specific methods of hospital marketing strategy

specific methods of hospital marketing strategy. It is necessary to write a marketing plan on many occasions. The marketing plan must have the characteristics of distinct purpose, obvious comprehensiveness, strong pertinence, outstanding operability and exact clarity. Let's take a look at the specific methods of hospital marketing strategy. Specific methods of hospital marketing strategy 1

Part I Market analysis

1. There is a general crisis of credibility in private hospitals

Due to the large investment in the medical industry, the absolute monopoly of medical knowledge by medical staff and the weak supervision of private hospitals by the government in the early stage, some private medical investors who are eager for quick success and instant benefit use false medical advertisements and exaggerate words to operate, resulting in one-time fraudulent medical behavior.

The patients and even the whole society have a prejudice against the honest management of private hospitals. Although the examination of medical advertisements has been strengthened in 2xx, and the marketing mode of private hospitals has changed, the high fees still make ordinary people stop looking at private hospitals and dare not compliment them because the government levies 33% income tax and 5.5% business tax on private hospitals.

II. Analysis of Market Advantages and Disadvantages of Datong Digestive Disease Hospital

Datong Digestive Disease Hospital is the first and only digestive disease hospital in Datong area, which has the advantage of preempting market opportunities; At the same time, it is a newly opened hospital, and it is easier to establish a brand image quickly; In addition, subject leaders are experts from well-known hospitals in Datong area, and it is easier to establish a positive image than other private hospitals. However, we can't ignore the negative impact of private hospitals and the chaotic situation of the medical market.

Part II Marketing Implementation Plan

1. Relying on experts, under the guidance of medical reform policy, we will establish extensive cooperative relations with primary medical institutions and build a two-way referral network

The new round of medical reform has clearly put forward that urban community health, rural health and public health services should be the focus of medical and health work in China in the near future. Our government has also given preferential policies to primary medical and health institutions in many aspects, such as financial subsidies and reimbursement of medical expenses.

The government has also clearly put forward that when conditions are ripe, it is necessary to formulate the first-visit system in primary medical institutions. In other words, most patients in the future will be referred from primary medical institutions. Combined with the characteristics of digestive tract diseases, I suggest that based on the relatively strong brand power of hospital experts, we should establish extensive cooperative relations with primary medical institutions. The specific plans are as follows:

(1) Establish a "counterpart support and two-way referral" relationship with primary medical institutions in Datong, and sign a cooperation agreement

(2) Establish a cooperative relationship with primary medical institutions, and the hospital will provide them with the following support services

1. Receive primary medical staff to come to me free of charge.

2. According to the actual situation of primary medical service institutions and patients' health needs, regularly send senior experts to primary medical service institutions for consultation or conduct health education lectures and health education series activities;

3. Give free health education books to primary medical service institutions every month;

4. Provide free technical consultation, guidance and online consultation to primary medical staff, and primary medical staff who refer patients can follow patients to observe and treat;

5. Ambulances for patients referred by primary medical service institutions are free of charge in our hospital (if the patients come by themselves, they will be reimbursed for their travel expenses according to the distance), and at the same time, they will be given certain development funds (including the commission of primary medical staff) according to the diseases of the referred patients, and certain material rewards will be given to primary medical service institutions with good two-way referral at the end of the year;

6. According to the standard of two-way referral of various diseases, the referred patients will be transferred back to primary medical service institutions in time to continue their treatment after their condition is stable.

(3) cooperative primary medical service institutions have the obligation to cooperate with various public welfare activities of our hospital in the community (towns and villages) and various social surveys, and actively collect suggestions and opinions from local residents on our services.

Second, under the guidance of establishing a friend-style healthy cooperative relationship, we should pay long-term attention to the health of visiting patients and cultivate loyal customer groups.

In China, people have a serious herd mentality and attachment mentality, and they like to look for friends for whatever they do, especially for medical treatment. If we can make friends with all the patients who come to the hospital, not only will they come when they are uncomfortable, but they will also recommend the hospital to their relatives and friends, which will bring a good word-of-mouth effect. The specific implementation details are as follows:

(1) Regular training in service awareness and skills, such as etiquette of guiding doctors and communication skills of doctors;

(2) Carry out empathy with patients and carry out family service in the whole hospital;

(3) Pay a health visit to the discharged patients, such as the first visit within 6 hours, the second visit within three days, the third visit within one week, the fourth visit within one month, and the monthly visit thereafter;

(4) disclose the contact information of medical staff to patients, so that patients can contact medical staff in time when they have health problems, such as making business cards for medical staff in the hospital;

(5) Give emotional attention to discharged patients on a regular basis, such as sending them a blessing message on major festivals and birthdays, and reminding them of their health in the form of short messages on a regular basis;

Third, target the target population to carry out disease screening, and quickly occupy the market

Contact the local government or their work units for the high-risk and easy-to-occur population of digestive diseases, and carry out disease screening in the form of routine health examination for free, and then achieve the purpose of treating patients through quality service. Physical examination items, such as routine examination of internal surgery, abdominal B-ultrasound, blood biochemical tests, chest fluoroscopy and so on.

