Talking about the marketing actuality of medical website

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The conversion of medical website to the hospital, we need to understand four points: 1, the situation of domestic health stations, 2, the status of the promotion of domestic clinics, 3, SEO occupancy, 4, the status of user experience. only to the promotion and the landing link clear, can the right remedy, in the final to the courtyard targeted.

1. Basic situation of domestic medical website

① Domestic Medical website, network promotion, solution, transformation to the hospital as the benchmark;

② Network to promote diversification, most of the hospital site is "39": 90% of the amount by search engines, and this amount, and 90% from Baidu, Baidu's share of 90% from the bidding.

③ Domestic Medical website 80% is male gynecology, a projectile small city, more than 4 homogeneous hospital is commonplace;

④ Domestic Medical station for the reason of disease, 98% regional marketing mainly;

⑤ Network Promotion 90% to Baidu bidding, due to family-type reasons, some groups of websites even rely on bidding, other promotional do not know what, roi forcible.

2, the domestic medical station promotion Status quo

At present, most of the medical treatment for the private or cooperative type, the use of the promotion method can be divided into:

① Ground Type: Bus station advertisement, Subway wall advertisement, waiting advertisement wall, brochure, lecture skewers, etc.

② Mobile: Mobile newspaper, in-car TV ads, taxi ads, mobile apps app built-in ads.

③ search engine, advertising Alliance, forum, microblogging, portal column cooperation, portal advertising, soft text, classified information free or paid to the top, video cooperation.

3, the degree of SEO ownership

Now, in search for disease words, symptom words, illness interrogative words and other subjects, long tail words, the portal column, a simple news report, etc. will be the home page of many medical websites, the pages, level two columns, topics are easily blocked behind, or even run to the second and third page, is to do the medical site common situation ( Part of it was even the stones he had moved to his own feet.

In this case, the practitioners are helpless and silent:

Helpless, is because many portal content and disease key words do not have how high correlation degree, only is because mentions this word then can row very good, does the SEO to this natural heart to know, except helpless is helpless, cannot because this one key word and changes the entire website optimization direction and the strategy;

Without language, as mentioned above, many portal content has little to do with the search for disease keywords, and some is common sense reproduced even direct 10% false original (only to change the beginning of the end) will be able to occupy the search results of the natural ranking of the first few, this with the search engine to promote the relevance, the original degree of discrepancy is very large, willing for him, the weight is also.

Therefore, for the above situation, if the search term is able to bid the word, that natural good to do, bidding is; while another part of the search engine "scarf" (homophonic) words, most of the hospital's choice is either cooperation, or another way through the continuous excavation of long tail words to broaden the site traffic.

The above common situation, resulting in the Web site through the SEO can not be rapid, direct, significant to bring patients, and the bidding is often at a time, and the performance of SEO practitioners, support and other objective factors, in contrast to the SEO has become a lot of traditional leadership of the chicken-food tasteless, tasteless.

In fact, most of the traditional marketing staff in the medical profession are not very clear about SEO, web site structure confusion, bid landing page Handan (some disease words even directly linked to the very low visibility of the homepage), so that the auction cost consumed loss is very serious, even if the bidding deliberately to many long tail words linked to the appropriate content page, The same content, boast of the old marketing practices, has long been tired of search users, even through the business through forced dialogue, quality is also difficult to compliment people. Here need to mention that, the sick type of search users and care-oriented search users have a large gap, and a qualified SEO, can cultivate editors to find the point of entry, writing methods to improve the quality of the article transformation.

4. The current situation of user experience

The structure is confusing, the user enters the website hard to find the content which oneself need, is the current template-type medical Web site, the patient is feeling nasty under either exit to find the next one, or helpless click Business Pass (many business through the exit button is very small, difficult to click), simply from the practitioner's user experience, very poor; However, from the demand-type patients, can only say that half, not absolute death. In addition, many sites in the bottom right corner imitate the shaking of the QQ window, I believe that with the Internet users screening awareness of the improvement, these seek the doctor-patient dialogue is bound to improve the way.

Generally speaking: At present the user experience of the medical website is mostly compulsive, luring type mainly, if the hospital entity competition degree is high, the public praise General, the consultant professional degree is low, then this kind of doctor-patient dialogue method is no different from Zeize.

Article by the Xinqiao Hospital http://www.xqcbt.com/,A5 First, reprint please keep the address.