Talk about precision Marketing from the advertising magazine of Shanxi Huimin Hospital

Day, nothing to wander on the street, in some bustling places can always see the flyers, the oncoming walk to a girl holding a stack of advertising magazine, I was trying to avoid, but this advertising magazine has a fresh and elegant cover, hesitation magazine has arrived in my hands. The magazine, "Huimin-Longcheng People's Healthy life reading," a few words, and the appearance of concise, different from the half of the health of the two gaudy Ads magazine.

Because the appearance attracted me, in addition was really bored, so spend two hours to read the magazine. Read, can't help astounding, this magazine content and advertising matching degree is perfect, absolutely not like other magazines content is content, advertising is advertising, can not help feeling why is also two sex advertising magazine, The gap is how big. In fact, I have seen a certain plastic surgery and a certain reproductive hospital and other large and small no less than 10 hospitals published two sexual health magazines, the magazine itself to make the process and content of the readability is no problem. The problem is that there are too many ads, and ads are casually inserted, did not realize that the ads and content matching, so that the audience is disgusted with the ads, although the reader through the magazine learned a lot of practical knowledge, but a large part of the reader has not become a magazine corresponding to the hospital's potential customers.

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In general, reproductive plastic two sexual health of such a lucrative hospital to develop and grow, and its own technical level is basically not too much relationship, the key is to promote. In my opinion, this type of hospital mainly has the following several promotion channels.

Traditional channels:

There are mainly newspaper soft text, TV ads, column title sponsorship, ground festival activities, public transport advertising, elevator advertising, led large screen advertising, outdoor advertising, flyers and other advertising.

Second, the network channel:

Mainly for the construction of the site +seo weight, news source website software, search engine bidding, advertising league CPC Click Ads, local large web site timekeeping ads, blog forum posts and so on.

Let's analyze the pros and cons of the various methods. Traditional methods of ground and media promotion, although for the hospital this has geographical limitations of the unit will be good, but the cost is very high, and the conversion rate is not too high, a bit of a large net fishing feeling, although it will catch a lot of fish, but a single customer's acquisition costs will undoubtedly spend a lot; again, internet advertising, Internet advertising SEO and search engine bidding methods to obtain the visitors, although not many, but the visitors are search related quality keywords come in, the conversion rate will be very amazing, this is like putting a line of fishing, the visitors in the very likely to become a hospital customer. Sprinkle big nets and single line fishing, a wide audience, a high conversion rate, has its own advantages.

It is worth mentioning that the advertising magazine this promotion method in recent two years unusually hot, basically casually to China, a two or three-line city can see the streets of this type of hospital hair magazine personnel. And the magazine production is very beautiful, the content of the readability is also fair, but advertising flying all over the sky caused a very bad user experience. For a long time, the feeling for the reader is that this type of magazine is in the advertisement with the content of the article, not the content of the ads.

The distribution of magazines, content and advertising in the Shanxi Huimin Hospital this time is a subversive reform for other magazines.

For example, the article "People" Guinness "There are many challengers", the Huimin Hospital magazine in this article is different from other hospitals related to the people of the article is basically the concept of the type of science, but through a data show that China every year 13 million people to receive surgery, the flow is not terrible, In order to eliminate the female unwanted pregnancy to do the psychological worries and concerns of abortion. Finished the article after matching the precision ads: the British micro-tube painless people-dream three minutes, accident to no trace, surgery fee special 280 yuan (after the surgery to send a warm nutrition package). I think if there is a consumer need, such advertising matching and details above optimization, will greatly improve the conversion rate.

There is also a treatment of hemorrhoids soft writing is particularly creative. We think that the article to match hemorrhoids ads, generally should be about the harm of hemorrhoids such content, but the Huimin Hospital magazine but used a title for "Surprised!" He used his wife ten years of sanitary napkins such an article, only the title will attract readers (potential customers) of the eyeball, the content of the article I do not express, I believe we can guess. I have said before, soft Wen marketing one is to pay attention to precision, the second attention to fun. With an interesting soft text to guide the reader, embellish fine silence, finally put the advertising content in disk, will have a multiplier effect.

In addition, the prostate article and skin Health of the two articles and advertising matching is particularly reasonable, can bring some inspiration.

Of course, my analysis is relatively simple, more doorways need to explore their own, but also welcome to put forward different views and views. (Text: Dingdao Division)

The author of this paper is Dingdao, a research and practitioner of E-commerce, a member of Shanxi business think-tank, and a media columnist. Contact Email: dingdaoshi@163.com Weibo: Http://weibo.com/dingdaoshi