Fourth, promote sales through multiple channels, so as to enable more people to experience and receive services.

Make full use of opportunities such as opening clinics, major festivals and legal holidays, and promote sales through various forms and channels, such as expert free clinics, preferential treatment fees for examination and treatment, active participation in various public welfare activities organized by the government, and concern for the health of special people.

5. Make full use of Internet tools to win more customers

The Internet is no stranger to today's society. On the contrary, more and more people rely on it for more and more things. Now many hospitals are also carrying out online marketing, but most of them have gone into a misunderstanding, that is, they can't wait to let everyone who browses the website come to the hospital for treatment.

The website has just been opened, and it is either a business communication dialog box or a large number of hospital advertisements, which makes people very disgusted, and the result can be imagined. If we only do health education and technical strength, equipment display and some soft-text publicity on our website, and promote ourselves through the Internet from the standpoint of a third party, the result will be different, and the elements that make others trust will increase a lot. Specific methods of hospital marketing strategy 2

1. Market analysis:

There are seven kinds of newspapers and magazines about English learning published in our school, including 21st Century, English Weekly, English Counseling and Crazy English. The competition is extremely fierce. At present, I understand that the English version of Learning Newspaper is entering our school market in large numbers. It is understood that their sales model is simply to promote sales in the dormitory of the university campus.

but the coverage is not wide, and it is often based on one side. However, the delivery of newspapers or magazines in the later period became the biggest problem, which often occurred in the untimely delivery of newspapers or magazines, or the backlog of newspapers, which did not leave a good impression on students. This is a good advantage for New Oriental English, which has just entered our school market.

second, the analysis of the sales target:

the sales target: the 2xx freshmen of Northwestern Polytechnical University

The total number of the target: it is estimated that the number of the freshmen will be around 3,6

The demand analysis of the target:

(1) For the college students who have just stepped into the ivory tower, they already have their own English learning goals in mind, and they have passed CET-4 and CET-6, and then they look like higher goals.

(2) In our school, because freshmen will have an English placement test about ten days after entering the school, students who are away from the exam for several months will pay more attention to this exam. However, few of them will bring their previous textbooks or materials without knowing in advance, so this is also a favorable starting point for the promotion of New Oriental English.

(3) Nowadays, the reform of examination questions in CET-4 and CET-6 has put higher demands on the English level of contemporary college students. The effective and basic way to improve English performance is to enlarge vocabulary. Looking for a material that can effectively help them enlarge their vocabulary and improve their overall English ability is what many new students want to know. At the same time, passing CET-4 has become a goal for students to learn English.

Third, the marketing field and personnel:

(1) Field analysis of the marketing market: Northwestern Polytechnical University has a vast territory with concentrated dormitory distribution.

(2) Salespeople: In order to carry out better market promotion and sales promotion, salespeople should be spread all over the dormitory areas of freshmen, so as to achieve favorable publicity and sales promotion, seize more markets in the school at the first time, and provide more convenience for the distribution of newspapers in the future. At the same time, considering that it is inconvenient for boys to enter girls' dormitories, salespeople should have a certain proportion of men and women, so as to establish a favorable geographical advantage!

(3) In view of the field analysis of the market, it is estimated that about 4 salesmen are needed in each freshman dormitory on campus for publicity and sales promotion, and about 5 people are needed to send magazines in the later period.

Fourth, publicity and sales promotion:

Publicity theme: read New Oriental English and be the master of the future!

sales purpose: honesty and trustworthiness, service first and customer satisfaction!

Pre-preparation:

(1) Recruitment: Considering the difficulty of pre-promotion, I will recruit students and friends who are more responsible, want to do it and want to stick to it, especially those who have had sales experience before. At the same time, considering the geographical distribution and gender ratio of personnel, the recruited personnel should be divided into five small teams, one of which is a girl, and the leader with strong ability should be selected.

