Means and methods of hospital marketing

Means and methods of hospital marketing

Hospital marketing means and methods, in the workplace, in fact, each of us needs to have a certain ability, whether it is personal development or team development of the company, we need to make a long-term career plan. The following is a summary of hospital marketing means and methods.

Hospital marketing means and methods 1 the first move: expert consultation

Experts are the best representatives to establish an authoritative image. China people have a tradition of superstition and authority. As long as it is labeled as an expert, Chinese cabbage can also be sold at the price of agave. When you register in the hospital, you should also give an expert number, which is higher than the price, although it is the same to see a cold. Therefore, playing expert card in medical market promotion is one of the commonly used and effective methods.

In the promotion of private hospitals, the influence of experts is even stronger than that of outpatients, and many patients follow the experts. At present, the commonly used method is that doctors in large hospitals (usually retired) go to outpatient clinics for regular consultation, so as to boost the technical image of private hospitals. Without this resource, we can try to build an authoritative doctor brand in private hospitals, so as to build our own "expert" brand.

The second trick: the public lecture is private.

It is an effective way to narrow the psychological distance between the surrounding residents and the clinic through public health knowledge lectures.

It can be organized by private hospitals themselves or jointly organized by community neighborhood committees. The latter is more effective, that is, it can put on a coat of public welfare and strengthen the relationship with the neighborhood Committee. The theme should also be closely related to current events. For example, when dengue fever was prevalent last year, some private hospitals asked doctors to explain how to prevent dengue fever, and the activities were very effective.

The third measure: word-of-mouth communication

As the saying goes, gold medals and silver medals are not as popular as ordinary people. Consumers' consumption experience is the most convincing! How to properly use word-of-mouth marketing in the promotion of private hospitals? First, win patients' spontaneous word-of-mouth publicity with good service; Another way is that private hospitals consciously guide word-of-mouth communication. The common way is to extract typical cases in stages and reveal them inadvertently by medical staff when patients see a doctor. Three people become tigers, and the advantages of private hospitals fly to thousands of households with stories.

The fourth measure: joint promotion

On the premise of limited cost and promotion power, private hospitals can try to carry out publicity activities near private hospitals through external promotion, such as terminal promotion of pharmaceutical companies. At present, many pharmaceutical companies carry out publicity activities at the terminal, and are equipped with professional lecturers and propagandists. Private hospitals can choose to cooperate with them, hold a group and promote themselves with their professional strength.

The fifth measure: intimate service

Compared with technology, this is hardware; Compared with the price, the transparency is the highest; The most likely thing to shine is the service. Service-this seems to be the simplest but the most difficult to do. To do service, we should look at the problem from the perspective of patients, not from the perspective of operators. Although many private hospitals have set up consultation desks, the images of consultants in patients' minds are quite different. Put a TV in the drip room so that the patient will not be too bored when injecting.

The sixth measure: preferential promotion

This way is to promote sales according to the characteristics of different seasons or current events. For example, the "Healthy Spring Breeze Action" will be promoted in spring, and gynecological diseases will be given preferential treatment in March and August. The key to this mode of operation lies in new activity points and attractive content design. For example, a private hospital did not choose to discount when doing activities, but sent a special exquisite family medicine box, which attracted some residents. After the activity, the residents still talked for a long time.

Means and methods of hospital marketing. Analyze the local medical market and define the orientation of hospital management.

As the saying goes, "know yourself and know yourself, and you will win every battle." Without in-depth investigation and scientific analysis of the local medical market, it must be blind and inefficient to talk about hospital management strategy.

The investigation and analysis of the medical market can start from the following five aspects:

1. Investigate and analyze the composition of endemic diseases, focusing on finding out the diseases and incidence of common and frequently-occurring diseases.

2. Investigate and analyze the disciplines of existing local medical institutions, and focus on finding out which disciplines are mature and stable, and which disciplines are still immature or blank.

3, investigation and analysis of the local economic situation and population composition, focusing on finding out the local people's ability to pay, the proportion of people entering medical insurance.

4. Investigate and analyze the total amount and development degree of the local medical market, focusing on whether there is potential to be tapped.

5. Investigate and analyze the' environment' of medical investment, focusing on finding out the policy orientation and basic attitude of local party committees and governments and relevant departments towards private medical institutions.

Through the above five aspects of investigation and study, we can initially determine the market operation orientation of the hospital.

1, determine whether to run a general hospital or a specialized hospital.

2. Determine the target group? Who is the main target of the service?

3. Determine what measures to take?

Second, determine the hospital development goals and make feasible plans.

Without a clear development goal, there will be no direction and motivation, and it will be impossible to unite hospital leaders and employees well. Whether the goal is correct and appropriate is directly related to the speed and structure of hospital development. Of course, without a feasible plan, no matter how big or good the goal is, it will only be a castle in the air and a cake painted on the wall.

Hospital development goals should include short-term goals and long-term goals.

Short-term goals are generally within five years, which should include: accurate and rapid market entry, well-known specialty brands, competitive service quality, growing talent team and increasingly perfect medical facilities.

