Five articles of hospital marketing plan

A good plan will definitely pay attention to the participation and interaction of the audience. What formats should I pay attention to when writing a scheme? The medical market is a huge market, and it is impossible for any hospital to meet all the needs of the whole market. Here, I will bring you a comprehensive list of hospital marketing plans, and I hope you like it!

hospital marketing plan 1

1. Background of the party

Time flies, time flies. New Year's Day in 2__ is coming, and our hospital has gone through a year of extraordinary time. With everyone's support, it has thrived in caring. Thorns all the way, let us meet here, and the spirit of self-improvement connects each of our hearts together. We comfort each other, encourage each other, support each other and make progress together. All the way through the wind and rain, we are accompanied by each other. With the departure of old friends and the arrival of new friends, we are sweet in our hearts, because we have left the most wonderful life footprints of our friends here. A new year, a new beginning. On this festive night, let's meet here and try our best to support a blue growing sky! Let's get together here and write the favorite battle song in the world with the most beautiful notes! The sun is new every day, symbolizing the birth of hope, to verify the sleepless night tonight!

Second, the theme of the party:

2__ "Welcome the New Year" gala

Third, the purpose of the party:

Enrich everyone's spare time! Promote friendship among colleagues. Increase the sense of belonging of employees!

Fourth, party time:

December 31, 2 (starting at 16: )

Fifth, party place:

Red Sorghum Hotel

Sixth, party process:

A, party host

B, leaders' opening speech for the New Year

C. The karaoke songs with strong participation and the programs performed by various departments are the main ones.

2. lucky draw, etc.

VIII. Award setting

(1) Program category

1. First prize: 5 yuan (1/ individual or group)

2. Second prize: 3 yuan (1/ individual or group)

3. Third prize: 1 yuan (2/ individual.

Award-awarding leader:

The first prize is awarded by General Manager Wu

The second prize is awarded by Director Huang

The third prize is awarded by Dean Liu and Director Liu

The participation award leader is to be determined

(ii) On-site lottery activity category

1. First prize: 2 yuan

2. Second prize: 1 yuan. 3 third prizes: 5 yuan

The third prize, the second prize and the first prize will be drawn by the relevant leaders in turn.

All personnel (except the relevant leaders) will issue lottery numbers (numbers will be randomly generated)

Lottery prizes will be issued by the leaders of the on-site lottery on the spot.

(3) Game participation prizes

2 yuan gifts (presented by the host on the spot) are detailed in the game rules. Increase the hospital's exposure in society.

2. deduct a percentage from hospital outpatient service. Because of the season, the number of outpatients has obviously decreased compared with that of last few months.

3. Improve the fan base. With the gradual development of marketing work, the importance of fans is also highlighted. The future is a fan era. For example, Lei Jun of Xiaomi mobile phone is a fan economy.

4. Brand image. Focus on making this activity a public welfare activity, improve the brand image of Renhe Orthopedics, and change people's views on private hospitals.

Second, the activity plan

In mid-July, the activity "Let the scorching July be more refreshing" was launched, in order to make the people of Xuchang receive more benefits and make it not hot in this hot summer.

ten years in Xuchang, Xuchang Renhe Orthopedic Hospital can't do without the support of Xuchang people, giving thanks to the society and giving back to Xuchang. During the activity period (7.1-7.3), all elderly people over 65 can enjoy the following free activities with their ID cards:

Free expert diagnosis and examination. (Invited Professor Li Guangzhi, the former pain specialist of Beijing 31 Hospital, to visit the hospital)

Third, the specific implementation plan of Xuchang Renhe Orthopedic Hospital:

In the implementation of the plan, it is mainly divided into land, sea and air

1. The traditional media such as newspapers, television and outdoor spread the event externally.

2. The exhibition stand made by Lu in the hospital lobby spread from the inside of the hospital, so that the patients in the hospital can better enjoy this activity.

3. Spread it on the Internet, focus on WeChat, Weibo, websites, forums and blogs, and launch virus marketing on the Internet.

generally speaking, mobilize the masses, participate extensively, and spread the story in a form that everyone likes. We should fully improve our enthusiasm and initiative!

conclusion:

July is just the beginning. Cultivating fans is a long-term project. Starting from July, I hope to launch different activities every month in the future to cultivate fans. Let fans become our help, our best free publicity tool and our fan economy become our biggest thing! Preface of Hospital Marketing Program 3

May is Labor Day, which is a good opportunity to carry out large-scale activities.

activity theme

Large-scale public welfare activity "Together under the blue sky, love migrant workers"

Activity time

Activity location

Community squares

Main contents of the activity

1. Launching ceremony of large-scale public welfare activity "Together under the blue sky, love migrant workers" in Zhongshan Hospital, China.

