Hospital marketing ideas and ideas, in the workplace, each of us should master certain skills, marketing planning is also a work content that every enterprise needs, which contains a wide range of knowledge, the following hospital marketing ideas and ideas.

Hospital marketing ideas and ideas 1 In order to do a good job in marketing and promote the overall development of the hospital, the hospital marketing work plan is formulated as follows.

First, the medical market analysis

With the standardized operation of medical institutions, the quality of medical care has gradually improved, and the bad phenomena of private hospitals have gradually been abandoned; Coupled with the good medical services in private hospitals, the ideology of the general public has gradually changed, from initial resistance to recognition, to now receiving treatment in private hospitals.

At the same time, private hospitals are actively negotiating and communicating with relevant departments to strive for maximum administrative support, which makes the treatment of private hospitals in medical insurance and social insurance basically the same, so the number of patients in hospitals is gradually increasing. The undercurrent competition of private medical institutions is quite fierce!

Second, the analysis of the current situation of the hospital

In terms of unified management, after entering the new hospital, due to practical factors such as more detailed disciplines and great changes in personnel, there is a certain degree of poor communication between departments, doctors and nurses, doctors and patients, nurses and patients, and hospital leaders and employees, which has a certain impact on specific work.

The number of interventional operations and surgical operations in hospitals is increasing steadily, but it is far from meeting the needs of operating rooms and catheter rooms in hospitals at present, and there is a serious shortage of operations in some periods. The marketing department plays an important role in the operation of the hospital. Through the peripheral contact and marketing of the marketing department, the number of patients referred for surgery in the province is gradually increasing, and at the same time, with the signing of the referral agreement of the new rural cooperative medical system in some areas in recent days, more and more patients will be referred.

Third, the market analysis of other medical institutions

Referral commission is a common way for medical institutions to compete for the market at present, but it is quite different in actual operation. All kinds of methods are to actively strive for patients and improve the number of outpatients and hospitalization rate. Cooperation with relevant local health units In the case of medical insurance, urban residents' medical insurance and rural cooperative medical care, all medical institutions have taken action and made great efforts to contact. Some single units start with the dean himself, contact relevant local health units, conduct public relations, and finally sign an agreement.

What's more, the local health authorities gather the leaders and doctors in charge of relevant cooperative hospitals in the form of official documents, providing more public relations time and foundation for this unit.

Fourth, the market sector analysis

Because of the differences in the projects carried out in our hospital, it is very correct to collect referral commission in a unified way, but the referral commission of some inspection projects is relatively small, which is very unfavorable to the referral of outpatient examination; At the same time, the entrustment of hospital outpatient examination can not be timely, and some departments are not satisfied with the entrustment.

Public relations expenses are very important for the marketing department to explore the market, so the use of expenses has become a major problem, which requires the cooperation between marketing personnel and hospitals to obtain a good combination of control and liberalization.

However, our hospital's control in this respect is relatively dead, so we can't use hospitality flexibly. Marketers represent the image of the whole hospital when communicating with people. If there is death control in this respect, there may be some disadvantages in the specific process. Public relations expenses cannot be completely controlled or released. The only way is to combine expenses retention and direct distribution.

Fifth, the improvement of the operation mode of hospital outpatient service

As the most direct contact way for residents-community advertising, advertisements in surrounding communities are essential in publicity. The compulsory function of advertising can make residents accept and recognize it repeatedly, so they tend to our hospital in the final choice. The purpose of issuing leaflets is to formulate targeted hospitalization guidelines, which clearly state the subjects and inspection items of discharge treatment and mark the preferential measures.

Community free clinic activities are carried out in conjunction with community neighborhood committees, and regular free clinic activities are held in various communities every Wednesday and Saturday. The activity is not about how many people can get a free clinic, but about publicity. At the same time, check lists and laboratory tests are distributed during the free clinic to further deepen the target work. Cooperate with interested community service centers and community health service stations to carry out community health education, carry out publicity and education, and deepen residents' cognition and recognition of the hospital, so as to achieve the purpose of coming to the hospital for treatment.

Six, hospital peripheral marketing methods

At present, the network doctors developed by the marketing department are mainly doctors in city and county hospitals, mainly department directors or department heads, which has great limitations on the development of network doctors in hospitals. We should intensify our efforts in further market development.

