Lange Zhiyang International Marketing Consulting Agency Yufei
In fact, The core of public welfare marketing is trust marketing. The purpose of public welfare marketing is essentially to establish a bond of trust with patients.
Famous brand marketing expert and founder of Lange Zhiyang International Marketing Consulting Agency pointed out that
At this stage, the overall marketing of grassroots hospitals can be divided into three eras. One is the marketing 1.0 era that provides medical equipment, technical advantages and professional capabilities to serve patients. This is mainly through years of experience accumulation of grassroots hospitals and rich resources to provide professional services to patients' medical needs.
Nowadays, we have entered the information age. The spiritual satisfaction and emotional needs of patients are becoming increasingly strong. Moreover, they have a wide range of information, and their understanding of service value and recognition of brand image have been raised to a new level.
Therefore, we pursue a unique market positioning, focus on patients, and strive to create more personalized and unmet needs in every link, and constantly cultivate their cultural genes, so as to establish an emotional resonance in the patient's mind, and put it on the mark of emotional pleasure to gain the general favorable and reputation of the entire social system.
Therefore, this is the distinctive feature of the era of grassroots hospital marketing 2.0.
With the continuous development of China's economy and the diversified structure of patient needs, we have ushered in the era of grassroots 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 grassroots hospitals, social citizens and individual participation, etc. The specific form often starts from the vision and values of grassroots hospitals, focus on patient satisfaction, constantly explores the highlights of market demand and hot spots at the social moral value level, pay attention to society, care for people's livelihood, and promotes social harmony and progress through new business means and marketing methods.
Therefore, in grassroots hospital marketing, grassroots hospital marketing departments must establish public relations goals, select public relations information and media, carefully implement the public relations plan, and evaluate its effectiveness.
For example:
Public publication of grassroots hospitals
includes brochures, disease prevention manuals, guidance on chronic diseases and patient self-care, service projects of grassroots hospitals, service commitments, etc. Publications also include audio-visual materials.
Event
Grassroots hospitals can attract the attention of the public by arranging some special events, such as press conferences, community health seminars, anniversary celebrations, etc.
For example, in recent autumn and winter, people are interested in how to prevent and treat myocardial infarction. Grassroots hospitals can hold joint activities with target communities, patient groups or enterprises to attract the attention of the public and media and create news.
News
A grassroots hospital with a good brand must have a good relationship with the media. In the branding of grassroots hospitals, public relations personnel of grassroots hospitals can develop or create a lot of favorable news for grassroots hospitals, medical or related medical personnel, and improve the reputation of grassroots hospitals.
Such as China-foreign academic exchange meetings, the first national liver transplant report, medical seminars, public relations activities, public welfare activities, etc., are all excellent news materials and can all form hot topics of news.
There will be some touching events or stories in each grassroots hospital, but if it is just internal digestion, it is just an incentive to the parties involved, but if it becomes news, it will form the effect of the grassroots hospital brand.
This kind of publicity effect far exceeds the credibility and praise of hard advertising.
Theme Events
Grassroots hospitals can provide certain money or time or medical services for certain charities to improve their public reputation.
If you can work with many charities to jointly organize "Cultural and Medical Enter the Community" and "Art and Medical Enter the Community". On one hand, there are riddles, karaoke, famous painting exhibitions, and on the other hand, there are free clinics, consultations, services, etc.
This is called "compatibility". Just like when we take medicine, the medicine is usually very bitter and people don't like it. We put a layer of sugar on the outside of the medicine, and it becomes sweet. Everyone likes to eat it.
Free medical consultation and consultation are "medicine", and culture is "sugar". If you combine this, you will naturally accept it, which is better than having free medical consultations.
Interactive communication
Along with technological innovation and application, new media such as WeChat, Weibo , micro-movies, social APPs, forum platforms have been rising, and the brand experience of grassroots hospitals has more participation and connection channels;
At the same time, technological innovation and application make it possible to connect everything, online and offline, and multi-scene linkage, so that brand experience can break through the limitations of time and space, and achieve rapid, linkage and instant completion of product experience and word-of-mouth transmission. Whether it is the shaping of grassroots hospital brands or the promotion of grassroots hospitals, the construction of the network is of great significance to modern grassroots hospitals. The interaction of the
network can not only enable patients to quickly understand the characteristics and strengths of grassroots hospitals, but also facilitate information exchange between patients and grassroots hospitals.
Image spokesperson
Medical Group can choose image spokespersons and health ambassadors based on their own characteristics, and promote the brand image of grassroots hospitals through their activities.
image spokesperson does not have to be a film and television star, as long as people can think of health, positive life, and bravely face diseases, such as Zhang Haidi , former gymnast Sang Lan , etc.
So what problems does public welfare marketing solve? In other words, what kind of benefits can responsible marketing bring to grassroots hospitals?
