The positioning of the clinic is a process and action to determine the target patient group according to its own ability, establish a unique clinic image, carefully design the overall imagination of the clinic, and spare no effort to spread the clinic image, thus occupying a unique and valuable position in the hearts of the target patient group. Its focus is on the psychological feelings of the target patient group; The way is to design the overall image of the clinic; Its essence is to design medical behavior attributes and spread clinic image according to the characteristics of target patients, thus forming a deliberately shaped unique clinic image in the hearts of target patients.
Clinics should first find out who they serve and what class your patients mainly come from. Don't look at other people's clinics with high-end equipment, luxurious decoration, expensive fees and excellent management. Just look at your own clinic and choose patients at the same level as him, thinking that you can do as well as others. That would be a big mistake. Clinics should correctly evaluate themselves, do what they can, and similarity is the taboo of clinic positioning.
At the beginning of the clinic, many doctors didn't know where their patients came from. Because people's traditional ideas are not easy to change, medical conditions are different, medical insurance policies are changing, and traffic and other factors are changing, the relationship between doctors and most former patients will be alienated and broken. Every time a doctor changes medical institutions, less than 30% of patients can keep in touch. Therefore, once the clinic owner has made the decision to start a business, he must "forget the past" and "start from scratch" and reposition himself.
Market survey refers to the means of collecting, recording, sorting out and analyzing relevant information by using scientific methods on the supply and demand situation of the market and its changing trend. It can be roughly divided into two categories: environmental investigation and special investigation.
I investigated the situation of the same industry around the clinic, including the number of clinics (outpatient departments or hospitals), the number of treatment chairs, the number of doctors, the daily treatment time and the decoration style.
Two. Understand the population density around the clinic, the house price and occupancy rate of nearby residential areas.
Three. Evaluate the financial situation and consumption level of friends and relatives you usually contact, and the source of outpatients in the future is mainly through their introduction.
Correctly analyze and evaluate the medical technical level of yourself and the doctors you hire.
By understanding and mastering the basic situation around us, we can draw a conclusion about the positioning of the clinic. The orientation of the clinic determines everything in the clinic, including the upcoming renovation of the clinic, the selection of equipment and the formulation of charging standards. , but also determines the future turnover and profits.
If you don't have enough customers, leading technology, perfect products, thoughtful service and reasonable pricing, you will get nothing. The dental clinic should establish a complete file for each patient after seeing a doctor, keep in touch frequently, understand the needs of patients, and let patients know the changes of outpatient medical care and services in time. Clinic owners all know the importance of retaining patients. The operation of the clinic depends on the change of the number of patients. It is necessary to establish a monitoring system to continuously observe the monthly turnover, market share, initial follow-up, patient sources and patient satisfaction.
Turnover should not be the primary consideration of the clinic. How to provide patients and people who may become patients with services that can maximize their interests in medical activities is a problem that successful clinics should concentrate on solving. The patient's fundamental wish is to formulate (or design) a treatment plan with the best effect, the least pain, the shortest time and the least cost for his own disease. Don't think that just because a patient has money can provide some expensive but inappropriate solutions. One day, you will lose this patient forever. Only by standing in the patient's position can we win the patient's heart and become the patient's true friend, and finally lay a good foundation for clinical development.
A good clinic reminds patients of a clinic, not a doctor. Some people think that as long as my doctor is famous, I can create a brand. This brand is based on personal effect. The patient only remembers one doctor. Once the doctor leaves, the whole clinic will face a serious crisis. Clinics need famous doctors, but they also need an overall image to convince patients that any doctor in this clinic is excellent and credible.
For clinics, it is necessary to establish a clear image of their medical services in the minds of patients. This is the brand promotion of the clinic. In the medical market, the competition of similar clinics is becoming increasingly fierce. When patients gradually occupy the dominant position, brand is an important factor affecting the success of clinics. Clinics should be good at analyzing the psychological characteristics of patients' medical needs, and shape and publicize the overall image of the clinic through rational, perceptual and even perceptual brand promotion methods to maintain a state of sustainable development. Clinics should be good at "attacking the heart".
