Hospital marketing model

Hospital marketing model

Hospital marketing model, in order to ensure the smooth progress of things or work, we usually formulate ideas and marketing methods in advance, focusing on specific Expand the theme and strive to achieve the desired effect in the end. The following shares the hospital’s marketing model. Hospital marketing model 1

Model 1: Establishing a marketing planning department within the hospital

In recent years, faced with severe challenges in the medical market, most hospital managers have gradually realized that they must Have the ability to understand market changes and control the market, and try to use marketing strategies to expand existing markets.

Mode 2: Professional companies provide consulting solutions

As the saying goes, "A ruler is short, an inch is long." For a hospital, a medical worker's specialty is to treat illnesses and save lives. The dean’s specialty is to manage medical workers. Being able to set up a marketing planning department is already at the forefront of its peers for public hospitals, but if it requires scientific and efficient marketing team management, it is actually beyond its capabilities.

As we all know, hospital marketing involves professional knowledge and industry experience such as news, advertising, graphic design, and online marketing. For medical staff, it is indeed "everywhere is like a mountain". A professional hospital marketing planning company can rely on the company The professional team and rich experience provide professional market research, marketing plans, marketing skills training and other services for the hospital marketing planning department.

Model 3: Hospital marketing hosting

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 execution team , no matter how perfect a plan is, it can easily turn into empty talk.

Model 4: Hospital marketing outsourcing

Although Model 3 reduces the hospital’s risks, the human relations of the marketing strategy department is still affiliated with the hospital. Hospitals have to face pressure to greet the families involved when recruiting. Even if there are problems with the employee's ability and character, management costs will increase due to dismissal. Because marketing costs are borne by the hospital, there are economic risks and internal conflicts risks to a certain extent.

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

What are the specific marketing methods of hospitals?

The first step: Expert consultation

Experts are the best representatives to establish an authoritative image. The Chinese have a tradition of superstition and authority. As long as it is labeled by an expert, Chinese cabbage can be sold at the price of tequila. When registering at the hospital, you also need to give a specialist number, which is higher than the price, although it is the same as having a cold. Therefore, playing the expert card in pharmaceutical marketing is one of the common and effective methods.

Second move: Private public welfare lectures

Public health knowledge lectures are an effective way to narrow the psychological distance between surrounding residents and outpatient clinics.

The third measure: word-of-mouth communication

As the saying goes, gold and silver monuments are not as good as the word-of-mouth of ordinary people. Consumer experience is the most convincing! How to properly use word-of-mouth marketing in the promotion of private hospitals? One is to rely on good services to win spontaneous word-of-mouth publicity from patients; the other is for private hospitals to consciously guide word-of-mouth publicity. A commonly used method is to extract typical cases in stages, which are "inadvertently" disclosed by medical staff during patient visits. Three people became a tiger, so the advantages of private hospitals spread to thousands of households with the help of stories.

The fourth move: joint promotion

Under the premise of limited costs and promotion efforts, private hospitals can try to use external forces to promote, such as terminal promotion by pharmaceutical companies near private hospitals. Carry out publicity activities. Currently, 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 them, and use their professional strength to promote themselves.

The fifth tip: considerate service

Compared with technology, this is hardware; compared with price, transparency is the highest; service should be the most likely to make a difference. Service - looks simple but is difficult to do. When providing services, we must look at issues 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. A TV is placed in the intravenous drip room so that patients will not be too bored while injecting. Hospital marketing model 2

Where can we start with the hospital marketing model and business philosophy?

Analysis of the local medical market

Market competition has developed from competition in a single market in the past to competition in concepts and advanced consciousness. It is worth recalling that some medical institutions entered the medical market only one step earlier than the reform and opening up. They introduced advanced concepts and operations such as competition mechanism, employment system, distribution system, advertising operation, and quantitative management. Only by seizing the market and completing the primitive accumulation of capital can we achieve the scale of the hospital today.

1. Analyze the local medical market and find the positioning of hospital management. Without in-depth investigation and scientific analysis of the local medical market, talking about hospital management strategies is certainly blind and inefficient.

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

1. Investigate and analyze the composition of the local disease spectrum, focusing on identifying common diseases, frequently-occurring diseases and incidence conditions.

2. Investigate and analyze the subject situation of existing local medical institutions, focusing on finding out which subjects are mature and stable, and which subjects are immature or blank.

3. The survey analyzed the local economic status and population composition, focusing on determining the paying ability of local residents and the proportion of the population participating in medical insurance.

4. Investigate and analyze the total volume and development level of the local medical market, focusing on finding out whether there is potential that can be tapped.

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

Through the above five aspects of investigation and research, we can initially determine the hospital's marketing model and business philosophy.

1. Decide whether to become a general hospital or a specialized hospital.

2. Determine the target group? Who are the main targets of this service?

3. What measures should be taken? How to quickly occupy and lock the market?

Determine the development model

Without clear development goals, there will be no direction and motivation, and the hospital's leaders and employees will not be well integrated. Whether the goals are correct and appropriate is directly related to the speed and structure of the hospital's development. Of course, without a practical plan, no matter how big or good a goal is, it's just talk. Hospital development goals should include short-term and long-term goals.

Short-term goals are generally within five years, including: accurate and rapid market entry, well-known professional brands, competitive service quality, growing talent team and increasingly complete medical facilities. Long-term goals also include: a loyal and reliable customer base, stable and considerable investment returns, etc. On the basis of careful calculation, the above goals can also be quantified.

In order to achieve development goals as scheduled, the following plans must be formulated: infrastructure construction plan, medical equipment and equipment plan, personnel training and discipline construction plan, hospital culture and system construction plan, hospital marketing model plan, and financial management and economic balance and expenditure plans, etc. Hospital marketing model 3

How to do hospital marketing?

Submit articles to newspapers to answer and analyze major medical issues or common medical problems, and promote health science and the advantages and characteristics of the hospital’s departments through the health student education column.

Carry out public welfare activities with group attention and community influence, such as free physical examinations for retired government cadres, outstanding teachers of the year, outstanding employees of community enterprises of the year, national or municipal "May 1st Labor Model", etc. , long-term exemption of consultation fees and registration fees for social assistance groups such as the elderly over a certain age or those living alone, orphans, etc., and free physical examinations for outstanding students in the annual college entrance examination.

Use flexible price competition strategies to benefit patients, allowing them to "spend less and get better treatment" or "spend the same amount of money and enjoy more satisfactory services" by reducing the cost of some examination items. Charging standards, measures to control the use of large prescriptions and imported (joint venture) drugs, and one day per month can be designated as a free medical care day.

Establish a "free treatment policy for special cases" and "medical relief fund", jointly carry out charity activities with the government, provide assistance to poor patients, advocate the community to carry out mutual aid and care activities, establish a collective citizen image of the community, and make the hospital Establish a benchmark position in terms of public appeal.

Going out of departments and hospitals and going deep into the community to provide medical services can implement compatibility, such as "medical treatment and culture go into the community together". If the objects of community service can receive satisfactory services, This stable patient base can be more easily converted into lifelong customers.

Private hospitals cannot do without advertising, let alone marketing. When a new hospital is opened, if you want to save advertising costs, you must stick to the marketing path. The quickest way is event marketing. In event marketing, the most typical one is free treatment in the first few days of the opening of a new hospital. Then, three days after the free treatment, it happens to be the patient's follow-up period, and a half-price discount will be launched at this time.

As soon as the promotional event is over, use the obtained information to digest it in detail and do conference marketing. That is, the three steps of "short and fast": → Free treatment package information → Discount after three days → Conduct conference marketing for serious diseases