Hospital marketing concept

Hospital marketing ideas, do a good job in marketing ideas, the latter things can be completed relatively quickly. In order to ensure that the work or things can be carried out efficiently, it is essential to plan in advance. This is a written plan that defines the time, place, purpose, expected effect, budget and method of action. The following are the marketing ideas of the hospital.

Hospital marketing thinking 1 1. the significance of the research scheme:

1, background:

In recent years, China's personal finance business has developed rapidly. Personal financial products are constantly enriched, from single product to product portfolio; All walks of life have launched personal financial centers, personal financial studios and financial supermarkets.

It is reported that after the establishment of the Financial Products R&D Center, the Bank will develop personal financial products suitable for promotion in the whole country or some regions in a planned and step-by-step manner, explore an efficient and fast R&D mechanism for personal financial products, and ensure the rapid development of personal financial business, and will mainly carry out product research and development in personal wealth management, personal assets, liabilities, payment and settlement. The new climate and the relaxed policy environment of the government provide a good external growth environment for the innovation of personal wealth management products, which is also the exploration plan of the Bank's construction.

In view of the development of People's Hospital, various expenses, etc., our bank sells poss machines to People's Hospital (proposed under the condition of charging fees for personal financial products).

2. Research status:

According to the actual situation of our bank,

(1) Low marketing efforts. At present, banks mainly promote corporate image, but rarely promote the characteristics of personal wealth management products; The main service target is low-end customers, and there are not many high-end customers.

(2) In terms of technical content, there are "three lows" in personal financial products, that is, the technical content is low, and personal financial products are not built on a platform dominated by technology;

(3) Financial products that pay special attention to innovation must be based on the existing basic conditions of rural credit cooperatives, and be different from the personal financial products that have been launched, so that the product promotion is more convenient and more easily accepted by customers.

(4) The competition in the economic market is becoming more and more fierce, especially the impact of the financial crisis; Focusing on the Bank's development goals, the Bank develops personal financial products of People's Hospital.

Second, the purpose:

1. From the bank's point of view, as long as the interests of investors, especially low-and middle-income investors, have been protected, some banks' wealth management products have been zero profit and loss since the financial crisis. According to expert analysis, the introduction of this method is mainly to standardize the investment management of personal financial services in China. The CBRC believes that such wealth management products are too radical and the risk control is too loose. This kind of loss far exceeds the expectations and understanding of ordinary people on bank wealth management products.

In China's view, banks should be safe investment places, and bank wealth management products should at least meet the requirements of investors' stop loss. Therefore, the CBRC thinks it is necessary to issue such a notice to standardize bank wealth management products and enhance the ability of commercial banks to control risks.

2. From the perspective of people's hospitals, with the development of society, more and more people cherish their lives, so the development of people's hospitals is getting faster and faster, especially in personal finance. On the one hand, marketing poss machines to people's hospitals can facilitate personal financial management, on the other hand, it can promote our personal financial management products.

3. Generally speaking, due to market competition, we should proceed from reality and make reasonable publicity and innovation for the development policies and economic benefits of China's banks. Based on the purpose of development, develop personal financial products of people's hospital.

Third, the main contents of promotion:

1, our goal; With the development of economy and the accumulation of people's funds, rational financial management has gradually become a leisurely way for people today. In recent years, due to market competition, banks began to find their own way out. Especially affected by the financial crisis, our bank attaches great importance to personal finance, hoping to find hot spots from personal finance. Therefore, the Bank has taken personal finance business as its strategic development business, with the goal of becoming a world-class retail bank.

2. The road to the goal; Market opportunities and competition coexist; Our bank has embarked on the road of building personal financial management. This paper focuses on the marketing of personal financial products in hospitals, as well as the marketing of poss machines to hospitals (used to collect various hospital fees and pay salaries on behalf of hospitals).

3. Talking about the role of personal financial products from the bank's goal: In recent years, the bank has taken personal financial business as one of the strategic development priorities, emancipated its mind, changed its concept, adhered to long-term stable operation, reform and innovation, intensive operation and integrated management, and truly cared about people's livelihood and served the people. All personal financial businesses have achieved sound and rapid development. Poss can help individuals better organize their finances. For the hospital, it can not only arrange the salary conveniently and quickly, but also pay various expenses.

