The specific methods of hospital marketing strategy are:

The specific methods of hospital marketing strategy are: In life, we can come into contact with people from many different industries, and everyone knows that in the workplace Each industry will have its own internal regulations. Here are some specific ways to understand hospital marketing strategies. The specific methods of hospital marketing strategy are 1

What are the hospital marketing models?

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 The ability to control the market and attempt 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: consultation with experts

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 the patient will not be too bored while injecting. There are 2 specific methods of hospital marketing strategy

Collection of hospital brand marketing planning methodologies

1. What is brand marketing?

1. The concept of brand marketing

Brand marketing is based on the value of the product. In the process of customers/users continuously using/experience the product, it is carried out through a series of helpful activities led by the enterprise. It is a marketing and public relations activity to enhance brand awareness, brand reputation, or brand loyalty, and ultimately achieve the first mention of the brand.

2. Brand marketing has four major functions

The first is to increase product sales through brand awareness;

The second is to increase product sales conversion rate through brand reputation;

The third is to enhance brand premium capabilities through accumulation of brand assets;

The fourth is to reduce comprehensive marketing costs and customer selection costs through improved brand recognition.

3. The logic of brand marketing?

The logic of brand marketing of the marketing planning company Dahan Marketing is based on the design of brand marketing strategies corresponding to the different stages of products and enterprises. The fundamental principle of brand marketing is based on the formation process or the change process of a series of cognitions of patient customers/users before making a product purchase decision.

2. How to do hospital brand marketing?

(1) Recognize the marketing stage you are in

The hospitals we are talking about specifically refer to: private hospitals, medical institutions, doctor groups, hospital specialty departments, hereafter collectively referred to as "hospitals" . Hospitals have different application strategies for brand marketing at different stages. The start-up period requires natural brand growth based on the growth of department specialties and patient/user scale; the growth period requires enterprise-led brand promotion, and the overall brand of the enterprise is improved through brand communication; the mature period requires more brand advertising and Brand public relations activities focusing on brand image promotion; during the recession period, it is necessary to reconstruct the brand strategy with product and market innovation.

(2) Choose the right marketing mix

Hospital brand marketing includes official hospital platform brand display, hospital brand advertising marketing, hospital public relations event marketing, hospital new media brand content marketing, experts Interview report marketing and other marketing methods.

(3) Design correct marketing content

Dahan Marketing, a hospital marketing planning company, believes that hospital brand marketing can be divided into corporate official brand display content and third-perspective brand authoritative endorsement There are three major modules: type content, customer or user brand evaluation system content.

3. Common problems in hospital brand marketing in reality

There are three common types of brand marketing problems in reality: (Some examples are non-hospital cases, for reference only. Explanation)

1. A large marketing budget was spent on brand advertising, but in the end both customer volume and sales output were very low.

(1) Example:

Most of the local hospitals that have approached advertising companies for advertising and branding have ended up.

(2) Reason analysis:

The wrong brand marketing method was chosen at the wrong stage. Brands should invest heavily in the growth and maturity stages, not the start-up stage (or in the early stages of market layout).

2. Brand marketing is done for the purpose of spreading the hospital's "brand", but in the end it does not live up to its name.

(1) Examples (enterprises):

Nazhijie Automobile, Meilele Home Network, Sanzhu Oral Liquid, etc.

(2) Cause analysis:

Name: brand, real: product. The brand comes before the product, but the brand must be based on the product itself. The basic value system of a brand includes the brand name, VI, positioning language, promotional language, core value proposition, brand vision and other main contents. Brand marketing is not the promotion of the content of the brand value system, and brand marketing cannot be separated from products.

3. The brand marketing plan and execution are very good, but it still fails to generate value.

(1) Examples:

Gree mobile phone, Laiwei APP, Baoneng Auto, etc.

(2) Reason analysis:

In the first case, the hospital brand positioning does not match the positioning of the corresponding department, which leads to problems in occupying the minds of consumers and consumers do not pay the bill. , the market does not accept it. This is caused by errors in the strategic positioning of the hospital's brand.

In the second case, there are already competing products with a high degree of homogeneity in the medical market, but the hospital’s self-brand and product positioning are undifferentiated.

IV. Medical Institution/Hospital Brand Marketing Planning Framework

Part One Hospital Brand Stage Analysis

Hospital Marketing Planning Company Dahan For hospital customers who are marketing services, medical institutions/private hospitals are currently in the brand growth stage, and have a certain foundation in the quantity and quality of the patient market. Moreover, the market is currently in a "mixed market" and "a chaotic dance of demons", and the domestic industry has not yet formed. The first brand is the most critical stage for hospital brand marketing efforts.

The second part of the hospital brand marketing objectives

Core objective one: hospital/doctor group

Function: Using the specialist group business format to upgrade the dimension and attack all developments in the industry Bariatric Surgery Hospital.

Core Target 2: Director Expert IP

Function: Benchmark the existing leading competitive product expert IP, and have more than 2 director IPs, echoing the positioning of the hospital/doctor group.

Part 3: Hospital brand presentation

(1) Copy presentation

1. Brand name (name used for communication)

2 , positioning language

3. Slogan

(2) Visual presentation

1. logo

2. VI specifications (color, size , position, proportion)

Main list:

1) Tool display category: background wall, door head, display bulletin board, picture album, business card, doctor profile, hospital and surgery center image Pictures, doctor image pictures, office file templates, visual specifications for hospital materials, etc.

