How to do hospital marketing

How to do hospital marketing? Now if you want things to be completed smoothly and successfully, you definitely need to plan in advance and formulate certain measures and plans. Only in this way can things go smoothly and achieve the expected results. The following shares the marketing plans and management of private hospitals. How to do hospital marketing 1

1. Market research

In order to do a good job in marketing, as a marketer, you must first conduct a comprehensive market research on the market. Only by knowing the market situation well can we make targeted decisions. Therefore, market research is the first step in the work of marketers, and it is also an extremely critical step.

(1) Hospital situation

First of all, we must have a comprehensive grasp of the situation in our hospital. You should have a comprehensive understanding of the hospital's history, current situation, position, strength, operating conditions and future development trends in the industry. Because when marketing services, you are actually showing your hospital to the society, so describing the hospital to those who demand medical services is a necessary task for marketers.

In particular, we should explain the characteristics of the hospital to the service recipients and explain what makes us different from others. This is actually our strength and our expertise. The image of the hospital will be a great boost to your future service marketing efforts. Providing a beautifully designed hospital introduction to those who need medical services is the first step to success for our marketers.

(2) Project situation

The second preparation for marketers is to understand in detail the medical project to be promoted. Brochures introducing service items, clinicians’ understanding of diagnosis and treatment techniques and relevant qualifications, and materials prepared by the marketing department are all ways for marketers to understand the hospital’s products and projects. In addition, the resource integration training meeting organized by the hospital is also an excellent opportunity for marketing personnel and medical staff in various departments to communicate and understand the development, implementation and execution of hospital projects.

In the process of understanding the medical project products, we must understand the characteristics of our hospital’s own department projects, the effectiveness of the marketing of this type of service project, and the comparison (disadvantages and advantages) of this type of project with other types of projects. It is something that hospital marketers must master. Here are some things marketers must know by heart.

1. The characteristics of this project that are different from similar competing hospital projects

2. The characteristics of this type of project that are different from other competing projects

3. The development trend of this type of project

(3) Market situation

The market research in this part of the situation is more complicated and contains more research content. The ultimate goal of our marketing services is to showcase the hospital, win reputation, meet needs, and develop and add value. Therefore, understanding the market situation is crucial for us to market and serve medical care. The following items must be kept in mind by marketers:

1. How many hospitals are there in the area under your jurisdiction? How many hospitals are there at each level, such as tertiary level A and level 2 level A? (Other marketing channels)

2. List of main departments and main doctors of each hospital, whether there are nationally or locally well-known experts, the current status of diagnosis and treatment projects in the hospital, and the attitude of medical consumers towards project services . Doctors develop information on disease prices, outpatient status, inpatient status and other information.

3. The number of patients each partner provides to the hospital every year or every month, and their requirements for our hospital.

(5) Investigation

Understanding competitors is of great importance to our marketing efforts. In particular, it is necessary to investigate clearly the various competitive projects and diseases that the hospital is using and will soon carry out. During the investigation, the contents investigated included prices (discounts and mid-range prices), marketing strategies, marketing channels, incentive policies, institutions, personnel, project market share, hospital strength, etc.

1. Hospital profile

The hospital profile is mainly to investigate the scale, nature and business expertise of the hospital. Investigators should prepare pens, notebooks, cameras, etc. before going to the hospital. The working procedure is:

(1) The investigators first use a camera to take a panoramic photo of the hospital, record the location in detail, and draw it in the form of a diagram.

(2) Be familiar with the hospital environment and take photos of the hospital’s outpatient building, inpatient building, publicity board, blackboard, etc.

(3) Go to the lobby of the outpatient building, carefully read the hospital introduction, department introduction, hospital department distribution map, and copy down the time, name and corresponding department of the experts from the main departments of the hospital to understand the hospital beds. Number, daily patient flow, record specific data.

(4) As for the nature of the hospital and business expertise, you can ask several doctors in the hospital to understand clearly and record it.

