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Hospital marketing personnel how to do

Hospital marketers how to do

Hospital marketers how to do, in life, in fact, we can contact a lot of different industries, and we all know that in the workplace in fact, each industry will have some of their own internal regulations, the following understanding of hospital marketers how to do.

Hospital marketers how to do 1

Traditional marketing

The use of mass media for hospital publicity and the dissemination of deeds, such as cooperation with the television station to create a health missionary program, health knowledge lectures.

Submitted to the newspaper for major medical issues or common medical problems and analysis of the answer, through the health of raw missionary columns, publicizing health science and the hospital's departmental advantages and characteristics.

Carry out public welfare activities with group attention and community influence, such as free medical checkups for retired government cadres, outstanding teachers of the year, outstanding employees of community enterprises of the year, and national or municipal "May Day Model Workers", etc., and long-term exemption from fees for the elderly above a certain age or widows and orphans, and other social assistance groups. The company also provides free medical checkups for the elderly above a certain age, widows and orphans, and other social assistance groups, and provides free medical checkups for outstanding students in the college entrance examination every year.

The use of flexible price competition strategy to benefit patients, so that patients "spend less money, see the good", or "spend the same amount of money to enjoy more satisfactory service", to take the lower part of the examination program charges, to control the use of large prescriptions and imported ( joint venture) drugs and other measures. The measures include lowering the fees for some examination items, controlling the use of large prescriptions and imported (joint-venture) medicines, and designating one day a month as a free open day for medical treatment.

The establishment of the "free treatment policy for special cases", "medical relief funds", and the government to carry out joint love activities, the implementation of relief for poor patients, and advocate for the community to carry out mutual aid and care activities, the establishment of the community's collective image of citizenship, so that the hospital in the public appeal of the formation of a benchmark position. The company's main goal is to provide the best possible service to the public.

Out of the department and the hospital, in-depth community medical services, can be implemented, such as "medical and cultural together into the community", if the community service object can be satisfied with the service, these stable patient groups can be more easily converted into lifelong customers.

Private hospitals are inseparable from advertising, and even more inseparable from marketing. The opening of a new hospital, to save advertising costs, must adhere to the marketing road. The most rapid way, is the event marketing. Event marketing, the most typical of the first few days of the opening of the new hospital free open treatment. Then, three days after the free treatment, it happens to be the patient follow-up period, and then launched a half-price discount. Promotional activities are over, the use of the set of information for detailed digestion, do conference marketing. That is, the "short and quick" three-step: → free treatment set of information → three days after the discount → for big diseases to engage in conference marketing

Website marketing

Patient behavioral analysis

Patient behavioral analysis

< p> The patient is the core target of the hospital website marketing, hospital website marketing should be patient-centered, read the patient to read the hospital website marketing. (This is also one of the most difficult aspects of consumer psychology)

Hospital Website Packaging

Highlight the technical examples of the hospital, show the image of the hospital, and convey the culture of the hospital to the patients. Do patients can rely on the hospital website, do let the patients have viscosity of the hospital website, do to the patients have guiding, marketing hospital website. Not doing a good job of hospital packaging work, directly affecting the hospital's patient conversion rate.

Hospital website promotion

Choose the right way to promote the hospital website. If the website is not promoted, few or no patients will visit the hospital website. Therefore, hospital website promotion is one of the must-do tasks.

Search engine marketing

Search engine marketing is currently the most effective marketing method, also known as precision marketing almost search these issues are patients in need, but the needs are different and. Search engine marketing is divided into two kinds of bidding ranking and natural ranking. Search engines are a major method for patients to obtain medical information, and it is important to do a good job of search engine marketing. If you are a hospital website marketing director, search engine marketing is worth your attention.

Hospital website information manufacturing

After the hospital website to do a good job of updating the hospital website information maintenance work, information manufacturing, that is, around the patient to create some of the content of the topic, the impact on the patient, commonly used is the production of the site features, disease information to improve the patient will not like the site has not been updated, will not like to see the time information. The first thing you need to do is to make sure that you have the information you need to make a decision.

Hospital website activity planning

Collecting patient information, in-depth communication with patients, expanding the hospital's visibility, the industry is becoming increasingly competitive market, can stand out from the hospital are often planning strong team.

Hospital website PR maintenance

Patients are more willing to understand the same patient's feelings about seeking medical treatment, patients will also take the initiative to understand the hospital's favorable comments and visibility. Strengthen the impression of the hospital brand to patients, expanding hospital awareness, news manufacturing and hospital negative news handling is a basic job of hospital website marketers.

Online counseling

Online counseling is a communication bridge between patients and hospitals. （

Website advertising research

We analyze the website advertisement to find the most suitable website advertisement mode, to reduce the advertisement investment and to improve the return on investment.

