Work plan of hospital marketing planning department 1 1. According to the actual situation of the hospital, find the functional orientation of the marketing department and give full play to its due role.
What role the hospital marketing planning department should play in the whole functional system of the hospital and how to locate it are very important for the marketing department to play its functional role effectively. Therefore, our functional orientation of the marketing department is: strategic planning, market expansion, brand promotion, customer management, departmental guidance and service training. Its main tasks are:
1 strategic planning: make full use of all kinds of information, analyze the strengths, weaknesses, opportunities and threats of the hospital, formulate the marketing development plan of the hospital from a strategic perspective, provide the basis for the management decision of the hospital leaders, and be the staff and assistant of the hospital leaders.
Market expansion: actively expand the market by visiting customers, market research and other forms, increase the number of hospital customers and improve customer loyalty. By introducing advanced medical technology, equipment and funds, or exporting our technology and management brands, we will carry out extensive cooperation in medical technology projects or other related projects to increase the market share of hospitals.
Brand promotion: Cooperate closely with hospital publicity and medical departments, make full use of various media, health talks, free clinics, holding joint activities and other integrated marketing models, do a good job in promoting medical services, and constantly improve the social reputation and brand image of hospitals.
Customer management: establish key customer files (including groups and individuals), and do a good job in tracking services and information feedback. Develop and maintain good relations with customers in various forms, and build a loyal customer base. In particular, it is necessary to strengthen the management of marketing relations with key customers, improve the level of relations with key customers, and form the same interests. Do a good job in the management of customer service center, and provide customers with perfect, comprehensive and high-quality integrated services before, during and after diagnosis. Instruct clinical departments, clinicians and nurses in the hospital to use the database to carry out the whole service and management of hospital customers, form a three-level customer base of hospitals, departments and individuals, carry out three-dimensional management of the three-level customer base, eliminate service blind spots and improve customers' satisfaction with all aspects of medical services.
5. Department Guidance: Communicate and coordinate with various functional departments and clinical medical technology departments frequently, guide the marketing activities of medical services in the whole hospital, and coordinate the medical service behaviors and competitive behaviors of various departments, so as to make the medical process more reasonable and shorten the waiting time of customers.
6 service training: do a good job in marketing training for medical staff and other personnel, cooperate with relevant business departments to do a good job in service skills training, guide all departments to carry out marketing skills training, and improve the marketing level of all employees.
According to the above-mentioned functional orientation, the responsibility scope and related systems of the marketing department are formulated, and the marketing department will conduct marketing work in accordance with the provisions of the responsibility scope in the future.
Second, the use of integrated marketing means, increase brand promotion, and constantly improve the visibility and reputation of the hospital.
Integrated marketing refers to the effective integration of various available marketing means to improve the marketing effect. Effective measures should be taken to increase the promotion of hospital brands, and improve the reputation of hospitals while constantly improving their visibility. Specifically, we should do the following work:
1, do a good job in hospital media such as hospital websites, hospital newspapers and all kinds of publicity materials, so that people can know about the hospital and know it.
2. Actively establish extensive contacts with relevant medical and hospital management academic groups and academic magazines, publish articles in the media in the industry, exchange articles at academic conferences, and make every opportunity to introduce the technology, management, reform and development of hospitals.
3, actively participate in various academic activities, in the case of not increasing the economic burden of the hospital, host or co-host related training, academic exchanges and other activities to show the brand image of the hospital.
4. According to the idea of establishing brand departments according to the clear advantages of hospitals, do a good job in the publicity and promotion of brand departments, key specialties and special projects in hospitals, and strive to establish several departments and specialties with certain popularity in society.
5. To guide experts to understand the importance of expanding their popularity and establishing their academic status, the marketing department should closely cooperate with the business departments to increase the opportunities for experts in our hospital to appear in various public occasions, and try to create conditions for them to become professional members of academic organizations at all levels, editors of professional academic journals, members of government or community health committees, etc. If you mention the name of a specialist, you can know our hospital, or you can know the name of a specialist when you mention our hospital, which just shows our hospital.
