The marketing tool neglected by the news marketing Private Hospital

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The so-called news marketing, namely chooses the authoritative news media in the target area, through the normal news report method means, takes the news report content as the carrier, adopts the news reporting way, does not show the trace propaganda enterprise or the Enterprise Product (service) Marketing way. Through ingenious news planning, using various news reporting means and authoritative news media, the news marketing can play the role of other marketing means, effectively borrowing the authoritative public trust of news media and creating the best communication efficiency. News marketing effectively will enterprises, brands, products recommended to readers, very conducive to guide the market consumption, in a relatively short period of time to improve product visibility, brand reputation and credibility.

Since 2001, when the domestic marketing industry put forward the concept of "news marketing", news marketing has become a tool for some enterprises to promote marketing, the most memorable propaganda case has Mengniu use Yang Liwei 5th Shenzhou flying Miracle Clever propaganda their products and propaganda Haier service concept news "two packs of cold medicine and a Haier air-conditioning." The former ride on the explosive news, to create "Mengniu" milk and God 5 spacecraft flying a match with the flying dairy brands, the latter in-depth excavation, with moving news reporting form, a few hundreds of words of space, in the ordinary small place to highlight the distinctive corporate culture and service concept, have taken for granted news marketing effect.

And now all over the private hospitals springing up in general, at present they are the most not lack of awareness and advertising investment. But extremes meet, frequent advertising bombing annoying. Therefore, the most lack of private hospitals is propaganda credibility. Especially the lack of that kind of "stone", can at the same time arouse the government high-level, academic authority personage attaches importance with common people popular propaganda.

If the private hospitals cleverly use the authoritative news marketing in the target region, in the news report, the natural display of their unique style, can effectively reverse, make up for "people advertising flying" this public to private hospital propaganda formed by the habit of the impression.

Some private hospital marketing people questioned, big enterprises do news marketing is very important, but as private hospitals such enterprises useful?

The answer is yes, I give a negative report to spread the example, you can see the news report of the joint publicity role of--CCTV Focus interview has made unannounced visits to a hotel in Kunming to engage in pornography obscene services, the consequences are very serious, the hotel was ordered to suspend rectification, but soon after, the operator found that There are always foreign guests to stay at the hotel, ask the hotel "special services" situation. A question to know, is the focus of the interview report credit.

This example is not sunshine, does not conform to the mainstream values of today's society, but enough to explain the effectiveness of the news. such as private hospitals, "depending on advertising for enterprise Lifeline" Enterprises, news marketing is very necessary. Can through uninterrupted news marketing support peacetime advertising, effectively improve the public to peacetime corporate advertising trust.

But it must be noted that in the private hospital news marketing, planning and implementation are very important, "details determine success or failure."

First of all, in the media selection, according to the news expectations to achieve the effect, select the appropriate authoritative media, to carry out news marketing, the second is the topic of the report, planning is very important, not only to meet the theme of positive social values, to withstand the scrutiny of time, and to choose the "Temple of the High" and "The far away from the lake" The audience generally concerned about the problem, but also to create a new way to arouse the general attention of the sensational effect, through the creative news performance techniques reported, causing wide attention to all sectors.

Third, must tailor, choose the appropriate news report form and the technique of the news report, naturally show the specialty of the private hospital--in most news marketing report, the hospital cannot become the protagonist, must be willing to press props (think of the 2010 Spring Festival gala, Zhao Benshan blurted out "on a fox net" lines, Each propaganda enterprise's apron, condiment various sketch actor performance props to obtain the good propaganda effect.

Because, like "two packs of cold medicine and a Haier air-conditioning" so direct publicity business service concept of the report, but also only big brands such as Haier occasionally, will not be public suspicion for soft news.

At the same time, the news marketing needs in the news content and the news form careful planning, needs to conform to the news propaganda report law, therefore invites the authoritative media to be good at the news plan the well-known journalist to cooperate the implementation is very necessary, like this can truly achieve pure news report does not show any clues.

and news marketing must find a balance between uninterrupted marketing and moderation. Expensive in insist, must not deliberately for it, marketing and marketing. That year, a variety of enterprise products "invariably" into the scale into a system of CCTV Spring Festival Gala Stage, to become a sketch props, lines caused the domestic media and netizens to provoke the facts, can be a cautionary tale.

Only the steady, can really do the private hospital news marketing work.

From the above analysis can be seen, private hospital news marketing is very important, but also very high requirements. The vast majority of private hospital planners do not have any news marketing awareness, so far from what news marketing, some private hospitals have news marketing awareness, but due to understand the news, familiar with the status of industry development, good at digging effective news marketing topics of talent is very scarce, can not carry out, can only be shelved. The mediocrity of the planners eventually created the present "private hospitals are only left with advertising" the status quo, deplorable. Let people cry! (This article by SEO Yunnan original start, reprint please bring the website http://www.gouyn12.com/cnnet/99.html)