Lange Zhiyang International Marketing Consulting Organization Yufei
Drucker There is a classic three questions in "HTM2 Management Practice ":
What is our career?
What will our career be?
What exactly should our career be?
In the management of the hospital, the hospital should also ask more questions:
What is our business?
What will our business be?
What should our business be? For questions such as
It can make us clearer goals in business development and discipline construction,
avoid detours and reduce unnecessary cost waste...
With the continuous deepening of China's medical reform and the further opening of the medical market, the branding and personalization of hospital services will become a new accelerator in China's medical field.
How to integrate humanized concepts into the entire process of medical services and hospital management, change the past old concept of "patients come to the hospital to see a doctor, and hospitals treat patients only", and establish a modern medical model where medical objects are first and second, "diseases" will be an important topic in the construction and management of modern hospitals.
Let’s take a look at how Xiangya Hospital of Central South University builds soft power:
Currently, Central South University Xiangya Hospital has 3,500 beds, 88 clinical medical and technical departments, 9.58 days average hospitalization day , 5 national key disciplines, 5 national quality shared courses, 25 national key clinical specialties construction, annual outpatient and emergency clinics of more than 3 million, 130,000 patients discharged from hospital, 70,000 years of large and neutral surgery, more than 1,700 graduate students, and more than 1,200 undergraduates.
How should such a huge hospital be promoted?
Propaganda work is like telling a story with the heart. It should be true love that there is kindness, because kindness makes the audience feel warm. Because there is true love and warmth, it will be loved by the audience in the end and people will accept it.
is simple to say, but not easy to do. The shaping of hospital culture alone has done a lot of things.
In early 2016, a book "Xiangya Medical Soul" was compiled on the hospital celebration of Zhongnan Xiangya Hospital.
’s purpose is to promote Xiangya Hospital through cultural carriers, so that all Xiangya people can contribute their wisdom.
After the Spring Festival in 2016, 1-3 stories were collected from each hospital employee. The story must first move the parties involved.
At the beginning, it was expected to receive 100 stories, but unexpectedly, within three months, hundreds of touching stories were collected.
Next is to organize a group of people to organize story manuscripts. The book was completed in less than a year. After the
book is released, the staff of the hospital or the friends of the hospital leaders hope to release the second edition.
This is to make publicity warm and resonate with readers. Through these more flexible and diverse, touching and down-to-earth publicity and texts, more people can read it and then understand the culture of Xiangya Hospital.
Under this basis, Xiangya Hospital believes that publicity work must have the following points:
First, it is necessary to have innovative ideas. Make publicity work an important productive force. There is a principle in the publicity of Xiangya Hospital, news is spread accurately. When choosing topics, we mainly discover front-line highlights and actively plan news.
There are many stories in the clinical frontline. As long as you go to the emergency room, stories that touch you will happen every day; vice versa. Therefore, medical work has never lacked beauty, only eyes to discover beauty. During the Spring Festival in 2018, Xiangya Hospital made 11 series of reports.
The second is to use various domestic and foreign resources to form the greatest penetration through a variety of modern media channels. The hospital’s publicity strategy is to actively plan and promote it in all aspects, resources and all media, including talents, innovation, and resource platforms.
Third, the publicity content mainly includes medical research, management and public welfare services; glorious history and discipline strength; excellent traditions and hospital culture.
Fourth, focus on spreading the good voice of Xiangya, including concepts, examples, work achievements, plans, etc., to showcase Xiangya's achievements and enhance the reputation of Xiangya's brand.
5 is to actively explore new models and methods for rapid work. We must have technical level, service quality and media assistance, and also have cohesion.
6 is the talent training of propaganda team. Currently, there are 8 formal employees in the hospital's publicity department, including those who study news, media, graphic design, and Chinese. They all have a professional background. With our guidance and years of training, these professional publicity teams are architects who bridge the bridge between doctors and patients, commentators who decrypt doctors' work, recorders who witness the development of the hospital, and commandos that charge forward in public opinion.
, but there is also a publicity team of more than 250 people, which is trained once a month, and the hospital has a special training department. Each audience is also a publicity member of Xiangya Hospital. If you can move the audience, he will be your communication and traditional staff. If you offend the audience, he will sing a different tune with you. Therefore, you must respect the audience and make them recognize your views and recognize you well. Therefore, publicity is not only a dialogue, but also a "me" becomes "us", so that the audience and the hospital stand on the same line and a point of view. At this time, your publicity and brand maintenance are different, and it has a great amplification effect.
7: Everyone has the responsibility to promote and build a propaganda team of Daxiangya. After years of education and practice, and subtly influenced by Xiangya Hospital, Xiangya Hospital has indeed formed such a trend - every employee is the image spokesperson of Xiangya Hospital, especially when more than 300 people go abroad to study and exchange every year, there is a very short English promotional video, which they will take with them, and then put it for them in the laboratory, and say it while it is being published, which is also publicity.
Let more friends at home and abroad understand the history of Xiangya and also understand today's Xiangya.
The key to doing this is to establish a sense of trust, belonging and collective honor among employees.
In other words, the brand building and maintenance of the hospital is not just a publicity work, it is just a focus, but also involves all aspects of the hospital, such as logistics.
8 is a joint action to effectively respond to public opinion. The hospital specifically signs an agreement with a professional company for public opinion monitoring, and there will be a public opinion report to the hospital every week, including the public opinion of the entire industry and important national trends and policies.
9 is to actively cooperate with the media to conduct positive publicity. If you don’t look for the media, the media will look for you. It’s better to take the initiative to cooperate with the media. For example, "Workplace Health Class" and so on are all done by us with the media.
The hospital's goal is to be fully open, not only domestic media, but also international mainstream media, and hospitals are interactive.
In terms of the selection of publicity channels, all available media resources are used, such as official website, Weibo, WeChat, and hospital newspapers. Hospital newspapers are the first in the country and are posted once a week.
10 is keen on popular science, and all doctors and nurses in the hospital are very enthusiastic about popular science.
takes publicity work as the central work of the hospital, realizes the transformation from "running news" to "managing news", and conveys the warmth of Xiangya Hospital's century-old brand, so that today's Xiangya story has a touching warmth.
In the Internet era, hospitals must make fundamental changes in the organizational forms, management models, business methods and marketing concepts of traditional marketing, carry out process restructuring around core business, and redesign and optimize hospital business processes.
Famous brand marketing expert and founder of Lange Zhiyang International Marketing Consulting Agency pointed out that in the Internet era, how to make the medical process more warm and hospitals effectively enhance their brand image will become a new accelerator in the medical field.
A hospital in an era must have the following soft power: First, brand; second, values, vision and values that suit their own will be difficult for competitors to imitate through the combination of culture and systems; third, precise service: service creates value. Therefore, in order to build soft power, the following must be achieved:
