Network marketing and Crisis PR in hospital pharmaceutical industry

2011 has passed, here will be a year of the situation for a comb and inventory, but also for the enterprise, the individual has an account. Interactive marketing customers have a group of medical, pharmaceutical industry, the following article to do a summary, and the circle and industry friends. The article benefited from Peking University's third People's Hospital, Peking University International Hospital, Sino-Japanese Friendship Hospital, Nanjing Gulou Hospital, Rui er Dental branch, Shi Mei Plastic Hospital, Hamilton Beauty and other clients or institutions. The following content is in the industry, not the above list of credits.

Background information:

1. In front of the domestic three hospitals and public hospitals in the seller's market, generally not lack of patients, special departments (cancer, cancer), the disadvantaged departments have marketing, publicity needs, but also just started far less than overseas clinics and medical institutions intuition.

2. Private hospitals and pharmaceutical companies in the market to disseminate this sense of a strong, Fujian Putian "Four families" as the representative of the male disease, male disease, beauty and other institutions awakened earlier, in the field of Internet marketing invested heavily. According to the author Tangxing Tong Observation, at present, "Five Mao Party, the Navy" "Search Engine" "TV, newspaper advertising" as an important means of publicity. The key to its survival is to get new customers, make more money, and not rise to the level of brand and customer loyalty.

3. The medical profession, especially the prescription drug promotion, for example, the marketing costs (over tens of billions) of the most used in the pharmaceutical and related public relations costs, rare see brand publicity, and marketing. The core problem is that prescription drug users do not know, doctors are in the dominant position.

4. Most doctors are actually very hard working, they are misunderstood by the public and they are discredited by public opinion. I have seen most of the medical ethics and conduct are worthy of admiration. There is a misunderstanding between the physician community and the public.

Counting record:

1. Medical medicine is at a change point: 1. From the National health care reform, the public do not understand, full of resentment, doctor-patient relations, tension, crisis PR negative change. 2. Another important aspect is that the next generation, the medical style of the generations of people to promote hospital propaganda changes; they used to use Baidu, Weibo, videos, blogs and other channels to obtain information about doctors, hospitals, and make purchase decisions. Under the impact of the opening of medical market in the future, it becomes more and more important. Hospitals need to start paying attention to Word-of-mouth, network propaganda and Word-of-mouth communication.

2. Public hospital publicity at present the most concerned about: Crisis PR, doctor-patient dispute! There are no shortage of patients in public hospitals, especially the famous three-armour hospitals and special out-patient clinics, such as Concord Hospital and Gynecology department. Hospital leadership and management is the government's business establishment, the core focus on the premise of profitability needs to make news, do to (central or provincial) senior leaders look, the pursuit of a safe. Negative things to public hospitals will hit the most, especially the Internet Word-of-mouth level, microblogging crisis. Typical case: Nanjing Children's Hospital nurses to work during the game, the social network causes the infant death, causing the society to torture its credibility.

Our point of view: The hospital needs to come up with a budget to build rapport between doctors and patients,

A. Not only to provide online registration, Internet Word-of-mouth, and content marketing;

B. Pay close attention to Netizen's word of mouth, do well the emergency mechanism of crisis public relations, at the beginning can use extended or service organization, control the crisis in a moderate range, avoid unnecessary public opinion trend.

C． Pay attention to the patient's psychological experience, carry out publicity activities planning, avoid before walking bureaucratic, engage in the form of mode, the patient brought care. For example, we #医院在六一儿童节当天策划的针对就医的儿童送礼物的活动策划, get many parents and leaders praise. Create surprises for users, gain trust, and everyone will understand each other,

D. The Internet and other new media, needs attention, the Netizen's crisis triggers and the outbreak point all concentrates in these platforms, the hospital needs the high attention from the leadership, and holds certain maintenance and the processing.