Data analysis to guide the marketing

Analyze the website marketing data, for the hospital website marketing work to indicate the direction.

Hospital marketers how to do 2

Hospital marketing work plan model

First, the development of the overall goal:

To medical work as the center, to improve the level of medical technology, strengthen the quality of health care, focus on the development of human resources and training, and to strengthen the scientific management of hospitals for the Focus on actively exploring new business models, group efforts, unity and cooperation, and strive to establish within 1 to 3 years with a certain scale of operation, functionality, beautiful environment, equipment, standardized management, excellent technology of the second class hospital, building a reasonable structure of the stable talent echelon, to achieve the economic benefits of the goal of the annual income of more than 30 million.

Second, the main tasks:

1, the implementation of talent development strategy, accelerate the construction of the talent team

The establishment of the hospital medical and technical personnel training mechanism and competition incentive mechanism, pay attention to continuing education, create a positive learning atmosphere, encourage various forms of academic activities, to achieve the talent specialties can be fully realized, The purpose of learning, learning to use, to maintain the relative stability of the medical technology team, building a reasonable structure of the talent echelon.

2, accelerate the construction of key disciplines and specialties

According to the hospital's existing facilities and equipment, human resources and technology, a comprehensive analysis of the Gannan health care market information, adhere to the principle of technology hospital, science and technology, people-oriented, adhering to the "good faith, branding, minimally invasive, effective" policy. Adhering to the policy of "integrity, brand, minimally invasive, effective", the hospital has formulated a more comprehensive planning and implementation of key disciplines, and gradually completed the construction of key disciplines and specialties according to the planned objectives.

According to the specific situation of our hospital specialties benefit departments: gynecology, obstetrics, infertility, male, anorectal, etc., to painless abortion, hysterolaparoscopic joint minimally invasive surgery, microtubular interventional surgery, etc., as a breakthrough point in order to drive the comprehensive development of the above specialties. The brand departments are: cardiovascular and cerebrovascular internal medicine, urology, ophthalmology, ENT, general surgery, etc. Under the leadership of Liao Jianxian, Jiang Shukai and other discipline leaders, the focus is on social benefits with the goal of achieving economic benefits.

3, the introduction of high-precision medical equipment and technology

Take the "small comprehensive, large specialties" development path, the focus of the specialties bigger and stronger, to do what others do not have I have, I have my own, according to the objective situation of the hospital, and constantly strengthen the hardware facilities. The hospital has purchased a four-dimensional color imaging system, which is the first of its kind in the world. Our hospital has purchased four-dimensional ultrasound, HC2, DR, CT and other advanced facilities and equipment, plans to re-introduce nuclear magnetic *** vibration, PK knife and other facilities and equipment, in the year 20xx strive to build a warm environment, reasonable structure, advanced equipment, service level of neonatal emergency center.

4, deepen the hospital management

In accordance with the modern hospital management mode of operation, and actively explore new business models, the conversion of the business mechanism, the full implementation of cost accounting, improve the target management responsibility system, and conscientiously carry out a good financial analysis of the department's income, and conscientiously implement the financial system to implement the plan and budget management. Management. The implementation of hospitals and departments of the two levels of accounting.

5, strengthen the construction of logistics team, to achieve strong protection

Reasonable allocation of logistics service resources, the establishment of a reasonable structure, full-featured, strong protection of the logistics team, "high quality, high efficiency, low consumption, fast" as the goal, and constantly improve the logistics support capacity for the clinical first line. The company's goal is to improve its logistical capabilities and to provide good logistical support for the clinical departments.

6, strengthen the construction of hospital culture, establish core values, enhance team cohesion

adhere to the staff training system, through various forms of learning and communication, to unify the ideological understanding, set up the core values, so that the staff continue to enhance the sense of ownership, to achieve the realm of the hospital as a home, and constantly enhance the team's cohesion. The company has also been working on the management of details and loophole management. At the same time, we carry out detail management and loophole management, improve the rules and regulations to achieve the purpose of everyone consciously abide by the rules and regulations. Firmly set up the "hospital I honor, hospital decline I shame" idea, the collective effort, and constantly improve the level of service and quality of service, so that the patient's satisfaction continues to improve, to create a good economic and social benefits.

Three, the development of ideas:

(a) a center

The hospital has always adhered to the patient-centered, firmly establish the idea of wholeheartedly for the patient service, and strive to improve the service attitude, improve the quality of service, to meet the majority of the patient's medical needs.

