The secret of Internet hospital brand planning and positioning is here

product

brand planning is the process of enterprises discovering user value, disseminating value, and consolidating user awareness. Through brand planning,

plans, guides and inspires consumers’ psychological markets, and uses scientific means to clarify people’s vague understanding of the brand, and tailor a long-term plan for the brand, so that consumers can recognize and remember the brand , Be loyal to the brand. The deeper expression of

is: only a brand that can be passed on by word of mouth can be called a brand.

Analyze the market and understand the environment

We can fully grasp the market through the analysis of different dimensions of the market, which is also an important part of brand planning:

With the rapid development of the Internet, competition has become more intense, and competition is no longer a resource. Channels, products, technology and other dimensions, more emphasis on content, experience, services, insight into consumer pain points.

About Internet Hospital + Brand

Nowadays, information technology is highly developed and media is diversified, which is reflected in more transparent medical information and higher expectations of patient service needs. Under this industry background analysis, not only private hospitals, but also public hospitals have begun to attach importance to hospital brand promotion in the process of establishing an Internet physiotherapy system.

01

corporate value positioning

The positioning of the long-term development of the Internet hospital model must meet the market demand in the next 5 or 10 years and make investment more valuable.

hospitals must build 6 key points in the long-term:

technical support;

management and operation and maintenance;

clear service;

talent supply;

brand building;

good experience.

02

brand strategy

unique brand characteristics The

brand is the most competitive "weapon" as a competitive entity to distinguish different Internet hospitals and hospitals in terms of their characteristics, concepts and advantages. It is particularly important to refine the brand characteristics, such as being close to the people, specialist authority, comprehensive strength, comprehensiveness, etc.; the mining and shaping of the

brand

removes the brand characteristics of the hospital itself, and the deep mining of the brand is reflected in many aspects:

Enlarge the brand advantage. For example: implement the policy of online consultation by famous doctors, and regularly invite experts from public hospitals in provinces, cities and other public hospitals for online consultation for 2-4 days, focusing on the positioning of experts.

expands its technical advantages: has newly launched functions through the Internet platform or covered the entire city's regional medical consortium applications, etc., to expand publicity, improve competitive advantages, and assist in the upgrade of brand influence.

03

management aspects

take building culture as the core direction of management

hospital culture is a tangible and intangible measure that is integrated into the team and business management through continuous influence, regarded as the "soul" of hospital development, from the internal system improvement of the enterprise , Carry out cultural packaging in the management process, put cultural construction into the management hospital, and lead a new model of professional management culture.

Simplifies the operation process

uses technical means, hospital requirements and user experience to manage the overall operation of Internet hospitals. Efficient and convenient are the constant core competitiveness of Internet hospitals. The perfect control of the process is powerful for the output of brand planning. Backing.

04

Service concept

Use easy-to-understand examples to illustrate:

Service standard: 4 star service standard;

Service direction: is patient-centric, making online medical treatment a pleasure;