Private hospital marketing strategy

With the state of the medical industry in the traditional media advertising channels strict restrictions, more and more hospitals have begun to increase the investment in the network publicity channels, the following for you to organize a number of private hospital marketing strategy, take a look!

First, the strategic layout - the development of the correct concept, positioning, planning and mode

Now the network operation is no longer a few years ago the era of the Tu Baili, fierce competition requires hospitals must stand in a higher perspective of the overall overall co-ordination of the operation, from the strategic high level of integrative planning, grasp the concept, The four aspects of the correct direction of the development of positioning, planning and modeling!

1, the core competitive strategy

Specialty, specialty therapies, specialty services, specialty experts, specialty equipment are core competitive strategy, differentiated marketing in order to win in the competition, homogenization of the operation is bound to be difficult to have a breakthrough, even if there is a breakthrough is also to kill the enemy 10,000, self-loss of 3,000, the operating costs are too high. Therefore, the development of core competitive strategy is very important!

2, the talent pool strategy

No matter what to do, get the talent to get the world, network marketing this is the need for professional talent to operate, the success or failure of the hospital largely depends on the amount of talent and optimization of the combination of high salary, happy, high welfare to retain the talents of real talent, to discover the training of potential talent is critical!

3, data and information strategy

At present, the domestic better hospitals are very important to data management, all take the data to speak, such as the establishment of a variety of data centers, data statistics software, data reports, etc., all for the hospital's data operation provides a strong service. After all, this is an era of big data.

4, market analysis strategy

The current competition is mainly between the hospitals within the same business district, to survive and develop, you need to defeat the rivals, the survival of the fittest. So in addition to emphasizing differentiated marketing, the correct analysis of the market, a detailed understanding of the opponents is very important, there was a time when our team was infiltrated by other teams of spies, we have carried out this aspect of their own work, although it seems a little disgraceful, but the intelligence work is still very important.

5, project management strategy

The same project has a different situation, different situations need to be treated differently, although the same network operations, but not necessarily the success of this project can be applied to another project, individualized, differentiated, localized project operations in order to effectively enhance the project's comprehensive output capacity.

6, superior force strategy

Concentration of superior force is one of the three strategies of Grandpa Mao, as the hospital after the cut, the early power are relatively weak, to get a piece of the pie from other people's turf, we must concentrate on superior force as the basic guiding ideology, to give full play to the advantages of focusing on doing great things, avoid splitting up the troops, so as to avoid a full plate of loss.

7, whale eating strategy

There are many channels to surpass the opponents, such as word of mouth promotion, bidding promotion, outdoor media, microblogging, we can quickly surpass in the short term, but like website optimization, hospital trust requires a certain amount of time to surpass. So analyze the opponents, study the opponents, combined with their own situation, find their weak points, and gradually penetrate in order to achieve the purpose of defeating the opponents!

8, change and innovation strategy

The network itself is an ever-changing industry, the success of today's experience is the reason for your failure tomorrow. So the industry needs to have a more innovative sense and strategy, sticking to the old ways will only make us gradually fall behind the competition. As we used to rely mainly on optimization, promotion, and then had to rely on bidding, news source, and then later have to rely on third-party cooperation, so change and innovation should be throughout the whole process, unchanged will be eliminated.

9, quality management strategy

Not only production-oriented enterprises need to speak of quality, do network marketing also speak of quality, whether it is promotion, bidding, optimization, or cooperation with others, need to put the quality of work in the first place. Simply rely on the sea tactics, rely on a large number of laying ads and can not achieve satisfactory results, must talk about marketing, talk about strategy. So performance appraisal is what we must do well, marketing is what we must do well.

10, the hospital culture strategy

Many hospitals can not keep people, people as a tool, I give money, you work, and finally people are running out! In fact, high salary retention is the most no technical barriers to retention methods, there is always someone higher than you out, if you just use the salary to attract him, then sooner or later he will go! Therefore, the hospital culture and concept of inculcation, humanized strategy to really retain talent and hospital development together.

Second, marketing to win - all the efforts are for the success of the marketing

The magical power of network marketing so that more and more hospitals continue to join in, has added a hospital before doing the network, the monthly turnover is 900,000, small hospitals feel that this performance is very good, but after trying network marketing, the performance in the Half a year to 3 million, many people feel incredible, in fact, this is the charm of network marketing, marketing theory, in fact, this is a network amplification effect. So the correct grasp of the network marketing channels, you can let the hospital in the performance of a sea change.

1, content marketing system

In the past, we are using a lot of pseudo-original, search, copy, organize, paste, this model has been used for many years, but you are still in the use of words, it is doomed to failure. Internet marketing is very purposeful, our purpose is not to create a large number of intellectual articles, but to create content that can serve the patient, can reflect our professionalism, effectiveness, and ultimately let the patient to us to generate trust, come to the clinic! Let the search engine like us, give the ranking, so content marketing is a key!

2, thematic marketing system

There are many people do not understand why we need to do the topic, some people think that the topic is to do the keywords up, in fact, the keywords up, just one aspect, if you do the keywords in the spirit of the idea of doing the topic is bound to be half the battle, difficult to achieve results. The real topic should be a strong marketing, professional collection of topics, so that patients through the browsing of high-density content on related topics, the condition, treatment, diagnosis and have a correct assessment, and at the same time to let the patient through the topic to achieve the purpose of the clinic, so the topic must also be delicate implantation of marketing content.

3, activity marketing system

Private hospitals spend a lot of time doing activities, good activities can really bring good benefits for the hospital, and through the network pathway to publicize the activities need to have a strong incendiary, through careful planning, will be the integration of knowledge, activities and marketing, fully impress the patients to achieve the best marketing results.