3. Private hospitals are concerned about current profitability, and the problem is that many practitioners regard medical hospitals as outright businesses. Walk is: 1 cents cost, 5 yuan to sell. Slightly utilitarian, make quick money thinking clearly. Their marketing closed loop is: Cast TV, newspaper ads, Baidu ads, write soft Wen, the Navy to attract new customers, a new customer can bring the hospital how much profit. Eyes tight: Marketing cost/New customer number, the current situation is:

A. Baidu's bid ranking effect, weak, into the plateau period of return on investment, difficult to have a big outbreak. And have been the taste of Baidu kidnapping, cast is also, not cast nor.

b． Television, and newspaper ads accounted for a larger proportion, but the effect is very poor, the original target customers: Remote has been caught almost, high-end customer impact, through the traditional media such as television to influence the customer base is more difficult! Ignore this set, need to switch

C． Forum Marketing, Baidu question and answer marketing, BBS spread, soft wen, five cents, such ideas are used to rot away. Simple five hair posting has no influence, need to do in-depth, from the network marketing strategic height to play to content marketing, social media marketing, Micro Bo Marketing, simple to find some graduates posting has passed that era, the need is from the consumer purchase behavior learning. The author Tangxing through the company to join hands in interactive marketing for a number of medical hospital industry to provide the integration of the Internet communication, welcome to Exchange.

4. Social media Marketing is one of the best ways to solve the network marketing in the medical hospital industry. If you are now a newly opened medical and institutional, with competitors playing some unintelligible TV ads and Baidu keyword, doomed you not to come out. These marketing means are one-on-one persuasion, the most effective marketing idea is for the community marketing, a nest, a nest end.

The direction of effort:

1. Microblogging marketing, and operation;

2. Social networking content marketing, interactive participation;

3. Open blog and video interaction;

4. Activities planning, virus transmission;

Overseas medical industry case sharing:

How to play Network Marketing in Gout Clinic

Victor Konshin is the author of beating Gout:a sufferer's Guide to Living-free, which is a book about gout, and the author provides valuable information on his site Bon beating. This information is not available anywhere else on the internet, and all information is intended to address the problems of customers (gout sufferers and their families).

Unlike other sites, beating gout is not just an online brochure that offers a wealth of content and uses some very appealing headlines, such as "gout, forgotten Disease," "The effects of gout on quality of life, finances and family" and "kidney stones, is not the early signal of gout?" "Every post that contains rich information is ranked high in the search engine, which brings a lot of traffic to his site, while its bounce rate (the percentage of visitors who leave without browsing to other pages after entering the site) is reduced by 60%."

Beating Gout's site is much higher in search engine results than before, searching for the "Gout myths" search term ranking to enter the third or fourth page, but the result is so optimized has been the top page.

Comments: Understand your goals and let the content seduce the patient's actions. Need to answer "what is your goal?" "What problems can you solve on the internet for patients?" "Many operators often do not know who their customers are, who are visiting their websites or what problems they can solve for their patients."

When the hospital encounters Weibo and social networking,

Dr. Kevin Harrington runs a clinic called "Harrington Accessibility Chiropractic" (Home spine massage). He communicates with his clients in the form of online publishing, with a variety of ways to communicate, with a website, a blog and a Twitter account, and video and active Facebook. He first set up his online business in a website in 2004, and after a year, he began to send a link to the relevant article after the patient came to see the doctor and he found the real payoff. The patient likes this way, it starts to become the people to obtain the information the dash, then opens the Professional blog to publish more original information.

How does a busy massage therapist squeeze in time to write useful information without delaying work? Harrington's approach is to spend half an hour a day browsing the health-care web site, looking for topics that might be of interest to his readers, and trying to update a few blogs every week.

Harrington's blog will include "watching TV can affect the language development of a child" "does excessive exercise of the knee cause hip pain?" "After the log is written, he adds the link to the Facebook log and publishes it to his followers through a micro-bleomycin."

In the collection of patients ' social media accounts, Harrington made some innovations: in order to stay in touch with patients, they asked: "We use social media, do you often use Twitter Facebook or anything else?" Once the patient leaves, they add them as good friends, and the patient will be surprised, then visit their Facebook page and try to make some comments. If there is any new activity in the clinic, it can be propagated to users through social media updates. Since his use of social media, his clinic has increased by 40% of patients.

Comments: And patients to make friends, to build a harmonious doctor-patient relationship, social networks, socialization media is a good choice, through the Internet communication, become friends, the construction of the patient community will be the next 10 years of medical hospital propaganda key node.

Summary: The medical hospital Industry Network Marketing has just begun, whether it is a hospital or a private hospital and medicine, as long as the courage to try, from the future of consumers (s), on the Internet to do strategic planning and tactical approach, will win in the future. If you have an idea about the internet marketing and crisis PR of medical medicine. e-Mail along5418@gamil.com, Weibo: (@ Tangchingtong) Assistant Tel: 15010535392