Hospital refers to a medical institution whose main purpose is to provide people with medical and health care services. Its clients include not only patients and wounded, but also healthy people and completely healthy people in a specific physiological state. The following are three hospital-themed marketing activities I have carefully prepared for you, hoping to help you.
Hospital Theme Marketing Program 1
First, the current pharmaceutical market situation
The whole country is going through the rectification stage of the pharmaceutical industry. At present. But this is only the initial stage, so it is still in a state of no specific rules and regulations, and the market is too chaotic. We must first make the existing enterprises bigger and stronger before rectification, in order to stand firm in the tide of the industry.
But I should have a clear development direction. Now pharmaceutical companies treat new products, and there are many pharmaceutical companies and retail enterprises in various regions. Not very keen. However, all the varieties sold in the market sell well. However, there is a feature that either the varieties made by hospitals are easy to buy or the prices of similar varieties are extremely low to stabilize the market. Seize most of the market share.
There is no uniform sales price in various regions, and the disadvantage of the pharmaceutical industry now lies in the price confusion of the same kind and many kinds of drugs in the market. Similarly, the sales prices of Yanhuning in different regions and different manufacturers are also inconsistent, which has greatly impacted the sales work in neighboring regions. Some loyal customers have lost confidence, identity and dependence on the company.
Do your own business, interspersed between regions in the past. Salespeople don't know much about the sales situation in the associated areas, which will inevitably have an impact on their own or others' sales areas. In terms of the sales price of drugs, under the same proportion, the profit is directly proportional to the quantity sold, that is, the sales volume is closely related to the profit.
2. Work plan for this year.
It can be said that it is my own learning stage, summing up this year. And given this opportunity, everyone in the unit treats me as a little brother and gives me considerable love. Here, I want to say thank you.
It can be said that these two very good sales areas have given me considerable expectations, and I have been responsible for this area since I started my business. But this is a considerable test for me. I learned a lot in this process. Including the manners and manners with customers, my eloquence has been exercised and my courage has been greatly improved.
I am not very satisfied with myself, so I can say that I was here this year. First of all, it failed to invent huge profits for the company. Second, it failed to convince customers. Some customers failed to maintain well, lacked understanding of the market and failed to grasp market information in time. These are all new beginnings and should be improved first in the work in 2008 and 2008. Since we have handed over five large sales areas, we can see that we have made great determination, because these areas are all base areas. It has laid a solid foundation for the development of our company.
Third, the following are the working ideas for next year.
1, for old customers. Always keep in touch, give small gifts or entertain customers when you have time and conditions, and stabilize the relationship with customers. Including the basic information of the freight station.
2. While having old customers, we should also obtain customer information from various media from time to time. Broaden one's horizons,
If you want to have a good performance, you must strengthen your business study. Enrich knowledge, adopt diversified forms, and combine learning business and communication skills.
Fourth, the comprehensive situation of each region.
1 and 1 are potential customer resources, and there are many regional commercial companies. Existing commercial companies belong to the first class customers, larger individuals belong to the second class customers, and personal clinics belong to the third class customers. Among these customers, commercial companies still need great help. Help me maintain these customer resources and transfer them bit by bit.
2. In addition to a few enterprises among the existing customers in this area, there are also some individuals. In terms of individual medicines, a large number of individual medicines have not been developed in various regions, and these small customers can actually invent considerable profits for me. It is necessary to find new customer resources through pharmacies and other surrounding areas, and often patronize local freight stations. Strive to have more than 100 customer resources in each region.
3. Commodity prices are relatively low, and the region is close to Shenyang. Only by communicating with old customers regularly can we know the existing commodity prices. Only in this way can we always strive for old customers. In the development of new customers, we should start with superior varieties, such as aspects. In addition, local commercial companies must keep an eye on it.
Hospital Theme Marketing Activity Plan II
First, according to the actual situation of the hospital, identify the functional orientation of the marketing department and give full play to its due role.
