Obstetrics and gynecology hospital marketing activities, hospitals sometimes need to carry out marketing, the medical market is a huge market, and any hospital can not meet all the needs of the whole market. Let's take a look at the marketing activities and related materials of the Obstetrics and Gynecology Hospital.
Marketing Activities of Obstetrics and Gynecology Hospital 1 1. Purpose
1, rapidly expand the visibility (image) of XX Gynecology Hospital in the public, and build the hospital's expert brand, department brand, technology brands and service brand.
2. Quickly establish new consumption habits and seize the medical market share.
Second, the goal.
1. Establish the overall popularity and reputation of XX Gynecology Hospital.
2. Promote the special departments, special projects, new technologies, new projects and quality services of XX Gynecology Hospital.
3. Promote the brand of expert team of XX Gynecology Hospital and convenient, affordable, efficient, high-quality and warm service.
4. Quickly expand the market share of XX Gynecological Hospital and increase the market share.
Third, the market positioning of XX Gynecological Hospital
Because the patient flow of private hospitals is not fixed, which greatly affects the stability of private hospitals' profits, it is necessary to expand the number of outpatients. Its market positioning is as follows:
1. Stabilize the surrounding areas (communities, rural areas). Based on the surrounding communities, we will attract stable customers with "concern and love" and lay a good foundation for word of mouth.
2. Seize the opportunity of medical insurance. It is imperative for private hospitals to join medical insurance. Only by striving to join medical insurance can private hospitals ensure the stability of surrounding consumer groups and achieve better cash flow.
3. Actively publicize the preferential policies of designated hospitals and hospitals for medical insurance, gradually accumulate them, establish a reputation, and lay a good foundation for long-term brand building.
Hospitals should analyze and position their own markets, find out their advantages and disadvantages, and conduct comprehensive argumentation and planning. Here, I provide the following analysis framework for the hospital.
1, advantages:
(1) approved by the provincial, municipal and district health administrative departments, and built according to WHO and JCI standards.
② Professional and technical advantages
③ Perfect supporting facilities
④ All kinds of insurance designated institutions.
Disadvantages:
(1) Mature competitors.
② advertising effect.
(3) People still lack a deep understanding.
(4) Very famous academic leaders are especially needed (this city is particularly important)
2. Competition: such as the Fourth Military Medical University, Xi 'an Women's Hospital and Sanqin Hospital.
3. Market: The market is large, the people's living standards are constantly improving, and there are extremely high requirements for the quality of life.
From our market survey, we know that the latest health survey released by the Ministry of Health shows that 20% of us don't go to the hospital now, and one of the most important factors is the high cost of the hospital. Low-and middle-income people account for the vast majority of urban people (rural areas), and the market is huge. As long as we locate it accurately, the source of the disease will not be a problem.
In addition to price competition, in hospital competition, patients judge the quality of a hospital service according to their own feelings. By comparing patients' expectations of the hospital with their feelings of receiving services in the hospital, if their feelings and experiences exceed patients' expectations, then it is good medical service.
Patient's feelings in hospital >: Patient's expectation = good service quality.
Patient's feelings in hospital, patient's expectation = poor service quality.
Patients' feelings in the hospital = patients' expectations = average service quality.
It costs money for patients to receive services in hospitals. Providing value-added services can form "loyal customers". According to the management concept of modern hospital service, "loyal customers" are the main source of profits and the driving force of hospital development. A basic way to judge value-added services is that hospitals provide more additional services after providing basic medical services.
Fourth, the leading brand service strategy-"optimistic about the disease"+value-added services
The fundamental purpose of patients going to the hospital is to look after their illness and relieve their physical and mental pain. Conversely, in the final analysis, hospitals should be able to solve the problem of "illness" for patients. From the perspective of the medical market, whoever can solve patients' problems well will gain the trust of patients; With the trust of patients, the hospital can develop smoothly. Only in this way can we rely on medical technology and medical quality.
In terms of services, such as one-stop service in the hospital, patients are accompanied by special personnel when they are admitted to the hospital, and discharged doctors and responsible nurses are sent to the gate; Online leisure, patients' birthdays, and flowers; These excellent services are free of charge. After the patient is discharged from the hospital, we still need telephone follow-up visits to solicit opinions and continue to provide help.
Verb (abbreviation for verb) High-quality parity strategy-
In order to let patients "spend less money to take care of their own diseases" or "spend the same money to enjoy more satisfactory services", our hospital will adopt the strategy of "high quality and good price" to reduce the fees of some examination items and let patients get more benefits.
Six, marketing promotion strategy-highlighting the characteristics of specialty, department, technology and service. Pay attention to the community (countryside)!
