Marketing Department Work Summary and Next Steps Plan

The purpose of summarizing past work is for better work in the future, to avoid detours and to learn more experience. The following is the "Marketing Department Work Summary and Next Steps Plan" compiled by me for your reference only. You are welcome to read it. Summary of the work of the Marketing Department and next step plan 1

After less than 2 months of hard work, the Marketing Department was established and started working quickly. It received strong support from the dean, especially Dean x who directly led the marketing department. , with the cooperation of the whole hospital, great results have been achieved.

Basic work in XX includes: recruitment and establishment of marketing department staff, determination of job responsibilities, updating of various hospital promotional materials; design and production of advertisements; design and production of websites ; Compiling and distributing hospital news; planning two large-scale free clinic activities. On December 28th, we will jointly organize a large-scale cultural evening with the subdistrict office to promote hospital culture. Established friendships with various sub-district offices, Xinshi Police Station, Jiahe Police Station, and Xinshi Primary School.

Data: 9 large-scale free clinics were held, more than 70,000 copies of promotional materials were distributed, 30 bus advertisements were produced, 75,000 health promotion materials were printed, 13 battery car advertisements were produced, and the marketing department Recruited 4 staff (including director).

1. Main existing problems

1. Personnel: The marketing department is still short of 2 people. One person is dedicated to running community and factory contact physical examinations, and the other is engaged in writing and planning. The service center still lacks one person to coordinate customer service.

2. Although hospital services have improved, the overall service is still poor, especially the service attitude of medical staff.

3. The hospital customer workflow has not yet been established.

4. The patient customer database has not yet been established, and the existing customer information has not been fully utilized.

5. Medical guide training is not in place.

6. The overall work efficiency of the marketing department is not high, and individual personnel have no initiative, enthusiasm, and are free and unorganized.

II. Main work plan for 20XX

1. Establish a dynamic and innovative marketing team. The work requires pragmatism, innovation and efficiency, and clearly defines their respective responsibilities and specific tasks.

2. Establish the hospital’s internal market customer service system, including customer information files of doctors and patients, return visit processing, openness to potential customers, and accurate explanations to dissatisfied customers.

3. Establish a standardized service system, including service standards, service etiquette, service language, and standardize the language behavior of medical staff.

4. Create a bimonthly magazine "New Health"

5. The new city hospital website is launched, and the conditions are ripe for updating the latest content in a timely manner

6. Further expand publicity at street intersections , Develop and occupy 1-2 Jiahe areas and bases.

7. Strengthen community publicity, plan to establish publicity windows in 10 communities, and update the content regularly.

8. Cooperate with television, newspapers and media to expand the hospital’s publicity platform.

9. After approval from the obstetrics department, organize a large-scale publicity and planning for the obstetrics and gynecology department.

10. Complete the construction of the hospital cultural system and the preparation of the employee service manual.

11. Complete the vi image design system. Hospital publicity is carried out in accordance with vi standards, and the posters inside and outside the hospital are updated in a timely manner.

12. Marketing department staffing plan: 1 director, 1 service center supervisor, 1 copywriter, 1 planning supervisor, 1 graphic designer, 1 network supervisor, 2 marketing supervisors ( One person can also drive), totaling 8 people. In addition, there are 10 doctors in the customer service center.

Summary of the work of the Marketing Department and next plan II

One year has passed in the blink of an eye. Looking back on the past and looking forward to the future, the Marketing Department of xx Hospital of Traditional Chinese Medicine is also growing vigorously with the development of the hospital. Now the Marketing Department of this year will be The work done is summarized as follows:

1. About the work done by the marketing department

1. Department and system construction: After a year of market baptism, the marketing department of our hospital is currently There are 1 marketing manager, 1 market network supervisor, 2 health specialists, 4 part-time business specialists, and 4 guides; and formed the interim draft of various management rules and regulations of the marketing department "XX Hospital of Traditional Chinese Medicine Marketing Performance Assessment" "Management Measures", "Guide Daily Report", "Guide Treatment Flow Chart", "Guide Responsibilities", "Guide Assessment Form", "Guide Assessment Basis", "Expert Lectures and Free Clinic Reward Plans", "Market Department System", "Commission Plan", "Marketing Department Assessment Form", "Marketing Department Assessment Basis", "Customer Service Assessment Form", "Customer Service Assessment Basis", "Marketing Department Part-time Staff Management System", "Marketing Department Management System" The writing and implementation of more than ten systems have played a good role in regulating the behavior of market personnel in our hospital;

