2022 Hospital Women's Day Activity Planning Scheme 1 Activity Unit:
Xx health network xx hospital
Activity time:
March 8th to March 3rd1
Activity address:
No.307, xx Road
Activity hotline:
xxxx
Activity qq consultation:
xxx
20xx Spring Festival, the annual "March 8th" Women's Day is coming again. Women's feelings are the greatest and simplest in the world, which deserves our gratitude and remembrance. In order to repay the love of xx people and care for the health problems of many female friends in xx, xx Health Network and xx Hospital launched the "March 8" Festival to care for women's health.
According to reports, xx Health Network and XX Hospital, a well-known expert hospital in the province, designated March 2008 as "Women's Health Activity Month", and launched a series of special care activities of "Love March, Thanksgiving for Women, Triple Care" from March 8 to March 3 1.
Guan Aiyi: 138 Female Gynecology+138 Female Breast Free Physical Examination. Since March 1 year, xx Hospital has conducted free physical examinations for 138 female gynecologists and 138 female breasts, including 276 female friends. Female friends can choose gynecological examination or breast examination by themselves (until the quota is full). Among them, 138 women who signed up for an appointment were given gynecological examination and routine vaginal discharge examination, and 138 women who signed up for an appointment were given routine breast examination and free breast color ultrasound examination.
Caring for 2:380 yuan provides free physical examination for 38 provincial "March 8th Red Flag Bearers", and can also enjoy the health care provided by "gynecological health care experts" at any time. 380 yuan's free physical examination includes routine examinations of internal medicine, surgery and gynecology; Routine examination of blood, urine and stool; Chest x-ray and electrocardiogram; Color Doppler ultrasound of liver, gallbladder, spleen, kidney, uterus and breast; Five items of hepatitis B, five items of liver function, two items of renal function and two items of biochemical examination of blood lipid and blood sugar.
Caring for three: send a health card to a female friend. During the activity, female friends can get a health card of xx Hospital for free. As long as they rely on this health card, they can enjoy free health consultation and guidance from xx Hospital and health advice provided by gynecologists.
Description:
1. This activity is sponsored by xx Health Network and xx Hospital. You need to make an appointment to participate in the event. For details, please consult the website of xx Health Network. , activity:, qq consultation:
2. The preferential activities listed above cannot be enjoyed repeatedly, and cannot be enjoyed at the same time as the existing preferential activities of xx Hospital.
3.xx Health Network and xx Hospital have the final right to interpret this activity.
Planning Scheme for Hospital Women's Day in 2022 I. Background and Purpose:
Simulated hospital background:
Three-level first-class general hospitals have a certain popularity and reputation in the local area, and the main departments are internal medicine, surgery and dermatology. Gynecology is in a relatively weak position, and its advantages over secondary hospitals lie in attending doctors and equipment.
Planning purpose:
"March 8th" Women's Day has always been a positional war between hospitals, and marketing techniques have emerged in an endless stream. The theme activities are mainly donations, free clinics, gynecological examinations and treatment concessions, which are also promotional activities. But now all hospitals are doing this, for one thing, it is not creative, and for another, it is not attractive to consumers. How to innovate in the current increasingly fierce competition? I think cross-industry integration should be used to improve the brand value and connotation of hospitals, expand the local social influence of hospitals, and improve the visibility and reputation of hospitals among female consumers.
Second, the core theme of the activity: long-term happiness of healthy women
Third, the cooperation unit:
Organizers: xx Women's Federation and xx Health Bureau.
Organizer: xx Hospital
Co-organizers: xx Insurance Company, xx Bank and xx School.
Media publicity units: Ruili Magazine, Everyone's Health Magazine, xx Evening News, xx Health Information Weekly, xx TV Station, xx TV Station and xx Mobile TV Station.
Fourth, the general idea of the activity:
On June 1 day and March 1 -8, the discount card for gynecological physical examination was launched, and local women's magazines or newspapers were held in hand. If it is Fuzhou, it will give priority to newspapers such as Fuzhou Daily to deliver to readers in the form of pages, and advertise and publicize in the mass media pages. At the same time, promote it in the form of news on local TV. Through activities, attract urban female groups to participate in activities organized by hospitals, recognize hospitals and accept hospitals;
March 7th is Girls' Day. Take this opportunity to train potential female consumers as backup consumers through campus public relations activities. Because the hospital operation cycle is quite long, it is necessary to cultivate the hospital brand awareness of female consumers in advance after 3 -5 years, so as to tap the consumer group of school teachers.
