Marketing department work plan
Part 1: Model of the annual work plan of the Marketing Department in 2019
In this year, relying on the momentum of previous years, Hangxiao Steel not only entered the fast lane of rapid development, but also realized faster growth of benefits, and successfully realized the listing of the company's stock on the Shanghai Stock Exchange. Since then, a Hangxiao steel structure has been presented to the world in a new attitude. A more vigorous and energetic new Hangxiao, who is responsible for safeguarding the interests of shareholders, was born.
After the company is listed, the management level will be greatly improved. This is not only the external requirement of market competition, but also the inherent requirement of its own development and growth. For the marketing department, improving management standards and synchronizing with the company is both a pressure and a driving force. In order to fulfill the company's overall business management objectives of 3 billion contracts in 2019, the marketing department has specially formulated the 2019 work plan as follows.
First, information network management
1. Establish a direct leadership relationship
The Marketing Department is the functional department responsible for the construction and maintenance of the company's information network and the collection and processing of information. It is the leader of the deputy general manager of marketing. The marketing department information administrator and each regional market development assistant are a direct leadership relationship, that is, direct guidance and command to the market development assistant in information network construction, maintenance, information processing, and assessment, and undertake information network work. Leadership responsibility.
2. Architecture of new organizations
3. Increase staffing:
Information manager: There are 3 full-time information administrators in the marketing department, which are in charge of different regions and no longer hold other jobs.
Market Development Assistant: There are two market development assistants in six offices in Zhejiang Province, and one in the other offices.
4. Strengthen personnel training
Before the Spring Festival, the recruitment and training of marketing department information managers and market development assistants in various regions will be completed, so that the marketing department in the 2019 new management system will have sufficient protection in terms of personnel. Carefully choose and carefully hire market development assistants, and don't overwhelm them.
5. Increase personnel assessment
In terms of staffing, resource assurance, performance appraisal, etc., the implementation rules for the establishment and maintenance of information networks are made, and this work is guaranteed from the system. Establish a market information administrator to regularly review the assessment system for regional guidance information management, and analyze and research in a targeted manner according to the actual conditions and existing problems in each region, so as to urge them to establish and improve information management in accordance with regulations in the short term. work.
6. Dynamic management of the market network
The market development assistants and information administrators regularly evaluate the members of the information network based on the information provided by the information staff, the project size, the information achievement rate, and the number of lower-level information workers. Based on the analysis of the information officer/unit classification, the information manager and the market development assistant should carefully analyze the background information of the information staff to determine the possibility of their performance growth after helping. Further strengthen the management of information, better in terms of information integrity, timeliness, effectiveness and confidentiality than in the previous year.
7. Strengthen market research, and with the information provided by the information members/units of each region and the company's business progress in various regions, full market research will be conducted on the development status and potential development trends of steel structure business in each region. . Through research and research, we obtain first-hand information, and set up a reasonable staff for the company's institutions in various regions and the company's development in new markets.
Second, brand promotion to further launch the "Hangxiao Steel Structure" brand, expand the market share of Hangxiao Steel Structure, take the company's listing in 2019, initially consider Chengdu, the capital of Sichuan Province, Xi'an, the capital of Shaanxi Province, the capital of Xinjiang Uygur Autonomous Region, Urumqi, Liaoning Provincial capital Shenyang, Changchun in Jilin Province, Guangzhou, the capital of Guangdong Province, Nanning, the capital of Guangxi Zhuang Autonomous Region, and Shanghai held brand promotion conferences and seminars to promote and expand the brand of Hangxiao Steel, expand the information network, and create more market space. This will lay a solid market foundation for the doubling of the contract.
2. On the occasion of the completion of key or large-scale engineering projects, the relevant departments are invited to hold a press conference on the spot, using the examples of completion to display and publicize the Hangxiao steel structure brand, and show the fact that Hangxiao Steel has the first-class technology and performance in the industry, and establish the building. The exemplary role and leading position of listed companies in the steel structure industry has enabled the publicity work to achieve twice the result with half the effort.
3. Further publicize the advertising and materials. Produce and install large-scale publicity banners or billboards at various construction sites, display the strength of the enterprise on the spot; timely produce new performance and publicity materials of the enterprise, supplement the performance introduction in the bidding file and distribute it to the hands of all personnel, and improve as much as possible The depth and intensity of brand promotion.
4. Strengthen the professional knowledge training and quality education work of the outside contact personnel, establish a good corporate employee image and advanced corporate culture connotation, and give everyone who is in contact with Hangxiao Steel Structure a good and deep impression. Therefore, there is a clearer and deeper understanding of Hangxiao steel structure and steel structure.
Third, customer reception
Guest reception is still one of the priorities of the marketing department. Doing a good reception work is the necessary advance and foundation for business engagement. How to do a good job of customer reception in accordance with the relevant regulations of the company and the requirements of the Ministry of Commerce is an important subject that the marketing department must conduct serious research and discussion. On the surface, it seems that the reception work is relatively simple, but in essence the customer reception is a very profound study. You can't make this work perfect without going deep into research and discussion. Therefore, the marketing department should work hard on methods, steps and details. In order to spend less money and not affect the reception effect, it is necessary to understand the life experience, humanity, way of life, hobbies, eating habits, work style, and corporate value orientation of the leaders of the Ministry of Commerce and the business personnel of each office. , management philosophy, product features, industry status, and so on. Careful study and analysis and honing the schedule of the schedule, so that each guest has a comprehensive, clear and deep understanding of Hangxiao Steel in the shortest time, showing the maximum recognition of Hangxiao Steel's products. Xiao Gang’s management model and corporate culture generate sufficient interest. We will treat each group of guests and each guest seriously and persistently, so that they are satisfied with the reception work of Hangxiao Steel Structure as the guideline for every reception staff of the Marketing Department. In order to improve the success rate of project tracking and reduce the difficulty of business negotiation, the fundamental purpose of improving the economic efficiency of enterprises is achieved. To this end, the marketing department focused on the following aspects in 2019: urge all personnel to always take the enthusiasm as the principle, courteously and well-prepared to receive the reception work of all parties, to ensure that the reception effect is better than one year.
2. In the early stage of ensuring the customer reception effect, the reception fee will be saved as much as possible to reduce the overall operating cost of the company and improve the company's profit level.
3. Continue to do the reception file management work of visiting customers, store the files of potential customers and contract customers, accurately grasp the progress of the project, and strive to cooperate with the business department and office to promote the project business.
4, adjust the position of the department staff, recruit high-quality personnel to enrich the reception. With the continuous expansion of business volume, the number of visiting customers is increasing, and the personnel responsible for receiving the marketing department are obviously insufficient. In order to meet the needs of the company's business development, it is also very important to do a better job of reception and to implement the recruitment work.
IV. Internal management Strictly implement the C version of the quality management system file and management system standard file, strictly implement the “all according to file management, all program operations, all use materials to speak, do a good job once” strategy, so that the marketing department gradually becomes Executive team.
2. Further carry out the work management of the department in strict accordance with the requirements stipulated by the joint stock company and the marketing system, and strive to improve the management level.
3. Give full play to the enthusiasm and initiative of the staff in each department of the department, emphasizing the process control and final effect in their work. Improve their job responsibilities and work quality. The assessment system shall be implemented in strict accordance with the corresponding job responsibilities.
