The marketing plan of maternity hospitals sometimes needs to be marketed. The medical market is a huge market, and it is impossible for any hospital to meet all the needs of the whole market. Let's take a look at the marketing plan of maternity hospital.
Promotion Plan of Marketing Department of Maternity Hospital 1 1. Purpose
1, rapidly expand the visibility (image) of XX Gynecology Hospital in the public, and build the hospital's expert brand, department brand, technology brands 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 XX Gynecology Hospital.
2. Promote the special departments, special projects, new technologies, new projects and quality services of XX Gynecology Hospital.
3. Promote the brand of expert team of XX Gynecology Hospital and convenient, affordable, efficient, high-quality and warm service.
4. Rapidly expand the market share of XX Gynecological Hospital and increase the market share.
Third, the market positioning of XX Gynecological 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. Actively publicize the preferential policies of designated hospitals and hospitals for medical insurance, gradually accumulate them, establish a reputation, 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 provide the following analysis framework for 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.
(4) Very famous academic leaders are especially needed (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 20% of us don't go to the hospital now, and one of the most important factors is the high cost of the hospital. 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 hospital competition, patients judge the quality of a hospital service according to their own feelings. By comparing patients' expectations of the hospital with their feelings of receiving services in the hospital, if their feelings and experiences exceed patients' expectations, then it is good medical service.
Patient's feelings in hospital >: Patient's expectation = good service quality.
Patient's feelings in hospital, patient's expectation = poor service quality.
Patients' feelings in the hospital = patients' expectations = average service quality.
It costs money for patients to receive services in hospitals. Providing value-added services can form "loyal customers". According to the management concept of modern hospital service, "loyal customers" are the main source of profits and the driving force of hospital development. A basic way to judge value-added services is that hospitals provide more additional services after providing basic medical services.
Fourth, the leading brand service strategy-"optimistic about the disease"+value-added services
The fundamental purpose of patients going to the hospital is to look after their illness and relieve their physical and mental pain. Conversely, in the final analysis, hospitals should be able to solve the problem of "illness" for patients. From the perspective of the medical market, whoever can solve patients' problems well will gain the trust of patients; With the trust of patients, the hospital can develop smoothly. That's all.
Only by medical technology and quality. In terms of services, such as one-stop service in the hospital, patients are accompanied by special personnel when they are admitted to the hospital, and discharged doctors and responsible nurses are sent to the gate; Online leisure, patients' birthdays, and flowers; These excellent services are free of charge. After the patient is discharged from the hospital, we still need telephone follow-up visits to solicit opinions and continue to provide help.
Verb (abbreviation for verb) High-quality parity strategy-
In order to make patients "spend less money and look after their illness" or "spend the same money and enjoy more satisfactory services", our hospital will adopt the strategy of "high quality and good price" to reduce the fees of some inspection items and let patients get more benefits.
Six, marketing promotion strategy-highlighting the characteristics of specialty, department, technology and service. Pay attention to the community (countryside)!
1. Actively develop medical insurance, improve service quality, cultivate reputation and reduce the harm of false advertisements.
2. In the initial stage of market cultivation, expand multi-channel marketing and advertising, so as to quickly establish popularity, establish a solid position and new consumption habits.
3. For urban community residents and floating population, universities and vast rural areas. (Implement special preferential treatment strategy for old employees)
4, a clear understanding of the target appeal, give full consideration to patients' psychological habits, to avoid causing patients' psychological antipathy.
5. Based on communities and universities, promote communities (rural areas). To become a satisfactory hospital in the hearts of ordinary people, and strive to take the community (rural areas) and major universities as the development basis.
6. The media should be the media that people are used to, such as urban community media, social news newspapers and public facilities.
Promotion Plan of Marketing Department of Maternity Hospital 2 I. Significance of the activity
1, continuously improve the hospital's popularity. Increase the hospital's exposure in society.
2, the percentage of hospital outpatient service. Because of the season, the number of outpatients has decreased significantly compared with previous months.
3. Increase the fan base. With the gradual development of marketing work, the importance of fans is also highlighted. The future is the era of fans. For example, Lei Jun of Xiaomi mobile phone is the fan economy.
4. Brand image. Efforts will be made to turn this activity into a public welfare activity, enhance the brand image of Renhe Orthopedics, and change people's views on private hospitals.
Two. Programme of activities
In mid-July, the activity of "Making Hot July Cooler" was launched. In order to make Xuchang people get more benefits in this hot summer, it is not hot.