1, actively develop medical insurance, improve service quality, cultivate credibility and reduce the harm of false advertisements.
2. In the initial stage of market cultivation, expand multi-channel marketing and advertising, quickly establish popularity, and establish a solid position and new consumption habits.
3. For urban community residents and floating population, universities and vast rural areas. (Implement special preferential treatment strategy for old employees)
4, a clear understanding of the target appeal, give full consideration to patients' psychological habits, to avoid causing patients' psychological antipathy.
5, based on the community, colleges and universities, to promote the community (rural). To become a satisfactory hospital in the hearts of ordinary people, and strive to take the community (rural areas) and major universities as the development basis.
6. The media should be the media that people are used to, such as urban community media, social news newspapers and public facilities.
Seven, media combination strategy
The integration of advertising should be the combination of image advertising and sales advertising, and the combination of TV media and other channel media. See the image advertisement of the hospital on TV, the brand building advertisement of the hospital in newspapers and periodicals, and then see the detailed introduction of the hospital through the Internet, the follow-up service of the medical magazine briefing, and the public service advertisement of the community as the foundation. Through the all-round information understanding of patients, the credibility of the hospital will be effectively strengthened immediately, which will lead to impulse and action consumption and realize business sales.
Marketing Activities of Obstetrics and Gynecology Hospital 2 I. Background and purpose of the activities:
Activity background and purpose: According to the relevant survey data, among the nearly 700 million female population in China, nearly 280 million women suffer from gynecological diseases. Because there are no obvious symptoms at first, women often go to the hospital when they can't stand it, but they have missed the best treatment opportunity. Specific to our province, female friends are generally weak in health awareness and have no habit of regular physical examination, which has laid a hidden danger for their health and even life safety. XX Hospital is a military general hospital established and developed by 1948.
Minimally invasive gynecological center is one of the key departments, with a team of gynecologists with rich clinical experience and profound theoretical attainments, equipped with a large number of advanced high-tech diagnosis and treatment equipment. "Minimally invasive gynecology is beauty" is the service concept of minimally invasive gynecology center. The center always provides high-quality diagnosis and treatment services for female friends with advanced and reliable equipment, rich and skilled technology and enthusiastic and innovative services.
The main function of the Provincial Charity Federation is to help the poor. As a vulnerable group, women are also among the help of the charity Federation. Can help them solve problems, care about their health, lend a helping hand in the most difficult time, and better reflect the charity image of the charity Federation. This time, XX Hospital and Charity Federation set up a platform for each other, and * * * launched the love and medical promotion project of HN Charity Federation, which means that the health status of women in our province will be protected and cared for more professionally and meticulously.
Second, the purpose of the activity:
Purpose: Through the charity activities of HN Charity Federation, we can solve the problem of seeking medical treatment for some female patients with family difficulties and provide more professional and meticulous care for the health of the majority of female friends in HN Province.
Third, the nature of the activity:
Nature of activities: public welfare large-scale aid activities
Four. Campaign slogan:
Campaign slogan: Provincial Charity Federation loves to help doctors, 38 HN Charity Associations love to help doctors, and collect 38 love operations.
Verb (abbreviation for verb) Activity time:
20xx March 1 ~ 20xx March 3 1 Activity time: launching ceremony: Monday, the ninth day of the first month) Launching ceremony: February 22, 20xx (Monday, the ninth day of the first month).
Location of intransitive verbs:
HN Charity Federation Location: Minimally Invasive Gynecology Clinic of XX Hospital
Seven. Participating units:
Participating unit: Organizer: HN Charity Federation Media Support: Dahe Newspaper Network Support: XX Health Network Organizer: XX Hospital
Eight. Activities:
Activity content: HN Charity Federation will allocate some funds as the basic funds for this caring medical assistance activity, and promise that this activity will provide 500,000 special medical examination packages for female friends in the province, and the special expenses for surgical assistance projects will be 3.8 million yuan. Female friends.
1, providing 38 yuan's special assistance package for women's health for HN's female friends. Based on their years of experience in women's physical examination and comprehensive consideration of the health status of HN women, the Provincial Charity Federation entrusted XX Hospital to set up this special aid package. Aid package The aid package includes the following items:
(1) Female special physical examination: gynecological examination, routine leucorrhea, gynecological abdominal B-ultrasound, urine routine, cervical curettage, colposcopy and infrared mammography.
(2) Special minimally invasive surgery assistance: mainly including ovarian cyst, hysteromyoma, cervical erosion, special minimally invasive surgery assistance: refractory gynecological inflammation, breast diseases and other types of minimally invasive surgery, the amount of surgery assistance is 200-800 yuan, and the cash assistance is reimbursed by HN Charity Federation.