Long-term goals also include: loyal and reliable customer base, stable and considerable return on investment, etc. On the basis of careful calculation, the above goals can also be quantified.

In order to achieve the development goals as scheduled, the following plans must be made: infrastructure construction plan, medical equipment plan, personnel training and discipline construction plan, hospital culture and system construction plan, hospital marketing and planning plan, financial management and economic revenue and expenditure plan.

Three, the establishment of outstanding talent training base, improve the corresponding professional disciplines.

The core of hospital competitiveness is medical quality, the core of medical quality is discipline construction, and the core of discipline construction is technical talents. Therefore, whether an excellent talent team can be established to improve the corresponding disciplines is related to the success or failure of hospital management.

Talent team construction depends on absorption and cultivation. Attracting and retaining talents requires reasonable treatment, a professional platform and a harmonious atmosphere. The organic unity of the three is far from enough.

To cultivate talents, we must have a strategic vision and be willing to invest. In the long run, the talent team construction of private hospitals should mainly rely on their own training, not on digging others.

At present, there are many problems in talents in private hospitals. Retired doctors account for a considerable proportion, and middle-aged technical backbones are scarce. There are reasons for market supply and improper view of talents, which need our attention.

Fourth, determine a reasonable salary system and improve the post incentive mechanism.

Another important aspect of hospital's core competitiveness is service quality. The main way to improve service quality is to mobilize the enthusiasm of employees. The main measure to arouse enthusiasm is post motivation, and the main means of post motivation is salary system.

A reasonable salary system has two main points: first, it must have external competitiveness, that is, compared with other similar hospitals and similar industries, employees should have a sense of accomplishment and pride; Second, there should be internal fairness, that is to say, the remuneration of employees in various positions in the hospital should be consistent with their contributions, and they should have self-esteem and a sense of fairness.

At present, most private hospitals pay salaries in secret. I don't think this is a scientific salary system. It may be feasible at the beginning of the hospital or when it is small. However, with the development of hospitals, an open and scientific salary system must be established. The mysterious "red envelope" can only be used as an auxiliary means of the salary system, but not as the main body of the salary system.

Fifth, create a unique cultural concept and unite the hearts of hospital staff.

A hospital without its own cultural concept is a hospital without a "soul", and a group without cohesion is a rabble and has no fighting capacity. Therefore, in order to run hospitals well for a long time, especially private hospitals, we must consciously create our own unique hospital culture concept.

Considering the problems existing in private hospitals at present, the construction of hospital culture should focus on the following four aspects, and then gradually form a "personality" different from others according to the personal temperament and cultural background of the main leaders.

First, innovation means advanced ideas, far-sighted strategies and successful practices; The second is enterprising, that is, unremitting pursuit, continuous exploration and sustainable development; The third is honesty, that is, loyalty to the cause, trustworthiness to customers and dedication to society; The fourth is pragmatic, that is, responsible attitude, solid style and perfect effect.

Considering the current living environment faced by private hospitals, we should shape the hospital concept from the following seven aspects: people-oriented management as the center, integrity management as the cornerstone, learning and innovation as the driving force, competitive incentive as the platform, quality service as the foundation, system construction as the guarantee, and low consumption and high efficiency as the goal.

Finally, the ideal state is achieved: capable and efficient leadership, unity and cooperation of departments, competition and cooperation of employees, hospital in Qixin, hospital in Shanghai, and harmony between doctors and patients.

Carefully plan marketing and establish a good customer relationship.

In a broad sense, all aspects of hospital management are closely related to hospital marketing, but in a narrow sense, the essence of hospital marketing is to attract patients and expand business; Quickly expand the influence of the hospital in a short time and quickly open the situation; Long-term stability has attracted a large number of loyal customers.

First of all, it is necessary to establish a hospital marketing organization, equip professional marketing planners, form a camp, train with hospital-specific marketing strategies and methods, and formulate effective marketing performance evaluation and reward methods.

Secondly, the hospital marketing plan should be made, and the key points, main methods, investment budget, and goals to be achieved should be clearly defined.

Finally, carefully organized and implemented, it needs to be emphasized that we should attach great importance to the management of patient-customer relationship. Patients coming to the hospital is only the first step in marketing. How to make patients come again and bring people who have never been here is the highest realm of marketing.

It is worth noting that a few private hospitals adopt improper or even illegal marketing methods such as hiring "medical care", which not only damages the reputation of private hospitals, but also may lead to severe punishment or even serious consequences of being banned. Strictly speaking, this is not a marketing method.

Seven, smooth all kinds of communication channels, and strive for the support of all sectors of society.

For a hospital that has just started, it is very important to keep all kinds of communication channels open in order to run the hospital well. Specifically, I think there are the following points:

1 is to communicate with relevant government departments.

Communicate with health administrative departments to ensure fair treatment in industry access and practice supervision.

Communicate with the drug supervision department, involving the quality supervision of drugs and medical devices.

Communication with the medical insurance department is very important, which is related to whether the hospital can be included in the designated scope of medical insurance and should be regarded as a key point of public relations in private hospitals.

Means of communicating with the administrative department for industry and commerce about hospital advertising and marketing competition.

