Analysis of the ways of hospital network Marketing

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More than a year has not written things, the blog often have friends ask me when to update. This year is really busy, and just in the national day, the most important thing in life: marriage to do. This year, the biggest feeling is in China, especially in Beijing, grassroots entrepreneurship is really not easy. This year more physical fatigue, the last year has been eating Chinese medicine conditioning body. Remember last year's National day home to see the doctor, the doctor gave me after the pulse, said that my veins and the old lady's veins like the same drop, then said that my heart really is dial cool drip, but after nearly a year of conditioning, has been a lot better. Here also remind fellow, must pay attention to the body, like we this line every day on the computer, lack of exercise, the body is very easy to go wrong.

Gossip less, get to the point.

Recently, I have been asked my hospital network marketing what new ideas and methods (mainly for private hospitals), so today and you talk about the hospital Network Marketing topic. This year the entire hospital industry is not optimistic, can be said to be the most bitter year, Shijiazhuang has some hospitals began to collapse. Hospital Network Marketing Road, more and more difficult to go, so recently find Kun to explore the problem of more and more people. Then why is the hospital network marketing more and more difficult to do? The main reason is that the cost is rising and the profit is falling.

Back then, the hospital is a cornucopia, only earn more or earn less one said, but few really lose money. At that time the industry competition is small, low-cost, such as early hospital bid, a word only a few cents, a city's peers may also be two or three. Exaggeration said, close your eyes and vote, all make money. Therefore, the hospital industry has created a group of rich, especially in Fujian Fu Tian Cheng for one of the best, according to incomplete statistics, China's private hospitals, there are about 80% for all the people, and Fu Tanaka has created four families.

But as we all know, our country is a populous country, and we especially like to follow the crowd. As long as a certain aspect is profitable, all the swarm is poured in. And the hospital profits so rich, naturally can not miss. So these years, the private hospital this piece, the development is quite swift and violent. The result is today's situation: soaring costs and increasingly competitive competition. Now the hospital cast a bid word, hundreds of yuan is not surprising, even listen to the industry insiders said, once the highest, even have thousands of yuan words.

The increase in competition has also led to a rise in the cost of personnel. The wages of extension workers in the hospital sector are generally higher than those in other sectors. And in this case, people are difficult to recruit, and liquidity is big. Once a hospital to find a push a college dignitaries, hope to be able to recommend their students, the other side said as long as the recommendation of the whole to push a. Why not interview and then dare to take a full receipt? The other said: "Now recruit people, and even some computers are not familiar with, but there is no way, the staff gap is too large, can only be pooled and used."

If benign competition is OK, but the competitive environment of the hospital industry, it is very tragic and vicious. To give a real example: there are two male hospitals in one place, and the two hospitals in this city are the best in the male division. In fact, they are the same boss behind, belong to the same group, can be said to be a pair of brothers. But this is the pro-brother, but all day in the promotion of the fight, each other bidding, mutual repression. The severity of vicious competition in the hospital industry is evident.

The reasons are generally considered in the hospital industry. But kun that the most fundamental reason for the plight of the hospital industry is not these reasons. The most fundamental reason is that there are problems in the whole hospital industry and it should be said that this is a pathological profession.

2 years ago, a very good friend, but also a very good network marketing people, decided to devote themselves to the hospital network marketing industry. At that time I advised him not to be so desperate. Because my judgment is the hospital network marketing, must go more and more narrow, front is a dead end. And once the industry goes down, it has to switch careers and start again.

Why do I have this judgment? In fact, many hospital network marketing, is not a marketing, can only be regarded as promotion. Because the real marketing is from strategy, to strategy to tactics, and now most of the hospitals, just stay at the tactical level. Strategically speaking, the final goal of marketing must be to build the brand, and many private hospitals, is mainly fast, but the pursuit of quick money, no strategy, not to mention what brand and Word-of-mouth, and even some hospitals Ming hang consumers, do not consider repeat customers. In this case, private hospitals can only rely entirely on promotion to pull performance, once the promotion stopped, the results immediately to zero, because do is a hammer can buy and sell.

and completely by the result of the promotion is, in the promotion level, the competition is more and more brutal, the promotion cost is more and more high, once the promotion cost surpasses the profit, that does not make money, even closes is the obvious result.

In fact, the road of hospital network marketing is not to go through, nor is there no new ideas and methods. If you want to make a breakthrough, you must first have your own life. Beat the old idea, discard the unhealthy idea of making quick money. Instead, it should be to establish a brand for the purpose of building a reputation as a means to serve the customer as the strategy and ideas. That's the way to solve the problem.

In this guiding ideology, the first consideration is not to promote, first want to know how to stay patients, how to let patients satisfied, how to let patients have word-of-mouth, so first to carry out brand positioning, user analysis, to clarify our core competitiveness is what the difference in there. After the development of marketing strategy, planning tactical points, and finally to implement. and implementation is not only to optimize a few words, false original several articles, the specific promotion should be the strategic layer and the extension of the strategy.

For example, the establishment of the station: now the hospital site, few people consider strategy, brand positioning and other factors, almost all are mutual plagiarism, the idea of most of the SEO as the core, the hospital to build a information station, supplemented by a large number of garbage content, and then through the SEO to obtain traffic. Who does the hospital's website serve? What is the purpose? Is it just SEO? The website is actually communicates with the user and the dialogue platform, plans the website, should first consider how the hospital characteristic, the brand superiority manifests, how through the webpage language will the hospital idea, the request transmits to the user, how through the website to impress and to persuade the consumer; How to better serve the users through the website. On this basis, and then consider the problem of SEO.

In the content of the construction, also can not blindly cater to SEO. Content should also be built around the core strategy concept. For example, if a hospital's core competencies are physicians, the content should focus on and revolve around physicians, such as the creation of personal topics for experts and medical practitioners, and the topic should not only introduce their curricula vitae, but also highlight their strengths and highlights and shape the personal brand image.

Another example is to do soft text promotion, also not only for the outside chain or SEM, but also the extension of the core strategy. As mentioned above, if our core competitiveness is a physician, the soft text should be around doctors, experts to write, focus on building their brand, and then driving the hospital brand and Word-of-mouth.

But the good news is that individual hospitals have already begun a new attempt, and some have already made a great success, believing that the hospital industry will become healthier in the near future. For hospitals that are still struggling to think about breakthroughs, in fact, the root of the problem is to change the concept of decision makers and cognition, so if you are a hospital decision-makers, if you do not want to shuffle the industry in the process of being eliminated, I strongly recommend that everyone can calm down, with a zero mentality to reflect on.

Author information: Kun, push A (bbs.tui18.com) founder, "Online marketing promotion of practical treasure" author. To see the author more articles please log in to Kun's blog.

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