[Talking about medical network marketing 1] What is important

Baidu weight query word Library Network website monitoring server monitoring SEO monitoring for medical care, I believe the three most familiar data is effective conversation costs, reservation costs, to the hospital costs. It is no exaggeration to say that the hospital's entire front-end network marketing system

Baidu weight query dictionary Network website monitoring server monitoring SEO monitoring

For medical care, I believe the three most familiar data are effective conversation costs, reservation costs, and hospital costs. It is no exaggeration to say that the entire front-end network marketing system of the hospital is centered around Consulting, planning, bidding, and SEO. However, with the rise of online media and the decline of traditional media in recent years, the traditional paper media that once had an infinite landscape seems to gradually fade out of the marketing line of sight, and the telephone volume of the reporting media is gradually shrinking or even unavailable, it makes them a burden in hospital reports and is further reduced. this situation does not seem to be too serious in private hospitals, but it is particularly serious in the network departments of some top three public hospitals.

Is this phenomenon correct?

The reduction of traditional paper media advertising is a trend in the Internet era. However, the consequence of the reduction of hard media advertising is terrible. There are many public top three hospitals in the circles I have come into contact with. many practitioners complain that Baidu's bidding effect is getting worse and worse, and medical SEO is almost killed by Baidu, especially after summer, the performance of my hospital in Tianjin is unsatisfactory.

Here we will think about one thing together. patients will not go to medical treatment because Baidu kills SEO, and patients will not go to medical treatment because Baidu's bidding rules are updated, if the patient neither comes to you nor goes to your competitors, where will the patient go?

Well, let's take these thoughts into the text.

What kind of words does medical network bring about the lowest cost and high-quality conversations? The answer is brand words. What kind of words can bring the highest proportion to the transformation of the hospital? The answer is brand words. Where does the brand word search index come from? It is derived from the brand influence of your brand in the hearts of the local Target Patient. I think everyone will agree with this truth.

Therefore, one of the major functions of media advertising is to expand the visibility of hospitals in the local area. through hard-wide or soft-paper recommendations, Brand words are searched and then guided to the clinic through the network. Therefore, it is extremely wrong to cut down the channels for media reporting because of the high cost of media conversation. because your analysis dimension does not support media reporting, cause a logical error in your analysis. Most private hospitals have a deep understanding of this, because the step-by-step establishment of private hospitals relies on advertising to shape the brand power, but public hospitals do not have such a deep understanding, I have learned that several top three public hospitals are cutting their media spending, which leads to a decline in hospital brands. what follows is the rise in bidding costs and a decline in outpatient performance.

However, this explanation cannot be used to explain two phenomena. One is that the same operation means that the media cannot achieve the previous effect, and the other is that the appointment arrival rate is low. Many people prefer to attribute these two phenomena to their high recognition of advertisements, which leads to a lack of ad effectiveness.

First of all, we need to clarify a concept: do users really reject advertisements? Here we reference a mature theory, the fifth-order model of the purchase decision-making process. In the fifth-order model, the user's purchase decision-making process is divided into question cognition stage, information search stage, solution evaluation stage, purchase decision stage, and post-purchase behavior stage.

The following discussion is only for medical marketing, so the explanations and discussions for each stage are only for this purpose. Therefore, it contains personal opinions and does not apply to other fields, therefore, some typical advertisement cases, such as brainplatinum, Wang Laoji, and Coca-Cola, should not be refuted, rather than in an industry.

The problem recognition stage is the stage in which users can explore their own needs. at this time, the stimulation of the external environment will accelerate this process or reconstruct this demand. For example, some people do not have a good-looking nose. they usually complain about this, but they do not have the idea of plastic shaping. one day they accidentally saw the advertisement in the newspaper. Since then, they have aroused the idea of plastic shaping. After entering the internet era, many people do not read paper newspapers at ordinary times, which means they saw plastic advertisements when watching videos on Youku, or when you browse some websites, you can see images and advertisements of the Network Alliance.

The information search phase is the process of actively collecting information after a user has a requirement. For example, if a husband and wife want to have children after marriage, they cannot afford it. they want to find a reliable hospital to check the cause. In this case, in the traditional mode, they may ask friends and family, but many couples may have difficulty talking about this. Or they can take the initiative to pay attention to some advertisements. at this stage, they need advertisement information instead of exclusion. In the Internet era, due to the rich collection of information, they will use the search engine to search for keywords. at this time, the bidding information will not be excluded and they will take the initiative to enter your landing page, learn about hospital information, technical advantages, and expert teams.

In the evaluation phase, the user makes an evaluation based on the obtained information and finally chooses the best hospital. In the traditional mode, due to the lack of information sources, users usually inquire about the hospital and decide which hospital to go. Of course, some people will eventually choose the Department of the famous big hospital, rather than the department that sees the advertisement. In the Internet era, people may evaluate their choice from SNS, Weibo, local forums, professional forums, and asking users for help. Sometimes, users may use some hospital words on the search engine, such as the words "(City name or province name) the Best Hospital.

In the decision-making stage of purchase, the patient has decided to go to the hospital, which involves the development after the hospital. In the post-purchase behavior phase, this phase is the patient's feeling after medical treatment. some patients will write weibo or post this, and then influence the hospital's brand strength in the form of feedback.