Primary market
Jinan, the capital of Shandong Province, is an economic metropolis with a total population of about 7 million, with beautiful environment, pleasant climate and developed economy. According to the understanding, whether it is oral health awareness or oral health level, the overall deviation. In China, the average caries rate of teenagers is over 80%, the average periodontal disease rate of adults is over 90, and the tooth retention rate of the elderly is less than 40% (over 60 years old, more than eight). At present, many people in China have oral problems, but there are still quite a few people who do not pay enough attention to oral problems and have not been treated in time. So dentistry is a very potential project.
Jinan has a large population, but there are few professional dental institutions, among which dentistry in affiliated hospitals is the main one. Other hospitals in Jinan cannot form the advantages of maximizing scale and profit.
Second market demand
With the development of contemporary society and the continuous improvement of people's living standards, oral problems are becoming more and more serious. At present, about 50% of the population in China suffers from dental caries, with an average of 2 dental caries per person. The caries of deciduous teeth in 5-year-old children is as high as 80%; 80% of people over 7 years old suffer from various oral diseases. According to Professor Zhang Zhenkang, President of Chinese Stomatological Association, there are 2.5 billion dental caries, 600 million malocclusions and 654.38 billion periodontal patients in China. So it is feasible to open a dental clinic.
Competitors: Among them, there are three professional stomatological institutions (Jinan Best Stomatological Hospital, Shengbei International Stomatology, Jinan Peng 'ai [Dr. Cao] Oral Beauty Center), and the rest are affiliated dentists, which are less competitive than the provincial capitals of populous cities.
Business projects: Among them, three professional dental institutions have relatively complete projects (tooth filling, root canal treatment, tooth restoration, denture restoration, tooth cleaning, tooth beauty, periodontal medical treatment, orthodontic treatment, tooth implantation, surgical treatment, etc. ).
Management means: mainly based on the Internet, Baidu's bidding is left 5 right 8, the relative competition is relatively small, and there are offline and so on.
We expect positioning: the operating projects should be perfect, the network and offline should be combined, and the price of each project should be designed according to the average consumption level of Jinan people.
Competitors: Jinan Best Stomatological Hospital, Shengbei International Stomatology, Jinan Peng 'ai [Dr. Cao] Oral Beauty Center. According to the online understanding, these three houses are thousands of square meters. (Details need to be checked on site)
Advantages of competitors: competitors have gained a little popularity and reputation because they opened hospitals in Jinan earlier. Among them, the three dental medical professional institutions have an area of more than 1,000 square meters, with good medical environment and complete equipment.
Disadvantages of competitors: Three professional dental medical institutions are large in scale, with large investment, and the corresponding treatment costs are relatively large, forming a high-end consumption, which is difficult to meet the needs of more consumers. Dentistry affiliated to other hospitals is difficult to meet the needs of more consumers because of imperfect business projects.
Scale of the third outpatient service
Use area: clinic:140m2. Waiting room: 25 square meters. Office Finance Office: 25m2. The machinery room is 25 square meters. The VIP room is 30 square meters. Network department 35 square meters: total area: 280 square meters
Part IV Medical Contents
Dental filling, root canal therapy, dental restoration, denture restoration, tooth washing, tooth beauty, periodontal treatment, orthopedic treatment, dental implantation, surgical treatment, etc.
Fifth medical equipment
Oral diagnostic equipment is divided into: oral comprehensive treatment equipment, oral implant equipment, oral diagnostic equipment, oral imaging equipment, dental technician equipment, oral disinfection equipment, oral X-ray equipment, oral laser equipment and oral treatment equipment.
1, comprehensive dental treatment equipment
Dental treatment chair, full-automatic dental comprehensive treatment table, turbine mobile phone, various power air compressors, doctor's chair, nurse's chair, desktop electric drill, miniature electric drill, pneumatic drill, built-in or independent negative pressure dirt suction device.
2. Dental implant equipment
Dental implant machine, implant denture apparatus, implant, implant machine, nailing machine, mold taking machine.
3. Dental diagnostic equipment
Root canal length measuring instrument, pulp vitality measuring instrument.
4. Dental imaging equipment
Magnifier, microscope, miniature oral camera, digital camera of oral endoscope.
5, dental technician equipment
Mechanical electric drilling rig, mechanical workbench, laminating machine, mechanical vibrator, mold filling vibrator.
6, dental disinfection equipment
Constant temperature electric oven, high temperature and high pressure steam sterilizer, high temperature sterilization dryer, ultraviolet and ozone irradiation lamp, ultrasonic cleaner, dental mobile phone sterilizer, ultrasonic cleaner, electric heating thermostat, mobile phone cleaning oiler.
7. Dental X-ray equipment
Oral dental tablet machine, head position measuring instrument, curved section X-ray machine, automatic film processor, automatic film processor, X-ray machine, dental CT machine.
8. Dental laser equipment
Low-power laser machine, water laser system, tooth whitening laser system, oral laser comprehensive therapeutic instrument.
9, dental treatment equipment
Light curing machine, ultrasonic dental cleaner, powder spraying dental cleaner, amalgam mixer, root canal dilator.
The list of equipment for the opening of the dental clinic indicates that the estimated price is about 200,000 yuan. (Detailed equipment will be worked out later)
Sixth person
2 doctors, 1 patient, 2 nurses, network department: 1 supervisor, 1 bidder, 3 promoters and 3 consultants. * * * 12 people. Shortcomings will be worked out later.
Seventh input
Rental of house and license: 500,000 yuan/year, decoration: 6.5438+500,000 yuan, and equipment investment: 450,000 yuan.
Advertising expenses for market development and public relations: 654.38+million; Working capital: 200,000 * * *:1.4 million.