2. Department performance: Through the joint efforts of all employees, we have developed members of our hospital x People, carried out 46 free clinics, lectures and other activities, including Lei Feng's xx free clinic, going to the train station to hold xx Spring Breeze, a free clinic for migrant workers with warm feelings, and volunteering in the community to deliver health gifts to mothers, caring for health in action, happiness Tomorrow *** will share and join hands with the xx Volunteer Association to participate in the xx Home Enlightenment Center volunteer activities, and co-organize with the "xx Times" *** to send health into the community, "Dating Spring", the alley prime minister's physical examination activities and send health into the community Military camps, etc., and cooperated with the Agricultural Bank of China in the development zone to conduct the "VIP Exclusive Agricultural Bank of China Health Lecture" and VIP TCM health experience activities; and xx Petroleum *** jointly held a large-scale lecture for 100 people "Resisting Aging, Healthy Life", and held a lecture in our hospital The surrounding areas sponsor the Tai Chi team and the xx aerobics team to expand the visibility and reputation of our hospital.

Especially during the Double Ninth Festival, we planned gratitude and filial piety activities, and wrote a lot of respect for the elderly and filial piety in the construction of our hospital's corporate culture, and received news reports from xx TV station. In the second half of the year, the focus of work shifted to delivering healthy progress. On campus, a series of lectures on "Physiological and Pathological Characteristics of Children" were carried out in xx, preschools and early childhood education centers, and received good social and corporate benefits. Contacted 25 neighborhood committees and 34 enterprises and institutions, and maintained good cooperation with all of them. The news media reported 28 times, of which "xx Times" reported on our hospital 23 times, xx TV Station reported on our hospital 3 times, and xx Radio Station reported 2 times.

Participated in 40 QQ groups in online promotions, participated in planning the ppt for the first anniversary of xx hospital, and won the performance award for the marketing department's dance "Gangnam Style". After the video was uploaded to Youku, it was played more than 1,500 times; An entry for "Yu Jin" was compiled on Sosou Encyclopedia, which was viewed more than 60 times; Baidu Wenku uploaded 11 documents promoting xx, which were viewed more than 200 times and downloaded more than 20 times. Since the "TCM xx" team was founded in Baidu Wenku on November 10, 20XX, the team's ranking has risen from more than 3,000 to 410, and has developed from a novice group, an entry-level group, a bronze medal team, a silver medal team to a gold medal team. All hospital staff were trained on the application of Baidu, and 14 employees were recruited to join the Internet promotion work. I have answered more than 2,400 questions on Baidu, with an adoption rate of 29% and a level of eight. xx Hospital was actively promoted on the Internet. Use Sina Weibo to promote xx, with 2,780 followers and more than 500 Weibo posts. 60 reports and notices of various types were published online within the hospital.

2. Problems in the work

1. Regarding department and system construction, the marketing department is not fully staffed. There is currently a lack of planning supervisors and marketing supervisors. With the appointment of Deng Yusiam, the online promotion supervisor After joining, our hospital's online promotion work has been significantly improved. The marketing director and planning director have been looking for suitable candidates. It depends on whether the hospital provides corresponding positions. The marketing specialist should also be expanded. Each director There should be 2-3 capable specialists below. The search and training of hospital marketing talents is a big problem. How to find and train them and how to retain the talents after they are found or trained is a great test for our marketing department.

2. Regarding the tacit cooperation with experts in the marketing process, as well as the packaging of medical projects, it is also a big problem. In the past year, the marketing department has been working hard to learn and improve, and has stepped up its efforts to support me. With the in-depth understanding of the hospital's experts, we can discover the advantages of each expert and the market advantages of their medical projects from a market perspective. We hope that in the future launch of medical projects, we can refer to the opinions and suggestions of relevant personnel in the marketing department. Only projects that are grounded are Only in the process of market promotion can there be better social and corporate benefits.

3. Outlook for the Marketing Department in 20XX

Generally speaking, the marketing department of our hospital has taken shape and can play an active role in the marketing and brand building of our hospital. , with the arrival of 20XX, the marketing department should plan no less than 80 free clinics and lectures, and the number of new members should reach 20,000. The staffing of the marketing department should be more reasonable and complete, and actively participate in the planning of packaging medical projects (products ), and with the normal development of medical insurance, the focus of the marketing department should shift to developing high-end customers. Summary of the work of the Marketing Department and next step plan III

In the first half of this year, the Marketing Department mainly completed the following work:

1. Business development

In the first half of this year, According to the requirements of the company leaders and based on the annual income plan issued by the provincial company, the marketing department formulated the city's income plan and broke it down to each county. According to the different market development potentials of counties and districts, various business development plans are decomposed. In order to ensure the smooth completion of business income and development volume plans

, the marketing department breaks down each plan into quarters and months according to the image progress, and counts the completion status every month, and discusses with the county company the best experience in completion and Reasons for not completing the plan, problems and difficulties are discovered, and resolved together with the county company.

