How to build a good medical content training in China connect the atmosphere to develop network marketing

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Training background: This is another dog's blood training, the topic of the presenter is too wide to speak, all sorts of digress. Write the book is completely the task of leadership layout, but in the completion process, is to give themselves a experience. (therefore, there are some high-sounding words in the text, not the author's original intention of the author of plagiarism to be cautious of the writer)

"Body part"

Each department training for oneself is a check leakage fill and self-improvement process, in the understanding of the speaker's mind, can also produce some sparks of their own work collision. For example, although this seems to be about how to write the article, for our work, but also give some clear and feasible direction. What touches me is how to build China's medical good content-localized content.

Because XX group (slightly) of the special business model, resulting in the site and the ground are separated from each other, apart from the * * Hospital, we know most of the hospital from the site of the hospital profile, from the hospital news and hospital memorabilia to understand the history of the hospital. The information that is acquired from third parties is mechanically and without intuitive sensation in the brain. Of course, from the actual situation, we can not each editor to the hospital site to understand their own hospital in the city's humanistic appearance, the hospital's environmental equipment. So, how do you stand localized? Below, I will summarize some of the 1.5 work:

First of all, we have to clarify the hospital and the site should be what relationship? At present, it seems that many of our hospitals and website cooperation is still lack of tacit understanding, but has become an adversary, this is we need to face up to the constraints of the development of the hospital site a major factor, but we can not abandon the hospital to build websites, it is impossible to ignore the hospital city to develop hospitals Each place has its own characteristics, each city has its own cultural and historical background, while ignoring the construction of objective factors of the site, bound to similar content, no characteristics. This is also the problem that many of our medical websites exist at present. So the first thing we need to do in our consciousness is to be local and serve the hospital. So, how to grasp localization in the work of the strategy?

Why do we localize?—— find the target market of network marketing positioning

One of the characteristics of social development is a more detailed division of labor, and for network marketing, the medical market is a huge market,

Any hospital can not meet all the needs of the entire market, and private hospitals in their own characteristics, there are many short boards, so in order to occupy the largest share of the market effective way is to segment the market. Coupled with the growing competition in the same industry, so careful segmentation of the market, and accurate market positioning, to find the target market, the hospital can win the foundation. So at present we edit the implementation of the Department of Responsibility, on the one hand, need to edit to understand the different sections of the region, the crowd is also different. In writing articles according to the specific characteristics of each segment, more targeted marketing, will achieve more significant results. On the other hand for planning, understand the localization characteristics, also can let us realistic to develop more effective, grounding gas marketing program.

How to understand the localization of a medical website in the quickest way--understanding the local culture and the composition of the population

At present, the group has more than 10 hospitals, and this number is still increasing, for the moment these hospitals are mainly distributed in Guangdong Province, Hunan province and so on. The localized content associated with our daily work needs is mainly as follows:

1. Background of urban culture system

Guangdong is a cultural system of Chaozhou and Shantou which retains the Chinese traditional culture, the family concept is heavy, and men are inferior to women, which is part of their cultural background. (Concrete how to combine not to do detailed elaboration) this part of the local people to the private hospital opinion, under what circumstances will choose private Hospital. The goal of positioning, can help us quickly grasp the patient's psychology, targeted.

2. Urban population components

Guangzhou, Dongguan, Shenzhen are labor-intensive cities, currently in Guangdong Province, the total number of migrant workers conservatively estimated 30 million, and the Chaozhou-Shantou area migrant workers mainly concentrated in the three cities, Chaoan south, Chenghai, Jiedong, Puning Plain area and Chaoyang tide south of the river basin! The number is over 2 million, mainly from Jiangxi, Hunan, Hubei, Ann Micro, Henan, Sichuan, Guizhou and Fujian!

These labor-intensive cities are the opportunities for the development of public opinion hospitals, in response to this type of target population, the development of the hospital network needs to find the right positioning, the ground hospital will use the factory free clinics, the distribution of family planning supplies to build the hospital's public good image, to shape the brand concept of cheap hospital, and network construction can not give up the characteristics of these people, In the formulation of advertising words can play a lot of affection card, in the production of special focus on preferential treatment and authoritative security simultaneously. In a word: How the marketing model impress the customer crowd.

3. Urban climate Environment

When traveling in Shantou, seeing Professor Chanlan a patient with a hysteromyoma, he talked to several doctors, and the southern fibroids were much more than the north, and according to her own clinical research, it was related to the eating habits of Southern women (good seafood) and the climate environment.

One side of soil and water farming, Guangdong provincial tropical and subtropical monsoon climate zone, climatic resources are very rich. Due to its low latitude and wide ocean, both the ocean and the mainland have a very obvious influence on the climate in Guangdong. And this kind of climate for us, but also many causes many gynecological diseases objective factors. Although our editors often use this as a primer in writing articles and advertising, things have not yet been used. More can be extended to a local climate summary topic.

4. City Features

Now people for the quality of life and well-being of urban concern more and more, the most happy living city, the most livable city, the highest quality of life city, and relying on urban characteristics of the hospital will be different, how to find a matching standard in the City of Happiness hospital. How to create a sense of well-being from the health care system in a city with a high cost of living pressure is also a factor that we can take into account when planning a brand in a packaging hospital.

5. Education level of urban population

6. Urban basic medical policy (child policy is relaxed?)

7. To be supplemented

How to reflect localization directly from the work of the strategy? There is no such thing as the best way to promote the Internet.

1. In the beginning of the job, the strategy needs to understand the local medical market share, according to the relevant medical policies in the industry area, we have a clear understanding of the situation in charge of the hospital itself (advantages and disadvantages, doctor's strength, the development of the project has no characteristics, the regional market media situation, hospital reputation and so on) and competitors.

2, take time to pay more attention to local hot news, people are a sense of belonging to the animals, for the immediate things will bet more attention, so as a hospital planning should also pay more attention to the local people's livelihood civil, the main channels through the local newspapers, online can be queried electronic version. Also through the Forum, the forum gathered popularity can help us quickly understand what is happening in the region, although we can not be in the local context to obtain the intuitive experience of life, and from some of the Forum home page in the text but let us closer to the city. By analyzing the age of the forum population, it can also help us to develop a more targeted forum cooperation. (Specific examples are no longer detailed)

Second, you can learn more about the direction of local medical policy, or some medical investigation in the province, such as Guangdong Zhongshan Hundred medical institutions without abortion qualification can be through this large environmental adverse and contrast to packaging our hospital abortion department of the formal.

2, Weibo

2.1 Currently Micro-Bo has the same city micro-group functions, the same city in the micro-group users are in the hospital effective service radius of the effective demand of customers, can be added to this slightly group, the regular release of the hospital's promotional activities information.

2.2 Focus on local celebrities, actively participate in comment responses, get more local business concerns.

3, micro-letter (here slightly)

4, use the current hospital web site's local resources: we can mobilize all the resources, human, network, information channels, media resources. (Live on the Maternity School Forum)

5. Negative Content PR

6, other does not have the so-called best network promotion method, only according to the hospital own market localization and the existing resources choice most suits our promotion way combination, summarizes is: the outstanding advertisement creativity, the reasonable dissemination channel, the appropriate network medium form, the best promotion opportunity, the perfect network marketing way combination.

PostScript: The relationship between time and space, coupled with recent memory is not good, summed up the idea of scattered fall not fully expressed, experience is still shallow speech some unrealistic place, I hope the people mian.

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