Research on the path of website transformation in hospital marketing

Snail's point of view, the key words do not have a good word difference, as long as the theme of the site is related to the possibility of transformation. Just some words to change the distance farther (reference: Network Marketing in the study of the transformation of the website), we have to achieve the goal of transformation needs to invest a higher cost, in business decision-making must be abandoned. But as a way of thinking, I just want to look at it from the perspective of research, the real project is impossible to do in detail, everything, which is contrary to the business law. Or to the hospital's website as the starting point, although the specific site needs to specifically analyze the user's attributes, but provide the search path is also a certain reference value.

Scenario 1:

Suppose I recently feel sore throat, always disgusting, so I may search in Baidu "sore throat" pharynx has foreign matter "... In fact, we basically all guess is chronic pharyngitis, but not everyone will have such a cognition, I just idealize some of the conditions, easy to draw a clear conclusion. The search results come out, as shown in the following figure:

　　

Baidu search for "throat pain nausea" results

I'll click on the first result in order, the discovery seems wrong, then the second result, perhaps each user's behavior is different, first click on the other results, but it doesn't matter, the key is to see if the symptoms we describe similar information, if not relevant, of course we will leave. So I basically understand, this should be pharyngitis, or chronic pharyngitis, tonsil inflammation ....

Scenario 2:

I learned from my friends ' reminders, or other aspects, that my voice was uncomfortable, always nausea may be pharyngitis, chronic pharyngitis, or tonsil inflammation ..., I directly search, in order to simplify such a process, I only choose chronic pharyngitis to search, real patients may search for different keywords, to more accurately determine their symptoms are what disease. The results of the search for "chronic pharyngitis" are shown below:

　　

Search for "chronic pharyngitis" results

(Avoid advertising suspicion, has erased the URL)

This time already has promoted the advertisement information, at this time I may want to understand chronic pharyngitis is what, perhaps wants to understand the chronic pharyngitis more detailed symptom, chronic pharyngitis how treats. These all depend on different user's different psychological appeal, maybe I know what ads are, maybe I don't know, maybe I'll click on any result, or more, to get information (Please note: At this point my search behavior is still in the process of understanding the relevant information, not the deeper action).

Scenario 3:

After the above steps, or directly skip the above steps, I now understand the chronic pharyngitis, chronic pharyngitis harm, will think to treat my chronic pharyngitis. At this point, how will the patient search? At this point I will search for some words of treatment, or medicine. Some even go to search for folk remedies and the like. Also have a strong cognitive understanding, from the top of the second search to understand, facial features hospital, and then go back to search for the organization of the word, at this time, whether the search method, or the organization of the word, the patient's heart for information on the demand for the concept of treatment, That is why the key to hospital facilities and treatment methods is the highest conversion rate in the hospital website. At this time for patients, there may be different levels of treatment of diseases, the authority of institutions, methods, price costs, convenience (area distance) ... At this time the user search will be specific information, at this time is the most intense competition, must implement the strategy of precision marketing, otherwise it will waste a lot of advertising costs.

Scenario 4:

Patients through the above steps, or other ways to learn more about chronic pharyngitis, they want to determine the hospital's reputation, in order to make a choice, or have a direct understanding of online booking way, direct search registered. With such search needs of the user is the shortest conversion distance, the hospital website needs to provide information on the hospital's relevant word-of-mouth information, and such services can be, but such users are also more picky, waiting for bad will be lost to competitors.

The above is only a general analysis of the key points of the transformation path, this path should be a coherent line, we have to do is to optimize such a path, so that users from different portals, the rapid arrival of the transformation destination. Have time to talk about the optimization of transformation path.

This article by the Medical marketing blogger (bolted snail) original, reproduced please indicate the source: Www.120sem.net.