As of June, the city’s *** completed business income of x million yuan, ranking first in the province in absolute terms, and completing x% of the image progress. There are x new users of broadband terminals, x new users of broadband dedicated lines, x new users of manned public telephones, and x new users of ordinary telephones.

The marketing department also takes various measures to promote new businesses and products to county and district companies. In January, a training meeting was held to convene the marketing and business backbones of each county to conduct training and discussions on product tariffs, and summarize existing problems to find a tariff package suitable for the local area. In March, based on market competition, we applied for a monthly package from the provincial company and organized promotion throughout the city. In May, managers, supervisors, and maintenance personnel from each county were organized to participate in provincial company training to learn business theory and marketing planning, which has a very good guiding significance for business promotion.

2. Basic management

Implemented the audit of business accounts, detailed verification of refunds and disassembly, disassembly of fake users, clearing of long-term arrears, organization of customer information, and organization of resources A series of basic management tasks such as installation and maintenance materials and terminal management effectively avoid the loss of business income and costs.

Starting from January, the Marketing Department adjusted the original weekly audit system for county and district companies in accordance with the requirements of the internal control process, and changed it to daily audit, weekly audit, and monthly audit in parallel, and tried to arrange county audits every month. On-site verification of the company's first-level audit status. The weekly audit status was reported, and practices that did not meet the requirements were criticized. At the end of each month, the first, second, and third level auditors, ***, jointly audited the actual cash flow receipts and receivables of the entire district, which produced very good results. . Our company's cash flow balance has been one of the cities with the best situation in the province for six consecutive months, and the assessment income has not been affected by the cash flow balance.

In order to ensure that income is not affected by incorrect operation of the support system, the marketing department arranges the support center to verify the disassembly and refund details of each county every day, and strictly seal every loophole.

In order to clear up long-term arrears and control current arrears, the marketing department has set an assessment target of no less than 98% of current arrears recovery in accordance with the requirements of company leaders. Conduct weekly and monthly reports on arrears recovery status. With joint efforts with the county and district companies, by May the new long-term arrears in the system this year were cleared, and the number of account adjustments in that month fell below the minimum limit required by the provincial company for the first time. The number of account adjustments for five consecutive months exceeded million, reaching 10,000 yuan in May.

In order to grasp the resource situation and avoid resource waste, the marketing department arranged for the support center to conduct random inspections and reports on the resource situation of each county every month, and conducted an on-site inspection in June.

Since the Marketing Department took over the material management this year, with the strong support of the Network Department, it has improved the management method and compared the detailed accounts of the incoming and outgoing warehouses with the support center’s daily operating daily loading and disassembly quantities to make the material management more accurate. Form a closed loop. In order to realize terminal recycling and reuse, county and district companies are required to collect deposits from newly installed users of broadband, telephone bars, and manned public telephones. County and district companies are encouraged to guide users to use recycled terminals when developing new users. Users who have a terminal failure within the warranty period will replace and recycle the terminal, and strictly prohibit the replacement of old terminals with new ones. Through the implementation of these measures, waste was effectively controlled.

3. Performance Appraisal

Improve the performance appraisal calculation method, promote retention, increase volume, and increase business income from various aspects.

Since the provincial company’s draft performance appraisal method was issued in March, the marketing department began to communicate with the higher-level marketing department on how to calculate the two assessment indicators, renewal rate and churn rate. After many discussions failed, the marketing department formulated a series of assessment methods based on the requirements of the company leaders and the actual situation of the company, such as user disassembly, double stop, single stop, and zero-cost user renewal. Guide county and district companies to attach great importance to the above-mentioned users. Through daily door-to-door verification, the loopholes of customer loss have been basically blocked, and it has also had a good effect on the activation of long-term zero-fee users. It not only saves resources, but also increases revenue. On the other hand, it saves business development expenses.

4. Existing problems and difficulties

1. Since the company concentrated on straightening out basic data management in the first half of the year, it was relatively weak in marketing planning, business promotion, market research, personnel training, etc. , resulting in insufficient support for the business development of county and district companies.

2. As the provincial company system is preparing to upgrade, many of our company’s report requirements cannot be met. Calculating performance appraisal indicators and analyzing operating data has brought a heavy workload to the municipal company and county support departments.

In the second half of the year, the marketing department plans to make improvements and improvements in the following aspects:

1. Strengthen market research

Regularly go to counties and districts for on-site office work, and work with marketing , sales, installation and maintenance, and management personnel held discussions. Go deep into the market and understand user usage and needs. Summarize successful marketing cases in better-developed counties and promote them; help less-developed counties find deficiencies and solve difficulties.

2. Strengthen marketing planning and business publicity

Develop flexible and effective marketing measures by understanding the market competition, formulate practical publicity and marketing steps for key business development at each stage, and promptly Feedback and analyze marketing results, adjust marketing ideas in a timely manner, and change the current inefficient state of business development.