Membership operation involves all fields and levels of the hospital, and it is a management system. We call it "membership mode".
In fact, everyone is familiar with the concept of "membership". In the past, its form of expression was a real "VIP card"; Now it is more in the form of network expression, forming a "membership system".
The premise of building a membership system includes two aspects:
1. There is no problem in market positioning and product planning, which can meet the needs of patients;
2. Patients have good feedback and high satisfaction.
If the hospital has the above foundation, it can establish a membership system. Otherwise, the establishment of membership system may end in failure; Or it was very successful in the early stage, but with the success of the membership system, due to the weak foundation, the needs of members have not been met and the satisfaction is extremely low, which will bring greater failure to the hospital.
1, the significance of building a membership system
The membership system consists of three elements: membership grade, membership rights and interests, and grade index. Among them, the grade index in our system mainly refers to "integral". Adjust the membership level according to the number of points, and enjoy different membership rights at different levels.
0 1 what problems should be solved in establishing membership system in hospitals?
(1) cannot provide continuous value, and the patient's viscosity is low; Its essence is to improve patient loyalty and follow-up rate.
(2) The market growth space is limited, and the cost of developing new customers is high; Its essence is to let members produce fission and realize the self-operation of "taking the old with the new".
What will the hospital get if the membership system is successfully established?
(1) Cost saving: Generally speaking, the cost of developing a new customer is five times higher than that of maintaining an old customer, and the membership mode can greatly improve the follow-up rate;
(2) Precision marketing: classify members by using their information and consumption habits, provide differentiated services, realize precision marketing and achieve better drainage effect;
(3) Improve the return visit rate and customer unit price: Doing a good job in membership service and precise marketing will improve the loyalty and participation of users, thus affecting the return visit rate and customer unit price;
(4) Word-of-mouth fission: Consumers tend to trust people who have already consumed, and using members' word-of-mouth publicity can expand the brand influence of hospitals and split more patients;
(5) Self-operation: Through the continuous interaction of drainage, retention, transformation, follow-up and fission, a marketing flywheel is formed to realize self-circulation and self-operation.
To build a membership system, it is first necessary to clarify the bearing mode. Wechat and WeChat group are the simplest tools to carry. At present, most enterprises are realized through membership management system. With the development of decentralization of the Internet, socialization has become an important means to expand membership traffic. Therefore, the new concept of customer management is SCRM (social customer relationship management)-social customer management system.
Xieren Health has specially developed a set of membership management system-Yi Ming Island medical service platform for the medical industry. The membership system we are talking about today is also based on this platform.
2. Overall system
The reason why members are willing to stay and establish a super sticky relationship with the hospital must be based on some available values, that is, they always want something. I think this kind of value mainly includes two categories: one is health or rehabilitation itself (the main benefit), and the other is the additional rights and interests gained by staying loyal to the hospital (the value-added benefit).
On the premise that the main interests are certain, the more value-added benefits are obtained, the stronger the stickiness is. The standard for measuring value-added benefits is points. As a reward for patients' loyalty, integral is a tool for hospitals to give patients the exercise of their value-added rights and interests.
Different kinds of members can get different points; By doubling the points for special activities, members can be stimulated to buy or experience products.