"Putian department" began to embrace the group, Challenge Network promotion

To high advertising costs in the market and famous for "Putian department" began to embrace the group, Challenge Network promotion.

Yesterday (March 25), the network spread out a signed for Putian (China) Health Industry Association of "on the cessation of all paid network promotion notice", the notice said, the General Assembly Lin Zhizhong President convened by the President meetings, called the member units from April 1 to stop all paid network promotional activities. This "notice" sparked widespread concern.

Is this not a sealed notice true or false? Where did the cause of the incident come from? The daily economic news reporter investigated this.

A notice not stamped

"Daily economic news" Reporter noted that the notice mentioned, "Pu medical people after the 30 's hard work, now because of the rules of online bidding, leading to serious problems in the industry, many medical institutions for the Internet companies almost part-time." ”

The notice is tough, said "determined, at all costs, to require all members must comply with", "for not stop paid promotion units ... will be communicated within the General Assembly. "

This notice is signed as "Putian (China) Health Industry Association", the time is March 21. However, it has not been stamped, so many people have doubts about the authenticity of the notice.

Yesterday, the reporter to the matter to be multi-party verification. According to the Putian Health Industry Association, another "Putian department" hospital Mister said he was aware of the matter, and has seen the online "notice" content. There is also a "Putian department" Personage said, in the industry QQ Group saw the relevant notice content.

Subsequently, the reporter contacted the notice mentioned in one of the participants-Wu Xi East Executive president. Wu Xidong said, "only some of the participants issued the initiative, has not formed a resolution." "It was not compiled by the secretariat of the Assembly," he said. For this matter, Putian (China) Health Industry Association will convene a meeting in Putian on April 4 to discuss.

"Kidnapped" by search engines?

The "Putian department", which occupies about 80% of China's private medical institutions, has great influence on the overall image of Chinese private hospitals.

According to the National Wei Planning website, as at the end of July last year, the national private hospitals a total of 11,830, while engaged in the medical industry Putian people reached more than 60,000 people, the establishment of private hospitals reached more than 8,000. Putian (China) Health Industry Association of the member units reached thousands of.

A Putian (China) Health Industry Association member units, "Putian department," the boss of Maternity hospital revealed that over the years, many "Putian Department" Hospital has formed to expand visibility, over-reliance on the search engine model. Generally speaking, the advertisement invests 60% to the search engine, has the hospital in the search engine the promotion expense to occupy to the turnover 70%, 80%. Especially in Beijing, Shanghai and other highly competitive cities. For example, there is a hospital annual income of 120 million yuan, 100 million yuan to the search engine. ”

Reporters from a number of industry insiders learned that the "Putian department" Hospital in a year to invest in the Internet search engine advertising scale or up to 20 billion yuan.

"Many Putian private hospitals have been kidnapped by search engine companies." The boss said, high advertising costs let the hospital a tiger, on the one hand let these private hospitals overwhelmed; on the other hand, a lot of private hospitals have been formed by the search engine promotion model, dare not easily adjust.

Quit advertising addiction.

Wu Xidong said that the game with the search engine is only one aspect, but also involved in some other forms of advertising, and the current state of the medical institutions are more stringent supervision, which is a measure of industry self-discipline.

For this initiative, there are "Putian department" people say not appropriate. "Every enterprise has its own development strategy, it is impossible to unify action." and internet companies and hospitals to talk about advertising cooperation will also take the form of each and every different. ”

With the medical advertising ban hereafter more and more high, the industry has a big shuffle situation. This is to rely on advertising to hit the market "Putian Department" private hospitals, the survival of the space seems to begin to become smaller.

Industry insiders believe that such private hospitals once "weaning", it can be foreseen that the competition will become more and more white-hot. In such a realistic background, looking for a new marketing platform, to build hospital brand, in the increasingly complex market environment in an invincible position, or "Putian Department" private Hospital outlet.

The embarrassing reality is that the "Putian department", which developed in the Robin era, is hard to get approval from the public as well as the private hospitals with higher end medical routes.