3. All major banks or insurance companies have wealth management products or insurance products specifically for female consumers. Many salesmen and staff of banks or insurance companies are women, and the interaction and integration of gynecological projects and accident insurance projects has affected two major consumer groups, female employees of insurance companies and her female medical insurance customers.
On March 8th, most units gave women a half-day holiday, that is, in the afternoon. You can't throw away the traditional preferential activities, because others are doing it. If you don't do it, you will lose the market. However, as a general hospital, you can't do a health survey in the name of the Women's Federation and the Health Bureau like the Maternal and Child Health Hospital, nor can you serve only a few people like a specialized maternity hospital. Therefore, you should publicize it on a large scale, operate it on a small scale, and build specific projects for specific consumer groups.
5, 3.8 is Women's Day. In this festival, as men, there will be more or less imbalance, and at this time, few media or units pay attention to and care about men. Then, in view of this phenomenon, the hospital launched a harmonious family card, which was distributed to men who had a good relationship with her through the hand of a woman who came to our hospital on March 8, and then held a special activity of caring for men on Saturday or Sunday.
Verb (abbreviation of verb) promotion strategy:
The first stage: the lead-in period is from February 15 to March 8.
Combined with the nature of our hospital as a general hospital and the characteristics of Women's Day on March 8, under the premise of "focusing on me and making use of the market to create momentum", we fully image and package the project with the help of the social influence of the media. Our hospital integrates the corresponding publicity activities while the activities are going on, and at the same time fully publicizes its strength. The hospital's service characteristics and expert equipment promote the activities smoothly through the publicity and hype of the activities themselves, using news hype and self-reported hype.
Publicity objectives: news foreshadowing and market preheating before the festival promotion activities, fully shaping the image of the real estate, attracting the attention of the target audience, creating the market and creating a good atmosphere at the scene.
Propaganda technique: Introduce the core theme of this activity "Healthy women, long-term happiness". Promote the concept that "health is happiness"
Publicity strategy:
1. Set up a column in the health section of local mainstream mass media, and publish information on healthy eating for women in the name of hospital health consultants.
2. Put relevant soft articles in local mainstream mass print media, supplemented by a small amount of hard advertisements.
3. On March 6th, 7th and 8th, local TV media publicized in the form of news, because the cost of news is lower than that of advertisement, and the audience is easy to believe, and the arrival rate of information is much higher than that of advertisement.
4. Expand: Join hands with local or well-known women's magazines, such as Ruili or Health Magazine, and exchange the number of books for the number of pages, such as subscribing to 200 copies of four pages. Two pages are dedicated to hospital image promotion, and the other two pages are dedicated to six-page activities in the form of vertical advertisements on the right side of the magazine. On the second page, I posted a discount card made by our hospital, which can enjoy preferential contents such as priority registration, reduction of registration fee and free gynecological examination. Subscribed magazines are used by hospitals to give to female clients in hospitals.
5. In line with the principle of "mutual benefit, three parties benefit", cooperate with other units, publicize our hospital at the same time, and give preferential treatment to female employees of cooperative units. With the work permit of the cooperative unit, patients who come to our hospital can enjoy preferential policies such as registration fee reduction or exemption, or give small gifts as promotional products.
The second stage: the heating period is from February 25th to March 5th.
Hospital projects have a long operation cycle and obvious regional characteristics. Women's Day is a short-term activity, so we should establish the guiding ideology of "making a quick decision". Who will make a big fuss about Women's Day after March 8th? At the same time, the hospital also has its own business, and can't be dragged down by the March 8 th activities. But for the whole hospital, we should be prepared for a protracted war. According to the characteristics of the market recovery period, we will set about establishing strong promotion and sp activities.
Stage goal: seize market share in the first time.
Marketing strategy:
Publicity strategy: newspaper and TV advertisements as the main part, supplemented by event marketing, to provide more convenient and preferential conditions for medical treatment, to make pure medical guidance advertisements for the main selling points, to strongly cooperate with on-site activities, and to give play to the soft articles and emotional demands of news hype to cooperate with publicity, so as to achieve the purpose of medical treatment upsurge.
