Is there a future for publicity and advertising marketing in the hospital?

I have worked in the hospital publicity department for nearly ten years, and I think the hospital publicity work can still be done.

First, both public and private hospitals attach importance to publicity.

At present, hospitals generally attach importance to publicity. Both public hospitals and private hospitals have propaganda departments, which may have different names, such as planning department, propaganda planning department and mission department. Some of them are not independent and are managed by hospital offices. The propaganda department of the hospital is responsible for most popular science materials, display boards and signs on the wall, news reported by the hospital, free clinic activities, academic conferences and various advertisements we see when we enter the hospital.

Now the hospital's propaganda work keeps pace with the times and has invested a lot. It is said that Jiangsu Provincial Hospital invested millions to build a studio. At the same time, Weibo, WeChat official accounts and Xiaoxiao have also emerged many influential tubas, such as Zhang Rongya, Cui Yutao, Chengdu Sewer and Yu Ying. Many hospitals are also very influential. For example, most of the popular science in Huaxi Hospital is100,000 Canadian dollars.

In addition, the Lilac Garden and the medical community organize a publicity summit every year, and many good publicity works appear every year. For example, Liuzhou Mother and Baby uses the adaptation of local folk songs to popularize science in rural areas, which is very novel and unique. These propaganda have made great contributions in spreading positive energy, popularizing science and easing the relationship between doctors and patients.

Second, the hospital propaganda department post setting

The hospital propaganda department has generally set up posts such as copywriting planning, graphic design, photography, editing, website maintenance and new media, and the division of labor is very clear. Private hospitals will also have marketing departments, network departments and even e-commerce. Baidu bidding, which has been criticized by the public, is handled by specialized network personnel. Generally speaking, it is hospital publicity, but the publicity channels are different, which also meets the medical needs of some people. Of course, the premise is that it is legal and compliant and does not infringe on the rights and interests of patients.

Judging from the setup of the propaganda department, it is actually a small media company with a clear division of labor, which is no different from the propaganda departments of other companies, especially some large private hospitals, which have a finer division of labor and relatively more personnel, but the configuration of 3-8 people is more common. In addition, in the second-tier cities where I live, the salary of publicity posts is generally higher than that of other industries.

Third, how to choose hospital publicity posts?

Public hospitals recruit propagandists and generally publish relevant information through the hospital's website and official WeChat account. Private hospitals recruit relevant personnel, and you can find various positions by opening the recruitment website. However, before choosing a position, we must first choose a good hospital. Just go into the public hospital. Private hospitals should choose large-scale, regular hospitals with less negative news, such as andrology, gynecology, liver disease, otolaryngology and other hospitals that have been criticized all the time. So many jobs, how to choose?

My suggestion is to do as much hospital brand promotion as possible, such as activity meetings, news mining, health science popularization and so on. And try to avoid entering the departments that directly seek patients through publicity, although the purpose of hospital publicity is to improve visibility and reputation, and finally let patients come to the hospital for treatment.

Nowadays, many people engaged in hospital network and new media (early WeChat station, chat chat) have changed. On the one hand, the supervision of platforms such as Baidu is increasingly strict, and the cost of obtaining customers in hospitals is getting higher and higher; On the other hand, the government is more strict about medical fraud and exaggeration.

Fourth, publicize those touching things in the hospital.

In the years of publicity in the hospital, I have contacted many patients. It can be said that all kinds of life are staged here in turn.

Tell some warm stories. For example, an old man pulled a cart of vegetables to sell in order to raise money for the old lady to see a doctor. Through media publicity, I helped him sell 65438+100000 Jin of cabbage, which cured her illness. There was a teaching teacher who gave up his excellent working life and went to teach in the mountainous areas of Guizhou. He was injured and had no money to treat him. At that time, he also came to our hospital. There is also a little girl who sells paintings to cure diseases, which is also a story I dug up. Finally CCTV came to report. Now I still have the picture she gave me when she was discharged from the hospital: whales jump out of the blue sea, and the world is so vast!

Therefore, publicity in the hospital is not only publicity, but also can help many vulnerable patients who need help. Most of them come from poor mountainous areas, penniless and seriously ill. Our publicity can help them, such as collecting money online (they don't know how to apply for funds), applying for various relief funds (they don't know how to apply for funds), helping them spread stories and let the people participate in relief. Finally, they saved the patients and publicized the hospital.

If you go to the hospital to do propaganda work, I hope you can help more people.