Section 8 Forecast of Investment Income:
Dentistry is a hot topic, and everyone generally has dental problems. Because Jinan is a city with a large population and the internet is popular, it is extremely normal for people to go to the hospital about five times a day.
(According to the market in Jinan, it is known that one-time tooth cleaning 150~200, tooth filling 150~400, making more than 2,000 teeth, orthodontics estimation 10000, and other projects are estimated to range from hundreds to thousands. According to the above points, it is estimated that the per capita consumption is about 2000. )
It is estimated that 5 people will go to the hospital for treatment every day, with an annual increase of 10%.
(The above red prices fluctuate)
Based on the above data, it is estimated that the cost can be recovered within two years.
Section 9 Marketing Strategy and Plan
Marketing strategy:
Population orientation: people with dental diseases of all ages.
Market positioning: the middle-end income is mainly based on permanent residents, supplemented by strong consumer groups.
Price positioning: medium price and high quality
Localization: Jinan is the center, and the consumer groups are Jinan locals and migrant workers.
Ideas of market integration: integrated marketing, ground marketing, public welfare marketing, event marketing and holiday marketing.
Promotion direction: hospital target population: the middle-end consumer population in the urban area, extending from the urban area to the affluent social security opening population in the surrounding towns.
Basic publicity in urban areas: community free clinic, leaflet publicity (), newspaper, TV and SMS advertisements.
Annual work arrangement:
Early stage: define the responsibilities of each post and enhance the understanding of professional knowledge and service awareness of each post.
Online: major search engine optimization, bidding advertising investment. Online maintenance of brand encyclopedia and related brand words. Understand the opponent's data and bidding input in the early stage, grasp the market dynamics as soon as possible, and reasonably control the online promotion cost.
Offline: Carry out a series of off-line marketing activities such as publicity, free clinic, health survey, etc. for target markets such as schools and communities, so as to enhance the awareness of tooth care at all ages. This year's focus is to carry out more in-depth marketing and marketing work, and launch offline according to local actual conditions. Seize market share. Improve performance! In the later period, it extended to surrounding cities and rural areas with Jinan as the center.
1, annual task:
① Establish a stable, united and enterprising marketing team;
(2) Establish regional ground stable marketing network channels;
2. Stage division:
① Work integration period: March, April and May;
② Performance improvement period: June, July and August;
③ Overall maintenance period: September, 65438+ 10, 165438+ 10;
④ Annual summary period: 65438+February, 065438+ 10 and February. (The above dates can be changed according to the actual situation)
Activity arrangement:
Festival cycle:
January: New Year's Day welcomes the New Year.
February: New Year greetings.
March: March 8 girl
April: 4.7 World Health Day
May: May Day.
June: Children's Day.
July: Party Building and Patriotism
August: support the army and love the people
September: Freshmen in Colleges and Universities
October: National Day.
165438+ 10 month: hospital construction
65438+February: feedback from members (the above holidays can be agreed, and the specific activities can be formulated through discussion and analysis).
Brand promotion: 1. Strengthen brand promotion through the internet.
2. Publicity and free clinic in major activities. During the activity, integrate relevant media, create news reports, and further improve the popularity of oral brands.
3. Publish the introduction of hospitals and special treatment projects on relevant advertising carriers.
4. In-store promotion, improve the doctor-patient relationship, maintain the trust of new and old customers in the hospital, and enhance the brand of first-class hospitals. Provide training on doctor-patient communication in medical care, so that guests have a sense of belonging; Training communication skills to attract more? An acquaintance introduction? When guests come to the hospital, doctors should communicate more to expand the consumption development of patients.
Marketing plan:
(1) Regular Marketing-Free Clinic and Oral Science Promotion:
Free clinic:
Conduct on-site free clinic 2-4 times a month, prepare relevant materials according to different objects, and make statistics, induction and report on the results of free clinic.
Oral health promotion:
School-oriented, actively contact with the school, and invite senior professional doctors to teach students oral health knowledge and prevention of common dental diseases in adolescence by using health classes;
At the same time, walk into the community from time to time to display oral health care panels, so that more people can understand oral problems.
Community public relations activities:
Free consultation activities, family visits, various social activities, cultural evenings,
Festival celebrations, community public welfare activities. By talking to the masses? Zero distance? Communication,
Create a good image of the hospital and improve its popularity.
(2) Special festivals:
Love teeth day, Teacher's Day, etc. ) Plan ahead and prepare for related activities and promotional items. At the same time, contact the relevant media, conduct event marketing reports, and enhance the overall image of the hospital.
Advertising: selective advertising and effective communication!
newspaper
Positioning of health sector: brand promotion combining news soft articles, public welfare activities, oral science popularization and special promotion activities.
Increase publicity through annual leave.
Holiday orientation: introduction of hospital specialties and discount activities, etc. (The details will be discussed later).
Cost (to be determined)
Network marketing:
Promote through own websites and third-party websites.
Promotion principle:
1. advertising sequence: ground advertising is the first consideration in hospital brand promotion. First, is it because of the ground advertisement? Limited? With what? Exclusivity? Second, because of ground advertising? Direct? With what? Repeatability? , so? Whoever occupies the ground advertisement will occupy the ground opportunity. .
2. Push the whole first: push the whole brand first, and then push the department characteristics.
3. Focus on integration: unite all forces that can be United and make use of all available resources!
4. Advertising as a supplement: news hype, media use public relations.
5. Marketing promotion: Marketing cost is basically the cost of manpower and material resources, and its effect can be affirmed from DM and free clinic publicity. Therefore, to strengthen marketing development, it is necessary to strengthen staffing and team management.
(Marketing plan and changes according to local conditions)
(Author: Chen Qingsong) Reprinted please leave your name.