Marketing planning is the development of a certain customer and the marketing plan of a certain product. Its task is to provide an action guide for changing the hazy "future tense" into an orderly "present continuous tense", and the resulting marketing plan is the blueprint for commercial banks to carry out marketing activities. Let me sort out the marketing plan of the hospital for you. Welcome to read the reference:
First, conduct a comprehensive investigation:
The key to successful planning is to have an objective, comprehensive and accurate grasp of the situation of the hospital itself and the local market, which is the premise of successful planning, and the survey data is also the basis of the feasibility of various planning schemes. The scheme is as follows:
(A) the establishment and analysis of the basic database
Mainly includes:
Daily registration of outpatient service/daily statistics of inpatient department/statistical analysis of hospital benefits (monthly report, quarterly report, annual report and quarterly analysis)/statistical analysis of sub-department business (monthly report, quarterly report and quarterly analysis)/statistical analysis of outpatient single disease business (inpatient department)/statistical analysis of medical records, etc.
On the basis of establishing a database, according to the distribution characteristics of departments, diseases, lots and seasons, systematic and scientific statistics and analysis are carried out to provide first-hand accurate information for business analysis. In particular, the basic data such as sex, age, residence, occupational status and education level of outpatients and inpatients are systematically counted, and the composition ratio, column chart and pie chart are listed. No investigation, no right to speak. First-hand survey data is an important basis for our next action plan.
(b) Investigation on decision-makers and related management cadres in hospitals:
Through interviews with hospital decision-makers and related management cadres, we have a comprehensive understanding of hospital status, hospital management advantages, hospital management disadvantages and existing problems, local medical market situation, local medical industry competition and so on.
(3) conduct a comprehensive survey of employees:
Questionnaires were distributed to all employees in the hospital to understand the hospital status, advantages and disadvantages evaluation, employee satisfaction, employees' evaluation of personnel distribution system reform, employees' values, employees' suggestions on hospital management, etc.
(four) to conduct a comprehensive survey of the market:
Specially distribute questionnaires to residents and inpatients in surrounding urban areas, and organize patient forums. Comprehensively investigate and understand the evaluation of patients and the public on all aspects of the hospital, objectively understand the overall satisfaction and satisfaction of patients, the evaluation of patients and the public on the advantages and disadvantages of the hospital, the medical consumption psychology of local patients and the public, the characteristics of medical treatment behavior, the brand awareness, reputation and loyalty of the hospital, and the evaluation of local medical industry competition.
Researchers should also go to the relevant competitive hospitals to conduct field visits and research in person, and have a good idea of the current situation of local medical industry competition.
Then, according to a series of planned research and SWOT analysis of business strategy, an analysis report is put forward to analyze the competitive development advantages, disadvantages, market characteristics and industry competition pattern of the hospital, so as to be aware of it.
Second, implement brand expansion:
(A) the implementation of hospital management strategy and hospital cultural planning
The core and subject of hospital cultural system is hospital spiritual culture-value system, while behavioral culture-system guarantee and hospital cultural activities-ensures that hospital values are recognized and implemented. The external expression and carrier of hospital culture is material culture, which together constitute the hospital culture system. Without a set of effective hospital culture training, hospital culture construction planning and a series of supporting systems, hospital culture will become an empty talk.
A series of suggestions on hospital culture construction, as well as a series of trainings with the hospital, from hospital decision-makers, management, business executives to front-line personnel, as well as the adjustment of the system, have enabled the hospital culture concept to be implemented smoothly, especially the market awareness and service awareness of employees will be significantly improved.
According to the investigation of hospital staff's cultural values and the needs of market environment, reform environment and medical competition, we can plan a hospital cultural values system, including:
1, hospital core values: such as hospital motto and hospital purpose.
2. Hospital management concepts: such as doctor-patient relationship, service, quality, marketing, brand and competition.
3. Hospital management concepts: such as good medical standards, human resource concepts, medical model concepts, team culture concepts, etc.
