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. Communication skills, etc., are peer-to-peer propaganda work; the work itself requires more high-level personal qualities of market personnel, 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 marketing concepts of relevant medical personnel and specific marketing behaviors.
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. Conducting market development through a series of activities 1. Planning, organizing, and organizing various activities: such as adolescent adolescent health lectures, 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 the relevant government functions, as well as the ability to effectively carry out activities, analysis of the effectiveness of activities, and statistical capabilities.
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. The activity can be successfully carried out, which is not only the promotion of hospital image and hospital brand, but also directly promotes the economic benefits of the hospital.
After the year, the project will target Zhanjiang rural market and further market development activities. Mainly in townships and even representative villages as a unit, organize a certain scale of free physical examination activities, or special lecture activities, and then discover patients, which directly bring the economic benefits of the hospital.
Organize and arrange related work in surrounding communities in a timely manner.
2. Activities personnel requirements: College degree or above, medical, marketing and marketing related majors graduated, 25 years of age or older, gender is not limited, communication skills are strong, work attitude is correct, team meaning is strong, engaged in market development work for more than one year, Experience in medical and medical equipment and medical market development is preferred.
Treatment: The basic salary of 1000+ commission 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 is for the referral business of large medical institutions, mainly for large medical institutions with high fees and patients can not afford patients. 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 is up, and the effect is naturally unsatisfactory. 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: The basic salary of 1200 yuan + commission work plan: the marketing department arranged 2 - 3 people, specifically responsible for 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.