How hospitals do a good job in holiday marketing
1、Festival marketing is not a price reduction promotion
We all know that the common method used in holiday marketing is the price reduction model, so many marketing planners will overemphasize the importance of price and forget the purpose of planning this festival event.If the hospital's holiday marketing blindly uses price cuts, it can be imagined that it is not as beautiful as Double 11.Why do you say that? For consumers, what they value more when seeking medical treatment is the credibility of the hospital, that is, the quality of the hospital's own medical services, and the most fundamental thing is to be able to treat the disease well.By blindly utilizing price wars, it is difficult to achieve effective transformation of corporate image and obtain, and everyone should know that "it is easy to rise when it falls."
2、Be creative and attack your heart first
The ancients said: The best military strategy lies in strategy.The superior army attacks the plan, and the superiority of attacking the heart.For hospital marketing, the most important thing is how to focus on consumers' psychological needs. The theme of event planning must be unique and attractive. The ultimate is whether it can grasp the hearts of consumers.Of course, whether you can obtain more extensive publicity requires in-depth "refining the selling points".Price war model and special benefits for the people are the most commonly used methods for private hospitals during festivals. It is precisely because of the "time and space commonplace" that people's "buy-investment rate" is getting lower and lower.The blind price station model cannot highlight any creativity. Real good creativity is the so-called "topic marketing", and combined with the actual situation of the hospital, fully integrate the selling points into it to form coherence and continuity.
3、The effectiveness of festival marketing
The effectiveness of festival marketing is mainly reflected in whether the theme is appropriate, whether it meets the audience's goals, whether the strategy has high execution ability, and whether the activities have endurance.During the holiday marketing process, you must make the theme appropriate. The best theme is to enter the public's life and start from small things to major marketing events.Of course, no matter how good the creativity of the event is, it is not enough without high execution ability. Execution ability is the most critical link in the process of completing the holiday marketing.In event planning, festival marketing also needs to start, climax and end, and achieve an orderly rhythm so as not to cause chaos and cause adverse reactions.Of course, the phased and continuous grasp of the event is the best way to improve the durability of event publicity.
4、Organize data, assess and evaluate
For private hospitals, the purpose of using holiday marketing is nothing more than to quickly increase conversions and contribute to increasing corporate visibility.Therefore, assessment and evaluation are the most important. It can not only judge the success or failure of this event planning, but also lay a data reference for future planning.The so-called failure is the mother of success. We must summarize the success and analyze the reasons for the shortcomings, which provides great help for avoiding risks in the future and striving to achieve greater success.
Summarize:
Festival marketing focuses on creativity and execution, while creativity must focus on attacking the heart first. It is very important to understand the psychology of consumers.For consumers, it is nothing more than eight aspects: face-saving psychology, herd psychology, advocating authority, advocating authority, taking advantage of it, fear of regret, psychological price, showing off psychology, and comparing psychology. This "nothing" requires in-depth thinking and research. It is better to grasp the cold of a day without a day.
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