Objectively speaking: improving the brand image
The basis of responsibility marketing is to engage in social public welfare activities. The definition of public welfare activities means that the purpose of the activity is to provide human welfare and promote public interests. It includes providing tangible property or intangible labor, expressing goodwill to others, making meaningful contributions to society, etc.
Public welfare activities funded by grassroots hospitals refer to sponsoring, participating in or co-organizing the above-mentioned public welfare activities in the name of grassroots hospitals by providing money, physical goods or practice.
Through these activities, grassroots hospitals can not only increase the public interests of society, but also enhance the image of grassroots hospitals. Many grassroots hospitals consider public welfare as an important content when formulating long-term strategies. From this point of view, public welfare as an important part of the business strategy of grassroots hospitals and an important measure to establish the brand image of grassroots hospitals.
But the reality is that many grassroots hospitals have been staying at the stage of vigorous advertising. It is believed that brands are created through advertising. Mr. Yu Fei, a famous brand marketing expert and founder of Lan Ge Zhiyang International Marketing Consulting Agency, believes that advertising is just to increase the popularity of grassroots hospitals, and reputation is the degree of public welcome, acceptance and trust, that is, the public's evaluation of grassroots hospitals focuses on "quality". High popularity does not mean having a high reputation. High popularity and high reputation are what we want to pursue.
How to build a grassroots hospital brand?
First, ensure the quality of medical care.
Medical quality is the life of grassroots hospitals. Ensuring medical safety involves all departments of grassroots hospitals, which are reflected in every work link and rely on the joint efforts of all employees.
Therefore, everyone is required to start from themselves and from their positions to form a comprehensive guarantee system for logistics, clinical protection of patients, and quality protection for the whole hospital. Combining irregular work quality spot checks with regular quality inspections, controlling unsafe factors and eliminating hidden dangers in the bud.
The second is to strengthen the construction of key departments.
According to market needs, we must have unique science and expertise. Pay attention to the investment in department hardware construction and give priority to the employment system and distribution.
Former Deputy Minister of Health Huang Jiefu said: Medical personnel should be encouraged to innovate medical service models in the medical market.
It is obvious that grassroots hospitals must be very clear about the advantages and disadvantages of their relatively large hospitals and must attach great importance to service. The full-process accompanying service implemented by
×× Hospital advocates "warm service". From the moment everyone is admitted to the hospital, the patients will not have any unclear problems. This provides a good example for our grassroots hospitals;
In terms of specialist characteristics, grassroots hospitals should, in terms of the hospital management ideas, based on the laws of the medical market and social needs, choose aspects that can give full play to their advantages, find out the shortage projects with insufficient service capabilities and large demand from the masses in public hospitals, and build professional specialist hospitals or comprehensive hospitals with specialist characteristics, such as ophthalmology, rehabilitation and nursing care, tumor screening centers, gynecology, dermatology, dentistry, etc.
The third is to do a good job in hospital brand communication.
Influential media, such as current social media, do more content dissemination and story planning, and promote the characteristics and expertise of our institute through interaction, communication and exchange.
Therefore, grassroots hospitals should actively promote themselves, create topics and carry out various forms of health-themed activities, and share them with patients through websites, posters, windows, publicity columns, and new information such as social networks such as Weibo, WeChat, videos, etc.
Hospital managers should attach great importance to mutual communication between doctors and patients; they should communicate and discuss with patients during the medical or consultation process; they should ensure that both doctors and patients are in a trust and transparent environment, and truly improve the overall satisfaction of society with grassroots hospitals.
Subjectively speaking: improving the efficiency of grassroots hospitals
Grassroots hospitals should consider both benefiting others and self-interest.
Grassroots hospitals should not only give back to society, but also consider their own interests. Grassroots hospitals obtain profits contributes to society. With profits, grassroots hospitals can give back to society and employees and pay taxes to the government. Many stakeholder departments can gain benefits from grassroots hospitals.
Therefore, when conducting public welfare activities, grassroots hospitals should not only consider social benefits, but also their own benefits. One of the purposes of carrying out responsible marketing is to increase the benefits of grassroots hospitals.
An excellent grassroots hospital needs to have excellent profits and a good public image. Grassroots hospitals cannot only care about their own interests and ignore social benefits, nor can they use money to blindly give back to the society without regard to their own interests.
Facts also show that social welfare activities and theme activities are essential activities in the development of grassroots hospitals. The two cannot be replaced by each other. Each grassroots hospital must find the balance point between the two according to its own situation.
In short, managers of grassroots hospitals should have strong management capabilities and leadership skills, pay more attention to long-term profit concepts and service marketing concepts, hire talents for their use at all costs, manage employees with various systems, encourage employees with incentive mechanisms, and use market demand as a development orientation.
also creates a good service environment, requires employees to have a good service attitude, conscientiously implement "patient-centeredness", and to serve patients before they speak, reflect the service advantages of grassroots hospitals, win the trust and praise of patients, and provide patients with thoughtful, fast, convenient and effective medical care services, so that patients can relieve pain and cure diseases with less funds in the shortest time.