4. Employee's professional outlook: employee's professional outlook, employee's oath, etc.
5. Hospital advertising language.
In order to establish a hospital management and staff value system that meets the requirements of the new situation, condense the knowledge of the whole hospital and form new values that are conducive to the reform and development of the hospital.
(B) CIS planning and design-Huatai Hospital brand image manual
For patients, the most direct reason for choosing a hospital is the brand, not the technology, equipment, service and fees of the hospital (of course, the latter is an important factor that constitutes the brand, especially the technical quality). The competition of hospitals is actually the competition of disease sources, and the direct performance is the competition of hospital brands. Therefore, hospitals must introduce brand strategy, that is, CIS system-corporate image system.
Planning and designing a CIS system can determine the basic brand image positioning and advertising language, and design a series of application specifications by specially designing new hospital logos, standard characters and standard colors, such as:
1, hospital office supplies, such as business cards and badges. ;
2, hospital business supplies, such as medical records, prescriptions, documents, sheets, etc. ;
3, hospital public relations supplies, such as handbags, flags, invitations, etc.
4, hospital logo, such as image logo, signs, outdoor orientation logo, department orientation logo, floor running water logo, public logo, etc. ;
5. Hospital medical guide desk;
6. Vehicles such as ambulances;
7, newspaper advertising norms;
8, hospital advertising column specification.
9。 Comprehensively enhance the architectural decoration and environmental image of the hospital.
Establish a modern and distinctive hospital brand image.
The establishment of hospital brand image is also the result of brand communication, so a set of brand communication shaping scheme is specially designed to reshape the hospital image by using various media. Based on the change of employees' concept and the improvement of service quality, the brand reputation and loyalty of hospitals will be greatly improved on the premise of improving customer satisfaction and by means of hospital series communication.
(3) Market analysis
In order to gain market recognition and improve efficiency, hospitals should not only build their own software and hardware, but also deeply study the market situation and competitors, give play to their core advantages, take the road of differentiated and personalized marketing, complete their own brand building as soon as possible, truly combine the differentiation of service objects with the differentiation of service contents and service forms, and give full play to the role of 1+ 1 >. The effect of 2.
According to the current preliminary investigation, the main consumer groups of Huatai Hospital are local residents, and the dominant departments are andrology, gynecology, hepatology, anorectal, otolaryngology and so on. The service advantage has not been highlighted, and there should be more homogeneous competitors in the market. (See attached table)
The survey objects in the above table are the characteristic and advantageous departments of well-known local specialized hospitals or large general hospitals, and they have basically established a solid understanding among quite a few people. If Huatai Hospital simply plays the above five special cards, it may be threatened and suppressed by its opponents, and we need to do more marketing and publicity work.
(D) brand development direction
With the continuous progress of society and civilization, women are playing an increasingly important role in social life, and society is paying more and more attention to women. Women's health has become the core of harmonious development and progress of family and society. At the same time, people in modern society pay attention to their own beauty and physical and mental health while pursuing high-quality personalized life, which has become a consumption trend. Medical plastic surgery has become the fashion of modern women and a means to invest in their future, get a happy life and increase their competitiveness. Therefore, hospitals regard women's health and medical beauty as two major features, which will have considerable market and attraction. Huatai Hospital should gain a firm foothold in the complicated and multi-level competition in the same industry and make great progress. We must integrate our advantages and develop our core advantages according to our current software and hardware conditions. And put forward a powerful concept for the target consumer group, and tap and guide the unsatisfied consumer demand of the target group.
However, medical institutions have their own unique side, and their professionalism and authority can be said to be the first factor that consumers consider when choosing each related service. In contrast, service is the second level of content, and it is the part that adds added value to professionalism and authority. Therefore, the competition from many authoritative medical institutions has put forward a serious and must face topic for hospitals. How to highlight the core advantages of Huatai Hospital in the competition will be the focus of promotion.
Engineering analysis
1。 Unique project characteristics
Committed to the cause of female beauty and health, it integrates prevention, health care, treatment and rehabilitation to provide international professional services for modern women.
Specificity of object
The first female professional brand hospital in Zhanjiang.