What role the hospital marketing planning department should play in the whole functional system of the hospital and how to locate it are very important for the marketing department to play its functional role effectively. Therefore, our functional orientation of the marketing department is: strategic planning, market expansion, brand promotion, customer management, departmental guidance and service training. Its main tasks are:
1, strategic planning: make full use of all kinds of information, analyze the strengths, weaknesses, opportunities and threats of the hospital, formulate the marketing development plan of the hospital from a strategic perspective, provide the basis for the management decision of the hospital leaders, and be the staff and assistant of the hospital leaders.
2. Market expansion: actively expand the market by visiting customers, market research and other forms, increase the number of hospital customers and improve customer loyalty. By introducing advanced medical technology, equipment and funds, or exporting our technology and management brands, we will carry out extensive cooperation in medical technology projects or other related projects to increase the market share of hospitals.
3. Brand promotion: Cooperate closely with hospital publicity and medical departments, make full use of various media, health talks, free clinics, holding joint activities and other integrated marketing models, do a good job in promoting medical services, and constantly improve the social reputation and brand image of hospitals.
4. Customer management: establish key customer files (including groups and individuals), and do a good job in tracking services and information feedback. Develop and maintain good relations with customers in various forms, and build a loyal customer base. In particular, it is necessary to strengthen the management of marketing relations with key customers, improve the level of relations with key customers, and form the same interests. Do a good job in the management of customer service center, and provide customers with perfect, comprehensive and high-quality integrated services before, during and after diagnosis. Instruct clinical departments, clinicians and nurses in the hospital to use the database to carry out the whole service and management of hospital customers, form a three-level customer base of hospitals, departments and individuals, carry out three-dimensional management of the three-level customer base, eliminate service blind spots and improve customers' satisfaction with all aspects of medical services.
5. Department guidance: communicate and coordinate with various functional departments and clinical medical departments frequently, guide the marketing activities of medical services in the whole hospital, coordinate the medical service behaviors and competitive behaviors of various departments, make the medical process more reasonable and shorten the waiting time of customers.
6. Service training: do a good job in marketing training for medical personnel and other personnel, cooperate with relevant business departments to do a good job in service skills training, guide all departments to carry out marketing skills training, and improve the marketing level of all employees.
According to the above-mentioned functional orientation, the responsibility scope and related systems of the marketing department are formulated, and the marketing department will conduct marketing work in accordance with the provisions of the responsibility scope in the future.
Second, the use of integrated marketing means, increase brand promotion, and constantly improve the visibility and reputation of the hospital.
Integrated marketing refers to the effective integration of various available marketing means to improve the marketing effect. Effective measures should be taken to increase the promotion of hospital brands, and improve the reputation of hospitals while constantly improving their visibility. Specifically, we should do the following work:
1, do a good job in hospital media such as hospital websites, hospital newspapers and all kinds of publicity materials, so that people can know about the hospital and know it.
2. Actively establish extensive contacts with relevant medical and hospital management academic groups and academic magazines, publish articles in the media in the industry, exchange articles at academic conferences, and make every opportunity to introduce the technology, management, reform and development of hospitals.
3, actively participate in various academic activities, in the case of not increasing the economic burden of the hospital, host or co-host related training, academic exchanges and other activities to show the brand image of the hospital.
4. According to the idea of establishing brand departments according to the clear advantages of hospitals, do a good job in the publicity and promotion of brand departments, key specialties and special projects in hospitals, and strive to establish several departments and specialties with certain popularity in society.
5. To guide experts to understand the importance of expanding their popularity and establishing their academic status, the marketing department should closely cooperate with the business departments to increase the opportunities for experts in our hospital to appear in various public occasions, and try to create conditions for them to become professional members of academic organizations at all levels, editors of professional academic journals, members of government or community health committees, etc. If you can mention the name of the specialist, you can know the name of the specialist, which just shows our hospital.
6. Medical departments and clinical departments should cooperate to carry out health education publicity activities in surrounding units and communities, develop a number of health education courses in a targeted manner, and organically combine them with the promotion of the characteristics and advantages of our hospital. The marketing department is responsible for arranging course contact and teaching, and the medical department and clinical department provide support to popularize health care knowledge and expand the popularity of hospitals and experts. Its basic practice is to select experts or specialists to determine the course name, make courseware to determine the course, establish the menu marketing department and health care department of health courses, and recommend lectures to customers.