The object of medical service is patients. As long as the needs of patients are reasonable, they should be satisfied as much as possible. For example, in the process of dental treatment, the biggest complaint of patients is pain and trouble. Patients complain that they have to go back and forth many times in order to treat a tooth, which delays their work and affects their lives. They hope to finish it at once. Then we should improve medical technology (such as anesthesia technology) and update equipment. Clinics should keep abreast of the market situation and learn and master new technologies and equipment in the course of operation. Simple price reduction is a primitive and low-level way of competition, which is not only meaningless to its own development, but also disturbs the market and attracts rejection from peers.
Clinics can only stand and develop in the fierce market competition if they think of patients, know patients and know themselves.
It is very important to really evaluate the skills of clinic owners before private practice. Are you proficient in various treatment techniques? Is it necessary to take some new courses to improve your technical level? Evaluate yourself truly and then decide how to do it.
The clinics run by some bosses with average knowledge and technology have rich economic benefits. They know that the key to private practice is not simple operation, but business operation. Successful business operation is to create profits, which also means that the income (expenses) will far exceed the input (time, materials, management expenses), which is very difficult to do.
1 The owner of the clinic should not only know how to find an ideal geographical location at a reasonable price, but also be able to negotiate an affordable rental price and purchase necessary instruments and equipment.
Once the equipment is complete, we should consider recruitment, interview, employment, training and how to mobilize the enthusiasm of employees. The salary of employees should be competitive, otherwise it will be difficult to stabilize the workforce.
There are many resources available in all aspects of business operation. The key is yourself. The more business skills you have, the greater your chances of success.
If patients don't accept you, even if high-end clinics provide first-class medical services, patients will be lost. Think back carefully, when you examine a new patient, do you only pay attention to the late stage of periodontal disease itself, or do you pay attention to a person with periodontal disease? It is often said that famous clinic owners treat diseases, while mediocre clinic owners treat teeth.
In the process of establishing a clinic, popularity is very important if you want to get rich customers.
As far as my personal experience is concerned, I generally trust general hospitals, but sometimes if I have a headache and brain fever, I will go to the clinic near my home to deal with the problem. At this time, choosing a suitable clinic has become an urgent problem. At that time, under the recommendation of friends near my home, I went to a Chinese medicine clinic near my home regardless of my medical skills. As soon as I go in, I will have an established impression that I am optimistic about this disease.
That clinic also has a good reputation, without special advertisements, but it has a very good reputation. People around you are willing to go with a headache and fever. Later, it gradually grew and opened a dental clinic. The boss is also a retired old doctor. Shanghai people are very kind and willing to date us. Sometimes they greet each other when they walk, reminding you to keep warm and not to catch a cold.
So, back to the theme of today's article, word of mouth is a sharp weapon to build a well-known brand of clinic.
Fame and credibility are two indispensable factors in brand building. Fame refers to the popularity in the public mind, and credibility refers to the degree of respect. Clinics should pursue high visibility and credibility, that is, high visibility and high respect.
When trying to expand the popularity of the clinic, we need a very reliable credibility as the pillar, otherwise it will be counterproductive and the popularity will be widely ridiculed and rejected by the general public. Although the society is colorful, clinics that are widely criticized and despised simply do not exist, but once their reputation is questioned and condemned by most patients, clinics will pay a very expensive price, and it will take immeasurable time and spirit to change this situation. The credibility really depends on the clinical treatment technology. .
At present, the common situation of impatience is the harmony of people. Those who can stand loneliness and down-to-earth are valuable "heterogeneous". However, people who have a steelyard in their hearts are the best and the most distinctive. There are also some private dental clinics that try to impress others with the help of the media and central power.
Lenin famously said, "The person who shouts the loudest in the market is often the person who sells the worst bread." In our industry, this standard is also tried and tested.
How to improve the visibility of clinics?
With the help of community and street management institutions, such as neighborhood committees and property management committees.
This kind of organization has a low level, but great power, and its role in the local area can not be ignored. Clinics should actively participate in community public welfare activities, such as holding health knowledge lectures in schools or elderly activity centers, setting up columns on community bulletin boards to publicize health knowledge, and even sponsoring social public welfare activities. Some clinics use the theme of Love Teeth Day to carry out a series of activities in a planned way. For example, making film and television materials, printing publicity materials, and providing special services for target groups. Some clinics take the initiative to contact communities, streets, schools, enterprises, groups and other organizations, maintain close and good relations with them, and try their best to exaggerate their popularity.
I sincerely hope that the above suggestions can help the clinic owner to objectively evaluate his current ability and successfully open a clinic.