The authority of technology
Superiority departments: medical beauty, plastic surgery, infertility and gynecological inflammation;
Technical features: new equipment and instruments;
Expert characteristics: experts from * * * disciplines and authoritative levels.
Service advance payment
Service features: humanized service, humanistic care, enjoying medical treatment, noble and perfect service mode, providing "one-on-one" communication and treatment services, so that patients can communicate with doctors without obstacles; Provide personalized medical care programs, and absolutely protect the privacy of personal files.
Environmental comfort
Environmental characteristics: the overall environmental layout is mainly pink and purple, and an elegant leisure waiting area is set up. The environment is elegant and comfortable, which conforms to women's aesthetic habits.
marketing model
Carry out membership management mode, create a good soft environment, and ensure that medical patients get good service; Open the first "Women's Health Boat" physical examination center in Zhanjiang to serve sub-healthy women. Set up a women's health club, give regular lectures on health knowledge, and guide the equipment of family medicine boxes.
Other features
Located between the railway station and the bus station, the transportation is convenient.
Create a "enjoy medical care" model and create a harmonious, pleasant and efficient medical treatment process. On the basis of providing basic medical services, we provide special services such as full-course medical guidance, warm consultation, appointment registration, rapid diagnosis, payment on behalf of patients, medicine taking on behalf of patients, free telephone consultation, open charging standards, limited complaints and feedback, voluntary health guidance, special time diagnosis and treatment, home visits, popular science education and so on.
2。 Improve the supporting points of the project
Support points of existing projects:
Technically, it has gathered well-known domestic experts, first-class medical equipment and authoritative departments.
Environment: high-grade decoration, warm and elegant atmosphere.
Service: Enjoy medical treatment and feel professional care.
Psychological division: a healthy area for advanced women
Core interests: having health, enjoying beauty and having self-confidence.
Conclusion:
Hospitals should adapt to the market demand and combine the four main functions of plastic surgery, medical beauty, infertility and gynecological inflammation to form unique differentiated services and core advantages.
Give full play to the resultant force effect of local advantages under the unified concept, take local advantages as the support of the brand, and serve the promotion of the brand with the overall concept.
Project positioning
1. Market positioning: Zhanjiang's first women's professional hospital * Liren Health Club support point:
The first membership-based hospital in Zhanjiang to provide medical services for women, with high grade and high taste, is specially aimed at high-income women.
With top experts and cutting-edge medical equipment, 15 departments and 50 specialties, it provides all-round medical services for women's health and beauty.
It has the characteristics of ordinary hospitals, beauty salons and plastic surgery and medical beauty hospitals, and integrates self-cultivation, health care, treatment and rehabilitation to achieve the beauty of women's appearance, health and self-confidence.
2. Image orientation: a warm harbor for women to cultivate their body and mind.
3, consumer positioning:
The first target group: professional women and wives living in areas such as * * *; Sub-health and patient groups;
The second target group: cultural circle, entertainment circle and high-income white-collar women; The pursuit of physical perfection, sub-health, patient groups.
The third target group: fashionable and beautiful young women.
4. Image slogan: Join hands with Huatai and join hands with the future.
(5) Promotion strategy
According to the characteristics of the project, it is suggested to adopt a three-dimensional and multi-level promotion strategy to achieve the purpose of quickly infiltrating the brand image, quickly starting the market and quickly obtaining economic benefits. Mainly adopt the following strategies:
Expand channels and strengthen member recruitment.
1, advertisement: long-term advertisement for member recruitment in magazines contacted by target consumers.
2, cooperation and linkage simultaneously:
In view of the characteristics of the target group's strong consumption ability and self-maintenance ability, choose places that can reach the target group for infiltration. Long-term cooperation with top famous beauty salons and gyms for certain projects can not only publicize information, but also drive the sales of membership cards.
You can spend a certain amount in beauty salons (or gyms) and enjoy some services of our hospital (such as physical examination and psychological consultation services of health boats), or you can buy beauty cards (or fitness cards) in hospitals for linkage promotion.
Cooperate with high-grade office buildings to promote some white-collar workers in the lobby. Distribute publicity materials, conduct membership recruitment consultation, etc.
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