Medical search shouldn't just be business

As an aggregation of information, the Internet can bring convenience to people by promoting the transparency of medical information and speeding up the flow of medical information. In the field of medicine nuggets have a good doctor, 39 health nets, such as vertical portals, such as Jing Dong Good pharmacist website, there are mobile internet entrepreneurial products such as spring rain Doctor. Medical websites require special licences, but the Nuggets have a plethora of internet products in the pharmaceutical sector. Users through the network to understand the need for health information increasingly strong, and medical related digital information more and more but scattered messy, search engine as an Internet access to information, providing specific medical search products become a logical thing.

This year, there are immediately launched the drug search, Baidu and the State administration of drug cooperation to launch drug search. Recently, Baidu has also launched a medical search aggregation page. The user searches the case, the symptom may inquire the hospital, the doctor, the case and so on authoritative information. The results came from a search for medicine, a good doctor, and the content of a vertical web site such as 39 health nets. The outside world is puzzled, the medical promotion is criticized by the outside world, the medical search becomes difficult, why each big search engine also enlarges the medical search investment?

Most users are opposed to seeing any medical ads. In particular, false medical advertising, more "murder" risk, once the emergence will arouse everyone's indignation. The brutal reality of the accidental medical search ads is that medical care has become a business. Where there is business, there is promotion. Television, outdoor advertising, newspapers and magazines are everywhere in the promotion of pharmaceutical related. With the internet and real life increasingly close to the combination of traditional business to go online is the general trend. Medical enterprises are no exception. This also means that supporting network promotion demand is growing.

These network marketing demand is rigid, along with the medical market mature and increasingly strong. They have to find a place to digest, there must be export. Where is the need for medical promotion? As early as 2009 years, someone summed up the blog promotion, Word-of-mouth marketing, such as 11 ways to promote. Although most people only know once in the center of public opinion search engine advertising. There are extreme voices that search engines should not do any advertising related to medical care.

In Baidu to strengthen the audit of medical advertising and improve the threshold, know the medical problems and encyclopedia of medical terms once became the marketing position of medical manufacturers. To stifle this trend, Baidu has limited the number of Wikipedia entries, only certified experts can edit. But this simply cannot stop the pervasive medical promotion. In addition to the search engine, there are a large number of traditional medical industry and search engines in the "middle page" companies.

The middle page concept is Baidu in 2011 at the Baidu Alliance Summit proposed. The middle page Company helps traditional enterprises to go online, aggregate vertical information and services, and then get traffic from the general search engine to import users. Finally, the middle page company will be transferred two times traffic to the traditional enterprise advertisers. These intermediate pages are essentially a vertical search engine because they provide site search capabilities.

Coincidentally, they also have matching medical extension services. These companies want to live, to profit, promotion is the simplest direct, the lowest risk of monetization. Therefore, the demand for medical promotion can not be blocked. If the Internet advertising can be done, the middle page company's promotional services can be done, then search medical ads is understandable. Don't forget that the search engine is a commercial product. When the necessary legitimate and reasonable demand exists, the search engine combines its own business features and expertise to meet the needs of users and the extension of the back-end needs, and nothing wrong. The key problem in preventing the lax control of medical advertisements lies in what form.

"False advertising" is the search engine's medical ads are the root cause of the criticism. Chinese users have always been best to take care of, even IE can have 70% of the market enough to explain (according to CNZZ data, IE series browser market share of 46.32%, excluding Third-party Shell Browser, edit note). But everyone still has a tolerable threshold. False advertising is 0 tolerated in law. This is the "murder" or "ignorant conscience" to make money. The reason for the false medical advertisement is not the problem of the product or technology of the search engine. It's regulation. When the auction becomes a kind of bidding, the keyword becomes a kind of expensive marketing resources, but without effective supervision, the black interest rent is the inevitable result.

There is no power in the search engine to regulate itself.

Marx said that once the right profits, the capitalists will be bold, and 50% of the profits, it will take the risk, in order to 100% of the profits, it will dare to trample on all the laws of others, 300% of the profits, it dares to commit any crime, or even the danger of hanging the universe. Therefore, instead of opposing search engine medical advertising, it is better to push the search engine outside the third party to establish a corresponding regulatory system. Government departments, industry associations, and even the mutual supervision between search engines, can let search engine medical ads as close to objective, authoritative and real. If you become a nominal, the form of underground to do, more likely to appear in the gray interest. In that case, why not put it on the table and do it under the supervision of the third party?