(ii) build a high-quality talent team

The issue of talent is the core issue of hospital competition, the hospital should not only cultivate a high medical ethics, excellent technology, good cooperation of professional and technical personnel, but also to cultivate a team of talents who can operate, good management, to achieve the scientific management of talent, institutionalization and target responsibility.

These are the most important things that we can do for you.

(C) improve the management system

Improve the target management responsibility system at the hospital and department levels, activate the employment mechanism, through the target responsibility, strengthen the management of the department, in order to achieve the goal of motivating the department, promote the development of the hospital; improve the medical quality management system, the core of the quality of medical care, case management as the center of the strengthening of quality The company has also improved the quality control organization and quality evaluation system, and implemented a comprehensive quality management system for the whole staff; improved the cost accounting system, strengthened the business philosophy, market awareness, and adhered to the principle of winning in quality and increasing revenue in quantity.

Implementation of full-cost accounting, quantitative cost management, and effectively reduce medical costs. Strengthening the management of medical insurance costs, actively implement the single disease cost control methods, to achieve reasonable inspection, reasonable medication, reasonable fees, reduce the patient's medical costs, reduce the burden on patients.

(D) the implementation of innovative mechanisms

institutional reform, deepen the reform of personnel, distribution system, innovation, personnel, distribution, talent incentive mechanism; technological innovation, through a variety of incentives to encourage and support the development of scientific research, new technologies, new projects; management innovation, adhere to the "" people-oriented "principle, adhere to the" new technologies, new projects, new technologies, new projects. People-oriented" principle, to create and optimize a relaxed and harmonious, safe and stable internal and external environment, to achieve the hospital people, money, materials and various resources scientific and reasonable and effective integration and configuration, so that it can play a role in the benefits.

Four, the implementation of measures:

(a) to "two hospitals" as a guide to our actions

3-5 years to complete the hospital "a brand, two teams (experts and experts), and a team of experts, and a team of experts, and a team of experts, and a team of experts. brand, two teams (expert technical team, management team), three bases (hospital management model basis, hospital culture basis, hospital advantage project basis) "long-term development goals, emphasizing that the hospital should have a" leapfrog "development thinking, so as to achieve our hospital to become a" second-class "hospital. The company's goal is to become a "second-class" hospital.

(2) adhere to the system of governance, moral governance, strengthen the system construction

adhere to the "system of governance, moral governance," the two are complementary and mutually reinforcing. The establishment of medical laws, regulations, rules and regulations, in line with the requirements of the development of the hospital, and in practice, strict compliance, to overcome the "chapter not follow, there is more than one order," the practice of preventing the work of blindness and arbitrariness.

(D) accelerate the pace of talent training, and actively carry out technical cooperation and exchange

The competition of hospitals, the key is the competition of talent, technology, so the hospital should take various forms, accelerate the training and introduction of talent, and actively carry out technical cooperation and exchange with other hospitals in the group to improve the hospital's medical technology, and enhance the competitiveness of the hospital. Emphasize the leadership from the hospital to do in the hospital to form a "respect for talent, cherish talent, use talent, cultivate talent" culture, in the work, life and other aspects of care and help, with "heart" to retain people. At the same time to increase the introduction of talent, create conditions for the introduction of hospitals urgently needed talents, with a variety of ways to form the hospital technical expert team.

(V) adhere to the core of medical quality

Medical quality is the foundation of the hospital, is the lifeline of the hospital. To continuously strengthen the quality consciousness, the establishment of medical quality as the core of the management system, the establishment of a formal medical order, the cultivation of scientific and rigorous medical style, the conscientious implementation of medical rules and regulations, in strict accordance with medical diagnostic and treatment routines and operating norms for medical activities, to reduce the number of medical disputes, to eliminate the occurrence of medical accidents, to ensure the safety of medical care.

(F) to strengthen the hospital culture, stabilize the construction of the workforce

The development of modern hospitals can not be separated from the connotation of the hospital culture, which forms the whole hospital staff positive, unity, love hospital as a family spirit. Hospital culture construction is a weak link for our hospital, in the development of the hospital at the same time, should strive to coordinate all aspects of the relationship, to create a stable and harmonious working and living environment, care for the life of the staff, to improve the welfare of the staff, to stabilize the workforce. The hospital's work to reflect and emphasize the "people-oriented", especially the hospital management to use the "heart" to treat every employee, the hospital staff with the "heart" to treat every patient.

(7) enhance the hospital's marketing awareness

The lack of credibility of private hospitals, public hospitals, corporate restructuring and the awakening of their marketing awareness, will be a real threat to our hospital. The hospital's survival and development space and prospects will depend on whether the market operation is excellent. Considering the low social awareness of our hospital and the factors of the market introduction stage, a relatively low price index is necessary in order to be accepted by patients and the market as soon as possible.

