Hospital Marketing Department Marketing Plan

I. General analysis of Hefei medical market

In the past two years, due to the strict control of medical institutions in the country, from the approval of private medical institutions to the supervision and control of medical advertisements, to the inspection of medical institutions, the entire medical market in Hefei has stabilized, and the operation of private hospitals is in balance. Development, analysis from the following aspects:

1. Media publicity tends to cover soft texts and news from large-area hard advertisements, and cooperates with newspapers to carry out various project activities, such as the “beautiful mother” activities carried out by Zhongshan Hospital and the “Pok Oi in Jianghuai” activities carried out by the Red Cross Hospital. The “Free Medical Examination” activity carried out by Changzheng Hospital, the Great Wall Hospital constantly seized the activities carried out by social hotspots. This form of propaganda has gradually been recognized by the general public and has gradually become the preferred method of hospital marketing.

2. Market development Under the policy mode of media propaganda and large-scale control, the business development of market personnel has gradually been put on the top position of marketing by various medical institutions. The market team of each unit has grown steadily, and the scope of market business development has become wider and wider. Its business target is not only limited to Hefei and the three counties, the province's market development has gradually expanded, accounting for nearly half of the business turnover.

4. Medical quality With the standardized operation of medical institutions, the quality of medical care is gradually improving. The bad phenomenon of private hospitals is gradually being abandoned. Coupled with the good medical services of private hospitals, the ideology of the general public has gradually changed from the original I touched the approval and went to the private hospital for treatment. At the same time, private hospitals are also actively negotiating and communicating with the government, striving for the most administrative support, making the treatment of private hospitals in medical insurance and social insurance basically the same, and the number of hospital visits is gradually increasing. The undercurrent competition of private medical institutions is fierce!

Second, the current status of the hospital analysis

After moving into the new hospital, our hospital has taken a big step in its management, but there are many details that are far from meeting the benefits of the hospital scale, such as hospital management, outpatient volume, bed utilization rate, intervention volume, The amount of surgery, etc. These are urgently needed to establish a set of management and marketing systems to enrich the operation of the hospital to achieve the desired business performance.

1. After entering the new hospital in unified management, due to the fact that the division is more detailed and the personnel changes are large, the actual factors such as the department and the department, between the doctor and the nurse, between the doctor and the patient, between the nurse and the patient, and the hospital There is a certain degree of poor communication and poor communication between leaders and employees, which has a certain impact on specific work.

2, outpatient volume in the outpatient volume, the hospital has been relatively poor, from the 7 days of the week, the number of outpatients on Monday, Tuesday, Wednesday and Thursday morning is relatively good, on average about 20 people, but the remaining three days It is rare under normal circumstances. The amount of outpatient visits is not good every afternoon, and basically few patients come to see a doctor.

3, bed utilization rate The hospital has a total of 5 departments and an icu, a total of about 160 beds. Except for the use of beds in the months of 4, 5, 6, 10, 11, and 12, the other months are relatively poor, and the average average usage rate is only about 50%-60%. Moreover, among the inpatients, it is not completely the actual treatment of patients, and a considerable part of them are medical insurance patients. This hospitalization rate is far from being compared with the actual hospitalization rate.

4, the amount of interventional surgery and the amount of surgery in the hospital is steadily increasing, but far from the current hospital operating room and catheter room needs, surgical vacancies are more serious in some time periods. In the hospital's various operations, the marketing department plays a very important role in this aspect. Through the peripheral contact and market promotion of the marketing department, the number of referral patients in the province has increased step by step, and with the recent period of the marketing department. The signing of the regional new rural cooperative referral agreement will result in more and more referral patients.

The current situation analysis of the above hospitals may not be completely correct, but it can generally reflect the current problems of the hospital: low outpatient volume, low bed utilization rate, few operating sets, and insufficient contact in the market.

Third, the analysis of market operations of other medical institutions

In Hefei's medical institutions, there are more and more units that implement market-oriented operations. The marketing departments of many units have shifted from past media market ties to direct contact with online doctors, such as provincial hospitals, provincial friendship hospitals, etc. All of them have opened a marketing department and have made great efforts to conduct market public relations work. At the same time, physical examination centers and testing centers have gradually emerged in Hefei, and their market development has divided some potential sub-health patients. The specific methods in the whole market work are:

1. Referral commission This is the common market competition method of various medical institutions, but the difference in the actual operation process is quite large. Take Zhongshan Hospital, Friendship Hospital, Changzheng Hospital, etc. as representatives, and the referral commission is quite high, in Hefei and San In the county area, many online doctors have actively introduced, resulting in a faster increase in the outpatient and hospitalization rates of such hospitals. Like the Long March Hospital, in addition to the high commission for online doctors, the patient is also directly offered a lot of concessions, some of the inspection items are subject to half-price charges, with the network doctors to open the documents and promotional files, you can also enjoy the corresponding preferential amount. At the same time, they signed a referral agreement with rural cooperative medical care in the three counties. After the hospital visit, they can return to the hospital for direct reimbursement. Like Tongren Rehabilitation Hospital, the agreement with Feidong is carried out by the hospital and the Feidong Agricultural Cooperative Office after the patient visit. Reimbursement settlement, eliminating the trouble of patient reimbursement. All the ways are to actively fight for patients and improve the outpatient volume and hospitalization rate.

2. Market development methods The hospitals have invested heavily in the marketing department. The general marketing department personnel are around 5-7 people. The relevant facilities in the marketing department are relatively complete, and they play the most in personnel selection and personnel division. The potential and support for market public relations are great.

