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Hospital marketing model

Hospital marketing model

Hospital marketing model, in order to ensure the smooth running of things or work, we are generally in advance of the development of ideas and marketing means, around a particular theme to develop, and strive to achieve the desired results. The following shares the hospital's marketing model.

Hospital marketing model 1

Model 1: the establishment of marketing planning department within the hospital

In recent years, in the face of the serious challenges of the health care market, the majority of hospital administrators gradually realized that they must have the ability to understand the market changes and control the market, and try to use marketing strategies to expand the existing market.

Mode 2: professional companies to provide consulting programs

As the saying goes, "a foot has its shortcomings, and an inch is long", for the hospital, a medical worker's special is to treat the patient, and the dean's special is to manage the medical workers. To be able to set up a marketing planning department, for public hospitals, has been at the forefront of the peer group, but if the requirements of scientific and efficient management of the marketing team, in fact, is not enough.

As we all know, hospital marketing involves news, advertising, graphic design, network marketing and other professional knowledge and experience in the industry, for health care workers is indeed a "separate line like a mountain", professional hospital marketing planning company can rely on the company's professional team and rich experience, marketing planning for hospitals to provide professional marketing department. The company's marketing strategy is based on a team of professionals and a wealth of experience in providing professional services such as market research, marketing programs, and marketing skills training.

Model 3: Hospital Marketing Hosting

The professional company can provide a perfect implementation plan, but the success of a goal not only depends on the plan, but also depends on the implementation, without a strong and efficient implementation team, and then the perfect plan is also very easy to become empty talk.

Model 4: Hospital Marketing Outsourcing

Although Model 3 reduces the risk to the hospital, the marketing strategy department's personnel relationship is still attached to the hospital. Hospitals have to deal with the pressure of greeting the families involved when hiring. Even if there are issues with the employee's competence and character, the cost of management increases because of the dismissal of personnel. Because marketing costs are borne by the hospital, there is some degree of economic risk and risk of internal conflict.

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

What are the specific marketing methods for hospitals?

The first move: expert sitting

The expert is the best representative to establish the image of authority. The Chinese have a tradition of superstition and authority. As long as it is labeled as an expert, the cabbage can be sold at the price of tequila. In the hospital registration also to give an expert number, higher than a price, although the same as a cold. Therefore, playing the expert card in pharmaceutical marketing is one of the common and effective methods.

The second move: public lectures private

Through the public **** health knowledge lectures, is an effective way to narrow the psychological distance between the neighborhood and the clinic.

The third trick: word-of-mouth spread

As the saying goes, the gold word of mouth is not as good as the word of mouth of the people, the consumer experience is the most persuasive! In the promotion of private hospitals, how to properly use word-of-mouth marketing? One is to rely on good service to win patients spontaneous word-of-mouth publicity; another way is that private hospitals consciously guide the word-of-mouth spread. A common method is to extract typical cases in phases, which are revealed by healthcare workers "inadvertently" during the patient's visit. The first step in the process is to make sure that you are able to get the most out of your time and money, and that you are able to get the most out of your time and money.

The fourth trick: joint promotion

In the cost and promotion of limited premise, private hospitals can try to promote with external forces, such as pharmaceutical companies to promote the terminal, in the vicinity of the private hospitals to carry out promotional activities, many pharmaceutical companies are currently in the terminal to carry out promotional activities, and equipped with professional lecturers and promoters. Private hospitals can choose to cooperate with them, unite them, and use their own professional power to publicize themselves.

Fifth move: attentive service

Than technology, which is the hardware; relative to the price, the highest level of transparency; service should be the most likely to make a difference. Service - look simple, do it is difficult. Do service, to stand in the patient's point of view, rather than stand in the operator's point of view. Although many private hospitals people have set up a counseling desk, but the image of counseling wizard in the minds of patients is very different. Put a TV in the IV drip room so that patients don't get too bored while they're getting their injections.