2. Business model

(1) Referral channels in the same industry

Through face-to-face conversations, you can learn the names, home phone numbers, and residential addresses of cooperating doctors , commuting time, personal hobbies, spare time life, family situation, etc., as well as the hospital's economic efficiency and recent developments in various aspects. Therefore, we must investigate clearly before conducting roundabout public relations, carrying out business work, and handling the relationship with partners is also very important.

3. Marketing promotion channels

Doctors and nurses in outpatient and inpatient departments

Marketers should find the location of the corresponding department and understand the director and deputy director of the corresponding department. and the personnel of the department and make records. The investigation must be serious, detailed, clear and truthful. Finally, business personnel can summarize the contents of the hospital's internal environment investigation in table form. After conducting a comprehensive investigation of the target market, select some potential partners that are easy to break through and break through one by one (easy first, then difficult, break through each), and at the same time do some preparatory work for market expansion (including promotion preparations, visits, etc.).

2. Develop a plan and main steps

Generally speaking, it takes about 3-4 weeks for marketing to conduct the above research. An experienced marketer might be shorter. This research process is essential and is a prerequisite for good promotion work. A promotion plan can only be formulated after completing the research. The plans are divided into regional development plans and hospital market development plans.

(1) Regional development plan

Mainly refers to the one-year or one-stage hospital development and maintenance plan in the jurisdiction. When arranging plans, attention should be paid to issues such as the reasonable allocation and centralized use of manpower, material and financial resources. We should use the "28 theory" to formulate plans. The "Twenty-Eight Theory" means that 20% of cooperation will bring 80% of the benefits, so 80% of the strength should be concentrated on serving, developing and maintaining these 20% of partners. When selecting partners, it is necessary to classify the referral targets in the same industry in the area under the jurisdiction, according to the ease of development,

familiarity with rural doctors and possible referral channels, and select 20% of them. Potential partners carry out the first phase of development and strive to get a good start in the first phase. When formulating a plan, you should pay attention to the following issues:

1. Divide the plan into several stages. Each stage has a specific area, specific target groups and target tasks.

2. Each stage lasts for one month. Because generally hospital market performance statistics are collected once a month.

3. Pay attention to choosing partners with local leadership and form a breakthrough point as soon as possible, so that in the next stage, a point-based situation can be easily formed.

4. The regional plan should be specific, detailing the specific time, budget and possible results and goals related to the specific market area.

(2) Market development plan

After the regional plan is completed and approved, a more detailed development plan involving each partner should be formulated. This plan should be very specific, down to every link, every person in charge, every time period and every expense. In this way, on the one hand, superiors can supervise and inspect according to this plan, on the other hand, you can also be aware of it, and at the same time, you can find out where your preparations are not perfect when formulating the plan. Of course, this plan will be adjusted according to actual conditions during the implementation process.

(3) Project execution

As a special service execution content, medical projects are different from general consumer goods, especially surgical projects carried out by hospitals. The consumption process is completed under the guidance of doctors, and the consumption of patients is directly affected by the cooperation of hospital doctors.

In the entire referral consumption, more than 70% of the causes of disease occur in rural medical cooperation. Rural doctors have become a must-have market resource for competitors, and the resulting fierce competition has also brought greater difficulties to our marketing team in operating the market. The most difficult thing about making referrals is to get recognition, the most important thing is to ensure integrity, and the biggest fear is that the service is not in place.

If the medical projects and medical products provided by the hospital are to be able to successfully enter the market and be deeply rooted in the hearts of the people, it requires the marketing personnel of our team to understand the form of business channels, the procedures for serving patients, and the measures they should take. method has a clear understanding. How to do hospital marketing 2

At present, hospitals need to face the following four types of problems in marketing:

1. The medical service market does not pay enough attention, and the hospital business concept has not been updated;

2. There is no modern marketing strategy, and the planning of medical services is not in place;

3. Lack of effective marketing organization and management talents;

4. Medical regulations and Other restrictions etc.

Therefore, it is very urgent to strengthen the construction of hospital marketing.