Fourth, the market strategy:

1, market positioning;

Our personal finance business adheres to the "customer-centered" business philosophy, innovates service forms, and achieves gratifying results in deposit and loan business. However, due to the impact of the financial crisis and the increasingly fierce market competition, the Bank launched a three-tier wealth management service system of BOC wealth management, wealth management and private banking at the end of 20xx. With the concept of "creating wealth * * * to win", the Bank launched differentiated personal wealth management services for customers at different life stages, strengthened the innovation of wealth management products, and helped customers maintain and increase their property.

2. Serve others;

Our bank aims at most low-income people, mainly the grass-roots staff in hospitals. Due to fierce competition, our bank has a wider target group.

3. Publicity methods:

(1) Determine the object;

(2) publicity methods:

A. Make effective use of powerful media such as radio, television, newspapers, etc., and strengthen the publicity on the characteristics of a personal financial product, so that customers can understand and accept the product.

B, you can also take the form of leaflets, banners and slogans to carry out all-round and three-dimensional publicity;

C, strengthen staff training, establish high-quality account managers, and provide customers with personal financial products and services.

D. Strengthen information feedback collection, actively listen to and adopt customers' opinions, further improve the functions of personal financial products, and improve the popularity and reputation of personal financial products.

(3) product introduction;

A. the structural principle and performance of the product;

B. Product understanding of personal financial products;

C, the role of the product;

D, hospital policy.

4. Publicity strategy;

(1) publicize the purpose of the bank;

(2) Promote some contents of personal financial products.

(3) Precautions: a Determine the publicity target;

B, make publicity plan (including the formulation of time and place, marketing of all kinds of personnel)

Verb (abbreviation of verb) activity flow;

1, write object; (People's Hospital Personal Finance)

2. Data collection process;

(1) 1. People's Hospital markets personal financial products.

(2) Summarize the publicity work in people's hospitals after the bank issued policies for a period of time.

(3) Finally, the results show that the People's Hospital strongly supports the enthusiasm and enthusiasm of personal financial products.

3. Manual preparation process

(1) market survey; See which propaganda method is more suitable for the public? What kind of publicity is the best? Lowest cost? Which method is most effective for our bank?

(2) require managers to process data (including collection, classification and processing)

(3) Try to write a brochure according to the current situation of the People's Hospital.

(4) Send additional personnel to the major people's hospitals for publicity.

(5) Respond to the news to see which propaganda method is the most effective.

(6) devote yourself wholeheartedly.

Sixth, the feedback and evaluation of the activity effect.

(1) First, marketing personal financial products to people's hospitals and trying to implement them in hospitals. If possible, the bank will provide more preferential policies, such as a. to facilitate personnel handling. B. Provide certain preferential treatment for hospital staff.

(2) Through investigation and analysis;

A: How many people are involved?

B: Why are they involved? (through what channels? Know about our financial products? )

C. Try the effect of this method.

Seven. Work record

Progress in time research

20xx went to the market for investigation in July and June, and determined People's Hospital as the investigation target. Go to the library, look for relevant information on the Internet and read relevant documents.

20xx went to People's Hospital from July to September to carry out publicity activities and practice, collect information, conduct research and technical exchanges, and have discussions with relevant personnel.

From July 20xx10 to early August 20xx, the propaganda work of People's Hospital was analyzed and the new scheme was implemented.

20xx August-10 Popularize personal finance in People's Hospital.

20xx 10 ——20xx February, analysis and evaluation, the impact on banks since the implementation of personal financial products in People's Hospital.

20xx completed the work of People's Hospital from February to May, and pushed personal financial products to a wider area.

Eight. Project budget:

Cost accounting: since the People's Hospital implemented the personal financial product policy, both direct budget and indirect budget have been taken into account; For example, publicity fees and other announcement fees, during the implementation period, the Bank's indirect losses.

Income accounting: the impact on the popularity of our personal wealth management products in people's hospitals, the analysis of our deposit and loan performance in a certain period in the future, the business comparison of our bank under the influence of the financial crisis, and the differences in competition among banks to see if our bank has more market effect than other banks (after selling personal wealth management products in hospitals).

Nine, summary:

The brand awareness of domestic banks has been strengthened in recent years. The brand of personal financial management established by our bank has been recognized by the market, and our bank has also made many attempts in financial product innovation. At present, the homogeneity of bank wealth management products is serious. In this case, our bank sells financial products to people's hospitals and strives to maintain its leading position in the industry. On the marketing purpose of our poss machine, we will ensure the income of our bank, provide more convenience for the people, and let our financial products grow sturdily in the People's Hospital.