2. The activity of caring for migrant workers "under the same blue sky, feeling like migrant workers". Including expert free clinic, maintenance team, legal consultation, consumer rights protection and others.

3. Helping action of "Being together under the blue sky and feeling like a migrant worker". Go door-to-door to visit poor families in Chancheng District, and send things, medicines, solatium and a 1% discount health card.

4. The student aid program for migrant workers' children, which is "under the blue sky, feeling like migrant workers".

(1) Provide free physical examination for the children of migrant workers with difficulties.

(2) Use the donations and books from the migrant workers' children's aid program to help needy female students.

5. Establish the "Migrant Workers Assistance Fund" in Zhongshan Hospital. During the activity, if you donate a dime to the Migrant Workers Assistance Fund, Zhongshan Hospital will give you a 1% discount card for lifelong medical treatment.

6. Summary meeting of large-scale public welfare activities of "Being under the blue sky, being a migrant worker" in China Boai Tianxia Foshan Zhongshan Hospital.

Specific operation details

Part I, Launching Ceremony

1 Time: May 2 at 16: p.m.

2 Location: Children's Clothing City Plaza

3 Participants: Secretary of the Youth League Committee of Chancheng District, representative of Chancheng Charity Federation, representative of Chancheng Education Bureau, representative of Foshan Care for the Next Generation Working Committee, head of Pok Oi World, president of Foshan Zhongshan Hospital, news.

2. The host announced the start of the launching ceremony and introduced the main contents of the large-scale public welfare activity of "Being Together under the Blue Sky, Being a Migrant Worker".

3. Speech by Secretary of Youth League Committee of Chancheng District.

4. Speech by the Dean of Zhongshan Hospital in Foshan.

5. The representative of Foshan Military Division made a speech.

7. Speech by the person in charge of Boai World.

8. Representatives of Foshan Military Division and the President of Zhongshan Hospital unveiled the Migrant Workers Fund.

9. The secretary of the Youth League Committee of Chancheng District will "love migrant workers and love Foshan; The banner of large-scale charity activities was awarded to Boai Tianxia and Foshan Zhongshan Hospital.

1. The host announced the end of the launching ceremony. Market analysis

The total population of our county is 238,, and the population of the town is 78,. The rest of the population is distributed in Fifty Jiazi Town, Xinlin Town, Tongbu Town, Dayingzi Township, Guandi Town, Dajing Town and Xinchengzi Town respectively. There are nearly 2 enterprises and institutions in Linxi Town, with a relatively concentrated population. Linxi county China-Mongolia Hospital is a second-class hospital, Jincheng Hospital is a private hospital, with 1 community service center and 16 community service stations. Private hospitals mainly advertise and invite experts for consultation and treatment, while community service centers and community service stations mainly provide community services, and also enjoy medical insurance, social security and new rural cooperative medical care projects. In recent years, the health service has developed rapidly, and the participation rate of permanent residents in the new rural cooperative medical system has reached 94.9%. The problems of farmers' difficulty and expensive medical treatment have been initially solved. The 6,8-square-meter comprehensive building of China-Mongolia Hospital was relocated as a whole, and the medical rooms of township hospitals were expanded. In the face of increasingly fierce competition in the medical market, hospitals are likely to face the loss of customers by passively waiting for customers (patients) to come to their homes. All this has brought great pressure to the survival and development of the hospital. The development of hospitals depends on management, which stresses strategy, and the essence of management is to find ways to attract patients. In order to be in an invincible position, we must establish a harmonious relationship between doctors and patients, establish a good social image, and win the trust of the people on the basis of constantly improving comprehensive management and improving professional level through subtle publicity in many ways.

second, the current situation of the hospital

(a) our hospital has made a big step in its operation since it moved to a new location, but there are many details that have not yet reached the benefits of matching the size of the hospital. At present, the management of hospital marketing and data collection are poor. As a department of the hospital, the establishment of social service department must give full play to its functions, including internal understanding and publicity, external marketing and investigation, attracting patients and tapping potential customers.

(2) There are too few internal publicity contents, and there are too few tangible publicity contents in various departments, such as publicity columns and publicity sections. It is necessary to build a media publicity platform in the face of increasingly fierce competition in the medical market. However, in recent years, because of false advertising, the curative effect does not match the promise, which has buried many crises of patients' distrust. Hospitals can use many existing resources and methods to publicize the internal image of hospitals. Media publicity is only an external means, and the long-term development and daily operation of hospitals mainly depend on correct market positioning, advanced service concept and advanced management mode.