Regionally, it is necessary to increase contact with larger township hospitals in counties and directly find their deans or general practitioners or doctors; From the object of view, it is necessary to increase the number of doctors contacted and not to arrest someone repeatedly. If there is a problem with contact, patients in one area may not be referred.

Local health authorities are the administrative leaders of local health units. Grasping their advantages can bring more benefits to the hospital. Through cooperation, they signed a medical insurance reimbursement agreement with the Health Bureau, a new rural cooperative medical reimbursement agreement with agricultural cooperatives, distributed many documents, and held meetings in their name. Public relations with relevant departments should not only rely on the single-line contact of marketing personnel, but also rely on the active participation of hospital leaders, actively play their own interpersonal relationships and strive for one-by-one contact, which will bring great benefits to the marketing department's next work.

Ideas and ideas of hospital marketing II. Hospital marketing plan

First, the significance of the research plan:

1, background:

In recent years, China's personal finance business has developed rapidly. Personal financial products are constantly enriched, from single product to product portfolio; All walks of life have launched personal financial centers, personal financial studios and financial supermarkets.

It is reported that after the establishment of the Financial Products R&D Center, the Bank will develop personal financial products suitable for promotion in the whole country or some regions in a planned and step-by-step manner, explore an efficient and fast R&D mechanism for personal financial products, and ensure the rapid development of personal financial business, and will mainly carry out product research and development in personal wealth management, personal assets, liabilities, payment and settlement. The new climate and the relaxed policy environment of the government provide a good external growth environment for the innovation of personal wealth management products, which is also the exploration plan of the Bank's construction.

In view of the development of People's Hospital, various expenses, etc., our bank sells poss machines to People's Hospital (proposed under the condition of charging fees for personal financial products).

2. Research status:

According to the actual situation of our bank,

(1) Low marketing efforts. At present, banks mainly promote corporate image, but rarely promote the characteristics of personal wealth management products; The main service target is low-end customers, and there are not many high-end customers.

(2) In terms of technical content, there are "three lows" in personal financial products, that is, the technical content is low, and personal financial products are not built on a platform dominated by technology;

(3) Financial products that pay special attention to innovation must be based on the existing basic conditions of rural credit cooperatives, and be different from the personal financial products that have been launched, so that the product promotion is more convenient and more easily accepted by customers.

(4) The competition in the economic market is becoming more and more fierce, especially the impact of the financial crisis; Focusing on the Bank's development goals, the Bank develops personal financial products of People's Hospital.

Second, the purpose:

1. From the bank's point of view, as long as the interests of investors, especially low-and middle-income investors, have been protected, some banks' wealth management products have been zero profit and loss since the financial crisis. According to expert analysis, the introduction of this method is mainly to standardize the investment management of personal financial services in China. The CBRC believes that such wealth management products are too radical and the risk control is too loose. This kind of loss far exceeds the expectations and understanding of ordinary people on bank wealth management products.

In China's view, banks should be safe investment places, and bank wealth management products should at least meet the requirements of investors' stop loss. Therefore, the CBRC thinks it is necessary to issue such a notice to standardize bank wealth management products and enhance the ability of commercial banks to control risks.

2. From the perspective of people's hospitals, with the development of society, more and more people cherish their lives, so the development of people's hospitals is getting faster and faster, especially in personal finance. On the one hand, marketing poss machines to people's hospitals can facilitate personal financial management, on the other hand, it can promote our personal financial management products.

3. Generally speaking, due to market competition, we should proceed from reality and make reasonable publicity and innovation for the development policies and economic benefits of China's banks. Based on the purpose of development, develop personal financial products of people's hospital.

Third, the main contents of promotion:

1, our goal; With the development of economy and the accumulation of people's funds, rational financial management has gradually become a leisurely way for people today. In recent years, due to market competition, banks began to find their own way out. Especially affected by the financial crisis, our bank attaches great importance to personal finance, hoping to find hot spots from personal finance. Therefore, the Bank has taken personal finance business as its strategic development business, with the goal of becoming a world-class retail bank.

