What are the specific methods of hospital marketing strategy?

What are the specific methods of hospital marketing strategy?

What are the specific methods of hospital marketing strategy? In fact, each of us needs to have certain abilities. Both personal development and team development of the company need to make a long-term career plan. What are the specific methods of hospital marketing strategy?

What are the specific methods of hospital marketing strategy? 1 mode 1: set up marketing planning department within the hospital.

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.

What are the specific methods of hospital marketing strategy? 2. The choice of hospital marketing strategy.

I. Overview of the overall development strategy.

1, optimize the internal structure of the hospital-establish a comparative advantage.

To realize the scientific and rational allocation of resources, we should organically combine the resources such as funds, talents and equipment according to the target market, form the advantages of specialties, choose according to our own advantages and disadvantages, take the right way, make use of it, establish our own characteristics, increase investment, introduce advanced equipment, and select and train outstanding top-notch talents on the basis of establishing characteristic departments, thus building a first-class medical brand.

2, the basic strategy of medical service-high quality specialist, rough and small comprehensive.

The strategy of local superiority is to reduce the comprehensiveness of the hospital, optimize the limited resources of the hospital, and focus on the development of superior specialties-painless visual abortion, breast, infertility, hysteromyoma, ADHD, intellectual development and other specialties, in order to seek the continuity of advantages, extend services and form a service chain.

3. The development strategy of Lianchi Hospital-survival by technology, development by service and benefit by characteristics.

Medical service technology is the foundation of all hospitals, and Lianchi Hospital is no exception. It is difficult for xx hospital to solve the technical gap with big hospitals by itself. Introducing technology and talents is one of the effective methods that Lianchi Hospital can adopt. In addition, Lianchi Hospital should look for bright spots with development potential under its current situation, integrate medical service technical resources and give full play to the advantages of the group. That is, the combination and packaging of medical service products will highlight the technical advantages of gynecology and pediatrics.

4. Strengthen personnel promotion, tap resources to obtain a win-win strategy-cooperate to obtain resources for our use.

Realize multi-channel cooperation to achieve win-win results, including win-win with customers, win-win with surrounding hospitals, win-win with town and village clinics, win-win with employees, win-win with suppliers and win-win with business management departments.

5. Price strategy-cost leadership strategy

On the premise of ensuring medical quality and providing good services, we should actively reduce various costs in order to seek the controllable elasticity of medical service prices. When providing the same service products, if our cost or expense is obviously lower than the industry average or major competitors, then in a certain period of time, the total cumulative cost of all value-creating activities must be lower than the industry average or major competitors.

On the one hand, through the cost advantage, under the same scale economy, the hospital can obtain greater profits and accumulate more development funds; On the other hand, it will be possible for hospitals to have stronger viability and competitiveness in an unfavorable business environment. Another meaning of low-cost advantage is the sustainability of this advantage.

6. Establish hospital service strategy-differentiation strategy.

The medical services provided to patients must be different. The service of xx Hospital must work hard on the uniqueness of service and service process, including increasing the hospital's own characteristics in product mix, word of mouth and brand, medical technology, patient service and market development channels.

7, hospital resource use strategy-target concentration strategy.

Hospital resources are limited. Only by pooling the overall strength of the hospital and concentrating on developing the pillar specialty of the hospital can we achieve greater success in a short time. This is also the saying of "concentrating superior forces to fight a war of annihilation." Especially in advertising resources and human resources.

In publicity, we use 80% of advertising resources to focus on 20% of key businesses, such as painless abortion, breast diseases, infertility and children's intellectual development. , this will achieve the desired benefits.

8. Monopolize important communication resources and establish invisible competition shield-surprise attack competition strategy.

Monopoly relatively limited communication resources and establish competition shielding. Use various publicity means and channels to organize various forms of public relations and promotional activities to improve the brand awareness of characteristic departments until the brand of Lianchi Hospital is firmly positioned in the eyes of target consumers.

9, unified image strategy:

Adopting a unified image strategy and adopting a unified pattern, color and characteristics is conducive to establishing the brand image of xx Hospital, which can not only save packaging costs, but also expand the influence of xx Hospital.

10, quality management strategy-strengthen hospital service quality management, win by quality;

Strengthening hospital service quality management to win by quality. First of all, we must establish excellent medical services. In the case of excellent hard products, we should strengthen the strength of soft products by playing service cards, such as smile service and star service, and at the same time use service benefits to further introduce talents and increase medical projects to comprehensively enhance the strength of products and solve the' bottleneck problem' of hospital market-oriented operation and development.

