A notable sign of the Internet age is the user-driven hospital .
Mr. Yu Fei, a famous brand marketing expert and founder of Lange Zhiyang International Marketing Consultancy, pointed out that the meaning of the Internet spirit: the first is openness; the second is interaction with users; the third is self-evolution. For this reason, the important task of regional hospital marketing, which is often emphasized, is how to deal with the doctor-patient relationship and create survival value for patients. Complete equipment, comfortable environment and thoughtful service, in addition to highlighting the image of the hospital, how can patients be fully satisfied psychologically while relieving physical diseases. Let them feel strongly that they are supported by the idea of being needed by others, and they can experience the powerful motivation from the inner spirit while receiving medical treatment. The latter requires the hospital not only to save the lives and wounds of the patients, but also sometimes to create a value based on the people. Presumably this should be the humanization skill we need to master today.
How to integrate innovation into hospital culture, or how to measure its progress, is a big question.
My opinion is that in the Internet era, the so-called true Internet thinking means to know accurate marketing, accelerate the social sharing of hospital resource value, and maximize products and services to exceed user expectations.
Since I opened the first column "Hospital Marketing - Yu Fei Column" in "Medical Economic News" in October 2005, hundreds of my practical articles have been published and reported in many well-known domestic media. He was also invited Latest Mailing Database to give hundreds of practical speeches on hospital marketing and management, which was widely praised by all sectors of society. From this, I found a truth. As far as hospitals are concerned, an ecosystem value chain must be built, and the sooner the better.
Because a complete hospital operating model system should include image positioning, business system, resource integration capability, new profit model, free cash flow structure and hospital values.
I remember Zhang Ruimin once said: There is no successful enterprise, only the enterprise of the times. So put this sentence in the medical industry to understand, there is no successful hospital, only the hospital of the times, also established.
I remember that on November 10, 2013, Tencent, who just turned 15 years old, hosted the "WE Conference" in Shenzhen. Ma Huateng said that no matter how successful a company was in the past, if it did not have the genes of continuous innovation, and did not have the awe and fear for the future, it would definitely Fall into the dust of history.
This sentence is quite shocking.
Our Blue Brother Zhiyang International Marketing Consultant also found that many hospital leaders in China lack courage, imagination and creativity when serving the medical industry at home and abroad. We must know that social media and big data are now changing the way of hospital marketing, from competition Orientation turns into User Orientation.
Therefore, at this stage, hospitals should especially do a good job of the long-term value of marketing for organizational goals, provide consumer insights for marketing strategies, establish quantitative standards for experience effects, and seek distinctive development while advocating humanistic atmosphere and humanistic spirit.
Obviously, in the Internet era, hospitals must make fundamental changes to the traditional marketing organization, management mode, operation mode and marketing concept, carry out process reorganization around core business, and redesign and optimize hospital business processes. Facts also tell us that a hospital 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.
A notable sign of the Internet age is the user-driven hospital.
According to Arrow, an American economist and Nobel laureate in economics, health services are different from general commodity markets:
First, there is a serious asymmetry of information between the supply and demand sides. Due to the lack of professional knowledge, patients do not know their own conditions. In order to recover quickly, they will obey the doctor and the hospital. The doctor as a supplier has professional knowledge, he can treat patients, and of course he knows how to provide services to patients, so as to get more remuneration; and a hospital that is also a supplier, because of the hospital construction and the staff The pressure of bonuses also hopes that the more patients the better, the more money the patients spend, the better, so there is a tendency to induce consumption.
Second, there is uncertainty in purchasing medical and health services or products. How often a person will get sick, what kind of disease, how to treat after getting sick, how effective the treatment is, and how much to pay for seeing a doctor, patients sometimes do not know. To sum up, marketing in the medical field is different from traditional marketing. The particularity of the medical market must be fully considered. Whoever truly grasps the true meaning of hospital marketing can occupy the commanding heights of the medical field.