In order to meet the needs of the target market, medical institutions optimally combine various marketing factors that they can control so that they can function comprehensively to complete and achieve the tasks and goals of the medical institution.

The most popular classification method currently is to summarize various marketing factors into seven categories: product, price, distribution location, sales promotion, people, tangible display and process, referred to as "7p".

Products

Products refer to anything provided to medical patients to satisfy their health (or health-related) desires and needs, which includes physical objects, technologies, drugs, etc. It generally refers to all medical services provided by hospitals

The overall concept of medical service products includes four levels: core services, diagnosis and treatment services, auxiliary services, and convenience services.

Pricing

① Set different prices for different levels of wards and nursing services;

② The hospital can also implement medical services provided by different technical service personnel. Hierarchical pricing, that is, medical personnel with high skills charge higher examination fees;

③ While reducing the examination fees for large medical equipment, increase the prices of those medical services with high technical content, high risk, and difficulty .

④ Handle the price issue correctly.

Channels

Medical service marketing channels refer to all institutions and individuals that cooperate to provide, distribute and receive medical services from a certain hospital. Special emphasis should be placed on the importance of "localization", establishing personnel and medical customer policies that are in line with localization, fully mobilizing the enthusiasm of local personnel, and establishing effective channels.

Promotion

The hospital service promotion mix includes advertising, personal selling, sales promotion, and public relations. Public relations are an important strategy for hospital promotions and an important tool for hospitals to increase their visibility and strengthen market competitiveness. Hospitals must attach great importance to their relationships with news media, governments and communities, and strengthen their publicity to society to shape the hospital's good reputation. long-term overall image.

Tangible display

The so-called "tangible display" refers to all tangible components that can convey the characteristics and advantages of the service within the scope of service marketing management. The so-called "tangible display" refers to all tangible components that can convey the characteristics and advantages of the service within the scope of service marketing management.

The role of tangible display. The role in the service marketing process is mainly reflected in the following aspects:

① Through sensory stimulation, let customers feel the benefits that services bring to them;

② Guide customers to Reasonable expectations generated by service products;

③Influence customers' first impression of service products;

④Promote customers to have a "high-quality" feeling about service quality.

People

People include medical staff and medical customers. Medical manpower includes training, selection, input, motivation, appearance, work attitude, patient-staff contact, patient or family behavior and participation. All hospital employees are part of the medical service offering.

Therefore, hospitals must do a good job in the selection and training of employees, pay attention to the reasonable requirements of employees, and reasonably allocate clinical front-line teams and logistics management personnel.

The value of customer relationship management is mainly reflected in the following aspects:

1. Effective management and utilization of the hospital’s customer resources;

2. Reasonable use of customer-related resources in the hospital;

3. Expand the hospital’s sales;

4. Reduce the hospital’s costs;

5. Provide services for the hospital Bring added value; realize the unification of the hospital's external platform.

Process

The whole process of a patient starting from entering the hospital, going through consultation, registration, treatment, payment, examination, medicine collection, etc., and finally leaving the hospital is the real moment. It is the real moment of the hospital. The process of providing services and contacting patients is also an opportunity for hospitals to demonstrate the quality of their services to patients.

Therefore, it is necessary to manage every link and aspect of patient medical treatment, draw a flow chart for contact with patients, and study every link from the time the patient comes to the time the patient leaves, so as to ensure that every step is taken care of. We strive to be the best in every link and every aspect so that patients have a high degree of satisfaction with the hospital.

In today's highly developed society and economy, the knowledge economy based on the service economy is gradually extending to all fields of society. With the growing material and spiritual needs of human society, the demand for health, disease prevention and treatment is also gradually increasing. As a special social service institution, the hospital is facing new opportunities and challenges. Therefore, hospitals should strengthen marketing in order to stand out in the fierce market competition.

