What are the specific methods of hospital marketing strategy?

What are the specific methods of hospital marketing strategy? In fact, each of us needs to have certain abilities, whether it is personal development or company Team development requires long-term career planning. The following is a list of specific methods for hospital marketing strategies. What are the specific methods of hospital marketing strategy 1

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 Therefore, they must have the ability to understand market changes and control the market, and try to use marketing strategies to expand existing markets.

Model 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 of personnel. 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: Expert consultation

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 terminals 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 - it 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.

What are the specific methods of hospital marketing strategy 2

Selection of hospital marketing strategies

1. Overview of overall development strategy,

1. Optimize the internal structure of the hospital-- ---Establish comparative advantages

To achieve scientific and reasonable allocation of resources, organically combine funds, talents, equipment and other resources for the target market to form professional advantages, and make decisions based on one's own strengths and the weaknesses of opponents. Make choices, make choices, and establish your own characteristics. On the basis of establishing characteristic departments, increase investment, introduce advanced equipment, select and train outstanding talents, thereby creating a first-class medical brand.

2. The basic strategy of medical services——high-quality majors and small comprehensives

Large specialties and small comprehensives——that is, the local advantage strategy: reducing the comprehensiveness of the hospital , optimize the limited resources of the hospital, focus on the development of advantageous specialties - painless visual abortion specialist, breast specialist, male and female infertility, uterine fibroids, children's ADHD specialist, intellectual development and other specialties, seeking the sustainability of advantages , the extension of services and forming a service chain.

3. The development strategy of Lianchi Hospital—use technology to survive, service to develop, and characteristics to benefit.

Medical service technology is the foundation of all hospitals, and Lianchi Hospital is no exception. It is very difficult for xx Hospital to solve the technical gap with large hospitals by relying solely on itself. Introducing technology and talents is one of the effective methods that Lianchi Hospital can take. In addition, Lianchi Hospital should look for bright spots with development potential under its current situation and integrate the technical resources of medical services in order to give full play to its group advantages. That is: the combination and packaging of medical service products, highlighting technical advantages in gynecology, pediatrics, etc.

4. Strengthen personnel promotion and tap resources to obtain a win-win strategy - cooperate to obtain resources for our own use

Achieve multi-channel cooperation to obtain a win-win situation, including with customers Win-win, win-win with surrounding hospitals, win-win with urban and rural clinics, win-win with employees, win-win with suppliers, win-win with business management departments.

5. Price strategy—cost leadership strategy

Actively reduce various costs while ensuring medical quality and providing good services to seek controllable prices for medical services elasticity. When providing the same service products, if our costs or fees are significantly lower than the industry average or major competitors, within a certain period, the cumulative total cost of all activities that create value will inevitably be lower than the industry average or major competitors. opponent.

On the one hand, the cost advantage allows the hospital to achieve greater profits and accumulate more development funds under the same economies of scale; on the other hand, the hospital will be likely to lose money in an unfavorable operating environment. Have stronger survivability and competitiveness. Another implication of the low-cost advantage is the sustainability of this advantage.

6. Establish the hospital’s service strategy—differentiation strategy

The medical services provided to patients must be unique. The services of xx hospital must work hard on the uniqueness of services and service processes, including adding the hospital's own characteristics in terms of product portfolio of medical services, reputation and brand, medical technology, patient services, market development channels, etc.

7. The hospital’s resource utilization strategy—target concentration strategy

The hospital’s resources are limited. Only by gathering the overall strength of the hospital and concentrating on the development of the hospital’s pillar specialties can we achieve success. It is possible to achieve greater success in a shorter period of time. This is what the saying goes, "concentrate superior forces to fight a war of annihilation." Especially in the placement of advertising resources and human resources.

In terms of publicity, we use 80% of advertising resources to focus on 20% of key businesses, such as: painless abortion, breast disease, infertility, children's intellectual development, etc., which will achieve ideal benefits.

8. Monopolize important communication resources and establish an invisible competition shield-----surprise competition strategy.

Monopolize relatively limited communication resources and establish competition barriers. Use various publicity methods and adopt various channels to organize various forms of public relations and promotional activities to increase the visibility of the specialty department brand until the Lianchi Hospital brand is firmly positioned in the minds of target consumers.

9. Unified image strategy:

Adopting a unified image strategy, using unified patterns, colors, and characteristics, is conducive to establishing the brand image of xx Hospital, which can not only save packaging costs, but also Can expand the influence of xx hospital.

10. Quality management strategy-----Strengthen the quality management of hospital services and win with quality:

Strengthen the quality management of hospital services and win with quality. First, we must establish excellent medical services. And when the hard products are excellent, we strengthen the soft product strength by playing the service card, such as carrying out smile service, star service, etc., and at the same time using the service benefits to further introduce talents, add medical projects, etc., thus comprehensively improving the product strength and solving the problem of The bottleneck problem of hospital market-oriented operation and development.

