From the trend of hospital competition, we can see that the factors of medical technology, quality, price and service are becoming more and more assimilated among hospitals, and many advantages are more and more easy to imitate. It is obviously a difficult thing to improve the competitiveness of hospitals by relying solely on one aspect of advantages. In this case, It is very important to attach importance to hospital brand design and build strong hospital brand. The establishment of hospital brand refers to the process of establishing the concept of hospital brand, establishing hospital emblem and hospital logo system representing hospital brand image and other advertising materials, and integrating hospital brand communication system. Only with unique personality brand, can the hospital be distinguished from other hospitals in obvious areas, enhance the loyalty and credibility of medical customers to the hospital, and enhance the competitiveness of the hospital in the medical market.
Although we understand "brand" as a name, mark and image in our daily life, the real thing behind a brand is culture. The reputation, reputation and loyalty of a brand come entirely from the quality and performance of the products or services represented by the brand, such as the recognition of a certain group of medical customers. The hospital's medical service, then, is that the brand of the hospital penetrates into the hearts of these customers, so that when they have the demand for medical service, they do not hesitate to make the choice of the hospital they are loyal to. McDonald's, the typical representative of American fast food culture we are familiar with, attracts people's patronage for its high quality, fast, hygiene and convenience, but more importantly, the atmosphere created by McDonald's strengthens people's loyalty to it. Yellow "M" represents soothing music, gorgeous colors, free environment, fairy tale world and the naivety of cartoon world, all of which have become McDonald's unique brand culture. Labor watches with a price of tens of thousands of yuan are the supreme among many watches brands and the symbol of wealth and status. Rolls-Royce is a symbol of image, dignity, style and dignity. Marlboro cigarettes in the United States are associated with the image of cowboys in the West, giving the impression that Marlboro is a man. Five-star hotels not only cover elegant environment, high-quality service, complete facilities, but also include business celebrities and people with certain social status. By enumerating the examples of enterprises, we can see that brand not only represents the quality of products or services, but also provides customers with value beyond merchandise. When purchasing products or services, customers not only consider the use value of products or services themselves, but also consider the cultural value of products or services. This is where well-known brands can persistently attract customers. To be an outstanding hospital leader, we must have brand strategy and be good at building a strong hospital brand in the competition. Only in this way can the hospital do a good job, become strong and maintain a lasting competitiveness.
How to establish hospital brand equity? We should consider the following two points:
1. Establishing hospital brand concept
The concept of hospital brand is the core of hospital brand and represents the characteristics of the brand. It includes the values of the hospital, the purpose of the hospital, the spirit of the hospital and so on. Hospital concept can be expressed through hospital spirit, advertisement language and hospital song.
2. The second step of building brand: humanized design of hospital interior space environment
Who can not deal with hospitals all his life? But how many people have a good impression of the hospital? As soon as hospitals are mentioned, people will have such a picture in mind: monotonous buildings make people depressed, the whole hospital is industrialized design: the lighting is dazzling, the noise can catch up with electric drills, through the window you can see the reinforced concrete buildings, with the smell of preservatives everywhere. Should hospitals be like this? Is it possible to change it?
In the past, hospitals have not attached importance to their own brand design. Among these numerous hospitals, some are general hospitals and some are specialized hospitals, but for the medical customers, it is likely that they are confused and do not know the real characteristics of the hospital. This makes the hospital lack of pertinence in the target market positioning. In fact, a good hospital decoration is not only conducive to the image of the hospital, but also can bring the hospital extra profits.
Shandong Aide Purification Engineering Co., Ltd. is a professional hospital clean operating room, ICU, disinfection supply room, blood purification center, venous distribution center, disease control center, digital integrated operating room, interventional operating room, positive and negative pressure operating room, radiation protection, obstetrics, infant ward, burn ward, hemodialysis. High-tech enterprises of purification engineering, such as laboratory, laboratory, pathology, plastic and cosmetic operating room, mainly cover the design and construction of medical building decoration and decoration engineering, central air conditioning engineering, electrical engineering, intelligent engineering, water supply and drainage engineering, gas engineering, etc. The company integrates professional design team, sound supporting product channels, professional system construction team and perfect after-sales service. With relevant construction qualifications issued by the national construction department, an experienced R&D team of Engineering technology, relying on years of professional accumulation in the field of purification, combined with the construction management practices of many domestic projects, to provide comprehensive high-quality technical support for domestic customers. If you want to know more about the workshop purification construction, you are welcome to communicate with the project engineers in detail. To learn more about the medical purification industry, please pay attention to the Wechat Public No. Aide-188 (Ed Purification and Oxygen Supply)