Third, investigate the marketing and customer service of other hospitals in this city, and understand the service strategies and tactics of peers and competitors.
Marketers should collect marketing and customer service information from other hospitals in this city, and understand the service strategies and tactics of peers and competitors. Compare and analyze their own operation methods with what they have learned, actively absorb the good practices and experiences of brother hospitals, and constantly improve their work. On the basis of comprehensive investigation and understanding, it is necessary to write an investigation report and submit it to the hospital leaders, and make an analysis report within an appropriate range. The specific arrangement is to investigate all hospitals in Haizhu District in the first quarter, major hospitals in the city in the second quarter, other hospitals in the city in the third quarter and make a summary report in the fourth quarter.
Fourth, strengthen customer relationship management, establish customer database and manage different customers at different levels.
Hospital customer relationship management (crm) refers to the marketing process that hospitals use information technology to acquire, maintain and increase profitable customers through full communication. By effectively integrating human resources, medical business processes and medical professional knowledge, customer relationship management finally enables hospitals to meet customers' needs with lower cost and higher efficiency, thus enabling hospitals to maximize customer satisfaction and loyalty, save lost customers, retain existing customers, continuously develop new customers, and explore and firmly grasp the customer base that brings value to hospitals. Customer relationship management is the core of hospital marketing management. We should set up a customer database to manage different customers at different levels. Database marketing refers to a marketing strategy of collecting and accumulating a large amount of customer information, processing it, accurately grasping and determining the target customer group, so as to make the promotion tools targeted.
Hospital Theme Marketing Plan 3
First, according to the actual situation of the hospital, identify the functional orientation of the marketing department and give full play to its due role.
What role the hospital marketing planning department should play in the whole functional system of the hospital and how to locate it are very important for the marketing department to play its functional role effectively. Therefore, our functional orientation of the marketing department is: strategic planning, market expansion, brand promotion, customer management, departmental guidance and service training. Its main tasks are:
Strategic planning: make full use of all kinds of information, analyze the advantages, disadvantages, opportunities and threats of the hospital, make the marketing development plan of the hospital from a strategic height, provide the basis for the management decision of the hospital leaders, and be the staff and assistant of the hospital leaders.
Market expansion: actively expand the market by visiting customers, market research and other forms, increase the number of hospital customers and improve customer loyalty. By introducing advanced medical technology, equipment and funds, or exporting our technology and management brands, we will carry out extensive cooperation in medical technology projects or other related projects to increase the market share of hospitals.
Brand promotion: Cooperate closely with hospital publicity and medical departments, make full use of various media, health talks, free clinics, joint activities and other integrated marketing models, do a good job in the promotion and publicity of medical services, and constantly improve the brand awareness of hospitals.
Social reputation and brand image.
Customer management: establish key customer files (including groups and individuals), and do a good job in tracking services and information feedback. Develop and maintain good relations with customers in various forms, and build a loyal customer base. In particular, it is necessary to strengthen the management of marketing relations with key customers, improve the level of relations with key customers, and form the same interests. Do a good job in the management of customer service center, and provide customers with perfect, comprehensive and high-quality integrated services before, during and after diagnosis. Instruct clinical departments, clinicians and nurses in the hospital to use the database to carry out the whole service and management of hospital customers, form a three-level customer base of hospitals, departments and individuals, carry out three-dimensional management of the three-level customer base, eliminate service blind spots and improve customers' satisfaction with all aspects of medical services.
Department guidance: communicate and coordinate with various functional departments and clinical medical technology departments, guide the marketing activities of medical services in the whole hospital, coordinate the medical service behaviors and competitive behaviors of various departments, make the medical process more reasonable and shorten the waiting time of customers.
Service training: do a good job in marketing training for medical staff and other personnel, cooperate with relevant business departments to do a good job in service skills training, guide all departments to carry out marketing skills training, and improve the marketing level of all employees.
According to the above-mentioned functional orientation, the responsibility scope and related systems of the marketing department are formulated, and the marketing department will conduct marketing work in accordance with the provisions of the responsibility scope in the future.