(3) Characteristic gynecological physiotherapy experience: In order to let more women enjoy advanced and efficient characteristic gynecological physiotherapy experience physiotherapy, women who receive physiotherapy can enjoy it for free every 5 times.
2. 38 sets of free surgery for love The Provincial Charity Federation will collect 38 sets of difficult gynecological surgery in the province, and all poor families can use them free of charge. The number of places will be summarized by the Provincial Charity Federation, and the family situation will be verified and provided to XX Hospital to screen eligible patients for surgery. The expenses shall be fully reimbursed by the Provincial Charity Federation.
Nine. Activity flow
1. Contact with various cooperative units in the early stage. Completion time: coordinate with all cooperative units before March 18.
2. The launching ceremony of the event is tentatively scheduled for May 8th.
3. On May 8th, the media began to publicize.
4. Newspaper advertisements will be started on May 8th, and registration will be accepted.
5. Overall promotion of market and ground activities and publicity activities.
6, activities in progress, for eligible patients for surgery.
7, surgical patients to the Provincial Charity Federation for reimbursement of relief expenses.
8. Summarize the activities.
X. Assistance process for qualified patients
1, 38 patients with free surgery: patients with free surgery: the list is provided by the charity Federation → confirmed by the hospital → finally determined the number of free surgery places → the hospital, charity Federation and patients determine the time and details of surgery → perform surgery → make relevant reports → pay a return visit and review after surgery.
2, minimally invasive surgery to assist patients after the start of activities to accept registration, consultation and appointment to confirm the operation time, outpatient service to confirm the cost of surgery assistance, pay the cost of surgery, patients with surgery payment form and medical aid card to the provincial charity Federation for surgery reimbursement.
XI。 Activity promotion plan
The activity promotion is divided into four parts, mainly relying on newspapers, newspapers, internet, ground activities and outdoor stop signs.
On the day of the launching ceremony of the 1. event, news reports were made on the launching ceremony, and the event was distributed in other pages.
2. On June 24th, 65438+ began to publicize the Evening News No.24, Dahe Daily No.25, Business Daily No.26, and today's newspaper No.65438+March 0th.
3. During the activity, soft and hard advertising content was placed in today's newspaper, evening newspaper and business newspaper.
4. The outdoor stop sign will replace the existing advertising content with the activity content.
5. The activity is posted on the website for online registration and consultation.
6. LED display activities at the entrance of the center.
7. Make a banner and hang it in front of the hospital.
9. The ground community should cooperate with the posting of activity posters and the issuance of activity notices.
Marketing Activities of Obstetrics and Gynecology Hospital 3 I. Significance of the Activities
1, continuously improve the hospital's popularity. Increase the hospital's exposure in society.
2, the percentage of hospital outpatient service. Because of the season, the number of outpatients has decreased significantly compared with previous months.
3. Increase the fan base. With the gradual development of marketing work, the importance of fans is also highlighted. The future is the era of fans. For example, Lei Jun of Xiaomi mobile phone is the fan economy.
4. Brand image. Efforts will be made to turn this activity into a public welfare activity, enhance the brand image of Renhe Orthopedics, and change people's views on private hospitals.
Two. Programme of activities
In mid-July, the activity of "Making Hot July Cooler" was launched. In order to make Xuchang people get more benefits in this hot summer, it is not hot.
Xuchang Renhe Orthopedic Hospital, without the support of Xu Changren, could not survive in Xuchang for ten years. It is grateful to the society and gives back to Xuchang. During the activity period (7. 1-7.30), elderly people over 65 can enjoy the following free activities with their ID cards:
Free expert diagnostic examination. (Inviting Professor Li Guangzhi, a pain expert from Beijing 30 1 Hospital, to visit the hospital)
Third, the hospital plan specific implementation plan:
In the implementation of the plan, it is mainly divided into land, sea and air.
1, Shanghai spread events from newspapers, television, outdoor and other traditional media.
2. The X-frame made by Lu in the hospital lobby spread from the inside of the hospital, so that the patients in the hospital can enjoy this activity better.
3. Spread through the network, focusing on WeChat, Weibo, websites, forums and blogs, and launch virus marketing on the network.
Generally speaking, mobilize the masses, participate extensively, and spread things in a form that everyone likes. We should fully improve our enthusiasm and initiative!
Fourth, conclusion:
July is just the beginning. Cultivating fans is a long-term project. Starting from July, I hope to launch different activities every month to cultivate fans. Let fans become our' helpers', our best free publicity tool, and let our fan economy become our biggest thing!