A topic page in the eyes of a senior medical editor how to make a medical project?

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As a practitioner involved in the medical profession for several years, he witnessed the rongxing of the network medical age, and also experienced the current by Baidu treacherous changes in the rules of the crackdown. Medical Network Marketing from just beginning to spell concessions, the price of simple rough, to now than the brand, than the soft and hard strength, than the warmth of the service environment moving. What is driving us to change?

Health care policy under the increase in medical insurance reimbursement, the old habits of medicine to get rid of, private medical industry want to stress encirclement, simple than price, after all, is not a long-term solution. In recent years, with the growing of private medical industry, peer competition, vertical and horizontal contrast, how to be in the limited market area to occupy more shares, is the private medical operators must think about the problem.

The author 2012 ready to change from his company, was invited to the city of several hospital interviews. This stage in addition to some of the tall hospital began planning awareness, the rest of the hospital is also in the editing equivalent to planning, planning equivalent to the art of ideology. Many hospitals have not set up a special planning or functional department. The quality of the pages made is uneven. Even many websites have not yet opened a special entry. And now 1 years of time, almost all private hospitals have their own topics, and the quality of the topic page is not the same. Talk about the operation of the medical profession website, the topic page can be said to be the work, has played the important transformation effect.

Before the author was invited to write a wood-wood seo on the medical website operation of the article, because the more busy, has been delayed, today I talk about as a chief editor is how to look at the topic page.

What is the beauty of the medical topic?

In reading pictures and lazy people today, a special topic using the form of graphics and text, through the structure, logic, color, details and other elements of a comprehensive mix, more than a lengthy text more intuitive visual impact and aesthetic feelings.

The use of medical topics is used as a web advertising to undertake the page, will need packaging technology, common diseases, the main push experts, highly concentrated in a special topic, can help readers to refine comprehensive, professional content, marking the focus. Usually the website of each hospital will be in the homepage position to leave the entrance for the topic. The good topic not only can bring the consultation quantity to the hospital to raise the conversion rate, more can increase the website prestige, for the hospital brand "icing on the cake". Therefore, we do the medical network marketing must do a good job on the website special marketing.

Types of medical topics

Activity topic--This kind of topic is most common in the medical website, the Big Small hospital every festival such as 38, 51, National Day, New Year day will be introduced to the price advantage, the special-made expert is a gimmick of the hospital preferential activity, the marketing topic preferential item, the outstanding preferential, the aid price and

Disease expert technical case topic--this kind of topic mainly takes the packing hospital certain disease, the Department, the advanced Technology, the big-brand expert mainly. Highlight the advantages to achieve marketing results. To enhance the brand strength of the hospital, this kind of topic involves more diseases and data technology.

Integrated topics-unlike the second category of topics-the topics in the integrated category tend to involve complex projects that are generally found in cosmetic medical websites.

Hot Topic-This kind of topic will combine current current affairs hot spot, Humanities topic, then find the hospital related point of agreement, marketing related technology, preferential etc. Such topics are more eye-catching, readable, and easy to attract a lot of traffic for the site, is a hospital site to increase exposure and attention to a good strategy. such as the anniversary of the death of Anita Mui to prevent discussion of cervical cancer; where's daddy going? A reminder of the health of male reproductive ability, Sheng, and other tips.

How to make a medical project?

First, clear thematic theme

The theme is the theme of the soul and commander-in-chief, the subject is unclear, difficult for the text. Before the production of the topic, first of all to analyze the topic to express the content, such as preferential projects, marketing focus, the main push experts and technology, special requirements, etc., to clarify the topic of entry point, marketing points, the establishment of thematic themes, thus throughout the project.

Second, clear thematic nature, conceptual framework

Based on the nature of the topic, the general framework of the topic was conceived. For example, the Activity class topic, needs to consider the activity flow, the preferential time span, the scene picture, the expert brief. And the disease topic, then roughly from the introduction of the disease (including etiology, symptoms, hazards, prevention), disease treatment methods, hospital characteristics advantages (experts/skills/qualifications), success stories of these parts.

