For example, take market research.
If you plan to open a pediatric clinic in Beijing, you can investigate the Beijing Children’s Clinic, the two leading children’s clinics affiliated to the Capital Institute of Pediatrics, and a private children’s clinic. You can sort out the core medical and surgical projects corresponding to several clinics, according to the size of the department and the department. The number of doctors is used to judge the strength of the department and the weight in the clinic; the number of patients in the department, the degree of scheduling, the ratio of the number of patients waiting to be hospitalized to the actual number of beds, the proportion of patients in other places, and other indicators to measure how many unmet needs are; pass Self-pay, the proportion of high-end customers, and the market’s sensitivity to prices measure how much room there is for future prices; whether public prices are too low leading to insufficient supply, and whether there are several projects that can be carried out but not carried out to measure whether the supply side is still there is a large space; the purpose is to find at least one subdivision of superior disciplines to become the best in the local area, to attract customers from point to area, and to obtain customers’ recognition of the general capabilities of this clinic, such as:
For publicly-owned specialty disciplines, especially those that are well-known, have a high proportion of out-of-town patients and have serious waiting conditions, clinics should try their best to develop a strategy of co-construction of departments in this field with the public, so as to leverage the reputation and strength of the public Build its own departments and absorb patients overflowing from the public.
For departments that are reluctant to develop or are weak in the public sector, it may be due to the low cost-effectiveness of patients that the public actively rejects them. If at the same time, the discipline has more patient needs and has certain non-medical items (or non-public companies can set their own prices), then the clinic can use this discipline as a choice to focus on building.
For several core projects of a certain department, the public wants to develop, but due to various reasons (equipment, personnel, policy, pricing, matching with the original business, etc.), it has not yet been launched, and there is a larger pricing space at the same time. This is what the clinic can focus on.
For public disciplines where most of the consumption is outside of medical insurance, self-financed, and more high-end customers, the operation is not difficult and the investment is not large, and clinics should focus on them.
The clinic can refer to the discipline configuration of the local leading private children’s clinic. If the location is different, their actual business results are worthy of reference and reference for the clinic.
Of course, clinics need to use their own sharper sense of smell than large institutions to explore and lead the needs that have not been seen by the public, just like the previous medical examination, high-end women and children, dentistry, medical beauty, and other businesses.
After choosing a good subject positioning and future development direction, the clinic needs to recruit suitable talents. Generally, the following criteria can be referred to:
1. Have a certain prestige in the industry, have academic and association resources, and have the basis for negotiating cooperation with the top three;
2. Have the resources and ability to recruit echelon talents;
3. Have the ability and awareness of department operation and management;
4. Have an understanding of discipline construction and be forward-looking;
5. Have basic management capabilities for other clinical, medical technology, and administrative management cooperation;
6. Have sensitivity and execution ability to market and customer needs.
For this reason, the content developed from the following six angles is very targeted:
1. Improve the efficiency of clinic operations, that is, do things right faster, more economically, and better;
2. Improve the effective operation of the clinic, that is, do the right thing;
3. Achieve customer lock-in angle, that is, create a mechanism to encourage repeat customers;
4. Realize the customer efficiency perspective, that is, let customers get services as easily as possible;
5. Create an effective customer perspective, that is, customers find services that truly meet their needs;
6. Enhance the perspective of customer participation, that is, participation and innovation based on customer experience.
Obviously, clinics must actively respond to the changes of the times, have a brand-new structure and ideas, activate resources, work hard on reforms, reforms, and improvements, and strengthen their own systematic self-hematopoietic mechanism, because of a complete set of clinic business models system It should include six aspects of image positioning, business systems, resource integration capabilities, new profit models, free cash flow structure and hospital values.
Famous brand marketing expert and founder of Blue Ge Zhiyang International Marketing Consulting Agency, Mr. Yu Fei combined his own service experience and analyzed several methods for clinics at the following levels to do a good job in marketing.
One, do a good job of strategic positioning
There are no excellent clinics, only clinics of the times.
Today’s clinic managers must learn and change when they win.
Now, more clinics have begun to make overall planning from the strategic level, especially brand building, instead of focusing on internal strength and neglecting marketing.
Teacher Yu Fei, a well-known brand marketing expert and founder of Blue Ge Zhiyang International Marketing Consulting Agency, believes that with the reform of the national medical system, a new round of medical investment craze will be triggered. Some hospitals have been pursuing a harmonious relationship between doctors and patients from their south-facing faces in the past, focusing on the emotional effect of trust and understanding in the communication between the two parties, and the multi-value culture embodied in humanistic care. They all reveal such a message and face the market. In the economy, only by seeking to survive in reform and breaking through in competition can we truly have a world of space. From the current point of view, how many clinics accurately locate, shape their brand, and enhance their image has become a strategic issue that must be considered in how to integrate the practice of the clinic, integrate superior resources, and according to the objective development law of the market.
Isn’t it? In some clinics, due to their specific professionalism and technology, the vast majority of employees subconsciously lack the overall marketing concept and the ideological preparation to deal with competition. They are often passive in their mentality and lack branding and business awareness. , Lack of initiative and enterprising. From the perspective of the entire market system, clinic marketing, as a specific organizational form, how to fully meet the needs of patients, how to further subdivide the service concept, and ultimately provide a difference The adversary’s differentiated positioning and personalized demands, etc., should be taken as a tactically perfect organic synthesis after the strategy is clear.
As we all know, the brand and image of clinics are embodied in various aspects such as technology, quality, and service, and are the embodiment of the clinic’s comprehensive quality.
The soul of clinic marketing should be two words, one is “participation”, customers participate in clinic business operations, especially to give customers a good experience in interaction; the second is “feeling”, customers are deeply moved, the products provided by the clinic And the service touches people’s hearts and exceeds expectations, making customers greatly moved.
How to find the location? Specifically, it is necessary to analyze the medical market in 5 aspects:
① is to investigate and analyze the composition of the local disease spectrum, focusing on finding out common and frequently-occurring diseases and their incidence;
② is to investigate and analyze the current medical institutions in the local area, focusing on finding out which disciplines are mature and stable, and which disciplines are still naive or blank;
③ is to investigate and analyze the local economic conditions and population composition, focusing on finding out the ability of the local people to pay and the proportion of the population entering the medical insurance;
④ is to investigate and analyze the total amount and development of the local medical market, focusing on finding out whether there is any potential to be tapped;
⑤ is to investigate and analyze the environment of medical investment, focusing on finding out the policy orientation and basic attitude of the local party committee, government, and relevant departments towards private medical institutions.
Useful hospital furniture resources for the reference list:
Everything You Need To Know About A Hospital Bed For Sale
https://www.hospitalbedscn.com/news-posts/everything-you-need-to-know-about-a-hospital-bed-for-sale/
ICU Bed position
https://www.hospitalbedscn.com/news-posts/put-a-patient-in-reverse-trendelenburg-position/
What makes ICU beds special
https://www.hospitalbedscn.com/news-posts/what-makes-an-icu-bed-special/