4. Everything starts from the overall situation of the company and emphasizes the chess system. Actively coordinate the coordination and coordination between various departments of the marketing system, so as to improve the overall combat effectiveness of the marketing system, and do the best quality service for the completion of the marketing target of 2019.
5. Cooperate with the marketing deputy general manager to do a good job in the daily administrative management of the marketing system. Take the initiative to do logistical support work and daily service work for all departments. Create a better corporate culture and working environment for them.
Part 2: Corporate Marketing Department Work Plan
The work of our company's marketing department puts a satisfactory sentence on the work of 10 years under the correct guidance of the leaders and the efforts of the staff of the department. In order to make persistent efforts, we have made an annual work plan and content outline for the marketing department.
1 Marketing Department Functions
2 Marketing Department Organizational Structure
3 Marketing Department Annual Work Plan
4Market Department 11 annual sales work plan
Implementing a simple and simple administration and optimizing sales organization structure
Implement strict training and improve team combat capability
Scientific market research, supervision and assistance to market sales
Coordinate functional departments and establish a good corporate culture
Grasp market opportunities and develop sales promotion
Information collection feedback, timely correction of sales plan
A marketing department function:
The marketing department is directly responsible to the sales general manager. It is the soul of the company. Its role in production, sales and service is very important. It is a core component of the sales process. As the marketing department, the important task is to assist the general manager in collecting Formulated and implemented. The criteria for measuring the work of the marketing department are: whether the sales policy, the promotion plan are scientific, and whether the implementation is rigorous.
1. The role of the marketing department:
Responsible for the general manager directly, assisting the general manager in the development and implementation of marketing planning and sales planning.
Supervise the facts of the sales department's annual work plan.
Comprehensive coordination of the work functions of various departments.
It is the soul of the company.
2. Marketing department work standards:
accuracy
Timeliness
Coordination
Planning power
Planability
Execution
3 Marketing Department's job functions:
Develop annual and quarterly sales plans and assist sales department to implement.
Coordinate the coordination of various departments, especially the R&D and production department.
Organize the sales department for a series of training.
Monitor the cost of sales, guide the increase and decrease of the sales area personnel, regulate, formulate, supervise and implement the necessary sales promotion.
Management of the image, management, shopping guide, and supervision of the store image.
Sales customer file statistics, induction, and organization.
Collecting sales and market information comprehensively, screening and sorting and forming plans to turn over relevant departments
Second marketing department work plan
1 Develop an 11-year sales work plan: scientifically and rigorously analyze the existing market conditions and sales status, foster strengths and avoid weaknesses, seek opportunities, and develop work tasks and work plans for the marketing department and sales department in 2019.
2 Implementing a simple and simple administration and optimizing sales organization structure: Conscientiously analyze and understand the current organizational structure of the sales department, rationalize the market situation, and improve the local personnel, control the sales cost, tap the potential of the personnel, and stimulate the work under the premise of market intensive cultivation. Enthusiasm, feel the pressure of work, and work hard to make sales in their respective markets.
3 Strictly implement training and improve team combat capabilities:
Focus on training and strive to make all employees fully grasp the company's sales policies, product knowledge, technical knowledge, marketing theory knowledge, and form a learning team, a competitive team, and an innovative team.
Product knowledge system training
Sales knowledge system training
Industry standard training
"Excellent from excellent to left"--Enterprises training in corporate self-discipline rules
Sales staff professional ethics training
Sales staff essential training
Apply technology and company product training
4 Scientific market research, supervision and assistance to market sales:
The core work of the marketing department is to assist and guide the sales department and regions to continuously enhance their brand power and consolidate their sales force. Therefore, the marketing department only has a constant understanding of the market, visiting the market, investigating competing products, analyzing the causes, identifying gaps, reporting the general manager to the actual situation of each region, and giving each region a clear guidance on sales ideas, ideas and methods. All of the above are in tabular form and the regional managers must complete on a monthly basis.
5 Coordinating departmental functions and establishing a good corporate culture:
Administrative Personnel Department: The functions and duties of the administrative personnel department are directly responsible to the general manager, coordinate the work of various departments, establish a complete personnel file, formulate a scientific talent competition reward and punishment mechanism, examine the work of the various departments, and recommend and science in the marketing department. Under the digital, event, and market conditions, we constantly reserve talents for enterprises, tap the potential of sales personnel, and commit to sales improvement and market development.
Production department of R&D department: The responsibility of R&D and production department is based on market demand. Through market demand, we constantly optimize product structure and product functions, grasp product quality, strictly implement ISO-2000 quality system, and introduce competitive products to the market. Therefore, the marketing department will give market information, competing product information and sales information every month, so that the department can grasp the new market dynamics and navigation marks in a timely, objective and scientific manner, while constantly adjusting the shortcomings of its own products, and for the enterprise. Develop and produce good products suitable for customers and market needs to win the market and customers.
Sales Department: The sales department is the pioneer of the enterprise, the scout close to the market, and the hard weapon for the development of the enterprise. Their duty is to continuously develop sales channels, seek strategic partners that are most suitable for enterprise development, continuously push the products of the company to the market, and provide scientific frontier information to the market, while the marketing department captures market information. In combination with the actual situation of the enterprise, we will formulate a strong market plan and sales strategy, and will most effectively establish the role of the enterprise "soul".
Finance Department: Directly responsible to the general manager. If the marketing department is “soul” and the sales department is “pioneer” or “bomber”, then the finance department is the “big gate” of the enterprise, which is the operation of the enterprise and the healthy development. The arteries, its role is to formulate the annual budget and settlement of the enterprise science, to make the profit of the house enterprises, and to provide the general manager with a reasonable estimate of the production cost budget, marketing budget, sales cost budget, risks and benefits in a timely manner. As the marketing department, in combination with the actual situation of the enterprise, the actual situation of the market, the actual situation of the customer, the formulation of reasonable promotion plans and expenses, the general manager or the financial department is communicated to make it feasible and feasible for the development of the enterprise. maximize.
Market stay, logistics department: directly responsible for the sales department, their duty is to timely understand the order information, and timely transfer to the production step, with the fastest speed, the lowest logistics cost, safe delivery of products to the destination and customers , for the sales department to do the best quality service. As the marketing department, we should advise, guide, supervise and assist them.
6. Grasp the market opportunities, develop and implement sales promotion:
7. Information collection feedback, timely revision of sales plan
Part 3: Annual Work Plan of the Marketing Department
First, the work focus
In the past year, through the joint efforts of our colleagues, the market expansion work has achieved certain results, and the performance indicators such as market share and new product profit contribution rate are all red. However, in the specific marketing process, there are certain problems that need to be improved and improved in this year's work.
Based on the achievements of the market expansion in the previous year and the sales situation of the competitors, the marketing department has drawn up the following objectives:
1 Market share reached XX%, entering the top three in the industry;
2 The profit contribution rate of new products reaches XX%;
3 The profit contribution rate of key commodities reached XX%.
Second, support and auxiliary work
In order to make up for the shortcomings in the previous year's work and better accomplish the work goals for the current year, the following work should be done in the near future.
