How does the private hospital promote the network?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Recently saw a lot of SEO circle of friends in writing about the operation of the medical network of some articles, just I have an article on hand, not I wrote, is a medical operation of the director wrote, I have not released, just take this opportunity to share with you. Yesterday I talked about the "step out of my own circle: Cross out, the introduction of the" problem, just take this opportunity to you and others in the circle of thinking collision, you may be in the SEO perspective to see this problem, you may be standing in the perspective of the promotion staff, you may be standing in the editorial angle, Or maybe you're in the business owner's shoes. So what does a chief of operations think? Look at how they look at the problem of medical operations, and how you look at it, which is very helpful for your perspective and your thinking.

This article talks about the private hospital network promotion operation, but mainly aimed at the private hospital how to promote infertility, as follows:

According to the State authority Department statistics, China's childbearing age couples about 230 million people, infertility occurred in the probability of 15% to 20%. At the same time, with the environmental pollution, diet, disease, abortion, old age, and other problems, infertility is increasing year in trend. Based on the huge population of infertile patients, how to do a good job in the current infertility Department of the focus of promotion?

First, accurate and concise analysis of the patient, can help us in the promotion process targeted

1, on the grasp of the psychological appeal of infertile patients, most infertile patients have 99% not the first diagnosis, suspicious and changeable, not individual, the husband and wife, doctor looking for experts, more brand Word-of-mouth, impatient hope quick results of these common characteristics. Therefore, we in the network promotion process, the advertisement word, the packing angle must seek the patient's interest point and the pain point, the medicine remedy, can impress the patient.

2, the analysis of the population of infertile people generally 25-35 years old is the peak of childbearing age of women, before 25 years old was not married or do not want to children of age factors, to the 25--35-Year-old began to actively prepare pregnancy, but also has a certain economic base. Analysis of the age of the population is to more effective use of promotional channels, 25-35-year-old contact with more of the media, television advertising? Micro-blog or newspaper magazine?

Second, find out the market positioning

Infertility treatment can be different from other types of disease, so in the beginning of infertility, to find out how much cake you want to eat, is located in the region, the city, the province or the whole country. This step is also the whole development direction of infertility, determine the overall investment ratio, in order to target the market positioning to determine the promotion channels, media publicity.

Third, find the right position

Infertility every hospital is pushing, how can be in many competitions occupy effective market share, this is the second step to consider the problem. The previous reference to the psychological appeal of infertile patients, determines that we in product design and packaging must meet the psychological characteristics of infertile patients, infertility patients will be exclusive choice of a hospital, what is the fancy of it?—— is undoubtedly more brand strength, so how to build the hospital infertility department's visibility, Reputation is critical. Generally, sterile packaging mainly includes the following:

A, sterility technology/equipment

Infertility is very dependent on the technical disease, according to statistics, infertility has a total of more than 200 kinds of causes, infertility patients received about 81% of treatment, treatment two times more than 71%, treatment failure accounted for 66%; In the treatment of the failure of the population around 98.9% did not carry out comprehensive, scientific detection, so that can not identify, check the cause or all the source of disease; for a long illness into a medical infertility patients, want to promote infertility must have a strong technical strength to do the backing, the current market there are many hospital technical means to keep up, equipment obsolete, There is no competitive advantage in the line.

In recent years, the introduction of assisted reproductive technology to the success of infertility treatment provides a greater possibility, coupled with the media for the support of reproductive technology widely publicized, not only increase the treatment of infertility patients with confidence, but also to the hospital technology put forward high requirements. In view of the relatively fire of artificial assisted fertility, IVF these technologies, even if the hospital because of the cost of human consideration can not be independent research and development, but also with some agencies to work together for their own peer competition in addition to a weight.

B. Infertility qualification

The so-called qualification is the painted skin, gold-plated. Most hospitals will always have an institutional, academic packaging, such as * * (Regional) Infertility Clinic BASE, * * (University) Medical teaching Practice hospital, this kind of qualification packaging can highlight the overall strength of the hospital style, to the patient also looks more authoritative and reliable. In addition, through the large-scale academic exchange summit, domestic and foreign experts consultation, public welfare activities and other forms is also one of the forms of upgrading qualifications.

