The correct way to open hospital brand marketing!

202 1 is coming to an end, and 2022 is coming, and the new year strategy of medical marketing has begun. At present, many hospitals are taking the road of marketing. The theory that marketing is king once appeared in major hospitals. However, from the perspective of the whole medical environment, hospital marketing has not brought much room for the whole industry to rise, but has buried hidden dangers of falsehood and distrust. The specific manifestations are: the new media of medical marketing is getting weaker and weaker; The effect of Baidu is getting worse and worse; Information flow shuts out medical treatment; Traditional paper media is subject to the double constraints of urban management advertising law; Old-fashioned methods can no longer bear the burden of medical marketing, medical policies are becoming more and more standardized and strict, and social media know little about biased reports on private medical care. This hidden disease has shown his ability to destroy profits. Without innovation, hospitals will slowly wither and be swallowed up by innovators. At present, many operators can only look at the ocean and sigh in the whole distrustful medical environment, and few operators can turn the tide. The reason for this is that they didn't introduce correct marketing ideas and ideas at first, and didn't form a healthy development situation. Summary of main problems encountered: 1. In the era of interconnection and Internet of Things, how can network, market and planning complement each other online and offline? Who is lighter and who is heavier? After 2,90,00, it has always been the mainstream, new marketing? New management? 3. Where is the next media platform for information fragmentation? 4. How can the special medical care industry be vertical and platformized with other industries that occupy a lot of resources? 5. What reforms are needed for hospital internal reform? 6. Is it reliable to rely on the policy of over-reliance on medical insurance? The new hat brand marketing outsourcing strategy launched by Holes can help hospitals return to the essence of medical services, and at the same time, it can also help hospitals find the right brand positioning and gain the reputation accumulation and recognition of consumers. The correct way to open the marketing of the hole hospital: first, build the hospital brand. Holes believes that brand-based focus is the spirit of hospital value culture and the ultimate quality of medical services. Brand is naturally formed by the precipitation of daily medical activities in hospitals and the accumulation of consumers' recognition of hospital brands. Quality and honesty are two basic elements in the process of brand formation. Because the precipitated cost of medical quality exists in the process of brand formation and development, the key node lies in whether the brand can satisfy consumers' experience and emotional utility in receiving medical services, and whether it can bring higher premium and stable income to hospital value services in the future. Brand is very important because it is a valuable intangible asset, and its value exceeds that of medical service products. Brand equity is mainly reflected in the core value of the brand, or the core value of the brand is also the essence of the brand. Now the medical industry really needs competition. Without competition, no one knows how well their hospitals are doing. At the end of the competition, which hospital is the best, which hospital can persist to the end, and which hospital has the highest core value. Obviously, this kind of goodwill needs to be cultivated by the same medical market in all hospitals. However, private hospitals that have not experienced great baptism must go all out in medical technology and specialties if they want to take the road of brand, which is enough to produce a huge turning point. Because the durability of brand success is different in different environments. At present, consumers generally distrust private hospitals with their own brands, and the biggest problems faced by private brands are still medical quality and standardized integrity. Then, if you pay too much attention to the current business performance, you will lose your existing brand. Second, pay attention to the core selling points of hospital brands. The core selling point of hospital brand is the external expression of the core value of hospital competitiveness, and it is also the most important medical service product information transmitted to patients and consumers. Because patients have begun to choose hospitals with psychological feelings, only by strengthening brand building and implementing brand management strategy can hospitals win patients, create advantages and develop sustainably in the fierce competition. Hospitals highly recognized by the industry will always consciously or unconsciously adhere to or unconsciously match the positioning based on medical technology brands. Medical technology brands is the core of hospital strategy, and the foundation of hospital brand is to persist in building medical technology brands and build medical ethics and reputation. Third, the market positioning and promotion of hospital brands are mainly promoted by various departments and corresponding characteristic diagnosis and treatment technologies: most private hospitals can't compete with local large public hospital brands at all. If we promote the hospital as a whole brand in the early stage, we will not be able to show our unique technology. Large hospitals may not have much advantage in the whole medical industry in a single department, but they can balance or even expand their advantages with their own overall brands. In fact, this is exactly what our private hospitals can use. On the whole, we don't have to fight against the advantages of public hospitals, so it is far better to promote the brand with the unique diagnosis and treatment technology of our independent departments. Promotion is based on a single department and a variety of characteristic diagnosis and treatment technologies: many private hospitals are characteristic hospitals of related diseases. For example, anorectal hospital, otolaryngology hospital, asthma hospital, gastrointestinal hospital and so on. The diagnosis and treatment techniques in these hospitals are very targeted. This advantage is mainly reflected in: it is easy to form advantages in specific fields and form a professional hospital with characteristics for the public. Fourth, establish a brand and image. Any hospital must attach importance to the establishment of brand. Brand building can be roughly divided into the following small directions: 1, brand building with patients as the first perspective, the quality and ability of doctors themselves, the external and internal image of hospitals, the technical professionalism of hospitals, the service quality of hospitals, the packaging of experts and doctors, and the psychological brand building of patients. The .......................................................................... era is changing, and the survival of the fittest. Branding and standardization are the general trend of private hospitals. Doing a good job in hospital business, consolidating the advantages of diagnosis and treatment services and enhancing brand communication are the ways to find new sources of income and profit. Important notice In the new media era, online marketing has become more and more popular and become the main force of promotion, and "medical marketing" has become more and more popular. What followed was more intense competition. So, how can we improve our "medical marketing" competitiveness? It is very important for the marketing department to make clear the functional orientation of the marketing department, what role the hospital marketing planning department should play in the whole functional system of the hospital and how to position it. Marketing Outsourcing Strategy of Holes Hospital Hat Brand Using Integrated Marketing to Improve the hospital's popularity and reputation. Integrated marketing refers to the effective integration of various available marketing methods to improve the marketing effect. We take effective measures to increase the promotion of hospital brands, and improve the reputation of hospitals while constantly improving their visibility.