2. The road to the goal; Market opportunities and competition coexist; Our bank has embarked on the road of building personal financial management. This paper focuses on the marketing of personal financial products in hospitals, as well as the marketing of poss machines to hospitals (used to collect various hospital fees and pay salaries on behalf of hospitals).

3. Talking about the role of personal financial products from the bank's goal: In recent years, the bank has taken personal financial business as one of the strategic development priorities, emancipated its mind, changed its concept, adhered to long-term stable operation, reform and innovation, intensive operation and integrated management, and truly cared about people's livelihood and served the people. All personal financial businesses have achieved sound and rapid development. Poss can help individuals better organize their finances. For the hospital, it can not only arrange the salary conveniently and quickly, but also pay various expenses.

Fourth, the market strategy:

1, market positioning;

Our personal finance business adheres to the "customer-centered" business philosophy, innovates service forms, and achieves gratifying results in deposit and loan business. However, due to the impact of the financial crisis and the increasingly fierce market competition, the Bank launched a three-tier wealth management service system of BOC wealth management, wealth management and private banking at the end of 20xx. With the concept of "creating wealth * * * to win", the Bank launched differentiated personal wealth management services for customers at different life stages, strengthened the innovation of wealth management products, and helped customers maintain and increase their property.

2. Serve others;

Our bank aims at most low-income people, mainly the grass-roots staff in hospitals. Due to fierce competition, our bank has a wider target group.

3. Publicity methods:

(1) Determine the object;

(2) publicity methods:

A. Make effective use of powerful media such as radio, television, newspapers, etc., and strengthen the publicity on the characteristics of a personal financial product, so that customers can understand and accept the product.

B, you can also take the form of leaflets, banners and slogans to carry out all-round and three-dimensional publicity;

C, strengthen staff training, establish high-quality account managers, and provide customers with personal financial products and services.

D. Strengthen information feedback collection, actively listen to and adopt customers' opinions, further improve the functions of personal financial products, and improve the popularity and reputation of personal financial products.

(3) product introduction;

A. the structural principle and performance of the product;

B. Product understanding of personal financial products;

C, the role of the product;

D, hospital policy.

4. Publicity strategy;

(1) publicize the purpose of the bank;

(2) Promote some contents of personal financial products.

(3) Precautions: a Determine the publicity target;

B, make publicity plan (including the formulation of time and place, marketing of all kinds of personnel)

Verb (abbreviation of verb) activity flow;

1, write object;

(People's Hospital Personal Finance)

2. Data collection process;

(1) 1. People's Hospital markets personal financial products.

(2) Summarize the publicity work in people's hospitals after the bank issued policies for a period of time.

(3) Finally, the results show that the People's Hospital strongly supports the enthusiasm and enthusiasm of personal financial products.

3. Manual preparation process

(1) market survey; See which propaganda method is more suitable for the public? What kind of publicity is the best? Lowest cost? Which method is most effective for our bank?

(2) Require managers to process data (including collection, classification and processing).

(3) Try to write a brochure according to the current situation of the People's Hospital.

(4) Send additional personnel to the major people's hospitals for publicity.

(5) Respond to the news to see which propaganda method is the most effective.

(6) devote yourself wholeheartedly.

Sixth, the feedback and evaluation of the activity effect.

(1) First, marketing personal financial products to people's hospitals and trying to implement them in hospitals. If possible, the bank will provide more preferential policies, such as a. to facilitate personnel handling. B. Provide certain preferential treatment for hospital staff.

(2) Through investigation and analysis;

A: How many people are involved?

B: Why are they involved? (through what channels? Know about our financial products? )

C. The effect of trying this method

Seven. Work record

Progress in time research

20xx went to the market for investigation in July and June, and determined People's Hospital as the investigation target. Go to the library, look for relevant information on the Internet and read relevant documents.

20xx went to People's Hospital from July to September to carry out publicity activities and practice, collect information, conduct research and technical exchanges, and have discussions with relevant personnel.

From July 20xx10 to early August 20xx, the propaganda work of People's Hospital was analyzed and the new scheme was implemented.

20xx August-10 Popularize personal finance in People's Hospital.

20xx 10 ——20xx February, analysis and evaluation, the impact on banks since the implementation of personal financial products in People's Hospital.

20xx completed the work of People's Hospital from February to May, and pushed personal financial products to a wider area.