The second is to investigate the marketing and customer service work of secondary hospitals and individual tertiary hospitals in this city, and to understand the service strategies and tactics of peers and competitors.
Marketers should collect the marketing and customer service information of hospitals above the second level in this city, and understand the service strategies and tactics of peers and competitors. Compare and analyze their own operation methods with what they have learned, actively absorb the good practices and experiences of brother hospitals, and constantly improve their work. On the basis of comprehensive investigation and understanding, it is necessary to write an investigation report and submit it to the hospital leaders, and make an analysis report within an appropriate range. The specific arrangement is to investigate all hospitals in Haizhu District in the first quarter, major hospitals in the city in the second quarter, other hospitals in the city in the third quarter and make a summary report in the fourth quarter.
Third, the use of integrated marketing means, increase brand promotion, and constantly improve the visibility and reputation of the hospital.
Integrated marketing refers to the effective integration of various available marketing means to improve the marketing effect. Effective measures should be taken to increase the promotion of hospital brands, and improve the reputation of hospitals while constantly improving their visibility. Specifically, we should do the following work:
1, do a good job in the hospital website, hospital newspaper, all kinds of publicity materials and other related work, so that more people can understand the hospital and know it.
2. Actively establish extensive contacts with relevant medical and hospital management academic groups and academic magazines, publish articles in the media in the industry, exchange articles at academic conferences, and make every opportunity to introduce the technology, management, reform and development of hospitals.
3. Actively participate in various academic activities, and host or co-host related training, academic exchanges, forums and other activities to show the brand image of the hospital without increasing the economic burden of the hospital.
According to the hospital. Clarify the advantageous projects and build a brand department? Do a good job in the publicity and promotion of hospital brand departments, key specialties and special projects, and strive to establish several socially famous departments and specialties.
5. To guide experts to understand the importance of expanding their popularity and establishing their academic status, the marketing department should closely cooperate with the business departments to increase the opportunities for experts in our hospital to appear in various public occasions, and try to create conditions for them to become professional members of academic organizations at all levels, editors of professional academic journals, members of government or community health committees, etc. If you can mention the name of the specialist, you can know the name of the specialist, which just shows our hospital.
6, to cooperate with the medical department and clinical departments, in the surrounding units and communities? Health education promotion action? Develop a number of health education courses in a targeted manner, and organically combine them with publicizing the characteristics and advantages of our hospital. The marketing department is responsible for arranging course contact and teaching, and the medical department and clinical department provide support to popularize health care knowledge and expand the popularity of hospitals and experts. Its basic practice is to select experts or specialists? Determine the course name? Making courseware? Determine the course and establish a health course menu? Marketing department and health department recommend it to customers? Hold a lecture.
Fourth, strengthen customer relationship management, establish customer database and manage different customers at different levels.
Hospital customer relationship management (CRM) refers to the marketing process that hospitals use information technology to acquire, maintain and increase profitable customers through full communication. By effectively integrating human resources, medical business processes and medical professional knowledge, customer relationship management finally enables hospitals to meet customers' needs with lower cost and higher efficiency, thus enabling hospitals to maximize customer satisfaction and loyalty, save lost customers, retain existing customers, continuously develop new customers, and explore and firmly grasp the customer base that brings value to hospitals. Customer relationship management is the core of hospital marketing management. We should set up a customer database to manage different customers at different levels. Database marketing refers to a marketing strategy of collecting and accumulating a large amount of customer information, processing it, accurately grasping and determining the target customer group, so as to make the promotion tools targeted.
1, the hospital customer database is divided into individual customer database and group customer database. The individual customer database is for discharged customers, and the group customer database is for surrounding units and units that have signed or will sign service agreements with hospitals.
2. The personal customer database mainly collects: name, gender, age, address, occupation, telephone number, e-mail, special hobbies, visiting time, visiting department, service content (name of disease diagnosis), payment fee, satisfaction and handling during the return visit. On the basis of continuing to pay a telephone call back to individual customers, we will pay a regular call back to some chronic and elderly customers, contact them regularly through letters, emails, etc., and visit special customers when necessary.
