When medical staff were put on the crown of “White Angelsâ€, the medical industry was branded with the label “Serving the People Wholeheartedly†and was promoted to the altar of “sacrifice, selfless dedicationâ€, when hospital administrators promoted and promoted hospital business. It has become shrinking and incompetent. On the one hand, it is based on advanced marketing concepts, on the other hand, it does not bother with the business model. In fact, you don't have to worry about it! Medical marketing is to let patients find professional counterpart doctors and hospitals, let doctors and hospitals find patients who are good at healing, and is a new thinking and new measures generated by the implementation of the new medical reform, which is an important starting point for the country's grading diagnosis and treatment. It is a vivid embodiment of medical services that better serve people.
The promotion and marketing of medical services is not to promote physical products, but to spread health concepts and scientific knowledge. In the era of "Internet +", hospital administrators should fully learn, adapt and use Internet thinking, discard whether they need marketing debates, dare to self-market, and be good at promoting the business they are good at, disseminating health knowledge, building and treating the majority of patients. A bridge of convenience for communication, thus shaping a large hospital brand with its own characteristics. According to the author, in the Internet era, shaping the hospital's big brands needs to solve the following problems.
Who is the first marketing target?
The author believes that demand determines our marketing ideas and directions, who needs medical services, needs health knowledge, and who is our marketing target. Medical needs can be roughly divided into rigid needs and hidden needs. Patients and their families are rigid demanders of medical services, health followers and sub-health people are hidden consumers of medical care. In the Internet era, medical marketing needs to focus on the needs of these two groups of people, mainly for these two groups of people, to carry out medical marketing, can achieve twice the result with half the effort.
Second, where are they?
In the Internet age, it is necessary to use the thinking and methods of the Internet to locate or define the location of medical marketing objects. This position is not entirely a geographical orientation in the traditional sense. They can exist in the real world, and more in the virtual world of Vientiane. In general, patients and their families are scattered among various primary medical institutions. Health followers and sub-health people are more active in online knowledge bases, online forums, medical blogs, medical health WeChat public accounts and APP. Regardless of the type of medical needs, in order to find and screen various medical information, it is increasingly appearing on the Internet.
Third, what do they need?
With the development of information technology, the popularity of smart devices, people's lives, has been deeply or shallowly integrated with the Internet, all people's behaviors, even ideas, will be recorded by the intelligent terminals of the Internet. "Yandu Hantan, the geese pass and the lake does not take a picture; the wind blows bamboo, the wind passes and the bamboo does not leave a sound" has passed. Collecting and sorting out the behaviors of individual individuals, the summary forms "big data." Through the conditional analysis of big data, you can know what people care about and what they need. By analyzing the big data about people's medical behavior, you can know that an individual may be suffering from a certain disease, or a certain area is prevalent, so that the medical institution is more comprehensive and accurate. Medical needs information. In the medical marketing system, what the hospital will be, what is good at it is important, but what is more important is what the patient needs. Therefore, a detailed understanding of medical needs is a compass for medical marketing.
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