C. Infertility Specialist

Be sure to wrap up a single expert or expert group, a single expert can concentrate on all resource advantages, but the disadvantage is to consider the stability of the experts themselves. Infertility expert packaging can be featured in the form of the site, with expert micro-blog, micro-letter together.

D, the core advertising language

A good slogan for the brand is crucial, it is the eyes of the brand, for people to understand the brand connotation, the establishment of brand loyalty has an unusual significance. For example, a huge infertility hospital, his advertising words: Infertility is a huge thing. Sound words and interest, to the audience left a deep impression, suddenly from "see Infertility, GO * * *" This kind of boring ads stand out.

E, understand the competitors in the region, know the enemy

Compare with the region's peers, to understand other people's soft and hard strength, and complement each other. Peer some of the latest infertility technology, infertility equipment whether they need to introduce, peer do infertility check free concessions, the results brought about, peer infertility input ratio, the necessary data analysis and so on.

Four Legs Walk

Full-network marketing, divided into 3 parts of indoctrination: Network Marketing forms (most have blog marketing, network advertising, event marketing, mail marketing, virus marketing, database marketing), website promotion (QQ Group promotion, search engine promotion, information release, E-book Publishing, link promotion, Activity promotion, alliance promotion, new Media promotion), Website operation (Website maintenance, traffic transformation, data planning, user experience, website security, website production, website planning). In addition, network marketing is only a piece of media channels, traditional media (outdoor advertising, magazines, newspapers, television ads, etc.) to support and cooperate.

Determination of hospital management objectives

Infertility promotion is a long-term process, usually results in 3-5 months later, the hospital in the first set up business objectives to determine the network costs to be able to bear, the goal of individual consumption, these in the budget to have a psychological benchmark, convenient later network promotion smoothly.

VI. Network Promotion approach

1, the landing page of the perfect, sterile network to promote the landing page is the site, whether the need to do a separate infertility site, which has a great impact on the overall operating model. Some hospitals will do a separate infertility site, such benefits are infertility-related information rich, easy to understand, the disadvantage is a new website, a short period of time more difficult to get good rankings. Some hospitals will choose to focus on the official network packaging departments, home open entrance.

2, whether the choice of station group or official website, the establishment of the hospital infertility department brand angle must revolve around the popularity, reputation and brand loyalty to make a fuss. The specific form may be the topic (Technical topic, expert Team topic), can be medical soft, infertility cases, can also be a breakdown of infertility diseases, such as disease classification, single disease diagnosis and treatment process, peer infertility treatment methods of integration and so on, can also be public activities, the baby back to her mother, love painting and so on.

3, the mobile Internet, infertility flow at the mobile end of the flow is very large, now many hospitals mobile end of the flow has exceeded the PC end of the flow, so in the process of popularizing Chinese medicine combined with mobile Internet.

VII, the internal division of the network

1, the staff Division of Labor and Coordination Department of key packaging, personnel (editing, bidding, consulting, planning) the distribution of issues, the determination of the period of bidding promotion, consultation performance adjustment, editing content production, mobile end coordination and so on details need one by one implementation. For example, with key network consultants, first of all require a solid basic skills and communication skills, in the face of a long illness into the medical patients, need not only the knowledge of infertility all-round mastery, but also to have an air field and communication skills, before some individual hospitals will arrange the elderly retired experts to do infertility counseling, This kind of consultant in the communication with more experience, on the other hand, the tone of communication can also convince the patient, in fact, really do communicate from the heart began;

2, the hospital infertility key packaging value-added services to promote, whether there are arrangements for shuttle bus, whether there is a special guidance guide, from the field of infertility patients to provide food and lodging, hospital, the specific procedures for the reception, and so on, the network will also be synchronized to reflect;

3, the courtyard through the network communication channels, through the network to consult the infertility patients, hospital doctors how to timely understanding of patients with the situation.

From wood-wood seo, reproduced please specify wood-wood SEO Blog: Http://blog.sina.com.cn/mumuhouzi also welcome exchanges, micro-letter public number: Mumuseo.