Hospital marketing methods, in life, in fact, we can come into contact with many people from different industries, and as we all know, in our workplace, in fact, each industry will have its own internal regulations. Let's learn the methods of hospital marketing.
Hospital marketing model 1 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.
Hospital marketing mode 2 highlights of hospital brand marketing planning methodology
First, what is brand marketing?
1, the concept of brand marketing
Brand marketing is a series of marketing public relations activities based on the value of products in the process of customers/users constantly using/experiencing products, which is helpful to enhance brand awareness, brand reputation or brand loyalty, and finally realize the first mention of brands.
2. Brand marketing has four functions.
First, increase product sales through brand awareness;
The second is to improve the conversion rate of product sales through brand word of mouth;
The third is to enhance the brand premium ability through the accumulation of brand assets;
Fourth, through the promotion of brand awareness, reduce the comprehensive marketing cost and customer selection cost.
3. The logic of brand marketing?
The logic of brand marketing in Dahan, a marketing planning company, is based on the brand marketing strategy design at different stages of products and enterprises. The fundamental principle of brand marketing is based on a series of cognitive formation processes or cognitive change processes of patients' customers/users before making product purchase decisions.
Second, how to do hospital brand marketing?
(1) Recognize the marketing stage.
The hospitals we refer to specifically refer to: private hospitals, medical institutions, doctors' groups and specialized departments of hospitals, hereinafter referred to as "hospitals". The application strategies of brand marketing in different stages of hospitals are different. At the beginning, natural brands should be added based on the growth of department specialties and patient/user scale; In the growth period, enterprises should be the leading factor and brand promotion, and the overall brand of enterprises should be promoted through brand communication; In the mature period, we should carry out more brand public relations activities focusing on brand advertising and brand image promotion; During the economic recession, brand strategy needs to be reconstructed through product and market innovation.
(2) Choose the right marketing mix
Hospital brand marketing includes hospital official platform brand display, hospital brand advertising marketing, hospital public relations activity marketing, hospital new media brand content marketing, expert interviews and report marketing.
(3) Design the correct marketing content
Dahan Marketing, a hospital marketing planning company, believes that hospital brand marketing can be divided into three modules: official brand display content, brand authority endorsement content from a third-party perspective, and brand evaluation system content of customers or users.
Three, the reality of traditional Chinese medicine hospital brand marketing common problems
There are three kinds of common brand marketing problems in reality: (citing some non-hospital cases for reference only)
1, spent a lot of marketing budget on brand advertising, and in the end, both customer volume and sales output were very low.
(1) Example:
Most of the' local hospitals' advertised by advertising companies are over.
(2) Cause analysis:
Chose the wrong brand marketing method at the wrong stage. Brand investment should be in the growth and maturity stage, not in the initial stage (or the initial stage of market layout).
2. Brand marketing spread by hospital "brand" is not worthy of the name.
(1) Example (Enterprise):
Nazhijie Automobile, Meilele Home Network, Zhu San Oral Liquid, etc.
(2) Cause analysis:
Name: brand, substance: product. Brand precedes product, but brand must be based on product itself. The basic value system of brand includes brand name, VI, positioning language, promotion language, core value proposition, brand vision and so on. Brand marketing is not the promotion of the content of brand value system, and brand marketing cannot be separated from products.
3. Brand marketing planning and execution are very good, but they still fail to generate value.
(1) Example:
Gree mobile phone, APP, Baoneng automobile, etc.
(2) Cause analysis:
In the first case, the hospital brand positioning does not match the positioning of the corresponding departments, which leads to problems in the occupation of consumers' minds. Consumers don't pay the bill and the market doesn't accept it. This is caused by the wrong positioning of hospital brand strategy.
In the second case, there are competing products with high homogeneity in the medical market, but there is no difference between the hospital's own brand and product positioning.
Four, medical institutions/hospitals brand marketing planning framework
The first part is the analysis of hospital brand stage.
At present, medical institutions/private hospitals are in the brand growth period, and there is a certain patient market in terms of quantity and quality. At present, when the market is in a state of "mixed fish and dragons" and "disorderly dance", the first brand in the industry has not yet been formed in China, which is the most critical stage of hospital brand marketing.
The second part is the goal of hospital brand marketing.
Core objective 1: hospital/doctor group
Role: in the form of expert group, upgrade and attack all hospitals in the industry that carry out weight loss surgery.
Core Goal 2: Chief Expert IP
Role: To compete with the existing IP of head experts, and have more than two IP directors, which echoes the positioning of hospitals/doctors.
The third part is the introduction of hospital brand.
(1) Presentation of copy
1, brand name (communication name)
2. Positioning language
3. Slogan
(2) Visual presentation
1, logo
2, VI specification (color, size, location, proportion)
Main list:
1) Tool display category: background wall, door head, display bulletin board, picture album, business card, doctor profile, hospital and operation center image map, doctor image map, office document template, visual specification of hospital data, etc.
2) Marketing promotion category: specification of marketing map (live broadcast, hotspot map, patient map), work clothes, WeChat avatar, picture specification of friends circle, etc.
3) hospital brand image figures (cartoon health manager can be the theme)
The fourth part is the spread of hospital brand public relations.
(A) Hospital brand display system
1. Content: official introduction of the company, official introduction of major internal organizations (doctor team, nursing team, health management team, department operation center, major patient cases), official development of the company and official contact information of the company.
2. Form: soft text, main background pictures, detailed pictures, corporate promotional videos and product promotion videos.
3. Platform: official website, official Weibo, official Tik Tok, official WeChat official account, official applet, official headline number, official Baijia number, encyclopedia entry, Youku video, Tencent video, etc.