Eight. Project budget:

Cost accounting: Due to the bank's policy of promoting personal financial products in people's hospitals, direct budget and indirect budget are considered; For example, publicity fees and other announcement fees, during the implementation period, the Bank's indirect losses.

Income accounting: the impact on the popularity of our personal wealth management products in people's hospitals, the analysis of our deposit and loan performance in a certain period in the future, the business comparison of our bank under the influence of the financial crisis, and the differences in competition among banks to see if our bank has more market effect than other banks (after selling personal wealth management products in hospitals).

Nine, summary:

The brand awareness of domestic banks has been strengthened in recent years. The brand of personal financial management established by our bank has been recognized by the market, and our bank has also made many attempts in financial product innovation. At present, the homogeneity of bank wealth management products is serious, so the Bank sells wealth management products to people's hospitals and strives to lead the industry. On the marketing purpose of our poss machine, we will ensure the income of our bank, provide more convenience for the people, and let our financial products grow sturdily in the People's Hospital.

Hospital marketing concept and train of thought 3 hospital marketing planning scheme

I. Market analysis

Our county has a total population of xx million, and the town has a population of xx million. The rest of the population are distributed in xx Jiazi Town, xx Town, xx Town, xx Township, xx Town, xx Town and xx Town respectively. There are nearly xx enterprises and institutions in xx town, with a relatively concentrated population. Xx hospital in xx county is a second-class first-class hospital, and xx hospital is a private hospital with X community service centers and xx community service stations. Private hospitals mainly advertise and ask experts for consultation and treatment. Community service centers and community service stations mainly provide community services, and also enjoy medical insurance, social security and new rural cooperative medical system projects.

In recent years, the health industry has developed rapidly, and the participation rate of the permanent population of the new rural cooperative medical system has reached xx%. The problems of difficult and expensive medical treatment for farmers have been initially solved. The comprehensive building of xx square meters in xx Hospital was relocated as a whole, and the clinic of township hospitals was expanded. In order to cope with the increasingly fierce competition in the medical market, hospitals are likely to face the loss of customers by passively waiting for customers (patients) to come to the door. All these have brought great pressure to the survival and development of the hospital. The development of the hospital depends on management, which is about strategy, and the essence of management is to find ways to attract patients.

In order to be in an invincible position, it is necessary to establish a harmonious doctor-patient relationship, establish a good social image and win the trust of the people through various subtle publicity on the basis of constantly improving comprehensive management and improving professional level.

Second, the status quo of the hospital

(1) Since our hospital moved to a new location, it has made a big step in its operation, but many details have not yet reached the benefits matching the size of the hospital. At present, the management and data collection of hospital marketing are poor. As a department of the hospital, the social service department must play its role, learn about publicity internally, conduct marketing research externally, attract patients and tap potential customers.

(2) There are too few internal publicity materials, and there are few visible and tangible publicity materials in various departments, such as publicity columns and publicity columns. It is necessary to build a media publicity platform to cope with the increasingly fierce competition in the medical market. However, in recent years, because of false advertisements, the efficacy does not match, which has buried the crisis of distrust of many patients. Hospitals can use many existing resources and methods to publicize the internal image of hospitals.

Media publicity is only an external means. The long-term development and daily operation of hospitals mainly depend on correct market positioning, advanced service concept and advanced management mode.

(3) The hospital didn't take good care of its customers, and some customers lost and never came back. Hospital management and service need to be improved, and the service concept of "patient-centered" has not been implemented.

For example, I met an old lady the other day. She was asking a staff member what floor the pathology department was on. The staff member said impatiently, "I don't understand. Ask the consulting nurse." In fact, I was thinking at that time: as a hospital employee, how could I not understand which floor the pathology department is on! And the attitude is very stiff! It is because of this attitude that it is possible to lose this customer forever, or even more. Patients can live without our hospital, but our hospital can never live without patients.

Third, the marketing plan

(A) marketing philosophy

Under the guidance of the hospital's overall working ideas and hospital development planning, adhere to the concept of "strengthening management quality internally and expanding market image externally". On the one hand, taking xx town community as the main direction, we will gradually expand to township hospitals and village clinics, strengthen the characteristic brand of "xx County Hospital", increase brand promotion, and attract patients through brand strategy. On the other hand, the towns and villages with relatively backward medical conditions in xx area are the main direction, and the characteristic departments of hospitals are introduced through publicity to attract the majority of patients.