1 1, continuous innovation strategy.

In order to maintain the leading position, it is necessary to ensure the relevant marketing activities every year, lead competitors to become advanced in the propaganda concept, customer service and distribution efficiency of the medical industry, and maintain the leading level and position through innovation.

12, aiming at the existing shortcomings, improve the quality and efficiency.

Second, the business objectives

Further improve the hospital's awareness and trust, especially strengthen the construction of trust and reputation, emphasize the characteristics and brand departments, make medical services specialized and establish the brand advantage of xx hospital.

In the process of implementation, we need to pay attention to "establishing characteristics" and "marketing innovation" and "brand building" in order to succeed step by step.

What are the specific methods of hospital marketing strategy? 3. Hospital marketing plan.

I. Market analysis

20xx65438+1 October1,and the new Measures for the Administration of Medical Advertisements will be implemented. Private hospitals will gradually fade out of advertising marketing strategy and turn to ground marketing and activity marketing. Some hospitals and outpatient clinics that rely on advertising will face a severe test, which is also a "reshuffle" of private hospitals.

When most private hospitals choose ground marketing and activity marketing, we will also face fierce competition. If we can quickly occupy the market and stabilize the market, we will become a big winner.

According to the understanding and analysis, most private hospital marketing departments exist in name only, and some are just "cooperative departments", which have not really played a "leading" role. To make the market bigger and stronger, the marketing department must have a clear division of labor, work meticulously, deeply and continuously, and provide personalized and differentiated services for customers. To this end, I divide the marketing department into three parts according to the market business needs: physical examination center, referral center and membership center.

Second, the marketing department setup

The marketing department is divided into physical examination center, referral center and member center according to the nature of work.

Three. Responsibility of the center

Physical examination center: there are mainly two kinds of paid physical examination and free physical examination. Improve economic benefits by providing personalized and differentiated paid physical examinations for customers; Promote hospital brand image and tap potential customers with general free medical examination. Through these two ways, physical examination customers can also develop into "hospital members" and become potential customers of the hospital.

Referral center: it mainly provides differentiated and rewarding referrals to community and enterprise medical service points, especially providing services that "competitors" do not have; For large national hospitals, individual doctors can conduct public relations and reward referrals; Referrals from foreign medical institutions mainly tend to be incentive referrals for surgical projects.

Member center: mainly adopts the way of member marketing to develop customers developed by medical examination centers and referral centers into members, maintain good membership relations and seize repeat customers. You can also directly develop new members.

Fourth, the operation method

(1) Physical examination center

The physical examination center provides different physical examination items for different groups of people, especially those that competitors cannot carry out.

1, paid physical examination

Call first, then come to the door.

The physical examination center is equipped with 2-3 telemarketers and 2-3 external telephones. For enterprises, hotels, entertainment places, especially finance, insurance, telecommunications, factories and mines in development zones, the first is telephone public relations, and for those who are interested in physical examination and those who are not interested but have not done physical examination, they will send business for secondary public relations.

public relations

Mainly through public relations, joint government departments, in the form of administrative notice, focusing on state-owned enterprises.

2. Free medical examination

Free physical examination is mainly used for public welfare activities such as brand marketing and community development. Through free physical examination, we can find new customers and potential customers and carry out "membership card marketing".

(2) Referral center

Provide differentiated and rewarding recommendations in the form of salesman's door-to-door public relations, focusing on services that "competitors" can't carry out (testing projects, surgical projects); You can also try the form of "individual doctor public relations" in national hospitals.

(3) Member Center

The purpose of membership system is to retain customers and become repeat customers. For different groups, launch different membership cards and provide targeted services. There are mainly "student card", "community card", "VIP card" and "cash card".

Verb (abbreviation of verb) marketing

The purpose of marketing is to establish long-term contact for developed "markets". Many hospitals are constantly developing markets, and customers are overwhelmed by various means. If long-term contacts are not established, customers will forget that the previous development will fall short and customers will be taken away by others.

1、DM

DM should be targeted and divided into three types:

First, students

B. Recommendation points

C. Community family planning offices

2. Members

Customer return visit system

Establish a short message return visit platform, and make regular short message return visits to members and recommendation points. The main contents are as follows:

First, the latest marketing activities of the hospital

B, hospital social news

C. Birthday and holiday greetings of members

D, health reminder