4, telemarketing system

Telemarketing is one of the highest appointment rates, because when a patient decides to call you, it means that he already has a 7-point intention to consult, otherwise he would consider online consulting and other exploratory channels. Formation and training of excellent telephone counselors is to determine the success or failure of the entire network marketing system of the important latter part of the link, telemarketing is very important!

5, QQ marketing system

QQ consulting allows patients to generate a certain degree of trust, but also to a certain extent to ensure the privacy of patients, so many potential appointments patients will choose QQ consulting. Good QQ communication skills, professional service skills, correct marketing ideas and concepts can maximize the number of potential patients to tap into, which is the basic skills that the consultant must master!

6, business communication marketing system

The advantage of business communication is flexible, fast, point and click, in the network consulting channels accounted for 5 percent of the proportion of business communication consulting risk lies in the high turnover rate of patients, the return rate is low, once the patient closes the window, it is difficult for you to once again communicate with them, so the consultant's communication and business level has a higher level of requirements! Professional business communication marketing communication skills should be the focus of consultant training!

7, therapy marketing system

Therapeutic marketing in many kinds of diseases have a very good effect, whether it is packaging hype, or technical publicity, basically every hospital has to have their own characteristics of the therapy, or else it is not good to survive. Therapy marketing involves a wider range of aspects, not only just network publicity techniques, but also need to move hospitals, doctors to **** with for participation.

8, packaging marketing system

In fact, the publicity of private hospitals purely packaging marketing, because when you do not have certain qualifications and strength, you can only rely on the packaging to impress consumers, appropriate, effective packaging is a network marketing must be a good link. Otherwise, even if the technical level is excellent, no marketing, everything is zero.

9, soft marketing system

Soft role in the medical industry is particularly important, especially in the hospitals, doctors, therapies, cases of soft publicity, can play an irreplaceable role in other ways, which is one of the focus of the work of the Ministry of Planning, but also all the marketing links in the peripheral publicity is very important, must pay attention to!

10, bidding marketing system

Bidding is a technology, at the same time he is also a large marketing system, if you only bidding into spending money on it! Inevitably fail undoubtedly! Bidding communication Baidu ranking, website production, content marketing, network consulting four links, any one of the bottlenecks will lead to bidding effect of the big discount, so set up the bidding marketing system of concepts and ideas is extremely important!

11, optimization marketing system

Optimization and bidding is the same, is also the introduction of a channel for patients, optimization of the taboo is not to rank at the expense of the marketing effect, rankings are not our purpose, but our means, the effect is our purpose, so optimization must always be through the marketing system, so that patients through the click to enter the site, can really generate The first thing you need to do is to get your hands on a new website, and then click on it.

12, the promotion of marketing system

Promotion of three kinds: word of mouth promotion, activity promotion and optimization of the promotion, the three kinds of many people will pay more attention to the effectiveness of word of mouth promotion, that this is a must, but it is easy to ignore the activities of the promotion and optimization of the promotion of the marketing sex! The promotion as a purpose to do, and finally even with the ranking is not effective, patients see only network garbage! Ultimately lead us to labor without success! So the promotion is not a low-tech work, good promotion also has a lot of learning!

13, self-media marketing system

Self-media marketing channels are many, but do a good job of WeChat, microblogging, headlines can be. The core key is to continue to produce content that is useful and tempting to target customers. WeChat public number is best able to realize the function of booking registration inquiry report consulting interaction, timely to some activities, both infusion and conversion.

Three, the management of the way - to determine all the key factors in the victory of the people

The realization of small goals can rely on individuals, to achieve the big goal will need to rely on the team, reasonably optimized team in order to play the largest combination of power! In a fairly long period of time, the creation of excellent team when the network operation of the start of the ` key, not only to invest energy, but also need to invest money and time to specialize in doing this thing!

1, pay attention to talent and energy management

For the real talented people, as much as possible to give all aspects of the generous treatment to retain him, to attract him, because only the talent to improve productivity, a team without some top-notch leading geese, it is difficult to develop quickly, the talent as a resource to manage is a very important part.

2, the responsibility of contracting and implementation of management

Eat pot meal in the early stages of team development is possible, the chaos is not open, a hundred things are waiting to happen, those who are able to do more work, each make the best of it, but once the team has become the size of the first, the number of people increased, the project increased, and then rely on the pot meal is bound to be a problem. So the implementation of the responsibility of the contracting system must be carried out, to the various tasks of the region divided into fields of responsibility, so that people who meet the requirements to plow, macro-control, self-management, more work more, less work less! This piece involves performance appraisal! Should focus on consideration!

3, the Lao Zhuang way and flexible management

The more disciplined the army the more combat effectiveness, the more disciplined the hospital, the more people run, because the army and the hospital is not a nature of the team, the army can shoot insubordinate soldiers, hospitals can? From the management of the past few years to realize that the modern management methods of the West, is not suitable for China, we also have to go back to look at the traditional Chinese management methods! The old Zhuang way is an important treasure for us to maintain the stability and sustainable development of the team!

4, rules and regulations and system management

On the one hand, we can not blindly imitate the West, to the system of management, on the other hand, the ancestors also said, there are no rules, in fact, this is the Chinese philosophy of yin and yang, both to the system, and do not want to the system, that is, the institutionalization of the management of people, but also the humanization of the management, the system is a deterrent, but not the purpose, so we will certainly be set up a system, but the key to the art of implementation! lies in the artistic implementation!

5, systematic training and talent management

We can recruit supervisors, recruitment of technical personnel, but we can not all employees to dig in at high salaries, in determining the framework of the main talent, we need to be more systematic training of human resources now, training, development and sustainable development of the talent management system, to really do to cultivate talent, the use of talent, management of talent!