(2) Specific implementation plan

1. According to the medical characteristics of "xx County Hospital" and aiming at the community in xx County, gradually develop the medical market. Taking the promotion of specialties and special diseases as the breakthrough point, we will increase the promotion of superior departments in our hospital and promote the development of other departments at the same time. Through holding health talks, health checkups, community free clinics, square free clinics and other activities as channels, we will strengthen external publicity and contact, deliver medical services directly to customers, attract more patients to the hospital for further treatment, and expand the medical market.

2. Turn the eyes of the medical market to the countryside, directly establish cooperative relations with township hospitals and village clinics, upgrade the business platform on the premise of mutual benefit, share resources and complement each other's advantages, so that farmers can enjoy the diagnosis and treatment level of secondary hospitals at their doorsteps, which can indirectly deepen their understanding of the brand of xx county hospitals.

3. Establish a perfect service system. Just like the hospital's marketing strategy, all kinds of service activities always revolve around one center, which is to satisfy customers, truly embody "patient-centered", constantly improve service quality, standardize service behavior and improve service attitude.

(1) The hospital should set up a complaint reception desk to receive and handle patients' complaints. Effectively solving patients' complaints will have an impact on patients' satisfaction, loyalty and trust, and then turn it into the credibility and profit of the hospital.

(2) Improve differentiated services. In order to attract more customers, we should bring them some services different from other hospitals, so that their different needs can be met accordingly, and their expectations can be exceeded, so as to achieve high satisfaction and win by differences. For example, to ensure the convenience and speed of hospital medical services, and strive to eliminate the phenomenon of "three long and one short" (long registration fee, long waiting time, long time for taking medicine and short time for diagnosis and treatment), so as to facilitate the majority of patients to seek medical treatment. With the development of society, the level of politeness is constantly improving.

People's requirements for environmental quality are getting higher and higher. Maintaining the health of hospital medical environment and bringing comfortable, clean, warm and unobstructed medical space for patients are the needs of hospital survival and development. Carry out smiling service, pay attention to patients' feelings, and address patients by their full names or honorifics instead of bed numbers. These intimate services will make patients realize the humanistic care of the hospital and improve customer satisfaction.

(3) Establish a satisfaction survey with patients as the core, quality as the key, service as the focus and marketing as the purpose. Regularly investigate the satisfaction of inpatients and outpatients, and collect the information of discharged patients in the whole hospital for customer telephone return visit. Statistics, analysis and publication of satisfaction survey results, suggestions for improvement, continuous improvement of medical quality and medical service level, expansion of hospital patient capacity, and sustainable and healthy development of the hospital.

4. Enter the sub-health market. According to the data report organized by the Ministry of Health, only x% are healthy people, xx% are people with diseases that need treatment, and most of them are in sub-health state. With people's growing awareness of health, people know their physical condition through physical examination, so that prevention is the mainstay and treatment is the supplement. In the form of discount cards, the physical examination center of our hospital plans to launch a series of physical examination cards from single physical examination of employees in the unit to community and rural areas, and all items on the cards will be given necessary discounts according to the price stipulated by the hospital.

Set different names, physical examination materials and prices for different groups of people, such as routine physical examination for the general population, health examination for the elderly, health examination for women, health examination for working-class people, etc. The results of physical examination are interpreted by senior doctors and written health suggestions are written. If the physical examiners are found to have potential diseases, the hospital will assign experts or specialists to help them formulate personalized health care and treatment programs, so as to attract huge social groups, expand hospital business and improve hospital economic benefits and brand benefits.

5. Do some targeted publicity. Publicity is essential for any company or hospital to develop steadily for a long time. Set up a media publicity platform, establish a good relationship with the media in xx area, and use different publicity methods such as media reports, billboards, brochures and videos to vigorously promote hospital characteristics, brand services, new technologies, new projects and famous doctors in hospitals. For society.

Use large-scale activities and social welfare behaviors to publicize the hospital, standardize the production of publicity columns in departments, guide patients to seek medical treatment conveniently, constantly shape the hospital's good social image and enhance its core competitiveness.