A study on the experience of medical website user experiences in patients ' psychology

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Many friends who are engaged in the medical website editors often encounter such a problem: there is a certain amount of visits, but less consultation. Less consultation, fewer appointments, and of course less. The key point of this problem is the conversion rate of editorial articles. Conversion rate is low, is the common disease of medical articles, then what kind of articles do patients like to see? What kind of medical article is the conversion rate of the article? This involves a patient's psychological problems.

Hospital website editor Analysis Doctor Habit

In the hospital network marketing, it is very important to deepen the user's experience (that is, the impression of the visitor on your website and the degree of recognition). As a hospital web site editor, how to build a disease writing, into marketing ideas, not only to improve the browsing depth of visitors, but also to improve the consultation rate? The general analysis of the patient's habit of seeing a doctor. I've simply enumerated three cases, possibly other, but we will focus on these three points: the habit of patients to see a doctor is about three: first: Go to the hospital to find a physician. Second: Ask for information about the needs (such as knowing that there are good hospitals or therapies in a city), and then search the Internet for related things. Third: Search Related keywords online consultation (here we need to pay attention to search for the corresponding keywords of the corresponding user groups).

So the first kind of direct to the doctor we as a network marketing can be simply ignored, this part of the patients can not be our target customer groups.

The second type of patient knew beforehand about a hospital or some kind of therapy, searching for relevant content on the Internet for regional or other reasons, and that's how we're going to change patients ' medical decisions in such situations.

To change the way patients decide to seek medical care:

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So how do we affect this group of patients? Of course, to rely on our editors, in this patient psychological basis, we can write some regional articles or hospital class articles to achieve the goal of full guidance. Here, the case is the easiest way to do it.

For example: Heilongjiang gastric cancer patients using state therapy to cure cases (this kind of article for some of the search for geographical categories of patients will appear some matching, this method is recommended to try.) Case is the embodiment of curative effect, we must pay attention to it

The effect of the treatment of liver cancer in Heilongjiang XXX Hospital (This article discusses the treatment of other hospitals in a neutral manner and then draws our treatment at the right time.) )

Regional articles with the contents of the case to show a good effect of transformation. This is also a very important way for us to develop the long tail word. Other ways we can explore again.

The third situation, search related keywords, here also includes three kinds of situation: undiagnosed, just diagnosed, treatment ....

For undiagnosed patients, symptoms are certainly the first concern, then from their typical symptoms, in the article appeared some possibility of diagnosis, such as symptoms of a class of key words of writing thinking, but for us not to do the diagnosis of the hospital, such words although there is a super high flow, but the conversion is relatively much lower, This requires our editors to have a clear idea of how to be fully guided. Turn an undiagnosed user into our potential user. The emphasis here is on the recommendation of a related treatment or case article. It is possible to recommend a similar symptom in a broken tail of some prominent symptom but has been cured in our hospital. Then at the end of the article or other appropriate place to do the anchor text link, recommend our therapy and so on. The goal is to let these undiagnosed patients have a steelyard in mind, so that he is very clear that our hospital for the disease he may have a very professional treatment. This is a subconscious influence. will also change the patient's medical decision to a large extent. (Specific article writing can refer to the website http://www.zhongliuxinxi.com/.) We can discuss it together. )

Just diagnosed the patient is relatively simple, we just in the article content highlights our therapy for this kind of patient can play what kind of curative effect and treatment advantage. can also be appropriate to recommend some excellent cases.

For the patients in the treatment, we can try to explore the patient's psychology, but this must not be confused, must be based on. Like a patient undergoing surgery, he is afraid of something or worry about what is going on, or he has a certain situation now, then our treatment for this situation how to deal with, how to treat and so on, to give patients full confidence in this situation we can be completely treated. This is also a key point is to help patients make decisions.

From the marketing thinking, symptom-like words, core words, inspection-type words, hospital-type words, treatment-type words and so on are different. For example, patients into the treatment of the search term, first of all, we also want a light stroke with the inspection, symptoms and so on. Tip the patient to prevent the patient from thinking that he or she is a different disease.

If everything is finished, it is best not to forget the emphasis to the hospital patients a lot, it is best to click on the online customer service to advance targeted booking registration, the article needs to give people a sense of appreciation, but also appropriate to leave some consulting entrance.

There is also a situation where we write a certain type of keyword when we should pay attention to the analysis we want to write this type of keyword audience who are the people, without being too precise, the general distinction can be, for example, the patient itself, or the family member, or a friend, and then for the more obvious words that distinguish the audience, To achieve full guidance through different content. For example, the patient itself, the most understanding of their illness, may be more concerned about the efficacy and treatment. So for the patient's family, but also need different treatment of different diseases, such as cancer patients, we observe the chat record may be found, the general patient family counseling more, his concern in addition to curative effect and treatment, for the cost, security and so is also more concerned about ( This different disease species must need our long-term accumulation to come to a conclusion, not to generalize, good, the following idea is if for such patients, such as the face of the patient's family, we should focus on what part of the guide? What kind of article form to reflect the best, this is what we need to focus on thinking about, Personally, the doctor-patient interactive form of the article is the most appropriate.

To do a good job of a medical web site editors need to master the knowledge is very much, the packaging of the disease, the expert packaging, hospital qualification packaging and so on. This requires us to accumulate a lot in our daily work, my method is to remember more, to form the habit of taking notes and sorting notes. For a long time, this is an intangible improvement of their professional knowledge.