Unify thinking and clarify responsibilities
The marketing department plans to organize job skills training from January 10th to 15th. The main objectives are as follows:
1 Make the marketing department staff clear the overall market strategy of the enterprise and unify the thinking and understanding;
2 Let the market personnel be freed from the transactional office function, and truly give the marketing department basic functions such as strategic planning, strategy formulation, market research, product development;
3 Establish a market development awareness centered on consumer demand and reduce unnecessary market development costs.
Resident marketing, close to the market
From the beginning of this year, market personnel will be stationed in batches and in stages to a marketing point to facilitate close to the market and better complete market expansion. The staff of the marketing department need to complete the following work:
Through comprehensive research, we will identify market opportunities and provide targeted marketing solutions.
Collect competitive brand products and event information, capture market consumption demand and combine industry development trends to propose new product development ideas;
Guide the market to do terminal standardization construction and promote healthy and stable development of the market;
Targetedly formulate and organize the implementation of promotional programs, verify and implement market promotion, fees and policies, and report the situation to report in a timely manner.
Timely and comprehensive publicity and implementation of company policies to enhance the combat effectiveness of front-line personnel;
In the market practice, collect and sort out highlight cases, focus on methods and experience, and promptly recommend to the market for copying.
3. Enrich members and improve organization
With the continuous expansion of the company's business, the marketing department personnel are obviously overloaded. The decline in work efficiency in the latter part of the previous year is evidence. Therefore, this year's marketing department plans to enhance the staffing of the following positions.
Marketing staff demand plan
Job name requirement staff main work content demand time
Market Developer 3 is mainly responsible for market development in Northeast, Southwest and East China Regions ××月～××月
Market information staff 2 is responsible for the compilation of market information in the analysis work × × month ~ × × month
Advertising planner 1 rotten corporate advertising and publicity planning work × × month ~ × × month
Third, the key work arrangements
1. Brand Promotion
After years of market operation, the company's brand has already had certain competitive advantages. In order to quickly and effectively expand the market share of our products and make the product brand develop for a long time, we will take the company's development strategy as the core, from the product brand. Four aspects of image planning, product positioning, market network construction, and marketing promotion plan the brand promotion strategy.
Brand
In order to establish the "quality and connotation" image of the "×××" brand in the minds of consumers, it is recommended that the company adopt the mother-child brand strategy and achieve the goal of market segmentation through different strategic positioning of sub-brands.
Product Positioning
By subdividing several sub-brands, product positioning can be carried out according to the different market positioning of each brand, and then a competitive pricing strategy can be determined. For example, our “××” brand products are positioned as high-end consumers, so they must be able to reflect their distinctive “identity” in terms of price; and “××” brand products are positioned as wage earners, in terms of price. To achieve a price advantage over similar products.
2. Sales network construction
The sales channel is our company's intangible assets, and it is our biggest competitive advantage compared with other competitors. For many years of market operation, our company has established intensive sales network channels from first-tier cities to second-tier cities, but with the majority With the continuous development of the rural market, our company's sales terminals have become increasingly unable to meet the needs. Therefore, strengthening the sales network construction from the third-tier cities to the rural gathering areas will be the main work target of the marketing department this year.
3. Marketing
Actively use the company's internal promotion website and various recruitment websites to promote enterprises and brands.
Advertising and soft-texting in national professional newspapers, magazines or TV media to increase brand awareness.
Actively participate in national large-scale industry conferences, industry exhibitions, social welfare activities and joint seminars and product promotion conferences with local distributors to publicize and display the company and products.
Promote sales with a variety of forms and dealers to promote sales.
Fourth, the work progress
The working time arrangement of the marketing department for the above work content is as follows.
1. First quarter work progress
First quarter work schedule
Work items January and March
In the middle of the first half of the first half of the first half of the first half of the first half of the first half of the year
Determine the advertising strategy for the current year
Develop an activity plan based on market conditions
Do a good job in market information and customer file construction
Planning the dealers' annual meeting
Complete the design plan for wall advertising
Planning to launch the Spring Festival award-winning sales activities
2. Second quarter work progress
Work matters April, May, June
In the middle of the first half of the first half of the first half of the first half of the first half of the first half of the year
Planning to launch the second quarter promotion
Launch market activities with branch offices
Participate in national industry exhibitions once
Cooperate with each branch company to do the work of stagnation marketing
Launch a series of promotions
Summer culture shirt design and production
3. Third quarter work progress
Work items July August September
In the middle of the first half of the first half of the first half of the first half of the first half of the first half of the year
Summary and evaluation of market work in the first half of the year
Implementation of the summer advertising work plan
Distribution of cultural shirts
Create POP posters and strengthen publicity
Summer marketing campaigns
4. Fourth quarter work progress
Work matters October November December
In the middle of the first half of the first half of the first half of the first half of the first half of the first half of the year
Implementation of the two-section promotion
Calendar and calendar production and distribution
Annual target assessment of branches and distributors
Complete target market wall ad serving
Do a good job of the year's work summary
Seven, resource allocation
1. The items that need to be prepared to complete the marketing campaign are as follows.
List of items required for marketing activities
Serial number item list requires quantity remarks
1All types of transportation 3 cars at least 1 car, at least 1 bus
2 audio, microphone and related equipment 2
3 digital cameras, projectors and related equipment 2
2. It is necessary to allocate the funds for marketing activities to the marketing department for overall arrangement.
3. The promotion, new product promotion and large-scale market activities of each branch shall be uniformly and coordinated by the marketing department after being approved by the marketing director.
Sixth, market expense budget
Part 4: 2019 Marketing Department Work Plan
After less than two months of hard work, the marketing department was set up to work quickly and received strong support from the dean. In particular, the head of the department directly led the marketing department, and with the cooperation of the whole hospital, it achieved great results.
The basic work of XX year includes: recruitment and establishment of marketing staff, determination of job responsibilities, update of various types of post promotional materials in hospitals; design and production of advertisements; design and production of websites; preparation and distribution of hospital dynamics Planned two large free clinic free activities. On December 28th, he and the street office jointly organized a large-scale cultural evening to promote the hospital culture. It has established friendships with various street offices, new city police stations, Jiahe police station, and Xinshi Guoxiao.
Information: 9 large-scale clinics were distributed, more than 70,000 copies of publicity materials were distributed, 30 public transportation advertisements were produced, 75,000 copies of health promotion small materials were produced, 13 battery car advertisements were produced, and 4 new market personnel were introduced.
The main problems:
1. Personnel: The market department still lacks 2 people. One person runs the community, the factory contacts the medical examination, and one person is engaged in text editing planning. The service center also lacks one person to collaborate with customer service.
2. Although the hospital service has improved, the overall service is still poor, especially the service attitude of medical staff still has problems.
3. The hospital customer workflow has not been established.
4. The patient customer database has not been established and the existing customer data has not been fully utilized.
5. Medical training is not in place.
6. The overall efficiency of the marketing department is not high. Individuals have no initiative, no enthusiasm, and are free and sloppy.
Main work in 2019
1. Establish a dynamic and innovative marketing team, which requires pragmatic, innovative and efficient work, and clarifies their respective responsibilities and specific tasks.
2. Establish a customer service system for the hospital's internal market, including customer data files for doctors and patients, return visit processing, openness to potential customers, and accurate interpretation of dissatisfied customers.
