Hospital is guided by social needs, highlights its own characteristics, professionalism and public welfare, and through the "quality service + technology + medicine" model, it can achieve sustainable development in the fiercely competitive medical market. By integrating the entire hospital services, the hospital's characteristics can be improved so that all consumers who come to the hospital can accept it and have a sense of psychological satisfaction, and at the same time, improve their reputation through consumer publicity.
As medical needs users' judgment on which hospital to go to, word of mouth has become increasingly effective in choosing a hospital.
Nowadays, it is difficult to increase patients' loyalty to hospitals by relying solely on one transaction marketing. Hospitals hope to strengthen doctor-patient viscosity through marketing with the lowest cost of . So the saying "relationship marketing" emerges.
Hospital relationship marketing includes establishing a mutually trusted medical service relationship with individual patients, establishing long-term cooperative relationships with medical experts, establishing cooperative relationships with medical management departments and hospital service network units, establishing stable cooperative relationships will help obtain stable disease sources and ensure that hospitals maintain high-level medical service quality.
The three major characteristics of hospital relationship marketing:
1. Targeted: Hospital service orientation should be appropriate to the disease-causing group of the hospital, and achieve precise marketing in terms of the fit between target users and medical services;
2. Valuable: hospital can provide valuable medical services to attract target people;
3. Create benefits: can maintain and use the relationships established with patients to bring benefits to the hospital;
If the hospital can understand the needs of patients, choose the hospital to focus on serving the people as the target market for the hospital. And if medical services are provided to meet the needs of the target population, the hospital will achieve a profit level higher than that of other hospitals. At the same time, by meeting the needs of this target population, it is easier for the hospital to establish a good doctor-patient relationship between the hospital and the patient.
As the speed of population aging increases year by year, pension has become a social problem.
As we all know, the majority of patients in some hospitals are still the elderly. But the problem that comes with it is that not every elderly person uses a smartphone. Not every elderly person is accompanied by medical treatment.
For the younger generation, hospitals are indeed much more convenient, including online registration, mobile payment, self-service desk pickup list, etc. However, for the elderly patient group, they are more familiar with traditional medical treatment methods such as window registration and cash payment.
Therefore, as a hospital, when encouraging the development of reform of service methods such as mobile payment, mobile registration and even "cloud diagnosis and treatment", we must also consider the elderly who do not use "electronics", "intelligence" and "technology". Make medical services to every public as much as possible. For example, it can play a strong role in a consultation desk to facilitate the public to clarify the medical treatment process.
In the Internet era, new media operation has become an indispensable operating method for hospitals. However, we must also combine the actual situation and provide medical services that satisfy them appropriately for different medical groups.
In reality, no hospital does not expect to keep pace with the times in difficult survival. The marketing concept that can create value must be explored in the practice process, which has a significant impact on the daily management and operation of hospital medical services, because the best core capabilities and mechanism concepts of hospitals need to be released.
Liuye Medical stated that patients are the basis of the development of the hospital. If the hospital leaves the patient, all marketing activities are useless. The essence of competition in the medical market is to compete for patient resources. The premise for managers to increase patient loyalty is to satisfy patients and feel that the medical services provided by the hospital can meet their needs.
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