Summary of Marketing Department's Work and the Next Plan After less than two months' efforts, the Marketing Department was established and started to work quickly, which was strongly supported by the Dean. In particular, Dean X directly led the marketing department, with the cooperation of the whole hospital, and achieved remarkable results.
The basic work in XX years includes: the recruitment and establishment of marketing personnel, the determination of job responsibilities, and the update of various publicity materials in hospitals; Design and production of advertisements; Design and production of website; Compile and distribute Hospital Trends; Two large-scale free clinic activities were planned. 65438+On February 28th, a large-scale literary evening was held jointly with the street office to publicize the hospital culture. Friendship was carried out with the street office, Xincheng police station, Jiahe police station and Xincheng primary school.
Data: 9 large-scale free clinics were held, more than 70,000 publicity materials were distributed, 30 bus advertisements were made, and 7 health publicity materials were printed. 50,000 copies, making 13 advertisements for battery cars, and adding 4 marketing personnel (including directors).
I. Main problems
1. personnel: there are still two people missing in the marketing department. One person specializes in contacting the community and the factory for physical examination, and the other is engaged in writing and my planning. The service center is still short of 1 person for collaborative customer service.
Although the hospital service has improved, the overall service is still very poor, especially the service attitude of medical staff.
3, the hospital customer workflow has not yet been established.
4. The patient customer database has not been established, and the existing customer data has not been fully utilized.
5. Medical guidance training is not in place.
6. The overall work efficiency of the marketing department is not high, and individual personnel are not active and enthusiastic.
Two. 20XX main work plan
1. Establish a dynamic and innovative marketing team, and define their respective responsibilities and specific tasks with pragmatic, innovative and efficient work requirements.
2. Establish the customer service system in the hospital internal market, including the files of doctor-patient customers, return visits, opening to potential customers, and accurate explanation of dissatisfied customers.
3. Establish a standardized service system, including service standards, service etiquette, service language, etc., and standardize the language behavior of medical staff.
4. Establish the bimonthly magazine "New Health".
5. The website of Xincheng Hospital is opened, and the latest content will be updated in time when conditions are ripe.
6. Further expand the propaganda of street intersections, and develop and occupy Jiahe area and base 1-2.
7. Strengthen community publicity. It is planned to set up a publicity window in the 10 community to update the content regularly.
8. Cooperate with TV, newspapers and media to expand the hospital publicity platform.
9, after the approval of obstetrics, organize large-scale obstetrics and gynecology publicity planning.
10, complete the construction of hospital cultural system and the compilation of staff service manual.
1 1. Complete vi image design system, publicize the hospital according to vi standard, and update the posters inside and outside the hospital in time.
12. Marketing Department staffing plan: director 1, service center director 1, copywriter 1, planning director 1, graphic designer 1, network director 1, and two marketing directors (one) Another customer service center guides 10 people.
In a blink of an eye, the work summary and the next step plan of the marketing department have passed. Looking back on the past and looking forward to the future, the marketing department of xx Chinese Medicine Hospital has also thrived with the development of the hospital. The work done by the marketing department this year is summarized as follows:
First of all, about the work done by the marketing department.
1. Department and system construction: After a year of market baptism, the marketing department of our hospital is currently composed of 1 marketing manager, 1 market network supervisor, 2 health commissioners, 4 part-time business commissioners and 4 guiding doctors; And formed the Provisional Draft of Management Rules and Regulations of Marketing Department, Management Measures for Marketing Performance Appraisal of xx Hospital of Traditional Chinese Medicine, Consultation Daily Report, Consultation Flowchart, Consultation Responsibility, Consultation Assessment Form and Consultation Assessment Basis. The compilation and implementation of more than ten systems, such as expert lectures, free clinic reward scheme, marketing department system, commission scheme, marketing department examination form, marketing department examination basis, customer service examination form, marketing department part-time staff management system and marketing department management system, have played a very good role in regulating the behavior of marketing personnel in our hospital.