3. Establish a standard and standardized service system, including service standards, service etiquette, service language, and regulate the language behavior of medical staff.
4. Establish a half-monthly publication of "New Health"
5, the new city hospital website opened, timely update the latest content conditions mature
6. Further expand the street intersection promotion and development and occupation of Jiahe area and base 1 - 2.
7. Strengthen community publicity and plan to establish promotional windows in 10 communities and update the content regularly.
8. Cooperate with TV, newspapers and media to expand the hospital's publicity platform.
9. After the approval of the obstetrics department, organize a large-scale obstetrics and gynecology publicity plan.
10. Complete the construction of the hospital's cultural system and the preparation of the employee service manual.
11. Complete the vi image design system, the hospital publicity shall be carried out according to the vi specification, and the posters inside and outside the hospital will be updated in time.
12. Marketing department staffing plan: 1 director, 1 service center supervisor, 1 copywriter, 1 planning supervisor, 1 graphic design, 1 internet supervisor, 2 marketing directors, totaling 8.
Part 5: Hospital Marketing Department Work Plan
I. Analysis of the current situation of the marketing department
I believe that the work of the marketing department should be to analyze the market, research the market, summarize the market rules, and specifically carry out market development work. For market work, the performance of the work is mainly assessed. The hospital marketing department is somewhat equivalent to the sales department of the company. What kind of basic quality should a marketing person have? The image should be correct, the market has strong meaning, communication ability, strong ability to adapt, can bear hardship, and have a good teamwork spirit. The market personnel engaged in medical marketing have higher basic requirements.
What is the current work of the hospital marketing department? Send flyers, hang outdoor cards, and maintain car covers. How many cards are you hanging? How many car covers do you do? And how is the content organized, designed, etc? To a greater extent, it should be the propaganda work of planners. And to carry out these tasks, more is to ask for physical strength. The specific outdoor cards and other work in this hospital should be handed over to a few agile people.
Can the marketing department function properly? Can you carry out effective market development work? It is determined by the market ideas formulated by the hospital, the basic quality of market developers, and the management level of the marketing department. If the planning work requires creativity, innovation, and focus on the ability of writing and graphic design, it is a point-to-point publicity work; then market work is basically based on the needs of market development work, focusing on public relations capabilities. And communication skills, etc., is to carry out peer-to-peer publicity work; the work itself is more
The market personnel are required to have higher personal qualities, as well as better work initiative and consciousness. If marketers are always waiting for others to arrange their work, and they are not able to communicate well with others, then such marketers are not qualified.
The general unit employs people because they choose "people" and "people" because of "posts"; and our current marketing department work is to set "posts" because of "people." So how does the marketing department work? How is the performance assessment of the marketing department carried out?
Second, the job function description of the marketing department of the hospital
1. Investigate the market, analyze the market, summarize the market rules, and formulate market development work directions.
1. In-depth market research through appropriate methods to analyze and summarize market rules;
2. Collect patient information of the hospital in time, conduct objective statistical analysis, and identify the market direction.
The above work, one is to better clarify the direction of market work, and the other is to test the performance of market work. Of course, for the hospital planning department, it is also necessary to conduct market analysis work.
2. When appropriate, conduct marketing training for all staff in the hospital and gradually improve the overall marketing level of the hospital.
Medical service marketing is different from the marketing of tangible products. Product marketing may be a job that has little to do with producers; and the medical service process is the specific medical behavior of patients after they come to the hospital, involving all aspects of medical services, and contacting all medical personnel who provide medical services. How to let patients come to the hospital to receive satisfactory medical services, naturally involves the relevant medical personnel
The marketing concept of the staff, as well as specific marketing behavior.
It is sometimes more important to improve the marketing and marketing standards of medical staff in our hospitals, to conduct marketing training and marketing within the hospital.
3. Customer service work.
Standardize medical services, carry out a certain degree of customer service work according to the actual situation of the hospital, improve the satisfaction and loyalty of the existing customers of the hospital, and promote the good reputation of the hospital, thus promoting the economic benefits of the hospital. Customer service work is also a convention for sales work.
This is also the common work of all medical staff.
Third, clear job functions, and plan to carry out market development work efficiently
1. Market development through a series of events
1. Plan, organize, and organize various activities: such as college students' adolescent health lecture activities, large-scale free medical examination activities for rural markets, and various other public welfare activities;
Planning, organizing, and organizing various public welfare activities, and demanding more from the market personnel. The work itself involves the marketing staff’s ability to communicate with relevant government functions and the ability to effectively carry out activities.
Analysis and statistical ability of dynamic effects.
Years later, in various colleges and universities in Zhanjiang, as well as various vocational and technical colleges at all levels, there are plans and purposeful adolescent health lectures. To this end, the marketing department also needs to be equipped with a health lecturer. Activity can be successful
Carrying out is not only the promotion of hospital image and hospital brand, but also directly promoting the economic benefits of the hospital.
After the year, the project is aimed at the rural market in Zhanjiang and will be further developed.
Field development activities. Mainly in townships and even representative villages, organize free medical examination activities of a certain scale, or special lecture activities, and then
The patient is discovered, which directly brings the economic benefits of the hospital.
Organize and arrange related work in surrounding communities in a timely manner. 2, activity class requirements: college degree or above, medical, marketing related majors graduated, 25 years of age or older, gender is not limited, communication skills, work attitude, team meaning, engaged in the market
More than one year of work, medical and medical equipment, medical market development work experience is preferred.
Treatment: basic salary 1000+ commission
Work plan: The marketing department arranged for 2 people to be responsible for the implementation of this work.
Job assessment: The number of activities carried out according to the plan and the effect of the activities.
2, referral business work
1, the nature of work
On the one hand, the referral business for large medical institutions is mainly for patients with large medical institutions who have high fees and patients who cannot afford them. The possibility of this operation is not great, because the charges in my hospital are not low.
On the other hand, it is mainly for small clinics, outpatient institutions, large and small pharmacies, etc. for referral work. The previous referral activities in our hospital were not very successful, and we should find more reasons from ourselves. What kind of person is suitable for the development of the referral market? Referral patient reception program and personalized service requirements, etc.? As well as our timely and reasonable payment of the remuneration of the medical staff referred to the medical staff. If the referral development behavior is only treated as the next notification to the other party, it is considered that the notification will be effective.
It is naturally not ideal. At the very least, there are two points to be emphasized in conducting a referral business: market personnel's good communication skills and the ability to provide personalized services to referral patients. In order to gain the trust of customers, some customers have to visit the project several times. 2, referral personnel requirements: higher education level or above, age 30 or so, women priority, strong communication skills, interested in medical market development work.
Treatment: basic salary of 1200 yuan + commission
Work plan: The marketing department arranges 2 - 3 people to take charge of this work. The scope of work is also mainly carried out in the urban area of Zhanjiang and the suburbs. In the early days, the scope of the referral market was far-reaching and wide-ranging, and it is currently not suitable for the objective basis of the hospital.
Job assessment: There are 4 basic requirements for the number of patients transferred to the clinic each month, mainly for gynecology, male, and anorectal patients; a total of one patient per month, the end of the month deducted 200 yuan, and so on; a total of more than one patient per month, the month Reward 100 yuan, and so on.