3. Cooperation with relevant health units in various places In the case of medical insurance, urban residents' medical insurance, and rural cooperative medical care, various medical institutions have taken action and spent great efforts to get in touch with them. Some units started from the dean themselves and all over the country. Contact the relevant health unit, conduct public relations, and finally obtain the agreement. What's more, the local health authorities gathered the leaders and doctors of the relevant cooperative hospitals in the form of official documents, providing the unit with a more public relations time and public relations foundation.

Fourth, our hospital market operation interpretation

The marketing department of our hospital is the earliest in Hefei medical institutions. It is still in the state of exploration in the initial marketing department. However, with the development of hospitals and the development of private medical care, the marketing department of our hospital has not made great progress and development. Still in the initial state, even worse than the initial marketing department operation, market development is not carried out in an orderly manner, and the systemic and enthusiasm of employee work is poor. There are several problems in the current hospital marketing department:

1. The Marketing Department of the Marketing Department of the Marketing Department does not have a complete team. There is no systematic marketing and marketing ideas to guide and supervise them. The enthusiasm of employees has not been steadily improved, and some employees have negative slackness and enthusiasm for market development. High, there is no good communication and coordination with the network doctors, and the final purpose of referral is obtained.

2, the marketing department referral commission due to the differences in the projects carried out in our hospital, the uniform cost of the referral commission, this method is very correct, but the referral commission for some inspection projects is relatively less, this is the turn of the outpatient examination The diagnosis is very unfavorable; at the same time, the commission of the outpatient examination in the hospital is not timely, and some departments have dissatisfaction with the commission.

3. Market development public relations expenses Public relations expenses are indispensable for the market department to open up the market. Therefore, the use of fees becomes a major problem. This requires the marketing department and the hospital to cooperate with each other in order to get a good combination of control and release. . However, our hospital is relatively dead in this aspect, and can not flexibly use the hospitality expenses. The market personnel in the communication with people represents the image of the whole hospital. If there is death control in the aspect of hospitality expenses, in the process of doing things in detail There may be some drawbacks. The cost of public relations cannot be fully controlled or fully released. The best way is to take the cost of withdrawal and direct allocation to the two methods.

4, contact with the health authorities in various regions is not the key to the development of the hospital's peripheral market, urban medical care, new rural cooperative medical care, etc., these require market personnel to work hard to sign with them, while the hospital in this regard The leading role should be fully reflected, the personnel and financial investment should be appropriately increased, and the combination of input and service success rate can get twice the result with half the effort. The above are the most important problems in the marketing department. These problems have followed the market of the hospital for a long time, and sometimes seriously affected the full development of the work of the marketing department, resulting in the performance of the marketing department has been unsatisfactory. From the above analysis, it is now focused on the improvement of the hospital outpatient volume and the further effective development of the market's peripheral market.

Fifth, the hospital outpatient volume to improve the operation mode

The hospital is located in Shili Temple, which is the border area between Laoshan District and High-tech Zone. From the perspective of the distribution of medical units, there is a branch of Hefei First People's Hospital in the west of 3500 meters, Red Cross Hospital in 3000 meters in the east, and a tumor hospital in 3000 meters in the north. And the First People's Hospital Medical Center, there is no large health unit in the south, our hospital is surrounded by medical institutions; and the high-tech zone in our hospital is a region with enterprises, the old living area is basically not, and the occupancy rate of the new living area is poor. And the district is a demonstration area. The health service centers and health service stations in the area are equipped with more facilities. Their health service work is quite detailed. Therefore, most of the residents’ clinics go directly to them, and several aspects overlap. Low outpatient volume, fewer outpatients, improvement methods:

1. The advertising of the community around the community as the most direct way of contact for residents - community advertising, is essential in publicity, the mandatory role of advertising can allow residents to accept and recognize repeatedly, so in the final choice Our hospital.

2, the distribution of the leaflet to produce a targeted hospital visit guide, in the guide clearly written out of hospital treatment subjects and inspection items, and marked preferential measures.

3. The development of community clinics will be carried out in conjunction with the neighborhood committees of the districts, and regular round-trip clinics will be held in each community on Wednesdays and Saturdays. The activities are not based on how many people can be diagnosed. The focus is on publicity work, and at the same time, checklists, test sheets, etc. are issued during the clinic. Further do the goal to work in depth.

4. Carry out community health education work in conjunction with the intentional community service center and community health service station to carry out publicity and education work, deepen the residents' awareness and recognition of the hospital, so as to achieve the purpose of visiting the hospital.

The marketing of the hospital marketing department is the key to the increase in the amount of interventional surgery and the amount of surgery. In view of the current situation of the marketing department of the hospital, it is necessary to establish a complete marketing plan and complete the project in marketing, so as to maximize the marketing department. The role of the purpose of increasing the amount of surgery.

1. Expanding the scope of online doctors Currently, the network doctors developed by the marketing department mainly focus on the physicians of the city and county hospitals, and grasp the directors or department heads on the subjects, so that they have the network doctors in the hospital. Great limitations, so we must increase our efforts in further market development. From the perspective of the region, it is necessary to increase contact with the township hospitals in the county. You can directly find the general or physician who is in charge of the dean or the doctor; from the perspective of the subject, the number of doctors to be contacted must not be repeated. One person, if there is a problem with the contact, may make it impossible for patients in one area to refer.

2. Close contact with the subjective departments of local health departments The local health authorities are the administrative leaders of local health units. Grasping their advantages can bring more benefits to the hospital, signing a medical insurance reimbursement agreement with the Health Bureau, and signing with the Agricultural Cooperatives Office. Dingxin Rural Reclamation Reimbursement Agreement, through the use of their name in the name of a number of documents in favor of our hospital, to hold meetings in favor of our hospital. Public relations with government departments can not only rely on the single-line contact of the staff of the marketing department. It is more that the leaders of the hospital can actively participate and actively play the interpersonal relationship, and strive to achieve one by one, so that the next step of the marketing department Will bring