Third, the logic between the plates

The topic should be attracted and recognized by the users, to ensure the overall coordination and fluency of the topic content. In the clear theme of the premise of the subject, cleverly the various plates in tandem.

Like what:

1, the drafting of various sections of the title and thematic theme echoes, such as the re-use of the theme of activities, each plate as the content of the theme of the branch;

2, avoid the logical sequence reversal, does not conform to the reading habits of the plate.

In addition, the general Web site thematic thinking requirements and the hospital side of the ground magazine is basically consistent, but take into account the network marketing strategy, such as the situation, in order to ensure the coordination of the display content, under the premise of appropriate adjustments can be made.

Iv. Interaction and user experience

For a gynecological site, the audience 85% or higher numbers are female patients, for these direct female patients, we are not blindly propaganda and not to communicate, not to listen. Therefore, in order to make the topic more vivid, you can add the interactive section in the appropriate location of the topic, but also conducive to flow conversion.

At present, the use of more: voting, health testing, message board, online booking registration, business dialogue box, online experts, the official micro-blog, the official micro-letter, QQ and so on. In addition, the thought of the planning can also be used in small elements and statements to attract users to click and Exchange.

What should be paid attention to in making a medical project?

Factor One: Logic

A special topic, not put all the content together, form a page even if completed, but to have a level, focused, logically highlight the topic of marketing content (such as concessions, technology, experts). Therefore, the requirements of each section of the project to be through, can not be without continuity, will make the customer looked at half turned off. Proposal to do a project before, should have a reasonable plan, so as to let your topic inter-related, will not have customers halfway away.

How to put their marketing products/services to make readers more acceptable, we need in the production of special topics in the process, logically clear content scientifically and reasonably link, distinguish between the activities of the relationship between the content, reasonable arrangement between plate and plate transition, highlighting the focus of marketing,

Factor Two: Aesthetic degree

Women as sensory animals, what kind of topics can make them more acceptable. There is no doubt that it must be aesthetically pleasing. The first feeling of the topic can be: fresh, atmosphere, warm, professional and so on, the different content determines the style of the topic, so in accordance with the content of the choice of thematic style, to have a certain degree of beauty.

Reasonable layout

Special production, must pay attention to the layout of the page, in the production of the topic, the first thing to pay attention to the overall layout of the page. Reasonable layout can give users a refreshing and comfortable visual feeling. In the production of the topic, I often see the topic of typesetting issues are: 1, the banner module is too many; 2, the plate because of the unreasonable content distribution caused by the disharmony; 3, the long text of the visual fatigue, many hospitals like to introduce the activity background, etiology and technical highlights; 4, between the plates do not know how to leave white, Some topics like to fill in the details of the content; 5, no creativity, the site all topics are a template or blindly misappropriation of other people's templates.

Color

Reasonable color arrangement plays an important role in the frame. Color adjustment can make the topic become more harmonious, beautiful, create a specific atmosphere, reflect a certain style and mood. In the selection of colors, planning in the production of special topics will be set a main key, choose a match with the theme of the color.

Traditional hospital (gynecology) will be pink or similar to the main color. In order to fit the female psychology, give a person warm feeling. Such a topic can be said to be a safe color, not wrong, but not brilliant. The actual situation can be played by itself, such as obstetrics will be commonly used in pink, blue, such as warm series. And painless people will be green, pink embodies the concept of minimally invasive. And some big event topics, such as summit activities, domestic and international famous experts to come again with pink, green such color will appear the whole topic is not solemn. Choosing a more pure color of red and Brown will give a more formal feeling.

In addition, in color matching, as far as possible to ensure harmony. Can be used to hit the color, but not too pompous, such as purple, lemon and other colors of the collocation is easy to cause the reader visual fatigue.

