How to upgrade the O2O of private medical institutions in mobile internet age?

Speaking of O2O, for private hospitals, is definitely not a strange noun, in more than 10 years ago, a large number of private medical institutions, relying on the online Baidu bidding, network Alliance advertising drainage, the hospital under the line of trade, make a pot full of. However, with the beginning of the mobile internet era, many hospitals began to find that their own set of O2O business has begun to play not turn. Let's review the traditional hospital O2O marketing model. 1, the establishment of one or more hospital sites, the site is the hospital's packaged doctors, projects, technical presentations. Then, business, Enterprise QQ distributed around the site, as long as someone browsing the web, the initiative to invite customers to talk. 2, online consultation to get the patient's contact information. At the same time, through a variety of marketing means to invite patients to hospital counseling and treatment. 3, in attracting new customers, the absolute Baidu bidding, through the ranking, the hospital's main push doctors, projects, push to Baidu home page, improve the target customer click Probability. 4, using the Network Alliance advertising, in some potential customers browsing the Web site to embed the relevant advertising information. To facilitate the telephone, business, QQ Consulting. However, in recent years, many hospital operations are facing difficulties, why? For the future development, the operator is more and more uncertain. The same effort and devotion that you are doing now may only reach the one-fifth effect of 10 years ago. And then hit Baidu ads, patients do not have a cold, the site to play a new concept, congenitally deficient, difficult to find a blue sea, playing technical cards, discussion, patients believe it or not to know. Why? Customers or those customers, why the traditional online drainage, offline trading Oto mode is not the spirit? Einstein taught at Princeton University in 1951. One day, he had just finished an exam in the advanced physics class, and his ta followed him with a student's Test paper in his hand. The TA carefully asked: "Doctor, you gave the class the same questions as last year." How can you give the same class two consecutive years of the same exam? Einstein's answer is: The answer has changed. Yes, our world turned upside down when the mobile Internet began to take the place of desktop interconnection. These changes lead us to think that the answer is not the answer. In the "use of products to let users scream" and "from the Internet to mobile interconnection, and then to line business integration" of the era, the entire medical environment and market patterns have undergone a qualitative change, and do not take the will for the transfer! Today's, the consumer group, for the information of the contact habits, the brand's aesthetic standards, the path to purchase decisions, has completely changed, from small to the public, from the big city to the smaller cities, affected by the large industry. In the past, Putian people engaged in hospital, found a large area in the city center of the backyards room, low cost decoration, it becomes a façade stately hospital, hit TV commercials, cast a number of buses, do a few activities, Baidu bid to do the project, consumers will recognize you, so, a large part of the city's patients may think of you. But now the situation has changed, many small clinics, netsShops, chains, pharmacies, online communities, online forums and so on constantly rising, patients get access to information from the original newspaper, TV, network, outdoor light box split into more than 10. You know, the patient did look at the end of the disease, but what you don't know is, at what time and in what condition has he looked at the disease. This is an era of centrality. The patient's purchase and demand, did not have the qualitative change, but the qualitative changes are: in more democratic, more dispersed, more ego's big environment, with the help of the new technology, the patient to the diagnosis and treatment project information obtains the way, to the hospital evaluation standard, already completely different from the past. This directly affects the patient how to contact your hospital, how to grade your hospital, how to purse. In the three-screen era of large and small, "TV" corresponds to the traditional marketing communication environment of patients, "computer" corresponds to the internet era of the 60 's, and "smart phone" is carrying 60, 70 generation, the birth of mobile internet consumption of the new generation is representative of 80, 90 generation. When Internet users, smartphone users, credit cards and other electronic payment tools users, logistics can be easily distributed users, the four cross coverage to achieve a certain amount of value, the hospital's O2O management strategy will be a new full channel full contact marketing model. Now, hospital patients no longer live in the only geographical scene, time scene, shopping scene and media scene, there is no mainstream, only mix and match. It can be said that the traditional marketing method has died, the hospital full contact marketing model has occupied the stage of marketing, this full contact, is a patient for the whole attention point of the infiltration model, based on people and people, people and things, people and media highly interconnected environment, the patient's decision-making path of quality changes, the line is no longer independent, Branch of the channel. This mode, millet, Apple, Beijing East, the cat's electric dealers are in use. The medical profession is no exception. The hospital must, in the decision-making chain of the potential target patient, simulate, define, select how to affect the patient, approach the patient, move the user's new way, new location and new media, thus controlling the key contact point. As a patient-centric marketing strategy, it will break the original line and offline