(2) personnel training and experience exchange: as a sales team, we should have team spirit and make concerted efforts to do the sales well. The cultivation of team spirit requires team members to get along more and get to know each other. In order to get better sales promotion results.

it is essential to master certain sales promotion skills. Although one's wisdom or experience is limited, the power of unity is endless, which requires us to learn from experience extensively and communicate with each other. In addition, we should study hard theoretical knowledge and learn more about sales promotion skills.

5. Preparation for sales promotion:

(1) Arrive at school two days in advance and work out detailed planning steps for sales promotion.

(2) coordinate the members of the organization to boost morale!

6. Promotion and sales stage:

(1) Fixed-point publicity: In the entrance stage of freshmen, reception points are set up at the main intersections of the dormitory. Provide free drinking water for freshmen and their parents and make corresponding publicity plates for print publicity. At the same time, if conditions permit, free newspapers can be provided in moderation.

(2) Publicity and sales promotion: Freshmen go to the freshmen's dormitory for publicity and sales promotion during the enrollment period.

(3) Seize the opportunity of hometown association to help freshmen understand university life and English learning, answer many puzzles of freshmen about the university, explain the importance of English and learning methods, and promote our newspapers.

seven, marketing strategy: focus on grasping the psychology of the sales target.

(1) First of all, we should give people a cordial feeling. Self-introduction is very important, and it is necessary to bring our student ID card. As seniors or seniors, we should be trustworthy in the eyes of freshmen. You can introduce them to the school as a senior or a senior, just like making friends. Smile when you talk, and get closer to each other.

The importance of college English learning is revealed in the speech: As freshmen in our school, there will be an English placement test after entering the school, which will determine which level of class they will learn English in. Explain clearly the importance of the placement test. Students in fast classes have better English teachers, which is conducive to the improvement of their English scores.

Take the CET-4 earlier. Moreover, many students didn't bring any books or materials related to English when they came to school. Buying this magazine can make some preparations for the exam and get back the feeling of English. It can also be used for college English courses and CET-4 study in the future.

(2) Take a sample with you when selling, and make your speech as concise as possible, and don't be too commercial when cutting into the marketing theme, which will make the freshmen look disgusted.

(3) If you can successfully sell a magazine, you must issue a formal subscription invoice, preferably for the magazine. Also leave the contact information of the campus supervisor. If you have any questions about newspaper delivery, you can report them to the campus supervisor. At the same time, salespeople should take the initiative to leave their contact information.

You can ask our seniors or seniors for any questions you ask. Even if you can't sell it successfully in a dormitory, you should also leave your contact number as a senior or a senior, which will give the freshman a chance to turn around, and secondly, you can publicize it to his or her roommate and leave a way for those who subscribe in the future. Specific methods of hospital marketing strategy 3

1. Market analysis

xxx is a famous tourist city in China, which is located in three districts and four counties under the jurisdiction of Bohai Bay in Hebei Province, with a total population of 2.3 million, of which nearly half are immigrants from Northeast China. Haigang District is the first administrative region, Beidaihe District and Shanhaiguan District are tourist resorts, and Yaohua Glass, a famous listed company, is located in xxx City. The harbor area in the third district of Gangcheng is the city center.

The population is relatively concentrated, and all municipal government agencies and major medical units are concentrated here; Beidaihe District, as a health resort in the surrounding areas of Beijing and Tianjin, is a tourist service industrial zone with hotels, restaurants and rest homes as the main parts. Shanhaiguan District is also a tourist area, but because of its proximity to Liaoning Province, the primitive heavy industry of the port city has been developed intensively.

the main first-class hospitals in huangdao city are people's hospital, harbor hospital, traditional Chinese medicine hospital, maternal and child health hospital, second central hospital, third central hospital, public security hospital, railway hospital and hospitals affiliated to the army. Public hospitals occupy more than 9% of the market share in xxx, taking the largest people's hospital in the city as an example.

The average daily outpatient service can reach more than 2,. Private hospitals have developed rapidly in recent years. Since the opening of xxxx Hospital as the first private hospital, private hospitals such as Friendship Hospital, Railway Hospital, Public Security Hospital, Reproductive Professional Hospital, People's Hospital and One Center and Two Branches have successively settled in Gangcheng. Private hospitals are all specialized hospitals.

The specialties mainly involve gynecology, andrology, otolaryngology, anorectum, orthopedics, neurology and so on. Among them, students related to gynecology and andrology