According to the business form of 1 1 year, the following plans are made for 1 1 year:
I. Determination of annual task indicators
According to the business form of 1 1 year and the existing sales staff and marketing channels, the total business index of 1 1 year is determined to be 4 million. The specific breakdown is as follows: telemarketing (consulting department) 2 million network marketing (network department) 6.5438+0 million relationship marketing (medical department) 600,000 marketing (marketing department) 400,000. Divide the above indicators, determine the person in charge of the corresponding marketing channel, subdivide the indicators into everyone, every month and every week, and implement quantitative management and monthly assessment mechanism. Establish an incentive mechanism to reward individuals and responsible persons who have completed the indicators.
Second, the expansion and improvement of marketing channels.
1. Continue to advertise in print media: choose the combination of Hefei Evening News and Xin 'an Evening News, and make the advertising plan combination according to the reading group. Hefei Evening News focuses on wrinkle removal and body shaping projects, while Xin 'an Evening News focuses on face-saving projects and activities promotion.
The specific way is: Hefei Evening News is put on at a fixed time every Tuesday, Thursday and a half. Mainly focus on wrinkle removal projects, and promote body advertisements seasonally by joining clubs. Xin 'an Evening News mainly focuses on facial projects, with activities to promote advertisements, which are put on from time to time. Strictly review media prices and strictly control newspaper advertising costs.
2. Strengthen network marketing. Network marketing has gradually become the main sales channel of plastic surgery industry. At present, we start late and have a slow pace. Insufficient network sales personnel, technology and investment. 1 1 Actively carry out Baidu keyword bidding ranking, try to put online advertisements, consolidate and strengthen cooperation with all recommended websites in China, establish a high-quality beauty forum, and strive to get involved in every effective way of online marketing. At the same time, we will increase the number of online sales staff and improve their online sales skills through active and continuous training.
3. Strengthen relationship marketing. At present, the development and utilization of intraoperative and postoperative resources in our hospital is relatively weak, which requires great efforts and multi-channel rectification.
(1) Change the traditional concept of attaching importance to medical treatment and neglecting sales, and actively carry out various sales activities to customers on the premise of ensuring medical quality and medical safety.
(2) Improve the overall quality of medical services and run high-quality and effective services through medical activities. Receive customers with a friend's attitude and complete the treatment with a relative's attitude.
(3) Strengthen the training and learning of medical staff's sales skills, and improve the sales skills of medical staff through continuous sales skills training and job change training for nurses and consultants.
4. Actively carry out marketing and all-staff marketing. Establish an effective cooperation plan, and ask the staff of the whole hospital to actively explore customer resources in beauty salons, hairdressing clubs and entertainment places where the target population is concentrated. Strive to make sure that everyone can bear the indicators and everyone can make achievements.
5. Further broaden the media. At present, the media we choose is relatively simple, so we should broaden the forms of media delivery, attract more consumer groups and increase the economic income of outpatient service. It is planned to conduct media surveys on radio stations and buses, and make corresponding preparations for launching. College students and office workers are important consumer groups, and it is planned to choose the promotion method-DM direct publication in this group.
6. Change the promotion method of activities. On the basis of the original activities, we will increase the forms of membership experience, outdoor promotion, appraisal activities, guessing activities and academic meetings. And jointly organize with relevant units to publicize the corporate image and project promotion objectives of outpatient service, realize the organic unity of authority and experts, increase credibility and attract more consumers.
Third, establish a standardized daily workflow, improve the division of labor, and clarify individual job responsibilities.
1, through the establishment of a standardized daily workflow system to ensure the standardized and standardized operation of the hospital, so that the daily work has rules to follow, avoiding the chaotic situation of disrupting the war and alleviating the possible contradictions and problems before and after the operation. Create an active atmosphere between consultation and medical treatment.
2, through the establishment of a sound division of labor and clear personal responsibilities, so that all departments and individuals carry out their duties. In particular, it is necessary to clarify the post responsibilities of middle and senior managers, strengthen the quantitative assessment mechanism, and resolutely suspend those who fail the assessment.
3. Gradually implement a top-down competition mechanism. Capable employees can be appointed without exception, and those who are incapable can be resolutely laid off.
Fourth, strengthen the construction of human resources team.
1, actively introduce high-quality and high-quality talents from all departments, conduct targeted and systematic training for existing employees of all departments, and at the same time formulate training plans, write training courseware and highlight thinking.
2. Focus on strengthening the construction of consultants, and strive to improve the consulting ability and skills of consultants through external training, internal self-learning and summing up experience for high-quality consultants.
3. Strengthen the reception quality and basic etiquette of all staff according to the standards of star-rated hotels, and enhance the overall image of the hospital.
4, take a number of employee welfare measures, establish a better personnel incentive mechanism, fully mobilize the enthusiasm of employees and their loyalty to the enterprise, and maximize their work potential.
The above summary plan will be a programmatic document linking the past with the future. Summarizing the past is to inspire the future. With the gradual implementation of the above plan in the new year, it is hoped that all departments and individuals can accomplish their work objectives seriously, practically and efficiently according to the 1 1 year plan, and strive to win the annual sales performance of 4 million.