Of course, without the improvement of medical quality within the hospital, hospital marketing will lose its meaning. Improving the level of diagnosis and treatment is a hard truth for hospital marketing. How to do hospital marketing 3

The concept and purpose of hospital marketing

Hospital marketing refers to the medical unit choosing the best method for target customers (patients or sub-healthy groups) services, fully understanding the wishes and needs of target customers, adopting certain service items, reasonable prices, and perfect processes to provide target customers with satisfactory services.

While marketing, we should establish the service brand of the medical unit, improve the quality of employees themselves, and lay a good foundation for the development of the medical unit. Our country is a socialist country, and the health principle is: "Everything is for the health of the people." Therefore, we must firmly establish the business philosophy of "putting patients at the center and serving the people wholeheartedly" and must completely break and resolutely reverse the pursuit of maximum economic benefits by medical units. and other forms of unfair commercial competition in order to achieve the ultimate goal of serving the health of the people.

The quality of medical technology is the lifeline of a hospital

Every kind of marketing has a positioning, the positioning of the production unit, the positioning of the products produced, and the positioning of the service objects. A hospital is a special service institution, and its product is medical services. What this institution does differently is provide medical care to patients.

This kind of service is divided into two types: core service and value-added service. The core service is the main service provided, that is, treating patients; the value-added service is pre-disease service, during-disease service, and post-disease service. and other related extended services. Core services are the most powerful weapon to capture customers and are also what customers need most.

Medical technology is the backbone of the hospital and the carrier of core services. When carrying out marketing activities, medical technology should be used as the fulcrum to carry out marketing. Without outstanding technical advantages, it is impossible to talk about hospital marketing. A hospital that cannot treat patients' diseases well can only imagine its survival and development.

Therefore, each hospital must pay attention to the advancement of medical technology and the formation of technological advantages, and must concentrate on cultivating and developing high-quality, sophisticated and specialized medical technical talents, and continuously improve its ability to relieve patients' pain. This is a hospital that The key issue is whether the hospital can survive and develop.

Due to limited financial resources, hospitals below the prefecture level should focus on developing professional hospitals in developing core medical technology services. They should not be greedy for big things and seek completeness. The majors developed should be based on certain types of specialties in the region. It depends on the source of several diseases; it is necessary to focus on specialist construction, supplemented by other general departments, divide financial resources and manpower, establish the hospital's professional and technical brand in the region, and continuously build and improve it.

If a hospital has outstanding key specialties, especially if it has strong and unique advantages in certain specialties and shows a high technical level, it will definitely greatly enhance the competitiveness of the hospital. Patients will also choose this hospital based on their own condition or medical needs, and the number of diseases will continue to increase, gradually achieving the goal of treating all patients with special care.

Therefore, talent training and specialty construction have always been the eternal themes of hospital construction. The hospital’s talent training should start with young doctors and provide them with a 10-year training plan, which should be implemented from the time they are assigned to the hospital. The strict 24-hour residency system of 3 to 5 years will effectively strengthen the effective training of young people. Afterwards, they should be sent to higher-level hospitals for further training based on their personal strengths and the needs of hospital specialty construction, so that they can become talents as soon as possible.

A good service environment is the guarantee for the development of the hospital

In addition to having a high level of medical technology, it must also have a good service environment. A warm and comfortable medical treatment environment is conducive to patients' early recovery. The service environment includes hard environment and soft environment. The hard environment refers to the layout and hygiene of the medical environment for patients. The soft environment includes the moral level, service attitude, service details, etc. of medical staff. Specific measures to improve the service environment:

(1) Effectively change the service attitude. With the rapid development of the country's economy and the continuous improvement of people's living standards, patients' requirements for the medical environment are also increasing. Each hospital We should do our best to renovate and decorate outpatient clinics and wards, and develop some humanized outpatient clinics and wards to meet the needs of patients, such as designing cartoon patterns on the walls of children's wards, playing light music regularly in the wards every day, and protecting patient privacy, etc. .

