Private hospital development plan

I have been working in the planning company for so many years, and I have learned a lot. I can only say that in the field of my work, I have done a good job, but I still need a lot of efforts to be in the same industry. The best, because the fierce competition is not what I can imagine.

Recently, I was responsible for planning the development of a private hospital. This is an area that I have not touched before. After many investigations, I wrote my plan book :

1. Women's medical service industry
1. Support points:
2, image positioning:
3. Consumer positioning:
4, image slogan:

Second, the promotion strategy

Expand channels and strengthen the recruitment of members
1. Advertising: Long-term publication of member recruitment advertisements in magazines in contact with target consumers.
2. Cooperation and linkage:

Theme series promotion

A series of activities to find a healthy beauty event -
Theme: Healthy women's most beautiful series of activities 2 for Valentine's Day -
Theme: What to send for Valentine's Day this year?
Series of activities three for Women's Day -
Theme: Women's holiday, men's true love series activities four for Hong Kong, Taiwan and other overseas full-time wife class theme: true love, only for the love of women series activities five for the opening theme: hand in love, life without worry

Third, advertising strategy

1. Advertising purpose
2, advertising strategy advertising appeals closely combined with the characteristics of the project, mainly based on perceptual appeals, taking into account rational appeals, paying attention to emotional rendering, causing consumers to resonate with the soul, using the combination of "news hype + soft-text hype + image advertising":
1) News hype - holding media, symposiums, plastic surgery, medical beauty presentations, using word of mouth to spread the way, causing public opinion.
2) Soft-text hype - from the emotional point of view and the topic of concern to women, follow the temptation, and lead the way, triggering the consumption aspirations and impulses of the target consumer groups.
3) Image Advertising - Intensive advertising, using television, newspapers, magazines and single pages for deep and all-round publicity.
3, advertising appeals focus Shanghai xx women's hospitals in Shanghai industry leading, professional advanced technology and advanced equipment, medical staff professional senior true love is a professional, trustworthy women's comprehensive, from the inside out care and care
4, advertising theme:
For the image - holding hands of true love, life-long worry-free technology - professional authority, trustworthy service-oriented - supreme service, affectionate care for marketing - true love woman, a lifetime of beauty

Fourth, media strategy

1. Media objectives:
At this stage, the hospital opened its doors for the promotion of the hospital, with the main purpose of rapidly increasing the popularity of the True Love Women's Hospital, focusing on the dissemination of the widest range of information, creating a strong momentum, expanding the impact, and attracting the attention of the target customer base.
2. Media strategy:
Use the right media to reach the female target consumer group at the right time and in the right place, use the appropriate number of advertisements to influence them, and let them know that true love is committed to women's health from the inside out, professional, Can be trusted.
3. Media selection:
In response to the reading characteristics of the target consumer group, combined with television, newspapers, magazines and other media for stereoscopic offensive, strong appeal.
The first level: strong targeted media according to the media contact habits of the target consumer groups, select targeted delivery dm and "Hong Kong, Taiwan, overseas newspapers Shanghai subscribers folder" to beauty salons, fitness clubs, bars, high-end business buildings, High-end residential quarters, villas and other places, so that advertising information directly into the target consumer group vision.
The second level: targeted outdoor media in the areas of Taiwanese businessmen, foreigners and Shanghai literary and art circles, using small street signs, high-end business buildings, elevator advertisements for high-end residential buildings, etc. information.
The third level: mass media TV, fashion magazines, health magazines
4. Media combination:
Promotion period: According to the short-term characteristics of the project promotion period, focusing on the combination of the extensiveness and effectiveness of advertising, it will promote a certain consumption while ensuring the expansion of popularity and establishing a good brand image, resulting in a sensational effect. Multimedia combination method that should adopt high-intensity offensive

In fact, the development of private hospitals has many difficulties. The first is the strong competition from state-run hospitals. This is difficult to surpass. The development of private hospitals has many shortcomings, but this requires constant efforts!

The hospital I am responsible for planning is still a very good private hospital, I believe they can do it well!