Element

In addition to the basic elements of our project, I think there should be a bright spot. And the use of some small elements on the topic, sometimes to the icing on the cake for your topic, but also to increase the interest of the topic.

Commonly used elements are: geometry, shadows, patterns, silhouette, cartoon characters.

Appropriate JS

The use of JS, can be a good comprehensive layout. Commonly used scrolling, paging, button control display and hidden, floating and other special effects, not only looks tall, but also can save the layout content, the current page to present the largest amount of information, reduce user bounce rate. Of course, from the optimization point of view, too much JS easy to cause the site to load slowly, affecting the user experience, but also not conducive to search engine crawling.

Content

The appearance of the project helps to attract users, and only the topic is to help retain users. Without the content of the topic, do more good-looking is just a vase, for attracting to the diagnosis is futile. And the inherent characteristics of the medical topic, sometimes it is difficult for planners to fully play.

1. The sincerity of the content.

Many event topics, will be the main price tag. But only cold numbers, how can you attract users? Now the simple price war is out, so who has to spend 1000 yuan to give birth to children, or who believe that 99 yuan of people. So in the production of special projects, need new ideas and intentions.

If you don't want the topic to be the same as anyone else, you have to be creative. This novelty can be from the point of view of the different, also is March preferential check-up activity, other people main price is free, and you can check the necessity from the health, care for mother, can even add a "where time is gone" main affection Thanksgiving card, from moving others to take the initiative physical examination, to move others to send physical examination, this is new ideas.

Besides holiday marketing, male ejaculation problem, with the tension between the husband and wife to the cliché, but also with the Tanabata "Why my tanabata only a minute" such a stunt to intentionally or unintentionally ridicule, more can stimulate the user's psychology.

Therefore, the new topic can be a concept, can be an angle, can also be different ways.

Again, we need to know that every customer who comes to the hospital website must have at least one purpose, he's not going to be okay. Surf the hospital Web site, if you can analyze why patients or family members want to come to our site, what they want to find, and then on the topic page to their most wanted information to show out, I think that's a success, half. So in your project, you can add some of the content, such as the flow of people timetable, the due date self-test, security period detection. These will give you a big bonus on your topic.

2. The authenticity of the case

Content selection must be authentic and readable, such as the introduction of the disease must be true, so that the patient seems to feel real, not hype.

3. Picture

Planning in the thematic mapping, pay attention to the picture as clear as possible, second, in order to avoid infringement as far as possible use of star positive images, gynecological diseases in a number of symptoms map (cervical erosion, uterine fibroids surgery pictures, leucorrhea abnormalities) This kind of easy to produce discomfort of the picture as far as possible, can be directly replaced by anatomical map, as far as possible with the text has relevance.

4, the first screen

Most of the topic page can not be displayed in a single screen all content, so should be the most important content displayed in the first screen, there are always some people are too lazy to even mouse pulleys are unwilling to move. Therefore, it is recommended that the first screen must contain the "most persuasive content" plus "a consulting button".

5. Advertising words

Must attract the eye only then, if your advertisement does not have the attraction, will cause the customer to close directly, jumps out the website.

6, contact the way

Join the guide in the right place. When it comes to advisory guidance, don't start with a whole project full of advisory connections, you know all the links in the end appear to be exactly the same dialog box, bad will let the patient suspicious. You can find a couple of topics that are relevant to the subject and that the patient will care about, adding these concerns to the content or the message, silently linking to the business, and trying to do well.

Summary：

Making a project is a process of constantly summarizing oneself and improving oneself. Do more, think more, accumulate more, collect more, can have their own set of ways to interpret the topic. In addition, thanks again to wood-wood seo before the help, now the site traffic has been greatly improved.

This article by the wood-wood SEO invited a medical Group editor to write, Welcome to reprint! SEO Blog: Http://blog.sina.com.cn/mumuhouzi Exchange of Knowledge Platform