11. Continuously innovate strategies.

In order to maintain a leading position, relevant marketing activities must be ensured every year to stay ahead of competitors and become the leader in the medical industry in terms of publicity concepts, customer service, distribution efficiency, etc., and to maintain the leading level and leading position through innovation.

12. Address existing deficiencies, improve quality, and increase efficiency.

2. Operational objectives

To further improve the hospital’s credibility, especially to strengthen the construction of trust and reputation, emphasize distinctive and brand departments, and improve medical services Specialize in everything, and establish the brand advantage of xx hospital.

During implementation, we need to focus on the three major themes of "establishing characteristics", "marketing innovation" and "brand building", and work step by step to achieve success. What are the specific methods of hospital marketing strategy 3

Hospital Marketing Plan

1. Market Analysis

The new "Medical Advertising" will be implemented on January 1, 20xx "Management Measures", private hospitals will slowly fade out of advertising marketing strategies and turn to ground marketing and event marketing. Hospitals and outpatient clinics that partially rely on advertising for survival will face severe tests. This is also a "shuffle" of private hospitals.

When most private hospitals choose ground marketing and event marketing, we will also face fierce competition. If we can capture the market quickly and stabilize the market, we will be a big winner.

According to understanding and analysis, most private hospital marketing departments now exist in name only. Some are just a simple "collaboration department" and do not really play a "leading" role. To make the market bigger and stronger, the marketing department must have a clear division of labor, work meticulously, in-depth, and continuously, and provide customers with personalized and differentiated services. To this end, I divided the marketing department into three parts according to market business needs: physical examination center, referral center, and membership center.

2. Marketing Department Setup

The Marketing Department is divided into: physical examination center, referral center, and membership center according to the nature of work.

3. Center Responsibilities

Physical Examination Center: It mainly carries out paid physical examinations and free physical examinations. Improve economic benefits by providing customers with personalized and differentiated paid physical examinations; promote the hospital's brand image and tap potential customers through ordinary free physical examinations. You can also use these two methods to develop physical examination customers into "hospital members" and become potential customers of the hospital.

Referral center: mainly provides differentiated and remunerative referrals to community and corporate medical service points, and specially launches service items that "competitors" do not have; for large national hospitals, individual doctors can be implemented In the form of public relations, remunerative referrals are carried out; referrals from foreign medical institutions mainly tend to be remunerative referrals for surgical projects.

Member Center: Mainly adopts member marketing to develop customers developed by physical examination centers and referral centers into members, maintain member relationships, and capture repeat customers. You can also directly develop new members.

4. Operational methods

(1) Physical examination center

The physical examination center provides different physical examination plans for different groups of people. Especially the testing projects that "competitors" cannot carry out.

1. Paid physical examination

A. Call first and then visit

The physical examination center is equipped with 2-3 telemarketers and 2-3 outside telephones. Enterprises, hotels, entertainment venues, especially finance, insurance, telecommunications, and factories and mines in development zones, will first conduct first-level public relations through telephone calls, and then send business personnel to conduct second-level public relations for those units that are interested in physical examinations and those that are not interested but have not undergone physical examinations. degree public relations.

B. Public relations

Mainly through public relations, together with government departments, in the form of administrative notices, focusing on state-owned enterprises.

2. Free physical examinations

Free physical examinations are mainly used for public welfare activities such as brand marketing and community development. Through free physical examinations, new customers and potential customers are discovered, and "membership card marketing" is carried out on them. ".

(2) Referral Center

Provide differentiated and remunerative referrals in the form of door-to-door public relations by salesmen, focusing on launching service projects that cannot be carried out by "competitors" (testing projects, surgical projects); the form of "individual doctor public relations" can also be tried for national hospitals.

(3) Member Center

The purpose of the membership system is to retain customers and become repeat customers. For different groups, launch different membership cards and propose targeted service projects. There are mainly "student card", "community card", "VIP card" and "cash card".

5. Market Promotion

The purpose of marketing promotion is to establish long-term connections with the developed "market". Many hospitals are constantly developing the market, and there are a variety of means. Customers If you are overwhelmed, if you do not establish long-term contact, you will be forgotten by customers, the development done in the early stage will be in vain, and customers will be taken away by others.

1. DM

DM should be targeted and divided into three types:

A. Students

B. Referral points< /p>

C. Community Family Planning Office

2. Members

Customer return visit system

Establish a text message return visit platform to be responsible for members and referral points Regular text message return visits, the main contents are as follows:

A. The hospital’s latest marketing activities

B. Hospital social news

C. Members’ birthdays, Holiday greetings

D. Health reminder