I: Regarding Promotion
July was the first month since the opening of the clinic, and the work of the Planning Department gradually shifted from an initial comprehensive promotion with absolute independence to a more targeted promotion based on the actual needs of the entire hospital and in coordination with the requirements of each department.
(A) Scope of Promotion: In July, the promotion still focused mainly on consolidating the Yao District market while gradually expanding its influence to surrounding counties and cities.
Analysis:
1. Among the 261 consultants whose information sources could be determined, excluding media like TV, SMS, internet, and radio where the audience location cannot be confirmed, those who obtained information through methods such as buses, outdoors, surroundings, and newspapers within the Yao District accounted for 61.7%.
2. From the comparison between telephone consultations and registration volumes: Between July 4th and July 23rd, there were 424 telephone consultations, but the actual registration volume was 604. The reason for this phenomenon is mostly because patients are local residents who come for treatment without needing to consult beforehand.
Summary: The actual patient visits and consultations align with the advertising promotion focus: Residents of Yao District are the main group for both consultations and outpatient services.
(B) In terms of Media Selection: Based on the analysis of outpatient and consultation data, the primary source of patient information remains television advertisements. Adjustments have been made timely to the advertising distribution ratio, reducing the share of television advertisements. Funds have been redirected from the relatively limited "Linfen Evening News" to DM advertisements such as "Consumption Plaza," which have broader coverage within the urban area of Yao District.
Analysis:
1. In July, among the 261 telephone consultants who could determine the source of advertisement information, 141 used television advertisements as their source, accounting for 54.0%, while only 6 used the "Evening News," accounting for merely 0.23%. The effectiveness rate of television advertisements is 0.0007, whereas that of newspapers is 0.0004, indicating that newspapers yield minimal results in comparison.
2. In terms of coverage, Linfen's four channels cover approximately 600,000 people in the entire Yao District, while the "Linfen Evening News" has a circulation of around 20,000 copies.
3. Regarding the target audience: The "Evening News" primarily targets government departments, with more male readers, and most female readers benefit from medical insurance, which does not align with our hospital's key target audience.
Summary: Redirecting funds from the "Evening News" advertisements to DM advertisements such as "Consumption Plaza" will require further evaluation in August to determine its effectiveness.
III: Establishing New Promotional Carriers: 114 Number Transfer Service
Still analyzing from the perspective of consultation volume, between July 19th and July 31st, over 13 days, 23 consultants were transferred to our hospital’s consultation room via 114, with the daily transfer volume showing an increasing trend.
IV: Focus Departments for July Promotion: Plastic Surgery Aesthetic Department
From the consultation volume in July (July 4th - July 23rd), the consultation volume for the plastic surgery aesthetic department was 93, accounting for 21.9% of the total consultation volume.
V: Outpatient Structure Analysis: (July 4th - July 23rd)
1. Key Outpatient Visits Analysis and Advertising Emphasis:
Family planning department registration accounts for 18.5% of the total registrations, inflammation department 34.7%, uterine fibroid 2.8%, infertility and sterility 8.1%.
1) Strategy: Uterine fibroids are common diseases among women and closely related to laparoscopy, infertility, and other departments. Next month, it will be promoted as a key department, and a booklet titled "Uterine Fibroid Manual" will be designed and printed.
2) Infertility treatments, including wire insertion, are income-generating projects that have yet to be developed. Next month, they will be promoted more extensively through soft articles in newspapers.
3) Family planning department daily registrations show little fluctuation. Next month, advertising will increase on Linfen Channel Four. Discount cards will be issued, and during the start of the school year in September, a campus magazine titled "Youth Turns Left" will be published.
2. Patient Age Structure Analysis and Advertising Content Focus: (July 4th - July 23rd)
1) Combining with the reality of Linfen's family planning department, using 24 years old as the boundary, among all patients whose ages can be determined, there were 19 married individuals aged 24 and above, and 21 unmarried individuals below 24 seeking treatment.
This year being the Year of the Pig, many people hope to have a "Golden Pig" baby, leading to a decrease in the number of married individuals undergoing abortions. Therefore, abortion advertisements should mainly target unmarried individuals, including a large student population. Soft articles should use coercive demand techniques and develop campus activities targeting students.
2) Among registered patients with uterine fibroids, the youngest is 24 years old. Uterine fibroids are common and frequent diseases. Few patients seek treatment because their fibroids do not significantly impact their lives. Thus, rational coercive demand techniques will also be applied in future promotions.
3) Infertility promotions will include content about wire insertion procedures.
Additionally, the first issue of "Fashion Linfen" has already been delivered for printing, preparing for the full-scale terminal marketing campaign set to begin in August.
Ongoing random checks and monitoring of bus advertisements, community advertisements, and television advertisements have shown that the advertising results meet expected goals based on outpatient and consultation data.
II: Regarding the Department
In four months, the Planning Department has smoothly passed through the adjustment period. Each position works closely together, with high enthusiasm. Despite heavy workloads and overtime, there are no complaints, ensuring that the work for July was basically carried out according to the original plan.
III: Existing Problems
Due to the large workload and numerous materials, the office environment has become messy. Strengthening cleanliness and organizing a cleaning schedule have now been emphasized.
Overall, in July, the Planning Department basically completed its duties according to the requests of higher-ups and last month's plan, laying a foundation for the smooth development of future work.