3. Mainly collect customer information of the group: company (unit) name, address, telephone, fax, website, e-mail, manager or person in charge's name, business scope, number of employees, employee health contacts and relationship with the hospital, etc. For group customers, it is mainly to visit at home, and at the same time to conduct health talks, free clinics and health checks. Those who come to the hospital for treatment will be given preferential treatment and priority according to hospital regulations.
4. Carry out licensing e-mail marketing: mainly aimed at the customers in the database, divided into three levels: hospitals, departments and doctors, and improve the communication and feelings between hospitals and customers through e-mail. The practice is that hospitals, departments and doctors strive for customers in advance when promoting medical technology and services? Permission, and then send hospital-related medical service information to customers by email. The contents of medical service information mainly include hospital news, reminding health services or customized health reminders, new medical progress, new health knowledge, introduction of hospital departments and new technology projects, and greetings and blessings to customers on major festivals.
5, the implementation of emotional marketing: for customers in the database, medical service marketing activities will have emotions, will? Emotion? This main line runs through the whole process of medical activities and establishes potential customers? Clients? Loyal customers? Training mode of lifelong customers.
6. Visit new surrounding units and community gardens to increase the number of agreed units.
7. Guide departments and doctors to establish customer databases to improve the effectiveness of marketing. For customers who enter the database, the main measure is one-to-one marketing, that is, aiming at the ultimate satisfaction of customers, through mutual communication with each customer, we can understand their actual needs and potential needs, establish a lasting and long-term win-win relationship with customers one by one, and provide customized medical services for customers.
V. Establish a hospital customer service center to provide early diagnosis for medical customers? Being diagnosed? Perfect, comprehensive and high-quality integrated post-diagnosis service.
The hospital customer service center has officially started operation. Hospital customer service center provides customers in need with various forms of pre-diagnosis services, such as health consultation, appointment of experts, appointment of examinations, appointment of on-site medical treatment, mailing checklists, accompanying examinations or treatments, and telephone return visits. Being diagnosed? Post-diagnosis service. Services include: various medical and health consultations; Provide medical guidance services; Issue all kinds of checks and checklists for customers, guide customers to return to the clinic and assist in handling all kinds of diagnosis certificates. If it is necessary to inform the inspection results by mail or telephone, inform the results by telephone within one hour (in the city) or by post (outside the city);
In the process of receiving services, provide timely help to customers who come to the hospital, and accompany special customers for examination or treatment (including pricing, payment, taking medicine on behalf of customers, escorting various examinations and treatments, etc.). ); Responsible for the whole service of hospitalized customers. When a customer needs to be hospitalized in the outpatient department, the doctor will inform the customer service center, and the center will send someone to help the customer with all kinds of procedures for admission, and always send the customer to the ward and hand it over to the competent doctor and nurse; If the hospitalized customer asks for help, the center will assist in the discharge formalities.
For discharged customers who need to be discharged immediately under special circumstances, the customer himself or his family members can sign the power of attorney and leave a deposit slip and hospital payment. The customer can leave the hospital first by agreeing on the time and method of receiving the invoice. The center goes through the discharge formalities, and then the customer picks it up at the center according to the agreed time; Provide convenient service for customers, and provide disposable cups and boiled water with appropriate temperature for free. Customers with other special needs will try their best to help solve them; Send all kinds of health promotion materials to customers; Pay a telephone call back to the special customers discharged from the hospital, feedback the collected opinions and suggestions to the relevant departments in time, and continuously improve the service.
Six, make use of the advantages of resources inside and outside the hospital, do a good job in project and technical cooperation.
According to the actual situation of the hospital and the arrangement of hospital leaders, make full use of the advantages of the hospital or the brands of other institutions, extensively carry out cooperation in medical technology projects or other related projects by introducing advanced medical technology, equipment and funds, or exporting our technology and management brands, do a good job in the feasibility study, demonstration and development of the projects, and strengthen the communication and management of the cooperative projects that have been carried out.
Seven, do a good job in marketing training for medical staff and other personnel.