Xuchang Renhe Orthopedic Hospital, without the support of Xu Changren, could not survive in Xuchang for ten years. It is grateful to the society and gives back to Xuchang. During the activity period (7. 1-7.30), elderly people over 65 can enjoy the following free activities with their ID cards:
Free expert diagnostic examination. (Inviting Professor Li Guangzhi, a pain expert from Beijing 30 1 Hospital, to visit the hospital)
Third, the hospital plan specific implementation plan:
In the implementation of the plan, it is mainly divided into land, sea and air.
1, Shanghai spread events from newspapers, television, outdoor and other traditional media.
2. The X-frame made by Lu in the hospital lobby spread from the inside of the hospital, so that the patients in the hospital can enjoy this activity better.
3. Spread through the network, focusing on WeChat, Weibo, websites, forums and blogs, and launch virus marketing on the network.
Generally speaking, mobilize the masses, participate extensively, and spread things in a form that everyone likes. We should fully improve our enthusiasm and initiative!
Fourth, conclusion:
July is just the beginning. Cultivating fans is a long-term project. Starting from July, I hope to launch different activities every month to cultivate fans. Let the fans be ours. Help, become our best free publicity tool, and make our fan economy our biggest thing!
Marketing promotion plan of maternity hospital 3 I. Brand objectives of xx hospital:
1, build a professional brand of liver disease treatment, establish differentiated competitive advantage, win by brand, control market share and make satisfactory sales performance.
2. Enhance employees' sense of identity and achievement in the hospital, and urge employees to improve the quality of medical services.
Strategy: early involvement in the promotion of service projects is easy to produce sales performance, but it is short-term; It is not conducive to the construction of hospital brand. This is a question of brand and sales performance, and brand promotes sales.
Second, the brand core positioning:
Brand positioning should fit consumers' consumption psychology: choosing a hospital for medical treatment is like buying a product. First, we should think about the quality of products (of course, it is best to have brand reputation) and the authority and professionalism of hospitals. Medical service is a special service, which is closely related to people's lives.
Consumers value her skills, experts, efficacy and other strengths more than the use of products. It is positioned at the forefront of liver disease treatment in China, which is in line with consumers' consumption habits. Establish a high position and build a good brand. High positioning and high starting point determine high development, and positioning is the basis for hospitals to build specialty brands. The display of strength and the subconscious requirements for their own potential.
Slogan: XX Hospital of Traditional Chinese Medicine for Liver Diseases, to be the leader in the treatment of liver diseases in China.
Third, brand quality planning:
Experts, technical equipment, therapeutic effect, honorary title, cooperation with authoritative organizations, academic research authority, undertaking scientific research projects, etc. These are all materials that brand planning must have and publicize, so that patients can have a sense of identity with the hospital brand after experiencing the services brought by the hospital. The most important thing for patients to feel this way is the service of doctors and nurses and the efforts of other hospital staff.
Therefore, all hospital staff must clearly understand the meaning of brand and brand slogan, and agree with this concept. According to the brand concept of the hospital, formulate the work norms of doctors and other staff. It is necessary for hospital operators to adjust the brand work norms according to the problems in the actual operation process, so as to make the brand work feasible. Brand advertising strategy: print, TV, radio, outdoor, hospital magazine, website, printed matter, activity promotion, courtyard songs, etc. (Specific planning scheme)
Fourth, market positioning:
In terms of software and hardware, we should be able to convince patients who come to see a doctor and let them experience the strength of the first brand in the field of liver disease treatment in China. In terms of market characteristics, we are a large-scale international specialized hospital for liver diseases, which is the frontier in the field of liver disease treatment in China. This is obviously different from other hospitals, whether it is various hospitals (positioning) or liver diseases departments of large Chinese medicine hospitals.
What we have done is what others have not done yet. In terms of regional strategy, we will carry out more refined marketing operations; All parts of the province are bombarded with news hype and advertisements. Market entry point: relying on brand communication, news hype hospital characteristics, efforts to pay attention to Shaanxi ancient Chinese medicine liver disease hospital, focusing on the visibility of the hospital.
Verb (abbreviation of verb) hospital promotion
It is divided into four stages: entering the market, expansion, maturity and promotion, which lasts 1 year. The purpose is to push the hospital to the market and let patients generally understand it. From knowing and understanding the hospital (the first stage), to agreeing that the hospital (the second stage) is sick and coming to our hospital (the third stage), and finally willing or fixed to stay in our hospital for a long time and recommend others to see a doctor (the fourth stage).