(3) The hospital has not taken good care of its own customers, and some customers will never come back after losing them. The management and service of the hospital need to be improved, and the service concept of "patient-centered" has not been implemented. For example, a few days ago, I met an old lady who was asking a staff member what floor the pathology department was on, but the staff member said impatiently, "I don't know, ask the consulting nurse." In fact, I was thinking at that time: as a hospital employee, how could I not know which floor the pathology department was on! And the attitude is very stiff! It is because of this attitude that it is possible to lose this customer forever, or even more. Patients can live without our hospital, but our hospital can never live without patients.

III. Marketing planning scheme

(I) Marketing ideas

Guided by the overall working ideas and hospital development planning of the hospital, we adhere to the idea of "strengthening the quality of management internally and expanding the market image externally". On the one hand, we take Linxi town community as the main direction, and gradually expand to township hospitals and village clinics, strengthen the characteristic brand of "linxi county Hospital" and increase the brand promotion. On the other hand, it focuses on the villages and towns with relatively backward medical conditions in Linxi area, and attracts the majority of patients through publicity and introduction of hospital characteristic departments.

(II) Specific implementation plan

1. According to the medical characteristics of "linxi county Hospital", we will gradually develop the medical market with the communities in linxi county as the target. Taking the promotion of specialized subject and special disease as the breakthrough point, we should intensify the promotion of the superior departments in our hospital and promote the development of other departments at the same time. Through holding health talks, health check-ups, community free clinics, square free clinic consultation and other activities as channels, we will strengthen external publicity and contact, and send medical services directly to customers, thus attracting more patients to the hospital for further diagnosis and treatment and expanding the medical market.

2. Turn the eyes of the medical market to the countryside, directly establish cooperative relations with township hospitals and village clinics, enhance the business platform on the premise of mutual benefit, share resources and complement each other's advantages, so that farmers can enjoy the diagnosis and treatment level of secondary hospitals at home, which can indirectly deepen their understanding of the brand of linxi county hospitals.

3. Establish a perfect service system. Like the marketing strategy of a hospital, all kinds of service activities always revolve around a center, which is to satisfy customers, truly embody "patient-centered", continuously improve service quality, standardize service behavior and improve service attitude.

(1) The hospital should set up a complaint reception desk, which is responsible for receiving and handling patients' complaints. Effectively solving patients' complaints will have the greatest impact on patients' satisfaction, loyalty and trust, which will turn into the credibility and profit of the hospital.

(2) Improve differentiated services. In order to attract more customers, we should provide them with some services that are different from other hospitals, so that their different needs can be met accordingly, and their expectations can be exceeded, so as to achieve high satisfaction and win by differences. For example, to ensure the convenience and rapidity of medical services in hospitals, and strive to eliminate the phenomenon of "three long and one short" (long registration fee, long waiting time, long medicine taking time and short diagnosis and treatment time), so as to facilitate the majority of patients to seek medical treatment. With the development of society and the continuous improvement of civilization, people's requirements for environmental quality are getting higher and higher. Maintaining the health of hospital medical environment and providing patients with comfortable, clean, warm and smooth medical space are the needs of hospital survival and development. Carry out smiling service, pay attention to patients' feelings, and call them by their full names or honorifics instead of bed numbers. These intimate services will make patients realize the humanistic care of the hospital and improve customer satisfaction.

(3) Establish a satisfaction survey with patients as the core, quality as the key, service as the focus and marketing as the purpose. Regularly investigate the satisfaction of inpatients and outpatients, and collect the information of discharged patients in the whole hospital for customer telephone return visit. Statistics, analysis and publication of the satisfaction survey results, and suggestions for improvement are put forward, so as to continuously improve the medical quality and medical service level, expand the patient intake capacity of the hospital and realize the sustained and healthy development of the hospital.

4. March into the sub-health market. According to the data report organized by the Ministry of Health, only 5% are healthy people, 2% are people with diseases that need treatment, and 75% of them are in sub-health. With people's growing awareness of health, people know their physical condition through physical examination, so that prevention is the main thing, supplemented by treatment. The physical examination center of our hospital has developed from a single physical examination for employees in the unit to the community and rural areas in the form of preferential cards, and planned to launch a series of physical examination cards, all of which are based on medical treatment.