2019 Hospital Planning Department Work Plan

I. Overview of the project

1. Medical market analysis:

With the improvement of people's living standards, people have put forward higher requirements for medical and health consumption. From a single life-saving ambulance to the pursuit of health, the pursuit of quality of life and brand-oriented consumer activities. The hospital will face an era of rational consumption, the era of knowledge economy, the era of global economic integration and the era of low profit. These characteristics of the times determine that our hospital management will gradually enter the era of brand management centered on patient satisfaction, loyalty, hospital visibility and reputation. Only by strengthening brand building and implementing brand management strategies can hospitals create advantages and enhance their competitiveness. The importance of the great value of a brand in business operations is self-evident. China's annual health expenditure is close to 480 billion yuan, accounting for 5.3% of the gross national product. According to industry estimates, this figure will grow at a rate of more than 10%, and the market potential is huge. As the largest district in Shenzhen, Baoan has a population of nearly 2 million, and its scale is comparable to that of the medium-sized cities in the Mainland. For any medical service organization, it is an incalculable gold market. However, under the current medical market, public hospitals still occupy most of the market share for the time being. With the influx of private capital and foreign capital, the advantages of business model and service concept will be highlighted, and the situation of the medical market will be subverted. .

2. Hospital advantages:

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.