The marketing concept of hospital II 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% and 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. Nowadays, 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 concept 3 hospital marketing plan

I. Market analysis

City X, which belongs to Hebei Province and is located in three districts and four counties under the jurisdiction of Bohai Bay, is a famous tourist city in China with a total population of 2.3 million, of which nearly half are immigrants from Northeast China. Haigang District is the first administrative region, Beidaihe District and Shanhaiguan District are tourist resorts, and the famous listed company Hua Yao Glass is located in X City. As the center of the city, Haigang District in Gangcheng District 3 has a relatively concentrated population, where all municipal government organs and major medical units are concentrated.

Beidaihe District, as a health resort around Beijing and Tianjin, is a tourist service industrial zone with hotels, restaurants and rest homes as the main body. Shanhaiguan District is also a tourist area, but due to its proximity to Liaoning Province, the primitive heavy industry in port cities has been intensively developed.

The main 3A hospitals in Huangdao City are People's Hospital, Harbor Hospital, Chinese Medicine Hospital, Maternal and Child Health Hospital, Second Central Hospital, Third Central Hospital, Public Security Hospital, Railway Hospital and Military Hospital. Public hospitals occupy more than 90% market share in X city. Take the largest people's hospital in the city as an example, the average daily outpatient volume can reach more than XX people.

Private hospitals have developed rapidly in recent years. * As the first private hospital, private hospitals such as Friendship Hospital, Railway Hospital, Public Security Hospital, Reproductive Professional Hospital, People's Hospital, One Center and Two Branches have successively settled in Gangcheng. Private hospitals are all specialized hospitals, mainly involving gynecology, andrology, otorhinolaryngology, anorectum, orthopedics, neurology and so on. Among them, reproductive diseases and infertility related to gynecology and andrology are the main departments of private hospitals. At the same time, there are hundreds of private clinics in the city, which mainly provide community medical services, but they can also enjoy medical insurance plans.

Private hospitals mainly focus on advertising, medical expert consultation and treatment discounts. Publicity mainly depends on advertisements, and the media are mainly television, newspapers and outdoor, because the advertisements of several hospitals appear too frequently and intensively in the local media, which has reached the point where advertisements are flooding. As a result, its advertisements have no effect on the local people until they are numb, and even have great distrust of the contents of advertisements, and they are very disgusted and rejected by private hospitals.

This shows that a single marketing method has a business bottleneck in this relatively closed market environment, and the disorderly competition of advertisements leads to a shrinking market. The biggest weakness of competition between private hospitals and public hospitals is that there is no historical precipitation and medical technology foundation. After all, the existing social status of public hospitals, apart from the help of planned economy and monopoly position, is inseparable from its decades of medical practice.

More than 90% patients in private hospitals come from farmers in surrounding areas. Because the departments set up are mainly male and female physiological diseases, most patients are embarrassed about such diseases because of the lack of corresponding scientific knowledge, and will not choose to go to large regular hospitals for treatment, thus forming the main tourist source of the hospital.

Second, the status quo of the hospital

* The hospital has convenient transportation, only 1 and 5 kilometers away from the railway station and long-distance bus station. No.33 and No.34 buses connecting Shanhaiguan District and Beidaihe District can pass through the hospital. The longest travel time for patients from all districts and counties in the city to reach the hospital is less than 40 minutes. This position is very convenient for patients to travel for medical treatment. Following the establishment of treatment centers in gynecology, andrology and otolaryngology, this year, the hospital invested heavily in the construction of minimally invasive surgery treatment centers and inpatient departments, which made the overall scale of our hospital reach a higher level.

At present, the daily average number of outpatient visits in our hospital is about 50, the monthly advertising cost is about 200,000, the per capita advertising cost is 1.34 yuan, and the per capita operating cost of shared hospitals is about 200 yuan (estimated value). The best period of hospital operation was July and August of XX, but now the overall performance of hospital operation has declined compared with the same period in history.

The decline in performance is closely related to the market environment, but in the course of two years' operation, there have also been a lot of problems in the management of Chinese medicine hospitals, which has slowed down the all-round development of hospitals. According to my observation, the following key questions are drawn:

There is no overall strategy and long-term planning

Our hospital is a family-run management, and the so-called strategy is just a vague concept, which only exists in the mind of the top decision-maker. Without the collective efforts and systematic analysis of management, we often act according to circumstances and change as we say. The so-called specialized hospital has only made a positioning in the medical scope, lacks overall strategic thinking, scientific and systematic planning and efficient management system, and cannot effectively use existing resources to give play to its own characteristics, so even if it is maintained, it will be difficult to expand.