2019 Hospital Planning Department Planning Work Plan

I. Planning work

1. Internal personnel carry out a clear division of labor, and formulate the daily work responsibilities of each member, and report to the department leaders on a weekly basis.

2. Every morning morning, each member needs to report his/her work at hand and assign new jobs to improve the efficiency of the planning department.

3. Formulate the internal work flow and assessment system of the plan, and improve the planning work system and planning process to further improve the efficiency of the planning work.

4. The main work of the Planning Department in August:

Further improve the image display of the in-house guide signs and departments

Making a laparoscopic five-minute TV feature film

Designing a handbook for uterine fibroids, a handbook for the "Youth to the Left" in colleges and universities, and a new issue of "Fashion Linyi" magazine

Reduce the advertising budget of Linyi's two sets, increase the number of Linyi's four sets of advertising, in order to expand TV advertising coverage.

To terminate the cooperation with the Linyi Evening News, try to invest the funds in dm advertisements such as "Consumer Plaza" which covers a wide area in the urban area of ​​Batu.

Continue to monitor TV and outdoor advertising

Continue to update the content of the website and promote the website

Second, single department marketing

1. Project Fertility Section:

a) Use the development team to develop terminal channels such as major pharmacies and sex health stores in the urban area of ​​Yaodu District, to monopolize the sales of early pregnancy test strips in the Yudu District, and to sell early pregnancy test strips with advertisements from the hospital. To directly target the target population, and guide their consumption behavior to choose Linyi Modern Women's Hospital for inspection and treatment to improve the outpatient volume of family planning.

b) Design a warm flow card for printing people, one can prevent the loss of customers, and second, increase the value-added service of family planning

c) As the summer is in the summer, the development of the campus crowd market has not yet started. In the early part of August, the campus “Youth to Left” manual will be produced to prepare for the school opening in September.

2. Inflammation:

Strengthen the investment in soft texts, combine multiple techniques to identify the treatment of flat advertisements, highlight the symptoms of gynecological inflammation, and adopt rational intimidation and appeal methods to attract target populations to our hospital.

3, gynecological tumors, endocrine:

a) Design and printing "Handbook of Uterine Fibroids", with a large number of uterine fibroids soft science combined with uterine fibroids pictures, highlighting the technical principles and advantages of laparoscopic surgery

b) Make a 5 minute TV feature film of laparoscopic laparoscopic surgery, and improve the public's understanding of this minimally invasive technique through the uterus laparoscopic technique to highlight the advantages and technical advantages of our hospital in gynecological laparoscopic techniques.

4, obstetrics:

a) Through the localization advantage of the staff of the hospital, each employee is required to actively distribute the “Mother's Handbook” to the pregnant women in the community near the home to meet the target population's knowledge of the obstetrics experts and the environment.

b) Intensify the soft text and hard advertising of the warm obstetrics, highlight the expert and technical advantages of the obstetrics department of our hospital , and the advantages of environmental services, and realize the brand differentiation of the obstetrics and Xianping maternity hospitals in our hospital .

5, breast department:

a) Using the message of Lin Daiyu, Chen Xiaoxu, due to the death of breast cancer, strengthen the soft text into the process of preaching, to arouse the attention of girls on breast diseases, adopt rational intimidation and appeal methods, and highlight the combination of Chinese and Western medicine techniques for the treatment of flat hard advertisements. In order to attract the target population to our hospital consumption.

b) Use the development department to try to cooperate with major underwear stores in the city.

6, plastic surgery department:

a) Increase the soft text and hard advertising promotion of plastic surgery and beauty department, highlighting that we are the first medical and beauty institution in Linyi City to pass the health department approval

b) Cooperate with Linyi's three sets of “Dynamic City” column, and continuously launch the topic of medical plastic surgery, and highlight the authority of the medical plastic surgery department in Linyi area through the techniques of experts and preaching.

c) In the propaganda of plastic surgery projects, the focus of the previous period is based on the image of comprehensive plastic surgery. The advertising of gynecological plastic surgery highlights the nighttime private medical treatment services. The focus of life beauty is to focus on photorejuvenation and photon hair removal.

Third, expand the promotion work:

Formulate the work responsibilities, processes and assessment of the development team

Initial exploration and establishment of a set of market expansion channels in line with the region

Initial exploration and establishment of an effective magazine terminal channel mechanism

Through the issuance of the "Fashion Linyi" channel to develop a group of more influential businesses in Linyi this area to form a business alliance

According to the characteristics of summer night residents going out for a walk, contact Pingyang Square and Gulou Square to organize 2-3 public welfare clinics to enhance the visibility and reputation of our hospital.