4. Update frequency: update once every quarter.
(B) Hospital professional public relations system
1, form: soft text, short video, question and answer, report.
2. Platform:
Official (expert) Zhihu, official website, official applet, WeChat official account, expert Weibo, expert Tik Tok；;
39 doctors, micro-doctors, good doctors, seeking medical advice, etc.
Baidu library; Baidu knows, Sina intellectuals, 360 questions and answers, etc.
3. Update frequency: semi-monthly-monthly update.
(C) hospital brand information trends
1, content:
The company's product trends, research and development technology trends, center trends, brand activities trends, expert academic trends, patient case trends, etc.
2. Platform:
Official website, official Weibo, official WeChat official account, official Tik Tok；; Third-party platforms: the third-party integrated news source platform and the third-party vertical news source platform.
3. Update frequency: monthly update.
(D) Hospital brand endorsement system
1, content:
Hospital authoritative report; Director qualification category, director academic achievement category, director interview report category; Patient evaluation, patient story.
2. Platform:
Tencent, Sina, Sohu, People's Daily, Yiou, 36Kr
Southern health, medical care, micro-medicine, Fuhe health, 39 doctors, seeking medical consultation, quick doctor, Baidu health, and skillful doctor;
Third-party Sohu number, Baijia number, headline number, patient self-media such as patient Tik Tok number, Xiaohong book number, etc.
3. Update frequency: weekly/monthly update.
Hospital marketing mode 3 How do hospital marketers do it?
Traditional marketing
Make use of mass media for hospital publicity and deeds dissemination, such as establishing health education programs and health knowledge lectures in cooperation with TV stations.
Contribute to the newspaper, answer and analyze major medical problems or common medical problems, and publicize health science and the advantages and characteristics of hospital departments through health education columns.
Carry out public welfare activities with group attention and community influence, such as free physical examination for retired cadres, outstanding teachers of the year, outstanding employees of community enterprises, national or municipal "May 1 labor model", long-term exemption of medical expenses and registration fees for social assistance groups such as the elderly or orphans above a certain age, and free physical examination for outstanding students in the college entrance examination every year.
Using flexible price competition strategy can make patients get benefits, so that patients can "spend less money to take care of their diseases" or "spend the same money to enjoy more satisfactory services", and take measures such as reducing the fees for some inspection items, controlling the use of large prescriptions and imported (joint venture) drugs, and designating one day as a free medical open day every month.
Set up "free treatment policy for special cases" and "medical assistance fund", jointly carry out love activities with the government, help poor patients, advocate community mutual assistance and care activities, establish the image of community collective citizens, and make hospitals form a benchmark position in public demands.
It is compatible to go out of departments and hospitals and go deep into the community to carry out medical services, such as "medical care and culture enter the community together" If the object of community service can get satisfactory service, these stable patient groups will be more likely to be transformed into lifelong customers.
Private hospitals cannot do without advertising, not to mention marketing. When the new hospital opens, we must stick to the road of marketing in order to save advertising expenses. The quickest way is event marketing. In event marketing, the most typical thing is to open free treatment a few days before the opening of the new hospital. Then three days after the free treatment happens to be the patient's follow-up period, and then a half-price discount will be introduced. Once the preferential activities are over, use the collected information for detailed digestion and conference marketing. That is, the trilogy of "short, flat and fast": → free treatment package → discount after three days → conference marketing for serious illness.
website marketing
Patient behavior analysis
Patients are the core goal of hospital website marketing, and hospital website marketing should be patient-centered, understand patients' learning and understand hospital website marketing. (This is also the most difficult link, consumer psychology)
Hospital website packaging
Highlight the technical examples of the hospital, show the image of the hospital, and convey the hospital culture to patients. Be a hospital website that patients can trust, a hospital website that makes patients have viscosity, and a hospital website that guides and markets patients. Failure to do a good job in hospital packaging directly affects the patient conversion rate of the hospital.
Hospital website promotion
Choose appropriate methods to promote hospital websites. The website is not promoted, and few or even no patients visit the hospital website. Therefore, the promotion of hospital websites is one of the necessary tasks.
Search engine marketing
Search engine marketing is the most effective marketing method at present, also known as precision marketing. Almost all people who search for these questions are patients with needs, but their needs are different. Search engine marketing is divided into bidding ranking and natural ranking. Search engine is the main method for patients to obtain medical information, and it is of great significance to do a good job in search engine marketing. If you are the marketing director of hospital website, search engine marketing deserves your attention.
Hospital website information manufacturing
After the hospital website is completed, it is necessary to update and maintain the hospital website information. Information manufacturing is to create some content topics around patients and have an impact on patients. Commonly used are website thematic production and disease information improvement. Patients don't like websites that haven't been updated, and they don't like outdated information.
Hospital website activity planning
Collecting patients' information, communicating with patients in depth, and expanding the hospital's popularity, the industry competition is becoming increasingly fierce, and it is often the team with strong planning strength that can stand out.
Public relations maintenance of hospital website
Patients are more willing to understand the feelings of patients with the same disease, and patients will take the initiative to understand the hospital's praise and popularity. Strengthening the impression of hospital brands on patients, expanding the hospital's popularity, creating news and dealing with negative news in hospitals is a basic job for hospital website marketers.
Online consultation
Online consultation is a communication bridge between patients and hospitals. (This is the main way of communication in hospitals now)
Research on website advertising
Analyze and count website advertisements wholeheartedly, find the most suitable website advertising mode, reduce advertising investment and improve investment return.
Data analysis guides marketing.
Analyze the website marketing data to point out the direction for hospital website marketing.