Sp activity:
1. Join hands with local banks. During the March 8th Festival, female bank card users of cooperative units who come to our hospital for medical treatment can make installment payment for female employees of cooperative units, and give preferential treatment and mutual benefit in the form of group gynecological health examination.
2. Join hands with local insurance companies to integrate gynecological projects with accident insurance projects. In other words, the gynecological examination discount card and accident insurance card are interacted with the insurance salesman and her customers. At the same time, it affects two major consumer groups, female employees of insurance companies and her female medical insurance customers.
3. Cooperate with the provincial map to give a special lecture on women's health on March 5th and 8th. Attract intellectual women to attend classes in the provincial map, and distribute promotional materials and discount cards made by our hospital on the spot.
The third stage: the main promotion period is from March 6 to March 8.
Stage goal: enhance image and emphasize service.
Stage Purpose: Summarize the experience through the sales feedback in the first two stages, and quickly adjust in all aspects, including price, payment method, promotion method, publicity and packaging, etc. So as to better meet the market demand. The speed of publicity in this stage can be slowed down in time, and the word-of-mouth established in the first stage will gradually reach the stage goal.
Marketing strategy:
Publicity mode: newspaper advertising is the main way to form publicity advertisements through image advertisements, testimony, selling point advertisements and urging advertisements. At the same time, with the help of short-distance promotion activities, problems and contradictions in practice can be solved.
Sp activity:
1, March 7th Girls' Healthy Campus Activities
Theme: Care for girls' health and enjoy a happy life.
March 7th is Girls' Day. We take this opportunity to cultivate potential female consumers as backup consumers through campus public relations activities.
Before February 10, negotiate with the campus community, establish the theme of the event, plan the scheme, and make corresponding promotional items such as pp bags and Yi Labao.
2) On March 7th and 8th, gynecologists and hygienists were transferred from the hospital to the cooperative school to give lectures on health science and women's health, and discount cards were distributed to girls on the spot.
2022 Hospital Women's Day Activity Planning Scheme 3 I. Activity Background
At present, many medical institutions turn market competition to brand and service competition. With the deepening of medical insurance reform, large hospitals are no longer the only choice for patients. On the occasion of March 8th Women's Day, XX Post Office plans to use the "healthy and happy" direct mail media to assist XX Hospital to carry out the activities of "Welcome March 8th Women's Day, Care for Women and Send Health" to further enhance the brand image of XX Hospital.
Second, launch "healthy and happy" products.
Taking postal strips and letters as the main carriers and relying on the postal name and address database, we will select target customers for your company to promote, and provide incentives such as discount coupons and free experience coupons to female customers, so as to cooperate with your business promotion, attract the attention of the audience and produce the effect of door-to-door experience.
Three. Functions of "Healthy and Happy" Products
1. Maintain the relationship between customers and patients.
2. Communicate preferential activities, promotional information and experience activities.
3. Achieve the word-of-mouth effect and establish the hospital image.
4. Collect customer information.
Fourth, the target audience analysis ideas
In view of the characteristics of this event, we take female audience as the main target customers and select some enterprises and institutions.
(1) Name and address information of female members in your college.
(2) Women in Chongqing Post's personalized name and address database, such as book lovers (female readers concerned about health care), private car owners, middle-aged and elderly people, etc.
(three) the chairman or office director of the trade union of enterprises and institutions within the jurisdiction of Chongqing Postal Organization Library.
An analysis of the effect of verbs (abbreviation of verb)
(a) choose the target, targeted. According to the characteristics of the event, through analyzing and mining the audience's name and address information, select targeted individuals (units) for one-to-one and point-to-point publicity to expand the market.
2. Novel form and high recognition. As a focus media, direct mail is different from mass media, which can effectively avoid competitors, and at the same time, exquisite pictures make it stand out from competitors.
3. High disassembly rate and long storage time. Preferential information such as offers and gifts can attract consumers to open emails, and the content is close to the needs of the audience, with long retention time and lasting advertising effect.
4. High cost performance and measurable effect. Compared with traditional advertising, the cost is low; Your company can measure the effectiveness of activities according to the number of target audiences and the number of responses.
2022 Hospital Women's Day Activity Plan 4 I. Preface:
It is also the season when grass grows and warblers fly, and we have ushered in the xx anniversary of International Women's Day. So far, on the occasion of March 8th, in order to give back to the care and support of xx female friends in our hospital, I wish xx female friends a happy holiday, and at the same time, our hospital will carry out activities every day to welcome March 8th and care for the healthy life of xx female friends.