If you reader still don't understand what I mean, you can look at the different attitudes of the Netherlands, Japan and China on the issue of "adult". is actually interlinked. The demand is unable to stop, furtive namely appear hypocritical, also endless. Of course, if I can, I hope never to see any medical ads. But is it possible? Only profit for the purpose of the product is not a good product capital of the original sin is profit, the enterprise's goal is to create profits. However, in addition to money, enterprises also need to have their own spiritual pursuit. It is hard to become a great enterprise with only profit as the target.

A company's product cluster has different positioning, both the core products of cash cattle, but also for social responsibility, basic research, corporate strategy and other considerations to allow the existence of non-profit products. Medical search is a consideration of CSR. As a livelihood product, the commercialization of the road is the essence of balance. A balance needs to be struck between the user's needs, the company's business interests, its shareholders ' interests, its customers, and its partners. Especially in Oriental culture, to do things in addition to legitimate and reasonable, but also to the situation. Enterprises and products need to take into account the user's feelings.

1, the service is marketing, the service changes now

I wish everyone health and peace is a universal aspiration. But the reality is not. In the environment of serious ecological destruction, environmental conditions and modern life, people are more dependent on the pharmaceutical industry. In the eyes of many people, this is a sinking industry. But everyone is inseparable from it. The valuation of the industry is highly unequal to the value it creates. In addition to the accumulated information gap and grievances, there is a very unequal value distribution. The most important point is that there are multiple links between medical service providers and patients, which play a role in the distribution system of the abnormal value.

Therefore, the medical industry online and offline enterprises need to think about, how to use the Internet to reduce intermediate links, directly better service users? Pharmaceutical enterprises to break through the information gap, through the middle page company and users to establish a connection, to achieve "door-to-door", and then import users who need to offline. Middle page Internet companies, search engines do their own information support, credit system maintenance services. The government completes the design and supervision of the top floor. This is a more reasonable division of labor. So instead of trying to think about how to make a profit, it's better to rethink if you have a good product or not.

2, do have feelings of the product

The users of medical search are actually the weaker side. They use medical search products when they need help most. Therefore, in addition to using their own products, technology to provide human, efficient, authoritative security services, but also to provide them with the help of their ability. Enterprises are often able to fulfill their social responsibilities spontaneously before major disasters. But the public good needs to accumulate in the daily drip. In fact, the medical field is the area where the public good can play a major role. In addition to the medical service itself, the medical search does not carry forward the spirit of corporate philanthropy, providing more meaningful public care services. To the support of the users in need, even through public opinion and dissemination of influence, to attract social public resources and make it more efficient and transparent to those in need of help. This is worth medical search thinking.

3, release the search engine large data ability

Search engines can crawl Web content in real time and collect users ' search needs. Therefore, in the field of medical search, we can analyze the users ' search behavior and the trend of the network information, and get some high value analysis conclusions and industry reports, and give the reference to the Supervision Department, Commonweal Organization, scientific research Unit, medical institution and ordinary users. Google, for example, has found that certain search terms can be a good indicator of the status of influenza outbreaks. So Google launched a public offering in 2008 years: Google Flu trends. Use the aggregated Google search data estimate to measure influenza outbreaks. has become an important source of influenza early warning information affecting the U.S. Epidemic prevention Monitoring Department, Scientific Research Unit, medical institutions and the masses.

Search engines have a forward grasp of the user's search demands and have a backward grasp of the vertical medical data. From the public good, search engines can think of how to find out the valuable information about society from these big data. For the benefit of society. The beginner of search engines is to help people get information more easily and speed up the flow of information. In balancing the interests of users, companies, shareholders, partners and customers, if there are contradictions, the interests of users will always be in the first place.

Medical search in the legitimate and reasonable in the commercialization of the time, we must bear in mind this, do not violate the user, do not mislead users, do a good job products and services, to help users in need of help, and ultimately achieve multi-party win.

(Responsible editor: Fumingli)