But the key to the comprehensive outpatient department of the marketing mechanism to establish a sound, the technology of each individual disease and consumer level to pull apart and form a series of "medical packages", which can also be in the hospital does not affect the credibility of the premise as much as possible to improve the price index of a single disease. Because the technology is not different, consumers may be vague, uncertain, leading to the final acceptance of the reason may be entirely their favorite hospital name - therefore, in the advertising plan, we should pay attention to the image of the hospital's packaging.

Fifth, the establishment of a standardized publicity work system

Private hospitals must continue to adapt to the medical market environment in order to survive and develop. Therefore, must effectively play the publicity work in the development of private hospitals ` role. Print media is currently the main form of publicity in our hospital.

Our hospital has introduced the hospital's talents, equipment, technology, services and the development of the hospital through newspapers, magazines and other printed materials. In the city's major media - "Ganzhou Evening News", "Information Daily", the hospital is introduced in the form of news, science, special edition, etc., all-round publicity of the hospital's various disciplines, professional talents, equipment and technology, the introduction of the hospital's newly developed technology, new projects, to provide scientific and reasonable guidance and advice for patients' medical treatment. In addition, the hospital itself is also regularly edited and published "Modern Beauty", "Boys and Girls" and other free distribution to tens of thousands of households.

The rapid development of the Internet provides a new window for hospital publicity. Our hospital website mainly opens "online QQ consultation", "booking" and other columns. The column not only publicizes the hospital experts, but also attracts a portion of patients. The hospital will also open new columns, and strive to improve the general public's understanding of our hospital, so that the hospital to get more understanding and support.

Hospital marketers how to do 3

Hospital marketing tools

The first move: expert sitting

Experts are the best representative of the establishment of an authoritative image. The Chinese people have a tradition of superstitious authority, as long as a labeled experts, cabbage can also be sold on the price of tequila. Hospital registration should also be divided into an expert number, born out of a price tag, although the same look at a cold. So playing the expert card in medical marketing is one of the commonly used and effective techniques.

In the promotion of private hospitals, the influence of experts is even more powerful than the appeal of the clinic, many patients are followed by experts. Currently, the common method, is a large hospital doctors (usually retired) to the clinic on a regular basis, so as to pull the private hospital technology image. If you don't have the resources, you can try to build a brand of authoritative doctors in private hospitals to build your own "expert" brand.

The second trick: public lectures private

Through public health lectures, closer to the neighborhood residents and the psychological distance between the clinic, is not an effective way.

Private hospitals can be held on their own, can also be jointly organized with the community, the latter effect is better, that is, a layer of public welfare cloak, but also to strengthen the relationship with the neighborhood. The theme should also be closely related to current events, such as last year's dengue fever epidemic, some private hospitals asked doctors to explain how to prevent dengue fever, the activities of the effect is very good.

The third trick: word of mouth

As the saying goes, the gold word of mouth is not as good as the word of mouth of the people. The consumer's experience is the most persuasive! In the promotion of private hospitals, how to properly use word-of-mouth marketing? One relies on good service to win patients spontaneous word-of-mouth publicity; another way is that private hospitals consciously guide word-of-mouth dissemination. The common way is to refine typical cases in phases, in the patient's visit, by the medical staff "inadvertently" revealed. The first time I've seen this, I've seen it, and I've seen it, and I've seen it, and I've seen it, and I've seen it, and I've seen it.

Fourth move: joint promotion

Private hospitals in their own costs and promotion of the limited power of the premise, you can try to promote through the use of external forces, such as the use of pharmaceutical companies to promote the terminal, the publicity activities in the vicinity of private hospitals. At present, many pharmaceutical companies are carrying out promotional activities in the terminal, and equipped with professional lecturers and publicity personnel, private hospitals can choose to cooperate with them, *** with the organization, with the help of its professional power for their own publicity.

Fifth move: intimate service

Than technology, which is the hardware; than the price, the highest transparency; the most likely to be colorful have fun should be the service. Service - this looks the most simple to do is the most difficult to do service from the patient's point of view, rather than from the operator's point of view. Although many private hospitals have set up the guide desk, but the image of the guide in the minds of patients is a huge difference. Put a TV in the IV room so that patients are not overly bored while they are getting their injections.

Sixth move: preferential promotions

This way is based on different seasonal characteristics or current hotspots for promotion. For example, the spring push "health spring action", March 8 on the push gynecological disease on the discount, and so on. The key to the operation of this type of approach is to point to new activities, content design to be attractive. Such as a private hospital to do activities did not choose discounts, but to send specially produced exquisite family medicine box, very attractive to some residents, after a long time after the event, there are residents in the discussion of this matter.

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