Lange Zhiyang International Marketing Consulting Agency Yu Fei
Medical is a tree, medical ethics is the root, medical safety is the trunk, service quality is the leaves, and patient satisfaction is the fruit.
Public hospitals are in the DRG era of reform. They must abandon the previous development logic and use new concepts to guide the practice of hospital management.
Hospitals must make fundamental changes in the organizational form, management model, business model and thinking innovation of traditional incremental operations, carry out process restructuring around core business, and redesign and optimize the hospital's value chain service process.
With the continuous development of China's economy and the diversified structure of patient needs, we have ushered in the era of hospital marketing 3.0.
This is a value innovation that fully emphasizes value, integrates subjective and objectively, strengthens the accumulation of service quantity and quality improvement, and carries out resource reconstruction in the process of resource reconstruction. It needs to continuously lead and create patients' personalized consumption needs, and emphasizes the reconstruction of deep emotional values that integrate the common value system and social responsibility between hospitals,
Social citizenship, individual participation, etc. The specific form often starts from the hospital's vision and values, focuses on the satisfaction with patients, constantly taps the highlights of market demand and hot spots at the social moral value level, pays attention to society, cares for people's livelihood, promotes social harmony and progress through new business means and marketing methods.
Facts tell us that a hospital without a top-level design will definitely not go far, and they will pay the price for misunderstanding of strategic planning and their quick and quick thinking model.
Therefore, hospitals should form a new medical communication channel and establish a comprehensive customer service system.
Hospital branding and marketing are a pair of twin sisters who are dependent and mutually beneficial, which are directly related to the living space of the hospital and the rise and fall of the hospital.
There is no effective marketing, and the hospital's brand cannot be discussed. If the hospital does not have a brand, the hospital's marketing will inevitably be stagnant. The success of the hospital must be the unified success of the hospital's brand building and marketing strategies.
Kotler pointed out that the most lasting appeal of a brand comes from the culture contained in the brand, which is also the charm of well-known brands that can deeply root in people's hearts.
Generally speaking, through interactive publicity, word-of-mouth effect, story dissemination and other means based on reputation and benign communication, they can strengthen their understanding of hospitals and services under the principle of segmentation, thus forming affinity among hospitals and patients, using invisible communication to gather spiritual interactions, thus forming consistency in cognition and feelings, stabilizing and expanding consumer groups, and extending the life cycle brought by the accumulation of brand reputation in the hospital.
The People's Daily said that measuring the medical level of a hospital depends not only on technical indicators, but also on humanities index. Hospitals should actively adapt to new changes in social needs and provide higher quality medical services...
Speaking of operating rooms, everyone's impression is often cold and busy. Doctors "wearing masks and hats, they don't know who is who" is the common confusion of many patients.
The Department of Surgical Anesthesiology, First Affiliated Hospital of Sun Yat-sen University, came up with a solution.
On July 1, 2020, many patients who came for the operation found that there were some "blue hats" in the operating room with the name of the anesthesiologist written on it.
Whether it is preoperative conversation or postoperative resuscitation, they are by your side to relieve the patient's emotions. This makes the patient feel much more at ease.
is a common saying.
Hunan Provincial People's Hospital takes improving the medical experience as its focus. The hospital starts from optimizing layout, transformation process, paying attention to details, improving quality, innovating services, people-oriented, and focusing on medical reform, improving and improving the humanistic environment, humanistic literacy, humanistic services, humanistic medical care, humanistic nursing, humanistic management and humanistic public welfare. The measures will be concreted in these seven major areas.
proposed and implemented the registration on the same day, the diagnosis of the disease, the examination on the same day, the report on the same day, the hospitalization of the hospital on the same day, the outpatient clinic on the same day "five days" ; emergency treatment is given priority for emergency treatment, referral is given priority for severe hospitalization, difficulty is given priority for consultation, and trauma is given priority for surgery. " is given priority for consultation, and trauma is given priority for surgery. General consultation is provided in full service, emergency consultation is provided in time, professional consultation is provided in precise guidance, and out-of-hospital consultation is selected and tested in place. , The consultation of " in place" and "five key" of "" and preoperative discussion and evaluation, on-time opening and connection, strictly perform preoperative pause, strengthen intraoperative cooperation, and postoperative management of surgery .
Famous brand marketing expert and founder of Lange Zhiyang International Marketing Consulting Agency, Mr. Yu Fei, believes that we must redefine the previous administrative monopoly medical technology and services, redesign a service process that facilitates patient experience, and also include realizing the value of doctors.
The gap between the medical services provided by the hospital and the actual needs of patients is the space for hospitals to improve. Only by looking at the problems from the perspective of doctors and patients, actively designing and improving services from their needs can we improve competitiveness.
In fact, today, with the increasing popularity of product differentiation, the homogeneity and convergence of services are becoming increasingly prominent.
It is not enough to just look for differentiation from the perspective of paying attention to the needs of patients. Many hospitals are also facing an era of "personalized" consumption. In addition to paying attention to the needs of patients, they also need to provide "differentiated" services to patients.
has shifted the traditional sales service to the transition from selling demand, provided great value services, created greater value for patients, realized the benign interactive development between patients and hospitals, took one step ahead, continued to surpass, and always allowed patients to feel the differentiated and distinctive services of this hospital.
I really saw the pain points of the patients. Central South University Xiangya Hospital gathered professional teams inside and outside the hospital to explore a new post-hospital health consultation and health management service model, tailor-made service projects to the post-hospital needs of patients with different types of diseases to track and manage discharged patients.
After patients join the post-hospital health management service, they can obtain real-time online services with post-hospital case managers without limit.
includes consulting services such as disease, nutrition, exercise, rehabilitation, registration, etc.; when necessary, you can make an appointment to transfer to the original medical team to obtain services such as disease consultation, rehabilitation guidance; Xiangya Hospital case managers provide regular follow-up services to track and evaluate the patient's condition, improve the patient's exclusive health records, which will help doctors to efficiently and comprehensively understand the patient's condition and intervene in a timely manner; in addition, patients can also receive relevant health education knowledge pushed regularly.
One day, a case manager followed the doctor's team to check in the ward, and an elderly patient who was unwilling to speak caught her attention. After communicating with the patient's family, I learned that the other party was a patient with postoperative chemotherapy for cancer. Under the torture of illness, I have refused to communicate with others or even go on a hunger strike in the past two days.
case managers realize that if the patient's psychological condition continues to be depressed, it will even affect the body and be detrimental to the next step of treatment. Therefore, the case was immediately referred to the Medical Social Work Department, and the professional social work team was arranged to intervene as the case manager and the social worker went to chat with the patient from time to time and took a walk with her. The patient's smile slowly came back, rekindled his confidence in life, and began to cooperate with the doctor's treatment. After the treatment of
, the case manager helped contact and arranged a referral, and continued tracking and caring.
Doctor He from Xiangya Hospital has a female patient who was diagnosed with advanced lung cancer 8 years ago and had a large amount of effusion in the chest cavity and could not undergo surgery. After the diagnosis of
, Dr. He led the department team to formulate a detailed treatment plan for the patients. In the first five years, the patient had to be admitted to the ward for chemotherapy every month, and later he went to the hospital for chemotherapy every 3 months.For 8 years, every time the patient comes, he will call the department in advance. On weekdays, the patient's family will communicate with the doctor at any time. Although it takes up a lot of spare time for the medical team, the hospital has been insisting on doing this for the sake of the patient's recovery.
Nowadays, the patient's quality of life is very high and there is no disease seen.