Hospital Marketing Model 2

What are some of the ways in which a hospital's marketing model and business philosophy can be approached?

Analyzing the local healthcare market

Market competition has evolved from the past single-market competition to the competition of ideas and advanced consciousness. It is worth recalling that some medical organizations entered the medical market just 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, quantitative management, and so on. Seize the market and complete the primitive accumulation of capital to have the scale of today's hospital.

First, analyze the local medical market to find the positioning of hospital management. Without an in-depth investigation and scientific analysis of the local medical market, talking about hospital management strategy 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 the identification of common diseases, common diseases and morbidity.

2, investigation and analysis of the existing local medical institutions of the discipline, focusing on identifying which disciplines are mature and stable, which disciplines are still immature or blank.

3. The survey analyzed the local economic situation and population composition, focusing on identifying the ability to pay of local residents and the proportion of the population participating in health insurance.

4. Investigated and analyzed the total volume and level of development of the local healthcare market, focusing on finding out whether there is potential to be tapped.

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

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

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

2, determine the target group? Who is the main target of this service?

3, determine what measures to take? From what way to quickly occupy the locked market.

Determine the development model

Without clear development goals, there is no direction and motivation, hospital leaders and staff will not be well integrated. Whether the goal is correct and appropriate is directly related to the speed and structure of hospital development. Of course, if there is no practical plan, no matter how big or good the goal is, it is just empty 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 brand, to be competitive quality of service, growing talent and increasingly perfect medical facilities. Long-term goals also include: loyal and reliable customer base, stable and substantial return on investment. These goals can also be quantified based on careful calculations.

In order to achieve the development goals on schedule, the following plans must be formulated: infrastructure development plan, medical equipment and equipment plan, staff training and discipline construction plan, hospital culture and system construction plan, hospital marketing model planning, financial management and economic income and expenditure plan.

Hospital marketing model 3

How to do hospital marketing?

Contribute articles to the newspaper for major medical issues or common medical problems and analysis, through the health of life missionary columns, publicizing health science and hospital departmental advantages and characteristics, etc..

Carry out public welfare activities with group attention and community influence, such as free medical checkups for retired government cadres, outstanding teachers of the year, outstanding employees of community enterprises of the year, and national or municipal "May Day Model Workers", etc., and long-term exemption from fees for the elderly above a certain age or widows and orphans, and other social assistance groups. The company also provides free medical checkups for the elderly above a certain age, widows and orphans, and other social assistance groups, and provides free medical checkups for outstanding students in the college entrance examination every year.

The use of flexible price competition strategy to benefit patients, so that patients "spend less money, see the good", or "spend the same amount of money to enjoy more satisfactory service", to reduce the charges of some inspection items, control the use of large prescriptions and imported ( joint venture) drugs and other measures. The measures include lowering the fees for some examination items, controlling the use of large prescriptions and imported (joint-venture) medicines, and designating one day a month as a free open day for medical treatment.

The establishment of the "free treatment policy for special cases", "medical relief funds", and the government to carry out joint love activities, the implementation of relief for poor patients, advocating community activities to help each other care for the establishment of a collective image of the community citizenship, so that the hospital in the public appeal of the formation of a benchmark position. The hospital has formed a benchmark position in terms of public appeal.

Out of the department and the hospital, in-depth community medical services, can be implemented, such as "medical and cultural together into the community", if the community service object can be satisfied with the service, these stable patient groups can be more easily converted into lifelong customers.

Private hospitals are inseparable from advertising, and even more inseparable from marketing. The opening of a new hospital, to save advertising costs, must adhere to the marketing road. The most rapid way, is the event marketing. Event marketing, the most typical of the first few days of the opening of the new hospital free open treatment. Then, three days after the free treatment, it happens to be the patient follow-up period, and then launched a half-price offer.

Once the promotional activities are over, the use of sets of information to the detailed digestion, do conference marketing. That is, "short and quick" three-step: → free treatment set of information → three days after the discount → for large diseases to engage in conference marketing