segmentation, marketing and sales of the reality of segmentation, as a new environment, hospital marketing strategy is the inevitable choice. Line can not be divided under the lines of patients to the hospital brand, diagnosis and treatment products, service prices, Word-of-mouth and other information acquisition, in different locations, can be free to take the line, line under the "Coexistence and double hop" way to break the existing offline and physical hospital single line of the case. Especially in the mobile internet age, intelligent city, intelligent community, intelligent building of the whole domain coverage, making the patient's decision-making path, become rich, overlapping and dynamic. From the community touch, from online search, from Word-of-mouth verification, from the offline experience, from the real service endorsement, and so on, have a seamless link, multi-directional mutual transfer of infrastructure, and this infrastructure will solidify the patient's medical habits. In the mobile internet era, one of the most important changes is that no independent department can fully assume the functions of marketing work. Before, the marketing department of the hospitalAdvertising costs, Baidu advertising, the hospital's other departments to do treatment, logistics and other work. In the mobile internet era, multiple portals, multiple platforms, and even a personal micro-signal has become a media, the situation requires that the hospital's marketing must be full, everyone is marketing manager. Users of different channels, different scenes of users, as long as you do not want him to only passively accept information, it will require the first time, with the corresponding marketing tools to interact with. Among them, has the brand Department's tool development, also has the first line Sales department tool use, including customer service, return visit, Guide medicine and so on department. This is a huge challenge to the management of hospital marketing, and the relatively independent market department can not play. This request, must stand in the patient decision-making path, the dissemination and the interaction function, decomposes the hospital the different organization to be like the Doctor, the channel, the customer service, the guidance medicine, the return visit and so on. Earlier, some hospitals advocated full marketing, respected in the hospital, everyone is sales. Now you have to say: In the hospital, everyone is the brand department. From centralized to decentralized full contact marketing. is still the content of the king, but the content of the producer is no longer a traditional brand department or a company department, but dispersed in the hospital full contact marketing mode of the whole channel, by the hospital each of the various types of diagnosis and treatment of the role of their own production and dissemination. For example, plastic hospital on-site counseling in the on-site consulting room for the United States to provide experience contrast case video, it is quickly uploaded to the information Sharing Center, to promote the moment other similar terminals similar to the interest of the United States. Another example, in a return to the department, has been a patient user's excellent feedback, you need to put this feedback, timely upload to the hospital app and micro-blog, micro-letter, start the spread of Word-of-mouth ... The above work requires the coordination of the overall system in a hospital framework, not a department can solve. Just last week, in the Baidu annual meeting, Li clearly pointed out to create a new Baidu, he said that the former Baidu is the connection information, now to do is connecting services. This kind of connection service is the key of the hospital O2O strategy under the new situation. Desktop interconnection thinking is platform thinking, customer thinking, and in mobile interconnection, is sticky thinking and user thinking, therefore, in the mobile internet era, private medical institutions O2O, must first s2c. Which is to lead the patient by service, S2C contains a wide range of content, because service is a variety of types of services, such as our hospital patient Membership system building, such as in social media such as micro-blog, micro-letter on the fan marketing, such as our full network of business consulting and other questions. The forms and contents of the service can be varied, and it is important that the patient be able to gain an interest in the extended treatment service of your offline hospital through the online service section of the hospital. Imagine the winter season when you feel your skin dry and suddenly think you might need to do a photon rejuvenation. So, you take out your cell phone, you search the plastic surgery hospital nearby, you see the project introduction, the effect show, as well as the real case, and the expert introduction, even more amazing you can instantly with the expert and the real person caseCommunication and dialogue. After the early communication, you choose a doctor, at a certain time, a certain place, on the phone to pick up an appointment card, you will be in accordance with the scheduled time to treat. When you're doing the photon skin treatment, you take a picture, put to micro Bo or friend Circle, bask in, and friends to share, after friends come here to do the photon tender skin, with your share, friends can discount, the hospital will give you rebate, not only can enjoy the service, sharing and can receive concessions. Already large-scale brand hospital or chain group, if ignore the mobile interconnection properties, or the stereotyped in Baidu on the fuss, will return to the original form. It can be said that within three years, a group of traditional O2O-type marketing hospital, will disappear from the patient's mind, only the establishment of the S2C model of the O2O marketing strategy, the hospital's target patients can enter the scope of the hospital hunting, the hospital can obtain survival and even development space.