2. Department performance: Through the joint efforts of all staff, X members have been developed in our hospital, and 46 free clinics and lectures have been held, including the free clinic of Lei Feng Day, the free clinic of migrant workers at the railway station xx, the voluntary service of giving health gifts to the community, caring for health in action, sharing a happy tomorrow, etc., and joined hands with xx Volunteers Association to participate in the volunteer activities of xx Home Intelligent Center. Co-organized with xx era * * * to send health into the community, blind date in spring, physical examination activities of the alley prime minister and send health into the military camp, etc. Cooperate with the Agricultural Bank of Development Zone to carry out VIP exclusive health lectures of Agricultural Bank of China and VIP health experience activities of traditional Chinese medicine; With xx Petroleum * * *, hold a large-scale lecture on "Anti-aging and Healthy Living" for 100 people, sponsor Tai Ji Chuan team and xx aerobics team around our hospital, and expand the visibility and reputation of our hospital.
Especially in the Double Ninth Festival, we planned the activities of gratitude and filial piety, and wrote a lot of respect for the elderly and filial piety in the corporate culture construction of our college, which was reported by xx TV station. In the second half of the year, our focus shifted to sending health to the campus, and a series of lectures on "Physiological and Pathological Characteristics of Children" were held in xx, Preschool Education and Early Education Center, which received good social and enterprise benefits. Contact 25 neighborhood committees and 34 enterprises and institutions, all of which have sustained and good cooperation. The news media reported 28 times, including 23 times in xx, 3 times in xx TV and 2 times in xx Radio.
Participated in the network promotion of 40 QQ groups, participated in the planning of the first anniversary celebration ppT of xx Hospital, and the dance "Jiangnan style" in the marketing department won the performance award. After the video was uploaded to Youku, it was played more than 1500 times; The "Soso Encyclopedia" has compiled the entry "Yu Ban", which has been read more than 60 times; Baidu Library uploaded 1 1 documents promoting xx, with more than 200 views and 20 downloads. 20xx165438+1October 10 Since the establishment of Baidu Library, the team ranking has risen from more than 3,000 to 4 10, and it has developed from novice team, beginner team, bronze team and silver team to gold team. And Baidu knows how to train employees in the whole hospital and recruit 14 employees to join the internet promotion work. In Baidu, more than 2,400 questions were answered, the adoption rate reached 29%, and the grade rose to eight. Actively promote xx Hospital on the Internet. Using Sina Weibo to promote xx, the number of fans has reached 2,780, and more than 500 articles have been sent to Weibo. 60 reports and notices were published on the hospital intranet.
Second, the problems existing in the work
1. Regarding the construction of departments and systems, the marketing department is not fully staffed, and there is currently a lack of planning directors and marketing directors. With the participation of Deng Yuxian, the network promotion work of our hospital has been obviously improved. The marketing director and planning director have been looking for suitable candidates, depending on whether the hospital will give the corresponding posts or not, and the marketing specialist will also be expanded. There should be 2-3 effective commissioners under each director to find and cultivate hospital marketing talents.
2. The tacit cooperation with experts in the marketing process, the packaging of medical projects is also a big problem. Over the past year, the marketing department has been constantly learning and improving, stepping up its in-depth understanding of experts in our hospital, and discovering the advantages of each expert and the market advantages of their medical projects from a market perspective. It is hoped that the opinions and suggestions of relevant personnel in the marketing department can be referred to in the future medical projects, and only projects with local characteristics can have better social and enterprise benefits in the marketing process.
Three. Prospect of Marketing Department in 20XX
Generally speaking, the marketing department of our hospital has begun to take shape and can play an active role in the marketing and brand building of our hospital. With the arrival of 20XX, the marketing department will plan no less than 80 free clinics and lectures, and add 20,000 new members. The staffing of the marketing department should be more reasonable and perfect, and actively participate in the planning of packaging medical projects (products). With the normal development of medical insurance, the focus of marketing department should shift to developing high-end customers.
Summary of Marketing Department's Work and Next Plan III. In the first half of this year, the Marketing Department mainly completed the following work:
I. Business Development
In the first half of this year, according to the requirements of the company leaders, the marketing department formulated the city's income plan on the basis of the annual income plan issued by provincial companies, and decomposed it into counties and districts. According to the different market development potential of each county, break down various business development plans. In order to ensure business income and development plan
Successfully completed, the marketing department breaks down each plan into quarters and months according to the image progress, counts the completion situation every month, discusses the good experience of completing the plan with the county company and the reasons for not completing the plan, finds problems and difficulties, and solves them with the county company.
By the end of June, the city achieved business income of 1 10,000 yuan, ranking first in the province in absolute value, accounting for x% of the image progress. X households will be added to broadband terminals, X households will be added to broadband dedicated lines, X households will be added to manned public telephones and X households will be added to ordinary telephones.
