On medical Network Marketing One: what is important

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To do medical, I believe that the most familiar 3 data, is the effective dialogue costs, booking costs, to the hospital costs. It is no exaggeration to say that the hospital's entire front-end network marketing system, whether consulting or planning, or bidding, SEO is all around them. But with the rise of internet media and the decline of traditional media in recent years, the traditional paper media, once the most beautiful, seemed to fade away from marketing, and the number of media calls was shrinking or not, making them redundant in the hospital statements and then being cut, which did not seem too serious in private hospitals, But the network department of some public hospitals is particularly serious.

Is this phenomenon correct?

The reduction of traditional paper media is the trend after the advent of the Internet era, but the hard media is shrinking, the consequences are terrible. The author contacts The circle There are many public hospitals, now a lot of practitioners are complaining about the effect of Baidu auction more and more bad, medical SEO and almost to be killed by Baidu, especially this summer, the author of the Tianjin area, the Department of Gynecological Hospital performance are not ideal.

Here we think about one thing, patients will not because Baidu kill SEO and not to see a doctor, patients will not because Baidu bidding rules update and not to see a doctor, if the patient has neither come to you here, and did not go to your competitors there, then where is the patient?

Well, let's take these thoughts with us and step into the body.

What kind of word is a medical network that can bring the lowest cost and quality conversation? The answer is brand words. What kind of Word can bring the highest proportion of the conversion to the courtyard? And where does the brand word search index come from? It comes from the brand influence of your brand in the hearts of local target patients. I think everyone will agree.

Then the media advertising its important role is to expand the local visibility of the hospital, through the hard or soft text of the promotion, induce brand words are searched, and then through the network to guide to the diagnosis. Therefore, simply because of the high cost of media conversation, it is extremely wrong to cut down the way of the media, because your analysis dimension is not added to the support of the media, which leads to the logic error of your analysis. Most private hospitals have a deeper understanding of this, because the establishment of a step-by-step private, are relying on advertising to create brand power, but the public hospital is not so profound understanding, the author of several public hospitals have been known to reduce the media expenditure, leading to a gradual decline in hospital brand, and then the arrival is the price of bidding to climb, Outpatient performance slipped.

But this explanation can not explain two phenomena, the phenomenon is the same operation means of the medium hard to reach the previous effect, the phenomenon is the second appointment to the diagnosis rate is low. Many people like the reasons for these two phenomena due to the current people's high degree of recognition of advertising, which leads to the current advertising effect is not as good as before, I have objections to this.

First of all, do we want to be clear about the idea that users really reject ads? Here we cite a mature theory that buys a five-order model of the decision-making process. In the five-order model, the user's purchasing decision-making process is divided into the problem cognition stage, the information search stage, the program evaluation stage, the purchase decision stage and the post purchase behavior stage.

The following discussion is only for medical marketing, so for each stage of the interpretation and discussion is only for this, so the inside with a personal humble opinion, does not apply to other fields, so some classic advertising cases such as brain Platinum, Wanglaoji, Coca-Cola and so we do not raise a retort, not an industry.

The problem-awareness phase is the stage when the user digs out his own needs, and the stimulation of the external environment accelerates the process or reconstructs the demand. For example, some people nose is not good-looking, usually a little complain about it, but they did not move the idea of plastic surgery, one day to see the newspaper ads, from here to the idea of plastic. and into the network era, many people usually do not look at the paper newspaper, this phenomenon becomes him in Youku watching video when he saw the plastic ads, or browsing some sites saw the network Alliance pictures ads.

The information search stage is the process of collecting information actively after the user has created the demand. For example, a couple want to have children after marriage, but how also not pregnant, they want to find a reliable hospital to check the cause. At this point in the traditional mode, they may ask relatives and friends, but many couples will be difficult to say. Or they take the initiative to pay attention to some ads, at this stage they are demand advertising information, not rejection. In the network era, because of the rich collection of information, they will use search engines for keyword search, this time the auction information will not be excluded, they will take the initiative to enter your landing page, to understand the hospital information, understand the technical advantages, understand the expert team.

The program evaluation phase is the user's needle for the information that has been acquired, make an assessment, and ultimately choose the hospital that they think is the best. In the traditional mode, the user because of the lack of information sources, so often to inquire about the hospital, and then make the decision to which hospital. Of course, some people will eventually choose the Department of the famous Big hospital, rather than see the advertising department. And in the network age, because people rich in information sources, they may be from SNS, micro-blog, local forum, professional forum, to netizens for help and other ways to treat the election in mind to make an assessment. And sometimes, users will also be on the search engine for some hospital words, such as "(city or province) the best hospital" and other words.

Purchase decision stage, this stage patients have decided to go to the hospital, which involves the development after the hospital. After the purchase behavior stage, this stage is the patient after the doctor's feeling, some patients will write this micro-blog or post, and then in the form of feedback to influence the hospital brand power again.

So as patients rely more and more on web search to get relevant information, we first need to be clear about which stage our existing network means can affect the patient.

Users for their own subjective needs, search engines for relevant keywords, at this time it is mainly looking for information, at this point he is not exclusive ads, he will collect his interest in information, and to attract his information page for consultation. At this stage, the primary factor that affects the patient counseling is the differentiated marketing of the hospital in the disease planting. Imagine if your technology's main advantages are exactly the same as your competitors, for example, the cervix erosion aspect, your competitor technical superiority is painless, minimally invasive, 20 minute quick surgery and so on technical superiority, but your landing page patient can obtain the information you and he is identical, but your competitor brand strength is also stronger than you, Its brand strength usually means that this performance is good, the budget is sufficient, and then ranked also than you go up, the patient only click you do not consult you completely normal. So some of the more mature network team, its landing page was designed and planned around a factor that could not be replicated in other hospitals, such as the public three, such as the technology that originated in the United States, and the author designed a page that used hospital-specific equipment to package hospital technology as the traditional technology used in most existing hospitals ( Their device is the same as the upgraded version. Even a worthless small private hospital, you can also combine the disease and professional experience, to make a similar to the doctor is to find experts and other topics.

At this stage, the patient has gathered the information he wants. At this point, they evaluate the information and choose the hospital they want to make an appointment or go to. The main influencing factor of this stage is the brand power of the hospital. Brand Power here refers to the broad sense of the brand, including the patient's recognition of hospital technology, expert recognition, the third party has the credibility of the platform to provide recognition.

The entire hospital network marketing is a chain, as shown above. So back to the topic of this article, network Medical Marketing, what is the most important? I think a total of 3, fine flow (attention is fine, not only fine, for differentiated marketing copy to provide flow diversion), differential packaging and brand.

This goes back to the opening question, where the cuts in traditional media input do not mean that you can weaken the traditional media budget by simply subtracting, but should also add to the new media budget. Hospital brand strength is declining, in fact, from the input-output perspective, you cut the construction of the brand's budget input, at the same time, there is no increase in the brand budget of new media investment, so the impact of brand strength weakened, based on the short plate effect, to the diagnosis decline, to the diagnosis and decline led to the same bidding consumption, to less, and then to the hospital costs, which feedback back , the impact of the bidding, since then began a vicious circle. And the front-end time Baidu adjustment, resulting in the effect of the non-auction channel cut, but also to add to the role of snow.

The author of this article Mr.zhao original address: http://www.seozhao.com/423.html reprint please keep