(2) As the competition in the medical market becomes increasingly fierce, the service attitude of medical staff is also constantly improving, but there are still some medical staff who have blunt service attitudes and unpleasant words, which aggravates the psychological distress of patients. on pain. Therefore, it is necessary to strengthen professional ethics education for medical staff, continuously improve their ideological and moral standards, improve the hospital's spiritual civilization construction, and strengthen the concept of thinking about patients, caring for patients, and treating patients as relatives.

Reasonable promotion and fair prices are the key to winning market recognition

The price charged for medical services is a very sensitive and difficult-to-control factor in the marketing mix of medical services. Non-profit hospitals should strictly implement the price standards specified by the state in terms of prices, and must not charge illegally. At the same time, during holidays or days that the hospital has a commemorative nature, they must expressly give benefits to patients.

In terms of promotion, it should include various marketing communication methods such as advertising, publicity, and public relations, especially personal selling (people, referring to medical staff and patients).

Medical staff play an important role in the medical service process and are part of the medical service products. In addition to strengthening training for medical staff, hospital managers must also focus on promoting them to the general public and improving their Gain popularity among the majority of patients and establish a brand of famous doctors and famous doctors.

At the same time, attention should be paid to patients so that they have a high sense of identification with the hospital, so that every patient feels the reliability of the hospital's services, and every patient's recognition of the unit's medical services should be ensured, and every patient should also try their best to ensure that the hospital's services are reliable. Maximize possible impact on other patients.

Family communication is the lubricant for the rapid development of a hospital

Good internal and external relationships are the lubricant for the rapid development of a hospital:

(1) Hospital and Communication between superior departments is the key to obtaining the external environment and policy support for the good development of the hospital;

(2) Communication with other hospitals and communities to provide them with technical support and business consultation, thereby Enhance feelings;

(3) Communication within hospital personnel, strengthen friendly collaboration between departments and personnel;

(4) Communication with patients, such as patients Introduce the hospital's situation beforehand, explain the condition during the illness, follow up the patient after discharge and other services, and provide relevant extended services. In particular, the follow-up of patients after discharge is also a very critical part. Just like the after-sales service of a product, if it is done well, there will be more repeat customers.

Build a harmonious and healthy hospital culture and promote the strengthening of internal cohesion

Build a healthy and progressive hospital culture, strengthen the cohesion of internal medical staff in the hospital, and enable the hospital to form a network that is better than technology and better than service. health theme.

Hospitals should develop a series of incentive systems to create a positive hospital culture for employees. The hospital's group organization should often organize some healthy and uplifting cultural, sports and entertainment activities. Through the activities, it can enhance communication among employees, educate and entertain, and incorporate facts into the facts, so as to achieve the purpose of strengthening unity and uniting people's hearts; < /p>

Medical and nursing departments should often hold competitions and professional academic lectures in the medical and nursing professions, and invite colleagues from surrounding medical institutions to participate in joint development; they should vigorously commend outstanding personnel and actively recommend them to superiors , and linked to personal growth and progress;

Material rewards and vigorous efforts should be made to those who publish articles in domestic and foreign academic journals, those who are self-taught, those who have achieved scientific and technological progress awards, and those who have been admitted to graduate schools. Commendation. Through the establishment of a series of incentive systems, a positive and strong learning atmosphere is created in the hospital.

Summary

Only by down-to-earth marketing of the hospital can we gradually change the rigid management model, operate in accordance with the business philosophy of modern enterprises, and improve and correct ourselves in all aspects. Improve the hospital's brand, thereby promoting the hospital's reform and development, and cultivating a high-quality team of outstanding employees internally to provide a good humanistic environment for the entire society and ensure the healthy development of the hospital.