The marketing department also takes various measures to promote new business and new products to county companies. On June 5438+ 10, no training was held, and marketing and business backbones of all counties and districts were convened to conduct product tariff training and discussion, sum up the existing problems and find out the tariff package suitable for the local area. In March, according to the market competition, we applied to the provincial company for a monthly tariff package, which was organized and promoted throughout the city. In May, county managers, supervisors and maintenance personnel were organized to participate in the training of provincial companies to learn business theory and marketing planning, which has a good guiding significance for business promotion.
Second, the basic management
We have implemented a series of basic management work, such as business account audit, fee refund and disassembly details verification, false user disassembly, clearing long-term arrears, customer data collation, resource collation, data maintenance and terminal management, which effectively avoided the loss of business income and cost.
Starting from 1 month, according to the requirements of internal control process, the marketing department adjusted the weekly audit system of the original county company, and changed it into daily audit, weekly audit and monthly audit in parallel, and tried to arrange on-site verification of the first-level audit of the county company every month. Notify the weekly audit. At the end of each month, the first-,second-and third-level auditors in informed criticism City audit the cash flow received and receivable in the whole region, which plays a very good role. Our company's cash flow difference is one of the best cities in the province for half a year in a row, and the assessment income has not been affected by the cash flow difference.
In order to ensure that the income will not be affected by the misoperation of the support system, the marketing department arranges the support center to check the details of the withdrawal fees in each county every day, and strictly blocks every loophole.
In order to clear up the long-term arrears and control the current arrears, the marketing department has set an assessment target of not less than 98% of the current arrears recovery according to the requirements of the company leaders. Weekly and monthly reports on the collection of arrears. With the cooperation of Qi Xin of the county company, by May, the new long-term arrears in the system were cleared, and the number of transfers in that month was lower than the minimum required by the provincial company for the first time, from five consecutive months to 1 10,000 yuan, and reached RMB in May.
In order to master the resources and avoid the waste of resources, the marketing department arranges the support center to conduct spot checks and reports on the resources of counties and districts every month, and conduct on-site inspections in June.
Since the marketing department took over the material management this year, with the strong support of the network department, the management mode has been improved, and the daily quantity of warehousing subsidiary ledger is compared with that of the security center, which makes the material management form a closed loop. In order to realize the recovery and reuse of terminals, county companies are required to collect deposits from users of newly installed broadband, telephone poles and manned public telephones. Encourage county companies to guide users to use recycling terminals when developing new users. Replace the recycling terminal for users with terminal failure during the warranty period, and strictly put an end to trade-in for new ones. Through the implementation of these measures, waste has been effectively controlled.
Third, performance appraisal.
Improve the calculation method of performance appraisal, promote storage and surge in many ways, and increase business income.
Since the draft performance appraisal method of provincial companies was issued in March, the marketing department began to communicate with the superior marketing department on how to calculate the renewal rate and turnover rate. After many unsuccessful discussions, the marketing department formulated a series of assessment methods according to the requirements of the company leaders and the actual situation of the company, and assessed the users such as disassembly, double stop, single stop and zero-cost user renewal. Guide county companies to attach great importance to the above users, and basically plug the loopholes of customer loss through daily on-site inspection, which also plays a good role in the activation of long-term zero-cost users. It not only saves resources, but also increases income, on the other hand, it also saves business development expenses.
Four. Existing problems and difficulties
1. In the first half of the year, due to the concentrated efforts to straighten out the basic data management, it was weak in marketing planning, business promotion, market research and personnel training, resulting in insufficient support for the business development of county companies.
2. As the provincial company system is ready to upgrade, many report requirements of our company cannot be met, and calculating performance appraisal indicators and analyzing business data bring a lot of workload to municipal companies and county branches.
In the second half of the year, the marketing department plans to improve and improve in the following aspects:
First, strengthen market research.
Go to the county office regularly and have discussions with marketing, business, maintenance and management personnel. Go deep into the market to understand the usage and needs of users. Summarize the successful marketing cases of developed counties and districts for promotion; Help underdeveloped counties find shortcomings and solve difficulties.
Second, strengthen marketing planning and business promotion.
By understanding the market competition, we should formulate flexible and effective marketing measures, formulate feasible publicity and marketing steps for the development of key businesses at each stage, feedback and analyze marketing results in time, adjust marketing ideas in time, and change the current inefficient state of business development.