Cooperate with relevant business departments to do a good job in service skills training, and service guidance departments to carry out marketing skills training to improve the marketing level of all employees. In the first half of the year, the nurses in the hospital were trained in service quality and skills, and in the second half of the year, the doctors in the hospital were trained in service quality and communication skills.
Eight, do a good job in guiding the marketing work of various departments.
There is a great difference between medical service marketing and physical product marketing, so it is necessary to emphasize the whole staff and whole process marketing. The marketing department should combine the characteristics of different departments and do a good job in marketing guidance for each department. This year, the marketing department should communicate with all departments in marketing work and help them formulate feasible marketing plans. The marketing department should cooperate with relevant departments to correct and implement the customer's return visit opinions, and at the same time pay special attention to internal quality services, and work with relevant departments to sort out a set of systematic medical service specifications.
Nine, actively expand the health industry market.
Actively expand the health industry market and ensure that the physical examination work will reach a new level in quantity and quality. The marketing department mainly does the following work:
1, actively expand the market and strive for greater customer resources. Do a good job in the contact and coordination of physical examination, and provide customers with satisfactory physical examination services.
2. Plan to launch a series of physical examination cards. The medical examination card is to solidify the medical examination items on a card, and all the items on the card give the public certain discounts according to the price stipulated by the hospital. The cardholder only needs to take the card to the health department of the hospital for physical examination. The medical examination card series will set different names, medical examination contents and prices for different groups of people, and its population segmentation is mainly divided into the following categories: First, routine medical examinations for ordinary people; The second is the health examination of the elderly; The third is the health examination for women; The fourth is the physical examination for the working class.
All physical examinations will be guided or accompanied by a special person, and senior doctors will interpret the results of the physical examinations and put forward health care suggestions in writing. Physical examination results can be notified by customer service center by mail, telephone or email as needed. If the medical examiner is found to have potential diseases, the hospital will assign experts or specialists to help him formulate personalized health care and treatment programs.
3. use? Bitch? On International Women's Day, Mother's Day, Father's Day and other major festivals, different types of physical examination cards are introduced, and the hospital gives substantial discounts.
Ten, select some key customers, provide? Healthy housekeeper? Service.
This year, we should provide personalized health services for key customers, especially for some patients with chronic diseases, choose specialists, customize special health care plans, and provide long-term follow-up health care and life guidance services. For the above-mentioned units, it is also necessary to customize the overall health plan, carry out health course lectures, free clinics and expert consultation, and truly become their groups and individuals? Healthy housekeeper? .
Eleven, strengthen the system construction and standardized management of marketing department, further improve the comprehensive quality of staff, and explore the effective mode of hospital marketing through bold practice.
The marketing department should further improve various work systems, clarify job responsibilities, strengthen the business study of department personnel, continuously improve the comprehensive quality, and boldly explore the medical service marketing model that conforms to the development of our hospital. Put forward four requirements for marketing staff:
1 is to strengthen learning and innovate ideas. Everyone is required to read at least two management books and write a paper throughout the year. According to the characteristics of marketing work, we should be ahead in concept and action.
2. Down-to-earth and pragmatic. If the marketing work is not pragmatic, it will give people? Blow, beep, get familiar with the game? Therefore, we should make every job more solid and effective. In terms of time allocation, the director 1/5 should go out for market research and visit customers, 1/5 should go deep into the department for communication and guidance, 1/5 should attend hospital meetings and related activities, and 2/5 should handle the business of the department. Two fifths of the deputy directors went out to do market research and visit customers, 1/5 attended hospital meetings and related activities, 1/5 went deep into departments for communication and guidance, 1/5 handled department business. The account manager calls the customer back at least two nights a week for at least two hours at a time.
3. Have a sense of the overall situation and a sense of teamwork. Marketing involves all aspects of hospital work, and it is very important to do a good job of coordination. Marketing personnel should take the initiative to coordinate with various departments, so that everyone can understand marketing work and realize its importance.
4. Have the spirit of hard work and dedication. It is very hard work to engage in market development and visit customers. Many times, it is necessary to get up early and be greedy for the dark. At this time, marketers still have to talk about dedication and learn to enjoy their work in dedication.