In this year, relying on the momentum of previous years, Hangxiao Steel not only entered the fast lane of rapid development, but also realized faster growth of benefits, and successfully realized the listing of the company's stock on the Shanghai Stock Exchange. Since then, a Hangxiao steel structure has been presented to the world in a new attitude. A more vigorous and energetic new Hangxiao, who is responsible for safeguarding the interests of shareholders, was born.
After the company is listed, the management level will be greatly improved. This is not only the external requirement of market competition, but also the inherent requirement of its own development and growth. For the marketing department, improving management standards and synchronizing with the company is both a pressure and a driving force. In order to fulfill the company's overall business management objectives of 3 billion contracts in 2019, the marketing department has specially formulated the 2019 work plan as follows.
First, information network management
1. Establish a direct leadership relationship
The Marketing Department is the functional department responsible for the construction and maintenance of the company's information network and the collection and processing of information. It is the leader of the deputy general manager of marketing. The marketing department information administrator and each regional market development assistant are a direct leadership relationship, that is, direct guidance and command to the market development assistant in information network construction, maintenance, information processing, and assessment, and undertake information network work. Leadership responsibility.
2. Architecture of new organizations
3. Increase staffing:
Information manager: There are 3 full-time information administrators in the marketing department, which are in charge of different regions and no longer hold other jobs.
Market Development Assistant: There are two market development assistants in six offices in Zhejiang Province, and one in the other offices.
4. Strengthen personnel training
Before the Spring Festival, the recruitment and training of marketing department information managers and market development assistants in various regions will be completed, so that the marketing department in the 2019 new management system will have sufficient protection in terms of personnel. Carefully choose and carefully hire market development assistants, and don't overwhelm them.
5. Increase personnel assessment
In terms of staffing, resource assurance, performance appraisal, etc., the implementation rules for the establishment and maintenance of information networks are made, and this work is guaranteed from the system. Establish a market information administrator to regularly review the assessment system for regional guidance information management, and analyze and research in a targeted manner according to the actual conditions and existing problems in each region, so as to urge them to establish and improve information management in accordance with regulations in the short term. work.
6. Dynamic management of the market network
The market development assistants and information administrators regularly evaluate the members of the information network based on the information provided by the information staff, the project size, the information achievement rate, and the number of lower-level information workers. Based on the analysis of the information officer/unit classification, the information manager and the market development assistant should carefully analyze the background information of the information staff to determine the possibility of their performance growth after helping. Further strengthen the management of information, better in terms of information integrity, timeliness, effectiveness and confidentiality than in the previous year.
7. Strengthen market research, and with the information provided by the information members/units of each region and the company's business progress in various regions, full market research will be conducted on the development status and potential development trends of steel structure business in each region. . Through research and research, we obtain first-hand information, and set up a reasonable staff for the company's institutions in various regions and the company's development in new markets.
Second, brand promotion to further launch the "Hangxiao Steel Structure" brand, expand the market share of Hangxiao Steel Structure, take the company's listing in 2019, initially consider Chengdu, the capital of Sichuan Province, Xi'an, the capital of Shaanxi Province, the capital of Xinjiang Uygur Autonomous Region, Urumqi, Liaoning Provincial capital Shenyang, Changchun in Jilin Province, Guangzhou, the capital of Guangdong Province, Nanning, the capital of Guangxi Zhuang Autonomous Region, and Shanghai held brand promotion conferences and seminars to promote and expand the brand of Hangxiao Steel, expand the information network, and create more market space. This will lay a solid market foundation for the doubling of the contract.
2. On the occasion of the completion of key or large-scale engineering projects, the relevant departments are invited to hold a press conference on the spot, using the examples of completion to display and publicize the Hangxiao steel structure brand, and show the fact that Hangxiao Steel has the first-class technology and performance in the industry, and establish the building. The exemplary role and leading position of listed companies in the steel structure industry has enabled the publicity work to achieve twice the result with half the effort.
3. Further publicize the advertising and materials. Produce and install large-scale publicity banners or billboards at various construction sites, display the strength of the enterprise on the spot; timely produce new performance and publicity materials of the enterprise, supplement the performance introduction in the bidding file and distribute it to the hands of all personnel, and improve as much as possible The depth and intensity of brand promotion.
4. Strengthen the professional knowledge training and quality education work of the outside contact personnel, establish a good corporate employee image and advanced corporate culture connotation, and give everyone who is in contact with Hangxiao Steel Structure a good and deep impression. Therefore, there is a clearer and deeper understanding of Hangxiao steel structure and steel structure.
Third, customer reception
Guest reception is still one of the priorities of the marketing department. Doing a good reception work is the necessary advance and foundation for business engagement. How to do a good job of customer reception in accordance with the relevant regulations of the company and the requirements of the Ministry of Commerce is an important subject that the marketing department must conduct serious research and discussion. On the surface, it seems that the reception work is relatively simple, but in essence the customer reception is a very profound study. You can't make this work perfect without going deep into research and discussion. Therefore, the marketing department should work hard on methods, steps and details. In order to spend less money and not affect the reception effect, it is necessary to understand the life experience, humanity, way of life, hobbies, eating habits, work style, and corporate value orientation of the leaders of the Ministry of Commerce and the business personnel of each office. , management philosophy, product features, industry status, and so on. Careful study and analysis and honing the schedule of the schedule, so that each guest has a comprehensive, clear and deep understanding of Hangxiao Steel in the shortest time, showing the maximum recognition of Hangxiao Steel's products. Xiao Gang’s management model and corporate culture generate sufficient interest. We will treat each group of guests and each guest seriously and persistently, so that they are satisfied with the reception work of Hangxiao Steel Structure as the guideline for every reception staff of the Marketing Department. In order to improve the success rate of project tracking and reduce the difficulty of business negotiation, the fundamental purpose of improving the economic efficiency of enterprises is achieved. To this end, the marketing department focused on the following aspects in 2019: urge all personnel to always take the enthusiasm as the principle, courteously and well-prepared to receive the reception work of all parties, to ensure that the reception effect is better than one year.
2. In the early stage of ensuring the customer reception effect, the reception fee will be saved as much as possible to reduce the overall operating cost of the company and improve the company's profit level.
3. Continue to do the reception file management work of visiting customers, store the files of potential customers and contract customers, accurately grasp the progress of the project, and strive to cooperate with the business department and office to promote the project business.
4, adjust the position of the department staff, recruit high-quality personnel to enrich the reception. With the continuous expansion of business volume, the number of visiting customers is increasing, and the personnel responsible for receiving the marketing department are obviously insufficient. In order to meet the needs of the company's business development, it is also very important to do a better job of reception and to implement the recruitment work.
IV. Internal management Strictly implement the C version of the quality management system file and management system standard file, strictly implement the “all according to file management, all program operations, all use materials to speak, do a good job once” strategy, so that the marketing department gradually becomes Executive team.
2. Further carry out the work management of the department in strict accordance with the requirements stipulated by the joint stock company and the marketing system, and strive to improve the management level.
3. Give full play to the enthusiasm and initiative of the staff in each department of the department, emphasizing the process control and final effect in their work. Improve their job responsibilities and work quality. The assessment system shall be implemented in strict accordance with the corresponding job responsibilities.
