There are many clinics that regard financing success as entrepreneurial success, and like to talk about their feelings and dreams ... In fact, it is still too early to succeed!
Facts tell us that a clinic without top-level design will definitely not go far, and they will pay the price for their misreading of strategic planning and their thinking mode of quick success. Therefore, the clinic should form a new medical communication channel and establish a comprehensive customer service system. Clinic branding and marketing are a pair of twin Latest Mailing Database sisters that depend on and interact with each other, and are directly related to the living space of clinics and the rise and fall of hospitals. Without effective marketing, the brand of the clinic will be impossible to talk about, and without the brand of the clinic , the marketing of the clinic will be stagnant. The success of the clinic must be the unified success of the clinic 's branding and marketing strategies.
Obviously, the clinic must actively respond to the changes of the times, have a new pattern and ideas, revitalize resources, make more efforts in improvement, reform and improvement, and strengthen its own system self-hematopoietic mechanism, because a complete set of clinic business model system It should include six aspects: image positioning, business system, resource integration capability, new profit model, free cash flow structure and hospital values.
Mr. Yu Fei, a famous brand marketing expert and founder of Lange Zhiyang International Marketing Consulting Agency, combined his own service experience and analyzed and summarized several methods for small and medium-sized clinics to build brands in 2020 .
1. Do a good job in strategic positioning
There are no good clinics, only the clinics of the times.
Today's clinic managers must win by learning and by changing.
Now, more clinics have begun to make overall planning from the strategic level, especially brand building, instead of focusing on internal strength and ignoring marketing in the past.
Mr. Yu Fei, a famous brand marketing expert and founder of Blue Brother Zhiyang International Marketing Consulting Agency , believes that with the reform of the national medical system, a new round of medical investment will be triggered. Some hospitals, from the south-facing faces in the past, have now begun to pursue a harmonious relationship between doctors and patients, focusing on the emotional effects of trust and understanding in the communication between the two parties, as well as the multi-value culture embodied by humanistic care. In the economy, only by surviving in changes and making breakthroughs in competition can we truly own a world. From the current point of view, how to accurately position, shape the brand, and enhance the image of many clinics has become a problem that must be considered on the strategic level, how to combine the actual situation of the clinic, integrate advantageous resources, and follow the objective development law of the market.
Isn't that right, due to their specific professionalism and technology, most of the employees in some current clinics lack the overall marketing concept and the mental preparation to deal with the competition in their subconscious mind. , the lack of initiative and enterprising spirit, from the perspective of the entire market system, the marketing of the clinic, as a specific organizational form, how to fully meet the needs of patients, how to further subdivide the service concept, and finally provide a different The differentiated positioning and individualized demands of the opponent, etc., should be regarded as an organic synthesis of tactical perfection after the strategy is clarified.
As we all know, the brand and image of the clinic are reflected in various aspects such as technology, quality and service, which are the embodiment of the comprehensive quality of the clinic.
The soul of a clinic’s marketing should be two words, one is “participation”, customers participate in the business operation of the clinic, especially to give customers a good experience in the interaction; the other is “feeling”, customers are deeply moved, and the products provided by the clinic And the service impresses people's hearts beyond expectations, making customers greatly moved.
How to find the location? Specifically , we need to analyze the medical market in five aspects:
① It is to investigate and analyze the composition of the local disease spectrum, focusing on identifying common and frequently-occurring diseases and their incidence ;
② It is to investigate and analyze the disciplines of existing local medical institutions , focusing on finding out which disciplines are mature and stable, and which ones are still naive or blank;
③ It is to investigate and analyze the local economic situation and the composition of the population , focusing on finding out the payment ability of the local people and the proportion of the population entering the medical insurance;
④ It is to investigate and analyze the total amount and development of the local medical market , and focus on finding out whether there is potential to be discovered;
⑤ It is to investigate and analyze the medical investment environment, focusing on finding out the policy orientation and basic attitude of local party committees, governments and relevant departments towards private medical institutions.
Through the above five aspects of investigation and research, we can preliminarily determine the market positioning of the clinic.
For example , Yu Ying 's Shuian Youlin Clinic is positioned as an interesting and life-oriented community medical service, a family-based medical model.
Because nearly 90% of the households in the surrounding communities are registered in other places, the elderly do not have medical insurance when they see a doctor in Beijing, and the top three hospitals are even more inaccessible, and many are empty nesters, so it is impossible for him to go out to see a doctor. This provides door-to-door medical and online medical services.