to collect referral commission in a unified way, but the referral commission of some inspection projects is relatively small, which is very unfavorable to the referral of outpatient examination; At the same time, the entrustment of hospital outpatient examination can not be timely, and some departments are not satisfied with the entrustment.
Public relations expenses are very important for the marketing department to explore the market, so the use of expenses has become a major problem, which requires the cooperation between marketing personnel and hospitals to obtain a good combination of control and liberalization.
However, our hospital's control in this respect is relatively dead, so we can't use hospitality flexibly. Marketers represent the image of the whole hospital when communicating with people. If there is death control in this respect, there may be some disadvantages in the specific process. Public relations expenses cannot be completely controlled or released. The only way is to combine expenses retention and direct distribution.
Fifth, the improvement of the operation mode of hospital outpatient service
As the most direct contact way for residents-community advertising, advertisements in surrounding communities are essential in publicity. The compulsory function of advertising can make residents accept and recognize it repeatedly, so they tend to our hospital in the final choice. The purpose of issuing leaflets is to formulate targeted hospitalization guidelines, which clearly state the subjects and inspection items of discharge treatment and mark the preferential measures.
Community free clinic activities are carried out in conjunction with community neighborhood committees, and regular free clinic activities are held in various communities every Wednesday and Saturday. The activity is not about how many people can get the free clinic, but about publicity, and at the same time, the checklist and laboratory test sheet are distributed during the free clinic to further deepen the goal. Cooperate with interested community service centers and community health service stations to carry out community health education, carry out publicity and education, and deepen residents' cognition and recognition of the hospital, so as to achieve the purpose of coming to the hospital for treatment.
Six, hospital peripheral marketing methods
At present, the network doctors developed by the marketing department are mainly doctors in city and county hospitals, mainly department directors or department heads, which has great limitations on the development of network doctors in hospitals. We should intensify our efforts in further market development.
Geographically, to increase the contact with the larger township hospitals in each county, you can directly find their dean or general practitioner or doctor; From the object of view, it is necessary to increase the number of doctors contacted and not to arrest someone repeatedly. If there is a problem with contact, patients in one area may not be referred.
Local health authorities are the administrative leaders of local health units. Grasping their advantages can bring more benefits to the hospital. Through cooperation, they signed a medical insurance reimbursement agreement with the Health Bureau, a new rural cooperative medical reimbursement agreement with agricultural cooperatives, distributed many documents, and held meetings in their name.
Public relations with relevant departments should not only rely on the single-line contact of marketing personnel, but also rely on the active participation of hospital leaders, actively play their own interpersonal relationships and strive for one-by-one contact, which will bring great benefits to the marketing department's next work.