4. Everything starts from the overall situation of the company and emphasizes the chess system. Actively coordinate the coordination and coordination between various departments of the marketing system, so as to improve the overall combat effectiveness of the marketing system, and do the best quality service for the completion of the marketing target of 2019.
5. Cooperate with the marketing deputy general manager to do a good job in the daily administrative management of the marketing system. Take the initiative to do logistical support work and daily service work for all departments. Create a better corporate culture and working environment for them.
Part 2: Corporate Marketing Department Work Plan
The work of our company's marketing department puts a satisfactory sentence on the work of 10 years under the correct guidance of the leaders and the efforts of the staff of the department. In order to make persistent efforts, we have made an annual work plan and content outline for the marketing department.
1 Marketing Department Functions
2 Marketing Department Organizational Structure
3 Marketing Department Annual Work Plan
4Market Department 11 annual sales work plan
Implementing a simple and simple administration and optimizing sales organization structure
Implement strict training and improve team combat capability
Scientific market research, supervision and assistance to market sales
Coordinate functional departments and establish a good corporate culture
Grasp market opportunities and develop sales promotion
Information collection feedback, timely correction of sales plan
A marketing department function:
The marketing department is directly responsible to the sales general manager. It is the soul of the company. Its role in production, sales and service is very important. It is a core component of the sales process. As the marketing department, the important task is to assist the general manager in collecting Formulated and implemented. The criteria for measuring the work of the marketing department are: whether the sales policy, the promotion plan are scientific, and whether the implementation is rigorous.
1. The role of the marketing department:
Responsible for the general manager directly, assisting the general manager in the development and implementation of marketing planning and sales planning.
Supervise the facts of the sales department's annual work plan.
Comprehensive coordination of the work functions of various departments.
It is the soul of the company.
2. Marketing department work standards:
accuracy
Timeliness
Coordination
Planning power
Planability
Execution
3 Marketing Department's job functions:
Develop annual and quarterly sales plans and assist sales department to implement.
Coordinate the coordination of various departments, especially the R&D and production department.
Organize the sales department for a series of training.
Monitor the cost of sales, guide the increase and decrease of the sales area personnel, regulate, formulate, supervise and implement the necessary sales promotion.
Management of the image, management, shopping guide, and supervision of the store image.
Sales customer file statistics, induction, and organization.
Collecting sales and market information comprehensively, screening and sorting and forming plans to turn over relevant departments
Second marketing department work plan
1 Develop an 11-year sales work plan: scientifically and rigorously analyze the existing market conditions and sales status, foster strengths and avoid weaknesses, seek opportunities, and develop work tasks and work plans for the marketing department and sales department in 2019.
2 Implementing a simple and simple administration and optimizing sales organization structure: Conscientiously analyze and understand the current organizational structure of the sales department, rationalize the market situation, and improve the local personnel, control the sales cost, tap the potential of the personnel, and stimulate the work under the premise of market intensive cultivation. Enthusiasm, feel the pressure of work, and work hard to make sales in their respective markets.
3 Strictly implement training and improve team combat capabilities:
Focus on training and strive to make all employees fully grasp the company's sales policies, product knowledge, technical knowledge, marketing theory knowledge, and form a learning team, a competitive team, and an innovative team.
Product knowledge system training
Sales knowledge system training
Industry standard training
"Excellent from excellent to left"--Enterprises training in corporate self-discipline rules
Sales staff professional ethics training
Sales staff essential training
Apply technology and company product training
4 Scientific market research, supervision and assistance to market sales:
The core work of the marketing department is to assist and guide the sales department and regions to continuously enhance their brand power and consolidate their sales force. Therefore, the marketing department only has a constant understanding of the market, visiting the market, investigating competing products, analyzing the causes, identifying gaps, reporting the general manager to the actual situation of each region, and giving each region a clear guidance on sales ideas, ideas and methods. All of the above are in tabular form and the regional managers must complete on a monthly basis.
5 Coordinating departmental functions and establishing a good corporate culture:
Administrative Personnel Department: The functions and duties of the administrative personnel department are directly responsible to the general manager, coordinate the work of various departments, establish a complete personnel file, formulate a scientific talent competition reward and punishment mechanism, examine the work of the various departments, and recommend and science in the marketing department. Under the digital, event, and market conditions, we constantly reserve talents for enterprises, tap the potential of sales personnel, and commit to sales improvement and market development.
Production department of R&D department: The responsibility of R&D and production department is based on market demand. Through market demand, we constantly optimize product structure and product functions, grasp product quality, strictly implement ISO-2000 quality system, and introduce competitive products to the market. Therefore, the marketing department will give market information, competing product information and sales information every month, so that the department can grasp the new market dynamics and navigation marks in a timely, objective and scientific manner, while constantly adjusting the shortcomings of its own products, and for the enterprise. Develop and produce good products suitable for customers and market needs to win the market and customers.
Sales Department: The sales department is the pioneer of the enterprise, the scout close to the market, and the hard weapon for the development of the enterprise. Their duty is to continuously develop sales channels, seek strategic partners that are most suitable for enterprise development, continuously push the products of the company to the market, and provide scientific frontier information to the market, while the marketing department captures market information. In combination with the actual situation of the enterprise, we will formulate a strong market plan and sales strategy, and will most effectively establish the role of the enterprise "soul".
Finance Department: Directly responsible to the general manager. If the marketing department is “soul” and the sales department is “pioneer” or “bomber”, then the finance department is the “big gate” of the enterprise, which is the operation of the enterprise and the healthy development. The arteries, its role is to formulate the annual budget and settlement of the enterprise science, to make the profit of the house enterprises, and to provide the general manager with a reasonable estimate of the production cost budget, marketing budget, sales cost budget, risks and benefits in a timely manner. As the marketing department, in combination with the actual situation of the enterprise, the actual situation of the market, the actual situation of the customer, the formulation of reasonable promotion plans and expenses, the general manager or the financial department is communicated to make it feasible and feasible for the development of the enterprise. maximize.
Market stay, logistics department: directly responsible for the sales department, their duty is to timely understand the order information, and timely transfer to the production step, with the fastest speed, the lowest logistics cost, safe delivery of products to the destination and customers , for the sales department to do the best quality service. As the marketing department, we should advise, guide, supervise and assist them.
6. Grasp the market opportunities, develop and implement sales promotion:
7. Information collection feedback, timely revision of sales plan
Part 3: Annual Work Plan of the Marketing Department
First, the work focus
In the past year, through the joint efforts of our colleagues, the market expansion work has achieved certain results, and the performance indicators such as market share and new product profit contribution rate are all red. However, in the specific marketing process, there are certain problems that need to be improved and improved in this year's work.
Based on the achievements of the market expansion in the previous year and the sales situation of the competitors, the marketing department has drawn up the following objectives:
1 Market share reached XX%, entering the top three in the industry;
2 The profit contribution rate of new products reaches XX%;
3 The profit contribution rate of key commodities reached XX%.
Second, support and auxiliary work
In order to make up for the shortcomings in the previous year's work and better accomplish the work goals for the current year, the following work should be done in the near future.