6. Medical departments and clinical departments should cooperate to carry out health education publicity activities in surrounding units and communities, develop a number of health education courses in a targeted manner, and organically combine them with the promotion of the characteristics and advantages of our hospital. The marketing department is responsible for arranging course contact and teaching, and the medical department and clinical department provide support to popularize health care knowledge and expand the popularity of hospitals and experts. Its basic practice is to select experts or specialists to determine the course name, make courseware to determine the course, establish the menu marketing department and health care department of health courses, and recommend lectures to customers.
Third, investigate the marketing and customer service work of other hospitals in this city to understand the service strategies and tactics of peers and competitors.
Marketers should collect marketing and customer service information from other hospitals in this city, and understand the service strategies and tactics of peers and competitors. Compare and analyze their own operation methods with what they have learned, actively absorb the good practices and experiences of brother hospitals, and constantly improve their work. On the basis of comprehensive investigation and understanding, it is necessary to write an investigation report and submit it to the hospital leaders, and make an analysis report within an appropriate range. The specific arrangement is to investigate all hospitals in Haizhu District in the first quarter, major hospitals in the city in the second quarter, other hospitals in the city in the third quarter and make a summary report in the fourth quarter.
Fourth, strengthen customer relationship management, establish customer database and manage different customers at different levels.
Hospital customer relationship management (crm) refers to the marketing process that hospitals use information technology to acquire, maintain and increase profitable customers through full communication. By effectively integrating human resources, medical business processes and medical professional knowledge, customer relationship management finally enables hospitals to meet customers' needs with lower cost and higher efficiency, so that hospitals can maximize customer satisfaction and loyalty, save lost customers, retain existing customers, constantly develop new customers, and explore and firmly grasp the customer base that brings the greatest value to hospitals. Customer relationship management is the core of hospital marketing management. We should set up a customer database to manage different customers at different levels. Database marketing refers to a marketing strategy of collecting and accumulating a large amount of customer information, processing it, accurately grasping and determining the target customer group, so as to make the promotion tools targeted.
Hospital marketing planning department work plan 2 planning objectives:
1, complete and achieve the overall goal of brand promotion and brand establishment with the name of xx hospital as the first element.
2. Make the sales work of the enterprise easier, and make the sales increase continuously.
3. Participate in formulating the business and development strategy of the enterprise, and put forward their own opinions and opinions on the management level and quality of the enterprise.
In order to accomplish and achieve the above three goals, I will initially formulate several work points from a strategic perspective:
1, objectively and accurately understand and master the comprehensive management status of xx hospital in the shortest time; To understand the comprehensive management of pharmaceutical enterprises in Harbin.
2. Sort out and analyze all kinds of information and data, on the basis of understanding the advantages and disadvantages of previous target management, foster strengths and avoid weaknesses, and further implement open management.
3. Look at and integrate enterprise resources from the perspective of Harbin and the whole province, and highlight superior resources. Work with the professionals and senior management of xx Hospital to formulate the new stage of enterprise management and sales strategy.
4. In the process of integrating various resources of the enterprise, make full use of existing resources, effectively establish the organizational structure of the department, reasonably set posts and personnel, and conduct necessary guidance and training for relevant personnel according to the established sales strategy and propaganda ideas.
5. My work focuses on the overall sales strategy as the starting point, the effective promotion of the brand as the main point, the feedback of market information, and the diversification of hospital sales and brand promotion expenses as the operating idea to formulate a specific operating model.
6. Make use of various operation modes including publicity to effectively carry out brand promotion and operation.
7. Communicate and coordinate with various departments, coordinate management, sales, brand promotion and other operating departments with brand management as the foundation, brand sales strategy as the hub and brand establishment as the goal, and put forward their own opinions and suggestions for other departments' reference.
8. Let people know that xx Hospital is an outstanding, tasteful and trustworthy key medical unit in Heilongjiang Province.