Communicate with tax authorities to obtain preferential tax policies.

2. It is the relationship between communication and news media.

Try to increase the positive publicity of the hospital, establish the image of "honesty" and "orthodoxy" in the radiation area of the hospital, and avoid being enemies with the media.

3. It is the Department of Communication and Politics and Law.

At present, medical disputes are one of the most troublesome problems in hospitals. The normal order of the hospital and the personal threats of the staff occur from time to time. Dealing well with the local political and legal departments, especially the local public security organs, is conducive to timely assistance and fair handling.

4. Communicate with local communities.

Actively participating in community activities, supporting community work, and repaying the society through the community can make the hospital be accepted by local community residents smoothly, so as to gain a firm foothold quickly, which is also very important for the hospital.

The eighth is to build a risk management mechanism to prevent and resolve operational risks.

To sum up, there are five sources of risks and crises that private hospitals are most likely to encounter:

1 is a sudden major medical accident or medical dispute;

2. Malicious hype by the media.

3. It is a medical trap set by social bad guys;

4. It is the deliberate difficulties of individual law enforcement officers;

This was an accidental fire, theft and heavy casualties.

To avoid risks and resolve crises, it is necessary to establish an effective risk management mechanism, which involves four important aspects:

1, there should be an institutionalized and systematic crisis management organization and operation process;

2, must have the attention of senior leaders and direct leaders;

3. Good internal information system support;

There should be managers who are good at dealing with crises.

Hospital marketing means and methods 3 What are the hospital marketing models?

Mode 1: The hospital establishes the marketing planning department.

In recent years, faced with the severe challenge of the medical market, most hospital managers gradually realize that they must have the ability to understand and control market changes, and try to use marketing strategies to expand the existing market.

Mode 2: Professional companies provide consulting solutions.

As the saying goes, "the feet are shorter and the inches are longer." For a hospital, the specialty of medical workers is to save lives, and the specialty of the dean is to manage medical workers. Being able to set up a marketing planning department is already at the forefront of the peers for public hospitals, but it is actually beyond the power to require scientific and efficient marketing team management.

As we all know, hospital marketing involves news, advertising, graphic design, online marketing and other professional knowledge and industry experience, which is really "a mountain" for medical staff. Professional hospital marketing planning companies can rely on their professional teams and rich experience to provide professional market research, marketing programs, marketing skills training and other services for hospital marketing planning departments.

Mode 3: Hospital Marketing Trusteeship

Professional companies can provide perfect implementation plans, but the success of a goal depends not only on the plan, but also on the implementation. Without a strong and efficient executive team, even the perfect plan can easily become empty talk.

Mode 4: Hospital Marketing Outsourcing

Although Mode 3 reduces the risk of the hospital, the personnel relationship of the marketing strategy department is still attached to the hospital. Hospitals have to face the pressure of greeting relevant families when recruiting. Even if there are problems with the ability and conduct of employees, the management cost will increase because of dismissal. Because the marketing cost is borne by the hospital, there are economic risks and internal contradictions risks to some extent.

Hospital marketing outsourcing can further reduce the management risk of the hospital, and even it can be said that the hospital does not bear any risk.

What are the specific marketing methods of hospitals?

The first trick: expert consultation

Experts are the best representatives to establish an authoritative image. China people have a tradition of superstition and authority. As long as Chinese cabbage is labeled as an expert, it can also be sold at the price of tequila. You have to give an expert number to register in the hospital, which is higher than the price of one, although it is the same as a cold. Therefore, playing expert card in pharmaceutical marketing is one of the commonly used and effective methods.

The second trick: the public lecture is private.

Holding lectures on public health knowledge is an effective way to narrow the psychological distance between surrounding residents and outpatient clinics.

The third measure: word-of-mouth communication

The so-called gold medal and silver medal are not as good as the reputation of ordinary people, and the consumer experience is the most convincing! How to properly use word-of-mouth marketing in the promotion of private hospitals? First, relying on good service to win patients' spontaneous word-of-mouth publicity; Another way is that private hospitals consciously guide word-of-mouth communication. The common method is to extract typical cases in stages, which are revealed by medical staff "inadvertently" when patients see a doctor. Three people become tigers, so the advantages of private hospitals fly to thousands of households with the help of stories.

The fourth measure: joint promotion

On the premise of limited cost and promotion, private hospitals can try to promote with the help of external forces, such as terminal promotion of pharmaceutical companies and publicity activities near private hospitals. At present, many pharmaceutical companies carry out publicity activities at the terminal and are equipped with professional lecturers and propagandists. Private hospitals can choose to cooperate with them, unite with them and promote themselves with their professional strength.

The fifth measure: intimate service

Compared with technology, this is hardware; Relative to the price, the transparency is the highest; Service should be the most likely to make a difference. Service-looks simple, but it's hard to do. To do service, we should look at the problem from the perspective of patients, not from the perspective of operators. Although many private hospitals have set up consultation desks, the image of consultation guides in patients' minds is quite different. Put a TV in the intravenous drip room so that the patient will not be too bored when injecting.