Unify thinking and clarify responsibilities
The marketing department plans to organize job skills training from January 10th to 15th. The main objectives are as follows:
1 Make the marketing department staff clear the overall market strategy of the enterprise and unify the thinking and understanding;
2 Let the market personnel be freed from the transactional office function, and truly give the marketing department basic functions such as strategic planning, strategy formulation, market research, product development;
3 Establish a market development awareness centered on consumer demand and reduce unnecessary market development costs.
Resident marketing, close to the market
From the beginning of this year, market personnel will be stationed in batches and in stages to a marketing point to facilitate close to the market and better complete market expansion. The staff of the marketing department need to complete the following work:
Through comprehensive research, we will identify market opportunities and provide targeted marketing solutions.
Collect competitive brand products and event information, capture market consumption demand and combine industry development trends to propose new product development ideas;
Guide the market to do terminal standardization construction and promote healthy and stable development of the market;
Targetedly formulate and organize the implementation of promotional programs, verify and implement market promotion, fees and policies, and report the situation to report in a timely manner.
Timely and comprehensive publicity and implementation of company policies to enhance the combat effectiveness of front-line personnel;
In the market practice, collect and sort out highlight cases, focus on methods and experience, and promptly recommend to the market for copying.
3. Enrich members and improve organization
With the continuous expansion of the company's business, the marketing department personnel are obviously overloaded. The decline in work efficiency in the latter part of the previous year is evidence. Therefore, this year's marketing department plans to enhance the staffing of the following positions.
Marketing staff demand plan
Job name requirement staff main work content demand time
Market Developer 3 is mainly responsible for market development in Northeast, Southwest and East China Regions ××月～××月
Market information staff 2 is responsible for the compilation of market information in the analysis work × × month ~ × × month
Advertising planner 1 rotten corporate advertising and publicity planning work × × month ~ × × month
Third, the key work arrangements
1. Brand Promotion
After years of market operation, the company's brand has already had certain competitive advantages. In order to quickly and effectively expand the market share of our products and make the product brand develop for a long time, we will take the company's development strategy as the core, from the product brand. Four aspects of image planning, product positioning, market network construction, and marketing promotion plan the brand promotion strategy.
Brand
In order to establish the "quality and connotation" image of the "×××" brand in the minds of consumers, it is recommended that the company adopt the mother-child brand strategy and achieve the goal of market segmentation through different strategic positioning of sub-brands.
Product Positioning
By subdividing several sub-brands, product positioning can be carried out according to the different market positioning of each brand, and then a competitive pricing strategy can be determined. For example, our “××” brand products are positioned as high-end consumers, so they must be able to reflect their distinctive “identity” in terms of price; and “××” brand products are positioned as wage earners, in terms of price. To achieve a price advantage over similar products.
2. Sales network construction
The sales channel is our company's intangible assets, and it is our biggest competitive advantage compared with other competitors. For many years of market operation, our company has established intensive sales network channels from first-tier cities to second-tier cities, but with the majority With the continuous development of the rural market, our company's sales terminals have become increasingly unable to meet the needs. Therefore, strengthening the sales network construction from the third-tier cities to the rural gathering areas will be the main work target of the marketing department this year.
3. Marketing
Actively use the company's internal promotion website and various recruitment websites to promote enterprises and brands.
Advertising and soft-texting in national professional newspapers, magazines or TV media to increase brand awareness.
Actively participate in national large-scale industry conferences, industry exhibitions, social welfare activities and joint seminars and product promotion conferences with local distributors to publicize and display the company and products.
Promote sales with a variety of forms and dealers to promote sales.
Fourth, the work progress
The working time arrangement of the marketing department for the above work content is as follows.
1. First quarter work progress
First quarter work schedule
Work items January and March
In the middle of the first half of the first half of the first half of the first half of the first half of the first half of the year
Determine the advertising strategy for the current year
Develop an activity plan based on market conditions
Do a good job in market information and customer file construction
Planning the dealers' annual meeting
Complete the design plan for wall advertising
Planning to launch the Spring Festival award-winning sales activities
2. Second quarter work progress
Work matters April, May, June
In the middle of the first half of the first half of the first half of the first half of the first half of the first half of the year
Planning to launch the second quarter promotion
Launch market activities with branch offices
Participate in national industry exhibitions once
Cooperate with each branch company to do the work of stagnation marketing
Launch a series of promotions
Summer culture shirt design and production
3. Third quarter work progress
Work items July August September
In the middle of the first half of the first half of the first half of the first half of the first half of the first half of the year
Summary and evaluation of market work in the first half of the year
Implementation of the summer advertising work plan
Distribution of cultural shirts
Create POP posters and strengthen publicity
Summer marketing campaigns
4. Fourth quarter work progress
Work matters October November December
In the middle of the first half of the first half of the first half of the first half of the first half of the first half of the year
Implementation of the two-section promotion
Calendar and calendar production and distribution
Annual target assessment of branches and distributors
Complete target market wall ad serving
Do a good job of the year's work summary
Seven, resource allocation
1. The items that need to be prepared to complete the marketing campaign are as follows.
List of items required for marketing activities
Serial number item list requires quantity remarks
1All types of transportation 3 cars at least 1 car, at least 1 bus
2 audio, microphone and related equipment 2
3 digital cameras, projectors and related equipment 2
2. It is necessary to allocate the funds for marketing activities to the marketing department for overall arrangement.
3. The promotion, new product promotion and large-scale market activities of each branch shall be uniformly and coordinated by the marketing department after being approved by the marketing director.
Sixth, market expense budget
Part 4: 2019 Marketing Department Work Plan
After less than two months of hard work, the marketing department was set up to work quickly and received strong support from the dean. In particular, the head of the department directly led the marketing department, and with the cooperation of the whole hospital, it achieved great results.
The basic work of XX year includes: recruitment and establishment of marketing staff, determination of job responsibilities, update of various types of post promotional materials in hospitals; design and production of advertisements; design and production of websites; preparation and distribution of hospital dynamics Planned two large free clinic free activities. On December 28th, he and the street office jointly organized a large-scale cultural evening to promote the hospital culture. It has established friendships with various street offices, new city police stations, Jiahe police station, and Xinshi Guoxiao.
Information: 9 large-scale clinics were distributed, more than 70,000 copies of publicity materials were distributed, 30 public transportation advertisements were produced, 75,000 copies of health promotion small materials were produced, 13 battery car advertisements were produced, and 4 new market personnel were introduced.
The main problems:
1. Personnel: The market department still lacks 2 people. One person runs the community, the factory contacts the medical examination, and one person is engaged in text editing planning. The service center also lacks one person to collaborate with customer service.
2. Although the hospital service has improved, the overall service is still poor, especially the service attitude of medical staff still has problems.
3. The hospital customer workflow has not been established.
4. The patient customer database has not been established and the existing customer data has not been fully utilized.
5. Medical training is not in place.
6. The overall efficiency of the marketing department is not high. Individuals have no initiative, no enthusiasm, and are free and sloppy.
Main work in 2019
1. Establish a dynamic and innovative marketing team, which requires pragmatic, innovative and efficient work, and clarifies their respective responsibilities and specific tasks.
2. Establish a customer service system for the hospital's internal market, including customer data files for doctors and patients, return visit processing, openness to potential customers, and accurate interpretation of dissatisfied customers.