Develop terminal channels such as major pharmacies and sex health stores in the urban area of ​​Yaodu District

Xx Medical is the largest private comprehensive modern hospital in Shenzhen that is built according to the requirements of the third-grade hospitals . It integrates medical treatment, teaching, scientific research, preventive health care and rehabilitation. It is a medical designated hospital in Shenzhen, a 120 emergency network hospital in Shenzhen, a designated hospital for industrial and commercial insurance in Shenzhen, and a designated hospital for commercial insurance in Shenzhen. The hospital is surrounded by mountains and seas, with beautiful scenery and elegant reports. With a variety of advanced medical equipment and excellent technical talent team.

3. The disadvantages of the hospital :

Compared with public hospitals , private hospitals lack credibility, the talent team is not stable enough, the start is late, the brand awareness is not high, the community environment is not mature, and the traffic is not convenient.

4, competition opponents analysis:

1. Advantages of Baoan People's Hospital

a. Advantages and long-term operation, it is one of the oldest hospitals in Baoan market.

b. Excellent geographical position, located in the old city of Baoan, with a large population density and convenient medical treatment.

c, high medical level.

d, have a stable medical population

2. Advantages of Xixiang People's Hospital

a, superior geographical position

b, better service quality

c, every Tuesday, Wubaoan Daily Health section

d, Bao'an old hospitals , there are relatively fixed service groups.

3. Advantages of maternal and child hospitals

a, expertise highlights

b, superior geographical position

4. Sunshine Group Spring Hospital

Advantages:

a, geographical advantage

b, strong advertising

5, propaganda goals: the first target group - Shenzhen Guanwai including Xixiang Town Xin'an Town and the most extensive customer base nearby, the second target group - the most extensive customer base in Guanzhong.

6. Advertising effect: Improve the popularity and reputation of hospital brands and form a good brand effect in society.

7. Sales promotion: Fully publicize the brand image of the hospital , including the brand image of the company and the brand image of each department. Highlight the medical advantages and service quality of all departments of the hospital. Enhance the hospital 's reputation in the minds of its customers through related public service activities.

8, the direction of advertising: in the choice of advertising, we must fully consider the hospital 's social image, the choice of media is less promising, refinement and excellence. There should be sufficient contrast considerations for each time period and each medium. Choose more advertising media with good image and high advertising effect.

Second, the specific content of the project

Xx Medical has been through the past one year since its establishment. Through the advertising of the past year, xx medical brand has a certain popularity in Baoan, and has basically completed an introduction period of its brand. In XX, our advertising will be a process of initial maturity of the brand. In this process our advertising program should focus on the following aspects:

1. Each quarter and the Social Security Bureau jointly host a large-scale public welfare lecture to establish the public welfare image of xx medical care in the public and improve the reputation of the society.

2, hospital image spokesperson: hired a hospital image spokesperson for the promotion of print media.

3. Contour lights are arranged on the periphery of the hospital to enhance the impression of nearby residents and the public on xx medical care.

4. Add a “Children's Joy World” on the fourth floor of the hospital clinic.

5. Add multiple customer suggestion boxes in the hospital “Your opinion is the strength of our progress”.

6. Employing or dispatching “Caring Ambassadors”, the main task is to bring “careful information” to each customer, such as volunteering to the patient, answering questions for customers, and recording opinions.

7. Bus body advertising: A certain bus advertisement will be placed on the main road section of Baoan.

8. Large outdoor billboards: Make an outdoor billboard near the Nantou Pass. Two or three large outdoor billboards are placed on the main section of Baoan. One is for publicity and the other is for street sign guidance.

9, broadcast: titled a traffic channel radio program, covered with car owners.

10. TV commercial: Play a 1-minute hospital advertisement on Baoan TV every day to strengthen the brand impression of xx medical care in people's minds. Such as the launch of a series of advertisements, the image of the hospital ---Honghou Capital and super-high-quality humanized service; hand sweat treatment center---------------------------------------------------------------------------------------------------------------------------------------------------------------------- Woman; otolaryngology----one hair treatment for snoring.

11. Baoan Daily publishes a health topic in soft text every week to deepen public awareness of xx medical care.

12, 1.1 New Year's Day, the hospital environment should be arranged accordingly, such as the two big lanterns at the gate, banners and so on to make a festive atmosphere.

13. Further improve the hospital 's guidance system.

14. In the week before Women's Day, we will do 3~4 episodes of obstetrics and gynecology in the Baoan Daily and Shenzhen Evening News.

15. 5.1 In the Baocheng District, a large-scale clinic will be held, and the media will be invited to make relevant reports, and a handbook on health and nursing common sense will be issued. To enhance the hospital 's visibility and reputation in the public.