Brand positioning and channel construction of medical Network Marketing

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In this era of the brand for Wang, want the patient continuously, first build your hospital brand. Similarly, this is a channel for the King of the Times, channel building is critical. The following author discusses the hospital brand positioning and channel construction in the medical network marketing.

Now the private hospital is the world of specialist hospitals, whether it is 三、二级 Specialist Hospital, or private general Hospital professional departments, or military hospital cooperation departments, are located in the specialist projects. So what is the biggest factor for a patient to choose a hospital? Not your medical project, but your brand, unless you say that the National medical program is open only to you. On the other hand, Nokia has recently been acquired by Microsoft, many consumers have said, hope not to replace the Nokia brand, although Microsoft's mobile phone may be better, but they only love Nokia, which is the power of the brand;

Now the specialty hospital brand localization generally divides into 2 kinds, one kind is the medical project localization, one is the service localization. Medical project positioning more of the way is XX (department) Specialist hospital, the strength of the use of such as Beijing only 13 skin disease hospital, the Ministry of Health only approved the city of Professional gynecological hospital and so on, the strength of the use of less than the main male hospital in Beijing, Beijing's most popular male and so on There is a service positioning, that is, in highlighting the basis of medical projects, with high-end to locate, such as Harmony Home, Wuzhou women and other hospitals.

So what is the right way to locate it? mentioned above, there are three, two-level specialist hospitals, there are units of cooperation departments, as well as plastic surgery hospital, Medical hospital and so on, positioning methods to combine the characteristics of the hospital to expand, at the same time, but also with the different types of disease.

We say that users of common diseases consider prices, you can position high-end, you can locate the low-end. For example, gynecological, male, these diseases need a wide range. Low-end for some migrant workers, low-income groups, while high-end for some white-collar, business owners, high-quality life seekers. So is the medical program important here? It's important that your basic experts, equipment, therapies, and therapeutic effects are all essential, but not the main. The most important thing is that you are positioned at the high-end must have high-end quality, here I object to some specialist hospitals casually located in the high-end low-end, your hospital does not have that grade, you locate what high-end? Some hospital buildings are small, inside decoration is also general, not because there are a few experts, a few good equipment is located at the high-end. We can combine luxury to associate, high-end must be gorgeous, must enjoy, so positioned in the high-end hospitals have to be good environment, hospital treatment environment to follow the grade, the service is to keep up, the best can be like five-star hotel on par.

But not all hospitals with high environmental services can locate high-end plastic surgery hospital is generally so appealing, but if you do is a tumor such a difficult disease, you can not be positioned at the high-end, you face the patients will not consider your price too much, and will not consider your service, they only consider your medical projects, you can cure it? How often do you have a relapse? Thus, if the disease of the hospital is a common disease, according to the hospital's environmental services to consider whether the low-end or high-end positioning, if you want to do, focus on the medical project starting. If the disease of the hospital is difficult and incurable diseases, it is necessary to start with medical projects, the best combination of experts and technology. If the hospital is doing plastic surgery and so on, considering that the patient is desire demand, it must be positioned in high-end, comprehensive medical projects and high-end service promotion brand.

The following talk about channel construction, in fact, each hospital channel construction means are not big, but the emphasis is very different. How to choose the focus?

Let's say high-end positioning, if the hospital is located in high-end brands, then the inevitable user base is small, channel selection should be biased towards niche channels, such as the establishment of high-end member clubs, and some high-end organizations to establish alliances and so on, of course, some of the necessary public awareness means indispensable, in the authoritative television and newspapers advertising is necessary, But if you simply rely on network channels, high-end brands can hardly survive.

Besides some common diseases, common diseases do not like beauty such desire demand, the patient got disease must treat. This part of the population is weak in value and not in relationship marketing. As long as you pay attention to them, they will become your patients, so only need to spread out the information, so a lot of small gynecological, small male, network spread out, under the line in doing small ads, fans, billboards, etc., rely on 2 channels, Can activate the whole hospital. And you're like some high-end hospital, if you simply advertise your medical programs and ignore their emotional needs, value needs, and relationship needs, it's hard to get their trust, so many plastic hospitals are one-to-one or even more to one client, giving him real value needs, On the contrary, some units division of the Department of Gynaecology is different, may patients to wait for a long time, but indeed the price is much cheaper than some high-end male gynecology.

The brand positioning and channel construction of private hospitals has always been a difficult problem, especially the people who do the network, many people do not have a comprehensive planning marketing knowledge, while the essence of medical care is not clear, so in the positioning has been repeatedly, leading to the hospital brand can not really form, channel construction can not be perfected This is worth every marketing staff attention and effort. In order to ensure the sustainable and steady development of hospital, only the brand of hospital can be positioned well and the long-term reasonable channel should be built.