Hospital marketing model, in order to ensure the smooth progress of things or work, we usually formulate ideas and marketing methods in advance, and focus on specific themes, and finally achieve the expected results. Let's share the marketing model of the hospital.
Hospital marketing mode 1 mode 1: establish marketing planning department within the hospital.
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 risks.
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 model II. What aspects can the hospital's marketing model and business philosophy start from?
Analyze the local medical market
Market competition has developed from a single market competition in the past to the competition of ideas and advanced consciousness. It is worth recalling that some medical institutions entered the medical market one step earlier than the reform and opening up. They introduced advanced concepts and operations such as competition mechanism, employment system, distribution system, advertising operation and quantitative management. Seize the market, complete the primitive accumulation of capital, and have the scale of today's hospital.
First of all, analyze the local medical market and find the orientation of hospital management. Without in-depth investigation and scientific analysis of the local medical market, it is definitely blind and inefficient to talk about hospital management strategy.
The investigation and analysis of the medical market can start from the following five aspects:
1, investigate and analyze the composition of endemic diseases, and focus on identifying common diseases, frequently-occurring diseases and incidence.
2. Investigate and analyze the disciplines of existing local medical institutions, and focus on finding out which disciplines are mature and stable, and which disciplines are immature or blank.
3. Investigate and analyze the local economic situation and population composition, and focus on determining the local residents' ability to pay and the proportion of the population participating in medical insurance.
4. Investigate and analyze the total amount and development level of the local medical market, focusing on understanding whether there is potential to be tapped.
5. Investigate and analyze the medical investment environment, focusing on the policy orientation and basic attitude of local party committees, governments and relevant departments towards private medical institutions.
Through the above five aspects of investigation and study, we can initially determine the marketing model and business philosophy of the hospital.
1. Decide whether to be a general hospital or a specialized hospital.
2. Determine the target population? Who is the main target of this service?
3. Determine what measures to take? From what way to quickly occupy the locked market.
Determine the development model
Without a clear development goal, there will be no direction and motivation, and hospital leaders and employees will not be well integrated. Whether the goal is correct or not is directly related to the speed and structure of hospital development. Of course, without a practical plan, no matter how big or good the goal is, it is just empty talk. Hospital development goals should include short-term goals and long-term goals.
Short-term goals are generally within five years, including: accurate and rapid market entry, well-known professional brands, competitive service quality, growing talent team and increasingly perfect medical facilities. Long-term goals also include: loyal and reliable customer base, stable and considerable return on investment, etc. On the basis of careful calculation, the above goals can also be quantified.
In order to achieve the development goals as scheduled, we must make the following plans: infrastructure construction planning, medical equipment planning, personnel training and discipline construction planning, hospital culture and system construction planning, hospital marketing model planning, financial management and economic revenue and expenditure planning.
Hospital marketing mode 3 How to do hospital marketing?
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.