Case analysis of Siva theory in medical marketing

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The day before yesterday, the company organized a training course, because the last course "app in medical Marketing application" Harvest is not good, so the course, also did not report too much hope. However, listen to a few points or expand their horizons, some of the concept of marketing did not know, through this course to understand the new concept of marketing, but also a good harvest it. With go to Xuan elder brother always sleepy, still strong fight spirit, really hard he ah, haha.

Here are some key points in the course to do a summary of their own thinking.

Large Data Marketing

Internet data nearly soared this year, only from 2003-2011, the data grew 1800 times times, 2003 total data is 5eb, and to 2003 years total data reached 1843eb, according to the authoritative data agency forecast, 2020, the data will be 20 times times 2011. EB in the end is how much data, how many hard drives can be stored, it is said to need tens of millions of, anyway, we know this data is very large on OK.

In large data marketing the teacher told a few small examples, I feel good, and you share.

(1) In supermarkets abroad, supermarket managers inadvertently found that urine is not wet and beer together, beer sales will be very good, people do not understand, the impression that beer and urine do not seem to have any relationship; through the supermarket to interview the shopper's data, found that go to the supermarket to buy urine is mostly male, because women in the status of dignity after pregnancy, So the task of buying a supermarket falls on men. It's not hard to understand that beer is selling well.

(2) What are the most concerned factors in the purchase of milk powder by netizens?

Internet users in the purchase of milk powder, what is the most concerned about? It is recognized that there is price, safety, reputation, quality.

What is the least concern? After investigation: Price

(3) In all brands of shampoo, which brand do you think is the largest number of search?

According to the field survey of the ranking are: Flying Silk, Pantene, Qingyang

But according to Baidu data analysis results are: Overlord

From the above three small examples we can conclude that the results of large data analysis and our feelings are thousands of soil, so the data analysis of our marketing decisions play a decisive role.

The application analysis of Siva marketing viewpoint in medical marketing cases

The author of Siva theory is from Schultz of Northwestern University in the United States. 4 letters represent Solutions (Solution), information (imformation), values (value), and portals (Access) respectively. He believes that information technology changes the entire market, consumers decide when, where, and where to buy goods, marketers must respond promptly to help consumers achieve their goals. This big reversal of consumer and brand roles means that many marketing approaches also need to be changed-building a new, consumer-led, interactive marketing system.

Below we use four picture to represent our customer's demand:

Solution

Information

Value

Acess

Combined with Siva's marketing perspective, we take a patient consultation process to analyze in detail:

Tianjin Xiao Li See the process of acne

Young Li gave birth to a face of acne, he felt the acne let himself get a big impact, so determined to kill a face of acne, so small Li Ping often in the online search how to treat acne, treatment of acne recipes, treatment of acne Hospital. We position this process as s (to find the solution to the problem)

Suddenly Xiao Li saw the Tianjin Jin Door Hospital advertisement banner, see the hospital not only good environment, but also Chinese medicine treatment does not recur, no side effects on the body, so Xiao Li learned about the hospital facilities, experts, treatment methods and equipment, as well as found no beauty nurse (^_^), This process we position as I (consumer seeking information)

The process above is understood, Xiao Li has a few, but he is still not very relieved, he went to the other hospitals in Tianjin to treat skin diseases, and other hospitals in prices, services, equipment, experts and other aspects of a comprehensive comparison; and then in depth to understand the hospital's reputation, evaluation, When in the news source found a taxi driver praised Jin door hospital expert medical skills of the article, Xiao Li this relieved, finally decided to choose in Tianjin Hospital. This process we position as V (measure value)

After the determination of Xiao Li began to search Tianjin Jin door hospital and Tianjin Jin Door in the hospital website phone and then in Baidu's first found the hospital website, entered after the successful appointment registration, complete medical treatment, this process we positioned for a (looking for the entrance)

We aim at each process to have targeted marketing, can be a step-by-step to the patient admission.

The decomposition process is as follows:

s process (the establishment of Baidu's landmark, network Union) I (Search advertising, network Alliance, mobile search has more access to guide patients to enter the Click) v. (News source, Baidu Bar, Baidu know, all kinds of word-of-mouth construction) crystallizes (SEO, auction target customers, to create accurate entrance, Users to communicate with each other to facilitate patient visits, to reach a doctor)

In this case, we can see that the patient's perception of the treatment process-goodwill-dependence-is sustained.

It's not just medical, but it's also common in other industries.

This article source: Cao Haitao Blog http://www.italkabc.com/post/sivayiliao.html reproduced please prove!