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. As for brand services, this is exactly the confusion and weakness of th

Lange Zhiyang International Marketing Consulting Agency Yufei

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.

In terms of brand services, this is exactly the confusion and weakness of the majority of hospitals in marketing.

often equate the increase in hospital's popularity with brand building. To a certain extent, the hospital's primary pursuit is the primary pursuit of the hospital, but this is only the surface. What really enhances the hospital's brand is a good reputation and a vivid brand image.

, but good reputation must have a very high reputation and consumer base. The pursuit of popularity and reputation varies from brand to brand. For example, for fast consumer products, maximizing popularity is the most important, while durable products are different, reputation is the most important, and the patient's recognition of the hospital is based on the overall recognition of its medical level, counterpart departments, charging standards, service attitude, etc.

Therefore, no matter where the hospital brand needs to be built, the following path design principles can be followed:

a, unique concept

unique concept is the first path to hospital brand building, because if there is no concept, you don’t know what the hospital should appeal to consumers.

Of course, the brand concept must be unique and not available to achieve the effect of demand.

Otherwise, the copied concept will make consumers not feel the personality and brand connotation of the private hospital's own brand, nor will they feel the appeal, influence and affinity of the brand culture.

Then, such a demand is not easy for consumers to remember.

b, behavior innovation

The so-called behavior is brand behavior. That is, the behavior of the hospital.

The behaviors here include the hospital operation system, service orientation, service system, service procedures, service behavior, etc.

, especially service behavior, is related to the interests and returns of consumers.

Therefore, learning to innovate service behaviors and build unique brand behaviors can differentiate the hospital from other hospital services, bring humanized, personalized and tailor-made services of brand services, realize the warmth, considerate and human-oriented concept of service behaviors, and realize the effect of brand service innovation.

c, visual unique

Vision is often the most direct brand experience and cognitive channel for consumers and brand services. The most direct thing for any brand to gain direct perception and perception from consumers is the visual image, that is, the brand logo.

If a hospital does not have a unique visual system, it will not allow consumers to clearly understand their own brand, but only a vague image understanding will give consumers a sense of familiarity.

Therefore, when hospitals design and import their own brand vision, they must take uniqueness as the visual design principle. Otherwise, the copied vision is not your visual image, and it cannot become your image.

shows that the hospital's brand service marketing goal is to pursue reputation.

. Human Services

Nobel Prize winner in Medicine S.E.Luria once said: Medicine is essentially dual. It is both a science and a humanistic science, and needs human nourishment. The shaping of

service brand ultimately reflects its core value in actual implementation. Medical services are very different from other services or tangible products. In the process of providing medical services, the contact between patients and non-marketers is far greater than that with marketers.

Therefore, marketing relies on the cooperation of marketing departments and other departments to allow all departments to actively participate in marketing activities.

In order to inspire team spirit in all departments, if the hospital’s employees are not satisfied, it will be difficult for employees to satisfy the patients. The degree of patient satisfaction depends on the value of the service provided by the hospital.

The value of the service provided by the hospital depends on the loyalty of employees to the hospital. Loyalty depends on the satisfaction of employees. Satisfaction depends on the value provided by the hospital to the employees. The value provided by the hospital to the employees depends on a series of deep-seated problems such as internal management, mechanisms, and systems.Therefore, the following representative practices should become specific practical behaviors in our future work, such as:

establish key customer files, strengthen marketing relationship management of large customers, analyze patient satisfaction and employee satisfaction ;

uses various communication media, health lectures, consultation tours, and hold joint activities to do a good job in promoting and promoting medical service projects;

grasps the management of customer service centers and provides patients with integrated services before, during and after diagnosis;

visits customers and goes Actively expand the market in various forms such as visiting the market; strengthen relationship marketing with government health administrative departments, social security bureaus, insurance companies, various public welfare organizations, social groups and units in surrounding communities;

utilizes the advantages of the hospital to widely carry out cooperation in medical technology projects or other related projects;

uses the database to collect and accumulate customer information, organize, summarize and analyze information, select target customer groups based on the hospital's positioning, and provide marketing information to relevant departments and departments in a targeted manner; do a good job in marketing training for medical staff and other personnel, guide departments to carry out marketing skills training, and improve the level of marketing for all staff and the whole process.

marketing methods are diverse. In the early stage, it mainly starts with how to attract attention, create momentum in activities, develop special projects, and attract attention, amplify your own characteristics and interests, and make patients have an identification mentality.

later starts with how to accumulate data, track follow-up visits, and form reputation.

As a hospital, there are always more or less attractive things. What we want to do is to try our best to make more people know as soon as possible, get familiar with them as soon as possible, and seek medical treatment as soon as possible. If there is no market awareness among all employees and the lack of basic marketing methods, it will not only not gather people's hearts, but also may lose the good resources and basic patients they originally have.

Famous brand marketing expert Yu Fei believes that hospitals should cultivate the market competition awareness of all employees, establish the marketing concept of all employees, find market vacancies and weak links, accurately position, and regard shaping the brand and improving the image as important tasks.

Among them, professional talents are selected to set up special marketing agencies, regularly train, and have an in-depth understanding of the doctor-patient relationship and the actual and potential needs of patients. It is very important to do a good job in news planning and and service planning.

The so-called news planning refers to using news media, using hot events, creating news points and seeking news eyes, so as to establish the service image of the hospital, establish a brand image, and create a good external development environment for the hospital. Service planning needs to be unique in creating and meeting needs.

① Detailed services, such as one-stop hospitalization service, patients are accompanied by special care when they are admitted, and doctors and responsible nurses are sent to the gate when the patient is discharged; flowers are sent to the patient for a birthday; we call to follow up and follow up the patient, solicit opinions, and continue to provide help, etc.

② Expand patients with subacute, chronic diseases, long-term care, etc., attach importance to special services, and long-term care refers to patients with Alzheimer's disease, , long-term bedridden and quadriplegia. Nowadays, patients who go to the hospital for medical treatment are not all patients in the traditional sense with obvious symptoms. More and more sub-healthy people, even healthy people, are also going to the hospital to see a doctor. How to better understand the needs of these people and meet these needs is a new problem encountered by traditional medical services. Not only that, we must find out the needs that patients have not yet realized or raised, and then meet them more effectively.

③Focus on a small number of patients who create most of the profits. Each patient may not necessarily bring profits to the hospital, and some patients bring losses to the hospital. We need to control this type of patient to a suitable proportion. Although most patients create less or do not generate profits, they can increase the popularity of the hospital and increase market share, help increase patients' trust in the hospital, expand the hospital's popularity, and cause the increase of the hospital's intangible assets.

④ takes into account projects that do not pay for medical insurance, such as skin care and beauty, plastic surgery, hyperbaric oxygen therapy, myopia surgery, oral treatment centers, etc.

⑤ Invite relatives of hospitalized patients to visit the patients from time to time to give the patients a kind and affectionate care. It reflects the hospital's humanized and professional service concept in many aspects.