Second, the theme:
The concept of hospital in people's minds is the doctor-patient relationship, which always makes people feel uncomfortable. In fact, this can change people's views with a new explanation. Hospital, she not only serves people's health, but also can be a close friend in people's life, giving people care and love, giving people health, and at the same time making the public feel that going to the hospital is not for seeing a doctor, but for having a pleasant trip and meeting good friends.
Third, the creative advertising language:
The world is beautiful because of you and life is perfect because of you.
Advocate women to learn and spread family virtues.
Women have made great achievements and created a harmonious society.
Care for "half the sky" and have a free physical examination.
Don't rest at home during holidays, go to gynecological hospital for physical examination.
Women's own festivals, women's own hospitals.
Fourth, the market background:
After X years of reform and opening-up, this summer capital, when "Shuang Shuang xx" was sung across the river, xx was no longer the forest Zhongshan City at the end of its tether. She crisscrossed the north and south in the singing of "Shuang Shuang xx", and all the guests from the north and south of the country were attracted by her elegant demeanor. When the economy develops to a certain extent, it will also bring about development and progress in all aspects of social life. In the summer capital xx, the pursuit of fashionable and high-grade life has become the life purpose of modern urbanites. What they want is the standard of living and quality of life. At the same time, various service organizations, large and small, have mushroomed all over xx. As a specialized hospital dedicated to serving female friends, Modern Women's Hospital has both advantages and disadvantages. The advantage is that it is built by China Bosheng Medical Investment Group. Specializing in the treatment of modern women, it is the first modern comprehensive women's medical institution in xx that integrates medical treatment, teaching and research, prevention, health care and consultation. But the disadvantage is that she is still very young. Although she has a certain popularity in xx, her popularity in the whole province is very weak. In order to have a new starting point and new development in the new year, and Women's Day is coming, while giving back to xx female friends, I also take this opportunity to make my name in the whole province.
An analysis of the current situation of verb (abbreviation of verb);
In xx city, there are countless hospitals serving female friends, and the competition is fierce. As one of the key projects to attract investment, hospitals have great advantages. Geographically, xx Modern Women's Hospital is located in a bustling downtown area, with a large flow of people, which can intuitively enter the sight of the masses at the first time; From the perspective of medical resources, xx Modern Women's Hospital has strong team support and guarantee, with a total investment of 654.38 billion, a medical room area of several thousand square meters, skilled experts, rich experience and outstanding scientific research ability. We have introduced laparoscopy, hysteroscopy, colposcopy, color Doppler ultrasound, automatic biochemical analyzer, Xinbai TCT membrane liquid-based cytology detector and domestic first-class laminar flow purification aseptic operating room. Developed by Germany, the United States, Britain and Switzerland, advanced treatment methods such as fallopian tube guide wire interventional recanalization, uterine artery embolization and focused ultrasound comprehensive treatment have been carried out. From the service mode, xx Modern Women's Hospital focuses on the research of women's health problems, with more than 20 diagnosis and treatment specialties, including gynecological minimally invasive center, gynecological oncology specialty, infertility specialty, gynecological inflammation specialty, family planning specialty, breast disease specialty, endocrinology specialty, health check-up club, psychological counseling girl clinic, female anorectal department, urology, internal medicine, surgery, traditional Chinese medicine, otolaryngology and so on. Driven by the "people-oriented" service concept, the hospital implements an all-round "empathy model", provides a hotel-style medical environment, and implements humanized services such as full-course guidance, "one-stop" medical service, "one doctor and one consultation room", post-operation return visit and intimate night consultation. And adhere to the enterprise essence of "customer first, medical ethics first, superb medical skills and sincere service" based on medical quality, medical safety as the premise, new and special technology as the leading factor and humanized service as the purpose, and create "green medical Humanities Hospital" in xx Province. These are the unique resources and advantages of xx Modern Women's Hospital.
Six, media selection:
Xx Modern Women's Hospital has its own monthly magazine and online marketing, which is a big advantage. According to the market share and popularity of major media in xx, the following media are more suitable: A: XX Evening News, B: XX Metropolis Daily, C: New Newspaper, E: Friday Weekly, F: Money Online, H: XX Information Network, and at the same time, you can also carry leaflets and other materials in a newspaper reading; Television media include: xx TV station, xx local TV station, etc.