2) Marketing and promotion categories: marketing pictures (live broadcast, heat maps, patient pictures) specifications, work uniforms, WeChat avatars, and circle of friends pictures Standards, etc.

3) Hospital brand image characters (can be cartoon health managers)

Part 4: Hospital brand public relations communication

(1) Hospital brand presentation system

1. Content: official company profile, official profile of entities within the company (doctor team, nursing team, health management team, department surgery center, major patient cases), company official news, company official Contact information

2. Form: graphic and soft text, main background image, detail image, corporate video, product promotion video

3. Platform: official website, official Weibo, official Douyin, official WeChat public account, official mini program, official Toutiao account, official Baijia account, etc., encyclopedia entries, Youku video, Tencent video, etc.

4. Update frequency: quarterly update

(2) Hospital professional public relations system

1. Form: graphic and soft text, short video, Q&A, report

2. Platform:

Official (expert) Zhihu, official website, official mini-program, WeChat public account, expert Weibo, expert Douyin account;

39 doctors, WeDoctor, Haodafu, Xun Medical questions and medicines, etc.;

Baidu Library; Baidu Knows, Sina Knowledge, 360 Questions and Answers, etc.

3. Update frequency: semi-monthly to monthly updates

( 3) Hospital brand information updates

1. Content:

Company product updates, R&D technology updates, center updates, brand activity updates, expert academic updates, patient case updates, etc.

2. Platform:

Official website, official Weibo, official WeChat public account, official Douyin account; third-party platform: third-party comprehensive news source platform, third-party vertical news source Platform

3. Update frequency: monthly update

(4) Hospital brand endorsement system

1. Content:

Authoritative hospital reports Category; director qualification category, director academic achievement category, director interview report category; patient evaluation, patient story category.

2. Platforms:

Tencent, Sina, Sohu, People.com, Yiou.com, 36kr;

Southern Health, Medical Clinic , WeDoctor, Fuhe Health, 39 Doctors, Seek Doctors and Medicine, Youlai Doctor, Quickly Ask a Doctor, Baidu Health, Miaoshou Doctor;

Third-party Sohu account, Baijia account, Toutiao account, patients Self-media such as patient Douyin account, Xiaohongshu account, etc.

3. Update frequency: There are 3 specific methods to update the hospital’s marketing strategy on a weekly/monthly basis

Hospital marketing methods

The first step: Expert consultation

Experts are the best representatives to establish an authoritative image. The Chinese have a tradition of superstitious authority. As long as they are labeled as experts, Chinese cabbage can be sold for the price of agave. The hospital also assigns a specialist number for registration, and the price is higher, although it is still the same as treating a cold. Therefore, playing the expert card in medical marketing is one of the commonly used and effective methods.

In the promotion of private hospitals, the influence of experts is even more powerful than the appeal of outpatient clinics, and many patients follow the experts. At present, a common method is for doctors from large hospitals (usually retired) to visit outpatient clinics regularly to boost the technical image of private hospitals. If there are no such resources, you can try to build an authoritative doctor brand in a private hospital to build your own "expert" brand.

Second move: Private public welfare lectures

It is an effective way to shorten the psychological distance between surrounding residents and outpatient clinics through public welfare health knowledge lectures.

Private hospitals can organize it on their own, or they can organize it jointly with community committees. The latter is more effective. It can be covered with a layer of public welfare and strengthen the relationship with the neighborhood committee. The theme should also be closely related to current events. For example, when dengue fever was prevalent last year, some private hospitals asked doctors to explain how to prevent dengue fever, and the activity was very effective.

The third strategy: word-of-mouth communication

As the saying goes, gold and silver monuments are not as good as word-of-mouth among ordinary people.

Consumers’ consumption experience is the most convincing! How to properly use word-of-mouth marketing in the promotion of private hospitals? One way is to rely on good services to win patients' spontaneous word-of-mouth publicity; the other way is for private hospitals to consciously guide word-of-mouth publicity. The common method is to extract typical cases in stages, and then the medical staff will "inadvertently" reveal them when the patient sees a doctor. Three people became a tiger, and the advantages of private hospitals spread to thousands of households with stories.

The fourth move: joint promotion

Under the premise that their own expenses and promotion power are limited, private hospitals can try to promote by using external forces, such as using terminal publicity of pharmaceutical companies, in Conduct publicity activities near private hospitals. At present, many pharmaceutical companies carry out promotional activities at the terminal and are equipped with professional lecturers and publicity personnel. Private hospitals can choose to cooperate with them, organize them together, and use their professional strength to promote themselves.

The fifth tip: considerate service

Compared with technology, this is hardware; compared with price, it is the most transparent; the most likely to be outstanding and entertaining should be service. Service - this seems to be the simplest but is the most difficult to do. To provide services, you must look at the problem from the patient's perspective, not from the operator's perspective. Although many private hospitals have set up guidance desks, the image of guidance counselors in patients' minds is quite different. Place a TV in the IV room so the patient is not too bored while the injection is taking place.

The sixth trick: discount promotion

This method is to carry out promotions based on different seasonal characteristics or current hot topics. For example, the "Healthy Spring Breeze Action" is launched in spring, and discounts for gynecological diseases are launched during Women's Day. The key to operating this method is that the activity points must be new and the content design must be attractive. For example, a private hospital did not choose discounts during an event, but instead gave away specially made exquisite home medicine boxes, which attracted some residents. Even after the event, some residents were talking about it for a long time.