3. Establish a standard and standardized service system, including service standards, service etiquette, service language, and regulate the language behavior of medical staff.
4. Establish a half-monthly publication of "New Health"
5, the new city hospital website opened, timely update the latest content conditions mature
6. Further expand the street intersection promotion and development and occupation of Jiahe area and base 1 - 2.
7. Strengthen community publicity and plan to establish promotional windows in 10 communities and update the content regularly.
8. Cooperate with TV, newspapers and media to expand the hospital's publicity platform.
9. After the approval of the obstetrics department, organize a large-scale obstetrics and gynecology publicity plan.
10. Complete the construction of the hospital's cultural system and the preparation of the employee service manual.
11. Complete the vi image design system, the hospital publicity shall be carried out according to the vi specification, and the posters inside and outside the hospital will be updated in time.
12. Marketing department staffing plan: 1 director, 1 service center supervisor, 1 copywriter, 1 planning supervisor, 1 graphic design, 1 internet supervisor, 2 marketing directors, totaling 8.
Part 5: Hospital Marketing Department Work Plan
I. Analysis of the current situation of the marketing department
I believe that the work of the marketing department should be to analyze the market, research the market, summarize the market rules, and specifically carry out market development work. For market work, the performance of the work is mainly assessed. The hospital marketing department is somewhat equivalent to the sales department of the company. What kind of basic quality should a marketing person have? The image should be correct, the market has strong meaning, communication ability, strong ability to adapt, can bear hardship, and have a good teamwork spirit. The market personnel engaged in medical marketing have higher basic requirements.
What is the current work of the hospital marketing department? Send flyers, hang outdoor cards, and maintain car covers. How many cards are you hanging? How many car covers do you do? And how is the content organized, designed, etc? To a greater extent, it should be the propaganda work of planners. And to carry out these tasks, more is to ask for physical strength. The specific outdoor cards and other work in this hospital should be handed over to a few agile people.
Can the marketing department function properly? Can you carry out effective market development work? It is determined by the market ideas formulated by the hospital, the basic quality of market developers, and the management level of the marketing department. If the planning work requires creativity, innovation, and focus on the ability of writing and graphic design, it is a point-to-point publicity work; then market work is basically based on the needs of market development work, focusing on public relations capabilities. And communication skills, etc., is to carry out peer-to-peer publicity work; the work itself is more
The market personnel are required to have higher personal qualities, as well as better work initiative and consciousness. If marketers are always waiting for others to arrange their work, and they are not able to communicate well with others, then such marketers are not qualified.
The general unit employs people because they choose "people" and "people" because of "posts"; and our current marketing department work is to set "posts" because of "people." So how does the marketing department work? How is the performance assessment of the marketing department carried out?
Second, the job function description of the marketing department of the hospital
1. Investigate the market, analyze the market, summarize the market rules, and formulate market development work directions.
1. In-depth market research through appropriate methods to analyze and summarize market rules;
2. Collect patient information of the hospital in time, conduct objective statistical analysis, and identify the market direction.
The above work, one is to better clarify the direction of market work, and the other is to test the performance of market work. Of course, for the hospital planning department, it is also necessary to conduct market analysis work.
2. When appropriate, conduct marketing training for all staff in the hospital and gradually improve the overall marketing level of the hospital.
Medical service marketing is different from the marketing of tangible products. Product marketing may be a job that has little to do with producers; and the medical service process is the specific medical behavior of patients after they come to the hospital, involving all aspects of medical services, and contacting all medical personnel who provide medical services. How to let patients come to the hospital to receive satisfactory medical services, naturally involves the relevant medical personnel
The marketing concept of the staff, as well as specific marketing behavior.
It is sometimes more important to improve the marketing and marketing standards of medical staff in our hospitals, to conduct marketing training and marketing within the hospital.
3. Customer service work.
Standardize medical services, carry out a certain degree of customer service work according to the actual situation of the hospital, improve the satisfaction and loyalty of the existing customers of the hospital, and promote the good reputation of the hospital, thus promoting the economic benefits of the hospital. Customer service work is also a convention for sales work.
This is also the common work of all medical staff.
Third, clear job functions, and plan to carry out market development work efficiently
1. Market development through a series of events
1. Plan, organize, and organize various activities: such as college students' adolescent health lecture activities, large-scale free medical examination activities for rural markets, and various other public welfare activities;
Planning, organizing, and organizing various public welfare activities, and demanding more from the market personnel. The work itself involves the marketing staff’s ability to communicate with relevant government functions and the ability to effectively carry out activities.
Analysis and statistical ability of dynamic effects.
Years later, in various colleges and universities in Zhanjiang, as well as various vocational and technical colleges at all levels, there are plans and purposeful adolescent health lectures. To this end, the marketing department also needs to be equipped with a health lecturer. Activity can be successful
Carrying out is not only the promotion of hospital image and hospital brand, but also directly promoting the economic benefits of the hospital.
After the year, the project is aimed at the rural market in Zhanjiang and will be further developed.
Field development activities. Mainly in townships and even representative villages, organize free medical examination activities of a certain scale, or special lecture activities, and then
The patient is discovered, which directly brings the economic benefits of the hospital.
Organize and arrange related work in surrounding communities in a timely manner. 2, activity class requirements: college degree or above, medical, marketing related majors graduated, 25 years of age or older, gender is not limited, communication skills, work attitude, team meaning, engaged in the market
More than one year of work, medical and medical equipment, medical market development work experience is preferred.
Treatment: basic salary 1000+ commission
Work plan: The marketing department arranged for 2 people to be responsible for the implementation of this work.
Job assessment: The number of activities carried out according to the plan and the effect of the activities.
2, referral business work
1, the nature of work
On the one hand, the referral business for large medical institutions is mainly for patients with large medical institutions who have high fees and patients who cannot afford them. The possibility of this operation is not great, because the charges in my hospital are not low.
On the other hand, it is mainly for small clinics, outpatient institutions, large and small pharmacies, etc. for referral work. The previous referral activities in our hospital were not very successful, and we should find more reasons from ourselves. What kind of person is suitable for the development of the referral market? Referral patient reception program and personalized service requirements, etc.? As well as our timely and reasonable payment of the remuneration of the medical staff referred to the medical staff. If the referral development behavior is only treated as the next notification to the other party, it is considered that the notification will be effective.
It is naturally not ideal. At the very least, there are two points to be emphasized in conducting a referral business: market personnel's good communication skills and the ability to provide personalized services to referral patients. In order to gain the trust of customers, some customers have to visit the project several times. 2, referral personnel requirements: higher education level or above, age 30 or so, women priority, strong communication skills, interested in medical market development work.
Treatment: basic salary of 1200 yuan + commission
Work plan: The marketing department arranges 2 - 3 people to take charge of this work. The scope of work is also mainly carried out in the urban area of Zhanjiang and the suburbs. In the early days, the scope of the referral market was far-reaching and wide-ranging, and it is currently not suitable for the objective basis of the hospital.
Job assessment: There are 4 basic requirements for the number of patients transferred to the clinic each month, mainly for gynecology, male, and anorectal patients; a total of one patient per month, the end of the month deducted 200 yuan, and so on; a total of more than one patient per month, the month Reward 100 yuan, and so on.
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